Claire's Organizational Rhetoric

http://www.wmlu.org/

One of the biggest problems WMLU 81.3 FM faces is being heard in an environment full of messages. This organization has a lot of potentials to have an impact on campus, but they struggle to get their message out to students on campus. For the most part, the members of WMLU are the only ones that support the station and the events they put on. Since the station is run by multiple students in the Communication Studies programs, social media platforms and the station’s website are heavily relied on when promoting the station.

Rhetorical Situation:

1. Exigencies: The context of this website is to give the audience as much information about WMLU as possible. The home page contains useful information such as meeting times and ways to contact the station. While the WMLU 91.3 FM website is an efficient way to get information about the station, there are some issues that challenge the organization’s rhetoric. For one, the pictures presented on the home page are not all up to date. In addition, there is a lot of free space on the page that could be used for content. The colors are muted therefore they do not capture the audience’s attention very well. Apart from the slideshow of pictures, the website is very plain.
2. Audiences: WMLU targets a more enabling audience. An enabling audience “[is] composed of those people who allow the organization to operate,” (Hoffman, Rhetoric, 65) which is quite common in colleges and universities. Without student involvement or interest in the station, it would cease to exist.
3. Constraints and Assets: The website is very organized and professional, and at the same time the dark, muted colors reveal the calm, laidback atmosphere of the organization. Something that would help promote the station is visual appearances on campus. WMLU is so media driven that often times they don’t even consider some old-school techniques. Actually being on campus to promote their organization is an efficient way to get their message to more people outside the station. In the past, WMLU has participated in the Involvement fair where they handed out mini flyers about an informational meeting that following week. According to the board members who attended, there was a huge turnout.

Issues:

1. WMLU 91.3 FM is a college radio station that strives on being as close to the professional level as possible. On a professional level, this works. WMLU is treated like any other organization. Their professionalism has gained them credibility when working with other company’s to expand their brand. However, their message is not received well on campus. Although they do not directly speak about the struggles of being accepted at a professional radio station internally. At this past PR committee meetings, members discussed different ways to promote events put on by WMLU to students on campus.
2. Over the past two years, WMLU has increased its membership by 50%. In addition, their presence on campus has become more prominent, because of WMLU’s participation in various events on campus. For an example, WMLU volunteers to DJ events on campus such as Lancer Lunatics and the Grand Opening of Upchurch. According to the General Manager, Shannon Blunt, these events are big for the station, because it is a great opportunity for students on campus to learn more about the station.
3. Based on my knowledge of the rhetorical situation and rhetoric, WMLU appears to de-emphasize information about services that the station offers. This might influence the issue of how Longwood students view the station from an outside point of view.