AOW January 9

In the article, “A Digital Death? Why Kodak Stopped Clicking” it is made clear that Kodak could be heading for bankruptcy and they may have been their own downfall.  Kodak once was incredibly popular; it had one of the most innovative researching departments in the world.  In 1975, they found the digital camera, “a product that would eventually be its undoing” (1). Kodak has tried to make and sell digital cameras and other products, however, they were “never really able to capitalize on the product it had invented, and its digital strategy was a bust” (2).  Currently, they are trying to sell patents for digital photography to prevent bankruptcy.

JIm Zarroli has been a reporter for NPR since 1996 and covers most often articles on business and the economy.  He has written for The Christian Science Monitor, The Los Angeles Times, and The Boston Globe.

The context of this article is that Kodak has recently begun trying to sell about a thousand patents for the technology behind digital photography.  Since they are heading for bankruptcy, the company may not have a choice in the matter.

The purpose of the article was to show that Kodak’s own invention of the digital photography ultimately led them to their state today.  “Over the years, as digital photography has taken off, the innovations developed by Kodak have been widely used in smartphones, notebooks and tablets” (3) and unfortunately their demise may be caused by their innovations.

The audience intended for this article are listeners of NPR and people interested in the trends of businesses.

Rhetorical devices used include: appeal to ethos and clever diction.  Zarroli makes an appeal to ethos by citing Rob Cethre of the consulting firm of Photizo and Mark Zupan, dean of the business school at the University of Rochester.  By using experts in both photography and business interests, his purpose is more clearly explained and credible.  Zarroli makes him article more interesting and creative with his word choice.  His diction: “Kodak has tried to jump on the digital bandwagon”, “during its heyday” and “the profits it earned from selling film have dried up.” (4) Light phrases like these are not often used in reports on failing businesses.  Usually, diction is very formal. This is just one way the author is able to show some persona.

The author did achieve his purpose.  He uses quotes from experts to make his article credible and shows his character, making the article informative and interesting.     

http://www.npr.org/2012/01/06/144801653/kodak-tries-to-buy-time-by-selling-patents