This Presentation is a condensed visual aid to a larger Disciplinary Report focusing on the types of rhetoric used by three major sectors of study abroad outreach and advocacy, a field in which I am interested in building a career: Program Providers, Advocacy Organizations, and University Departments. Close attention is paid to the persuasive appeals of Pathos, Ethos, and Logos within certain sectors, as they vary in importance and application, depending on the audience. Furthermore, the role of social media has become increasingly important in the field, and much of the report documents the growing need for writers to organize and manage the content strategy of all communications and discourse representative of the sector.

1. The Role of Rhetoric in
Study Abroad Outreach and Advocacy
A presentation by Jennifer Dodge

2. Introduction
I studied abroad … and everybody else should, too!

3. The Context
Unfortunately,
few students study abroad
(IIE, 2015)
...but change is underway.

4. The Findings
Social Media
Content Strategy
Outreach
Advocacy
Print Media
Communications
Organize
Manage
Lead
Create
Design
Publicity
Team
Online
Blog
Write
Collaborate
Digital
Plan
Website Message
“
”Develop
Build
MaintainDistribute
Trending
Respond
Promote
Input
Engage
Dynamic
Press
Campaign

5. Program
Providers
The Sectors
Advocacy
Organizations
University
Departments
Study
Abroad

6. Program
Providers
Program Providers
(AIFS, 2016)
• Focus: Potential Students, Alumni
• Appeals: Pathos, Ethos

7. Advocacy Organizations
• Focus: Sponsors, Affiliates, Students
• Appeals: Logos, Ethos
(IIE, 2015)

8. University Departments
• Focus: Potential Students
• Appeals: Pathos, Logos
(UMASS, 2015)

9. A presentation by Jennifer Dodge
The Implications
Portfolio…
 Content Strategy
 Multimedia Capability
 Audience Diversity
Career…
 Graduate School
 Additional International
Experience.

10. Thank You!
Questions?

11. • AIFS (Director). (2016). Ask An AIFS Alumni - Three Words [YouTube Video]. Retrieved from YouTube:
https://youtu.be/V5bj4R2WQso
• IIE. (2015). Open Doors Data Highlights. Retrieved from Institute of International Education:
http://www.iie.org/Research-and-Publications/Open-Doors/Data/Infographics
• UMASS. (2014). International Opportunities Expo. Retrieved from University of Massachusetts Amherst:
https://www.umass.edu/events/international-opportunities-expo
• UMASS. (2015). International Programs Office. Retrieved from University of Massachusetts Amherst:
http://www.umass.edu/ipo/
• YazeinaDaze. (2015). AIFSAbroad. Retrieved 2016, from Instagram:
https://www.instagram.com/p/8zPN1Fq9gO/?taken-by=aifsabroad
Image Credits