Commentary—Film (and Video) as Business Communication: “Will You Come and Join the Dance?”

Abstract

This paper describes a study of a training film about business presentations, Making Your Case. We offer this historical study in the context of a broader claim, arguing that (as part of a “visual turn”) business communication scholars should give more attention to film. We propose that scholars should develop conceptual perspectives and tools appropriate to the study of film as business communication, including an array of genres based on sponsorship and purpose. We develop one specific example, the genre of the readymade training film (RTF) and apply it to Making Your Case.