Purpose of the Assignment: To allow you to examine the rhetorical situation(s) underlying an organization’s attempt to establish its brand. To do this, you will analyze the website of an organization to determine its organizational frame.

Step 1: Select the web site of an organization of your choosing.

Step 2: Answer the following questions about that site in terms of its organizational frame. Note use the handout on Blackboard called Organizational Frame Matrix (I can send you this) to assist you with this assignment.

• What is the organizational paradigm (frame) used to represent the organization?
• Analyze and explain how the metaphor is represented on the web site. Provide specific examples to support your analysis.
• Analyze and explain how the central concept is represented on the web site. Provide specific examples to support your analysis.
• Analyze and explain how the image of leadership is represented on the web site. Provide specific examples to support your analysis.
• Analyze and explain how the organization has responded to its leadership challenge. Provide specific examples to support your analysis.

Step 3: Use the formatting guidelines for a short report, including the title page, headings, line spacing, and the integration of charts and graphs into your report. The paper will be approximately three to five pages long, single-spaced.

Report Components: These components must be included in your report:

• Title page
• Answers to the five questions above, each designated with a heading and discussed in paragraph form.
• At least two figures that display pertinent examples that support your analysis.

Step 4: Include the URL for the website you have chosen to analyze