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CODES

1
FOR RHETORICAL MOVES & STEPS
2
TO BE APPLIED TO CONTENT
3
OF HIGH-TECH MARKETING WHITE PAPERS
JEFREY S. NAIDOO AND KIM SYDOW CAMPBELL
CULVERHOUSE COLLEGE OF COMMERCE AT THE UNIVERSITY OF ALABAMA
Move Step
Additional
Descriptors for Step
Example Source & Location of Example
1
Introducing the
business
problem
1a Introducing the territory
Environmental
assessment, business
context
(1) In today’s intelligent economy, digital
identity has become the foundation for
business transactions in virtually all
industries.
(1) T1:
4
text on page 1, 1
st
sentence
under heading “Introduction”
1b
Introducing problems or
market drivers for territory
e.g., cost, efficiency,
security, competition,
consumerism
(1) The need to keep corporate assets and
identities secure has never been greater.
[problem]

(2) Security SaaS will be a key enabler to
enterprise mobility and cloud computing
efforts. [market driver]
(1) T1: text on page 1, 1
st
sentence
of 2
nd
paragraph under heading
“Introduction”

(2) T1: text on page 2, 1
st
sentence
of 6
th
paragraph under heading
“Introduction”
1c
Presenting the generic
solution
A technology product
or service provided by
author (or sponsor)
(1) Identity and access management (IAM)
will be a critical technology for maintaining
security and control of data and IT systems
as they transition to cloud computing.

(2) Identity and Access Management in the
Cloud
(1) T1: text on page 2, 1
st
sentence
of 7
th
paragraph under heading
“Introduction”

(2) T1: heading on page 2
1d
Raising questions or
indicating gaps for generic
solution
Challenges. Also
signaled by
“however,” etc.
(1) The Challenges of Cloud-Based IAM

(2) Perhaps the biggest challenge with SaaS-
based IAM is the creation of separate IT
solos that need to be kept secure.
(1) T1: heading on page 3

(2) T1: text on page 3, 1
st
sentence
of 2
nd
paragraph under heading
“The Challenges of Cloud-Based
IAM”
1e
Outlining document
structure
e.g., previews or table
of contents
(1) After discussing F5 Network’s Cloud
Federal IAM architecture, this Technology
Spotlight offers some guidance for
(1) T1: text on page 1, final
sentence of 1
st
paragraph before
heading “Introduction”

1
Updated September 22, 2014.
2
Rhetorical Moves are broad descriptions of the main argument or purpose behind content placed in a document. Rhetorical Steps are more specific arguments or purposes that support a
Rhetorical Move.
3
Content includes a range of document elements: body text, headings, informative graphics (e.g., tables, diagrams, etc.). A single Code should be assigned to each element of content. For
body text, this usually means one code for each individual sentence, but can rarely mean a clause within a sentence (see the example here for code 2c). It might also mean one code for all
sentences within a paragraph.
4
T1 = IDC’s 2013 “Technology Spotlight: Eliminating Authentication Silos and Password Fatigue with Federated Identity and Access Management” (Training sample 1).
Move Step
Additional
Descriptors for Step
Example Source & Location of Example
enterprises looking for SaaS IAM solutions.
2
Occupying the
business
solution niche
2a
Describing the specific
solution
A product or service
offered by the
authoring or
sponsoring
organization.
(1) Considering F5 Networks

(2) F5 Networks newest foray into cloud-
based security solutions is its Cloud
Federation architecture . . .
(1) T1: heading on page 3

(2) T1: text on page 3, initial
clause of 1
st
sentence in 1
st

paragraph under heading
“Considering F5 Networks”
2b
Describing business
benefits of the solution
Focused on market
drivers or business
outcomes (e.g.,
efficiencies, costs,
economies of scale,
etc.)
(1) This federation of identity and access
management can alleviate loss of control and
resulting security threats.

(2) It’s designed to improve the overall
experience for end users by reducing the
number of credentials they must manage to
conduct business.
(1) T1: text on page 4, 2
nd
sentence
in 5
th
paragraph under heading
“Considering F5 Networks”

(2) T1: text on page 4, 3
rd
sentence
in 5
th
paragraph under heading
“Considering F5 Networks”
2c
Illustrating or applying the
solution
Signals how solution
will work for reader
organization.
Sometimes signaled
by API (Application
Programming
Interface) or
Integration with . . .
(1) Essentially, Cloud Federation inserts a
layer of dynamic access and identity
management services that provides
federation and unification of credentials
across cloud and datacenter resources based
on enterprise authority.
(1) T1: text on page 4, 1
st
sentence
in 4
th
paragraph under heading
“Considering F5 Networks”
2d
Describing key features of
the solution
Focused on product or
service; also
integration
components.
(1) IT can govern all policies for sign-on
credentials, such as password length, history,
internal of change and composition.

(2) By adding F5’s Local Traffic Manager
(LTM) and Access Policy Manager (APM,
the architecture provides a platform for:
[bullet list]
(1) T1: text on page 4, 1
st
sentence
in 5
th
paragraph under heading
“Considering F5 Networks”

(2) T1: text on page 4, 2
nd
sentence
plus 4 bullets in 6
th
paragraph
under heading “Considering F5
Networks”
2e
Stating limitations of
solution

(1) Similarly, the company will face
challenges from the SaaS solutions vendors,
who will tout their own IAM approaches.
(1) T1: text on page 4, final
sentence in 1
st
paragraph under
subheading “Challenges”
2f
Establishing market
sustainability of solution
Often aimed at
investors. Sometimes
at customers to signal
post-purchase support.
(1) Shared access to virtualized resources
over the Internet will continue to account for
a larger portion of IT spending, and keeping
this access secure will be increasingly job
number one for IT.


(1) T1: text on page 1, 2
nd
sentence
in 4
th
paragraph under heading
“Introduction”
Move Step
Additional
Descriptors for Step
Example Source & Location of Example


3
Prompting
action
3a Restating territory
(1) IDC estimates that cloud services
spending will ultimately account for a large
proportion of all IT spending.
(1) T1: text on page 4, 1
st
sentence
in 1
st
paragraph under heading
“Conclusion and Essential
Guidance”
3b Restating market drivers
(1) As organizations move to the cloud and
associated SaaS offerings, they will look at
security SaaS as a way to shift the growing
cost of security from a capital expense to an
operational expense.
(1) T1: text on page 5, 1
st
sentence
in 2
nd
paragraph under heading
“Conclusion and Essential
Guidance”
3c
Issuing a call to action for
generic solution
e.g., advice signaled
by “choose,” etc.
(1) For organizations looking for
comprehensive IAM solutions for their cloud-
based networks, IDC recommends asking
themselves the following questions: [bullet
list of questions]
(1) T1: text on page 5, 1
st
sentence
plus bullets in 4
th
paragraph under
heading “Conclusion and Essential
Guidance”

3d
Issuing a call to action for
specific solution
Advice signaled by
specific contact info,
1
st
person pronouns,
product name,
author/sponsor name,
etc.
(1)To the extent that F5 Networks can meet
the challenges described earlier, the
company’s Cloud Federation architecture
has a significant opportunity for success in
this strategically important market.
(1) T1: text on page 5, 2
nd

sentence in 6
th
paragraph
under heading “Conclusion
and Essential Guidance”
4
Establishing
credibility
4a
Connecting to clients or
customers of specific
solution
Specific
organizational names
or quotes from clients
or customers
(1) Cottage Hospital
(2) We now build an additional 20% for
project management on all of our
projects (Senior Manager #75)
(1) T2:
5
heading on p. 3
(2) T3:
6
quote on p. 4 under 1
st

bullet
4b
Listing source of
information

(1) We now build . . . (Senior Manager #75)
(2) The opinion, analysis, and research
results presented herein are drawn from
more detailed research and analysis
independently conducted and published by
IDC, unless specific vendor sponsorship is
noted.
(1) T3: quote on p. 4 under 1
st

bullet
(2) T1: text on page 5, 2
nd
sentence
under heading “About This
Publication”
4c
Providing information
about author or authoring
organization

(1) Sally Hudson and John Grady
(2) Tim McClintock, PMP is Senior
Instructor and course director with
Global Knowledge . . .
(1) T1: text on page 1 under title
(2) T3: text on page 7 under
“About the Author”

5
T2 = MEDHOST’s 2014 “Patient Portals: A Platform for Connecting Communities of Care” (Training sample #2)
6
T3 = Global Knowledge’s “Top 10 Reasons All IT Professionals Should Learn Project Management” (Training sample #3)
Move Step
Additional
Descriptors for Step
Example Source & Location of Example
5
Providing
disclaimers
5a
Providing sponsor
information
When specific
solution is not from
authoring organization
(1) Sponsored by F5 Networks (1) T1: text on page 1 under title
5b
Listing legal
considerations
Ownership of content
(e.g., copyright)
(1) Copyright and Restrictions
(2) Copyright © Global Knowledge
Training LLC. All rights reserved.
(1) T1: heading on page 5
(2) T3: text on page 7 in footer