Those rhetoricians who discuss situation led to consider situation when he treats types of discourse.
No major theorist has treated rhetorical situation thoroughly as a distinct subject in rhetorical theory. The presence of rhetorical discourse indicates the presence of a rhetorical situation. This article discusses the concept of rhetorical situation. These findings add new perspectives to both the literature on legitimacy and policy discussions on algorithmic decision-making in firms.
In other words, companies cannot overcome the legitimacy penalty of using arbitrary or morally dubious factors, such as race or the day of the week, with a good outcome or an appeal process for individuals. However, when arbitrary or morally dubious factors are used to make decisions, most legitimacy dividends are erased. Yet, robust governance, such as offering an appeal process, can create a legitimacy dividend for decisions with bad outcomes. We find that many of the procedural governance mechanisms in practice today, such as notices and impact statements, do not lead to algorithmic decisions being perceived as more legitimate in general, and, consistent with legitimacy theory, that algorithmic decisions with good outcomes are perceived as more legitimate than bad outcomes. Using factorial vignette survey methodology, we explore the impact of decision importance, governance, outcomes, and data inputs on perceptions of the legitimacy of algorithmic decisions made by firms. To date, the algorithmic accountability literature has elided a fundamentally empirical question important to business ethics and management: Under what circumstances, if any, are algorithmic decision-making systems considered legitimate ? The present study begins to answer this question. The practice of crisis communication recognizes the broadest sense of legitimacy-that is, an institution's need for publics to recognizeįirms use algorithms to make important business decisions. Crisis communication such as this aims at reestablishing the legitimacy of an industry (Hearit, 1995b). If consumers suddenly felt that flying was extremely perilous, the airline and air- craft industries would crumble. The alacrity with which all of these groups create reassuring messages is absolutely necessary-at stake is the industry itself. The organizations involved seek explanations and pledge prevention of future disasters. All kinds of organizations involved with air travel launch public relations campaigns comparing the relative risks of air travel with the risks of other types of transportation. The airline, the aircraft manufacturer, and government safety organizations begin the process of rebuilding fliers' trust in air travel.
When a commercial airplane carrying more than 200 passengers crashes into the Atlantic Ocean, crisis communication swings into action. The article concludes that actively studying strat- egies of legitimation for specific corporate policies would produce useful scholarship that builds on extant legitimacy literature. Although insti- tutional legitimacy has formed a basis for studies of crisis communication, image, values advocacy, and issue management, actional legitimacy studies allow for the study of more day-to-day public relations activities in which publics have a more im- mediate impact on corporate policy. After tracing the development of the idea of "corporate legitimacy," this research distinguishes between institutional and actional legitimacy.
This article articulates the fundamental nature of "legitimacy" to public relations re- search and sets forth actional legitimation as a productive new area for public rela- tions studies.
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