Analyzing the Purposes of Public Communication

Instructions: In class, we discussed how public communication is used to achieve a specific purpose. For this assignment, you will apply your knowledge about the different purposes of public communication to analyze the purpose of a public statement released by Facebook CEO Mark Zuckerberg in response to the 2016 Cambridge Analytica data hacks. Refer to your class notes and course readings from Unit 1 (Introduction to Public Communication) to help you complete this assignment.

Click on this link to read Mark Zuckerberg’s public statement in the article attached to this online assignment, then:

(1)Identify which one of the three general purposes of public communication (to inform, to persuade, to entertain) you believe that Mark Zuckerberg is using in his public statement. Consider this carefully and explain your answer using at least 3 pieces of evidence from his public statement.

(2)Based on your answer to (1), identify Mark Zuckerberg’s specific purpose (e.g., Mark Zuckerberg was informing Facebook users about ____; Mark Zuckerberg was persuading Facebook users to _____; or Mark Zuckerberg was entertaining Facebook users by ____). Explain your answer using at least 3 pieces of evidence.

(3)In 2-3 sentences, explain why it is important for an audience to be able to identify the purpose of a speech/email/essay/etc.

This assignment aligns with Course Learning Outcomes 1 and 3.

Additional clarification– How do I demonstrate the difference between the general purpose and the specific purpose, using pieces of evidence? Take a look at this made-up example:

General purpose of making chocolate chip cookies:

“The baker shares a recipe about their homemade chocolate chip cookies saying that it is the best cookie ever. This is shown by the cook talking about the recipe being created by a famous baker, saying that the cookie won in a baking contest, and explaining how special ingredients make the cookie unique.”

Specific data about the chocolate chip cookies:

“The Baker discusses the origins of the chocolate chip cookie by sharing a story about his great-grandfather’s bakery. This bakery eventually became the toll-house cookie factory. The cookie recipe went through a series of contests, and eventually won a $10,000.00 prize for being the best cookie, to which the money was used to advertise the fame of the cookie. Specifically, the cookie has the perfect combination of sugar to flour, which is why 95% of users agree that the ingredients are quality indeed!”