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The Rhetoric of Teaching Financial Accounting on the Corporate Web: A Critical Review of Content and Metaphor in IBMs Internet Webpage Guide to understanding Financials

Amernic, Joel; Craig, Russell


This paper analyses IBM's teaching of financial accounting via the Internet. The seductive nature of the hyperreal pedagogy in IBM's @9pGuide to Understanding Financials@2p is explored in two stages: first, by means of a technical critique; and second, by examining the @9pGuide's@2p rhetorical features. Particular focus is given to IBM's use of pictorial metaphors as visual rhetoric. We conclude that the curriculum of IBM's web-based financial accounting teaching contains much more than is...[Show more]

CollectionsANU Research Publications
Date published: 2000
Type: Journal article
Source: Critical Perspectives on Accounting
DOI: 10.1006/cpac.1999.0337


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