Online Media Kit

Here is a link to BusinessWeek's print media kit.

Technical Writing Exercise Review

I have chosen to review David Shuren's Technical Rewrite.

I like how the beginning starts with a more generalized statement introducing how to share programs and data on a network drive. This makes it clear that these instructions apply to any program or data rather than any specific programs, as might be inferred from the original instructions, which talk about "the program". It is also succinct, yet complete, and does not use excess verbiage which is important in any technical style writing. Contrast

"Perform the following to set up a shared drive: " (Good)

with

"The following must be kept in mind sometimes if you should decide to set up a shared drive:" (Excruciating)

The tone of David's document is also much more professional, and vastly more confident than in the original. I trust that David's instructions are complete, and will get me to where I want to be. It gives clear commands and walks me through the necessary steps to set up a drive. This is dramatically different from the wavering, unsure feel of the original document which uses language like "sometimes... assuming... I guess... try selecting... you may... all the time necessarily". I don't trust a single one of those instructions.

And finally, David's document has the advantage of not calling it's reader an idiot. I can't imagine why that was included in the original instructions if these were actually used in a business communication. Note: calling your colleagues idiots rarely endears you to them, unless you are Don Rickles.

Technical Writing Exercise

Creating Shared Drives Under Windows 95

Personal Statement

In preparation for completing applications and resumes, I have been reading various samples of med school application essays. A good personal statement can do a lot to make your application stand out, and much of that will have to do with your use of rhetoric and voice. I have chosen a specific essay to analyze for the use of rhetoric.

Emergency 911

Of course the predominating rhetorical tools in these sorts of essays will be ethos and pathos. I would imagine it is difficult to deductively reason that someone should accept your application, so usage of logos will be a bit sparse. Instead we can see that the author is trying to build and convey a substantive ethos to his audience by relating his personal experiences. His goal is to leave the essay proctor with an image of an ambitious, experienced, responsible, altruistic leader and medical asset using nothing but his words.

I like how this essay starts out racing; stomping the pathos pedal all the way to the floor. It feels like one of the opening pre-credit sequences to some TV medical drama like House. By narrating his response to a traffic accident with vivid imagery and short, energetic, punctuated sentences, he heightens the sense of anxiety and excitement in this already traumatic event. By the end of the paragraph we almost feel like we have lived through the ordeal with him. The ethos inspired by the image of him desperately trying to breath life into a mangled, dying accident victim is about as heroic as you can get, and it leaves us with a sense that he is up to the nerve-racking challenge that medicine provides.

After setting us up with an intense depiction of a fearless, commanding, shirtless first-responder, he then hits us with his vulnerable side. Before our adrenaline can even subside, his next paragraph describes him as "trembling", "disheartened", "desperate" and "demoralized" at not being able to save this man's life. This complete shift in tone helps add a healthy dose of sympathy and compassion to his ethos repertoire. Not only will he be out on the front lines saving lives, but he will be fueled by genuine charity and devotion to mankind.

The remaining paragraphs get a little drab to me. He throws in a bit more pathos by describing his work in rural Mexico and his affinity with the Hispanic culture, but he spends the majority of the remaining essay simply relating the usual obligatory extra curriculars, volunteer and research experience and academic achievements. Each sentence continually adds to his developing ethos as the quintessential magnanimous medical applicant.

Overall, I was impressed by how the author used rhetorical tools to create such a powerful ethos. Using the emotions of his reader, he has distinctly established himself as not merely a list of accomplishments and experiences on an application, but as a dynamic, feeling and caring person. We feel like we trust him and know him. At least as much of him as can be conveyed through a short piece of writing. I hope I can replicate at least a small amount of this ethos in my own future personal statement essays.