In this article by Jim Ridolfo and Dànielle Nicole DeVoss, the main idea is that spreading your message is important. Though, when we overextend the original point, we can misconstrue the message. They coined the term: rhetorical velocity, which, in short, is a term to explain the speed at which something spreads. They took time to discuss it in detail and even said that: “This genre, though constrained by rigid formatting conventions, offers a useful starting point for thinking about how such strategizing may predate and also change shape with the widespread adaptation of digital composing literacies.” To me, in simpler terms, this means that the world of technology is a huge benefit. Conversely, this poses a huge risk because someone can plagiarize or rewrite the message in a negative light.
Genre
Where genre is concerned, they specified that composers consciously choose and structure the press advisory and media release. This is because their traditional formats invite third-party appropriation. For example, journalists frequently cut, paste, revise, or republish the text. Instead of treating a genre as a static, closed-off final product meant only for a primary audience, a rhetor uses a specific genre as a building block or template. Genre conventions align the message with the speed, constraints and working conditions of the third party users. By doing this, we maximize the speed and capacity of a message to be adapted and shared.
Real-World Example
Companies typically use this strategy in order to get the news they want to get out, it has its negative side. Depending on the company’s reputation, the rhetorical velocity of the post, article, (or whatever form of content it takes) will determine if it fades or not. For example, when a company is popular, it likely will be widespread and well-received. Whereas when the company is less well-known, the message might do well too, but the likelihood of it staying relevant depends on how many influential people spread it. Of course, assuming if it ever reaches a larger, popular audience.
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