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

Abstract

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 apparent upon superficial examination. IBM's website paraphernalia constructs beliefs and shapes public discourse. Like all curriculum, IBM's @9pGuide@2p is contestable social construction. Show more