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Nina Dorman
Dr. Dev Bose
ENG 101
04/23/2016
Analyzing Genres: U.S. Fish and Wildlife Service Website
With the creation of computers and the internet, we saw the birth of an entirely new genre
of writing, the website. Where users were once restricted to relatively primitive methods of
research that limited their sources based on what information could be gathered from local
resources or through other contacts, seemingly unlimited sources of information are now at the
users disposal via online sites. As these websites have continued to develop new means of
updating and presenting information, so that you can find several subgenres of writing included
in a single genre, designers have had to ensure their site was successful and could compete with
sites within the same or similar genres to optimize its effectiveness; the Fish and Wildlife Service
(FWS) website is one these. By using several different genres to educate the public on Mexican
gray wolves and their recovery program, the FWS website seeks to provide easy access to the
most up-to-date information while using rhetorical analysis to ensure the sites purpose is clearly
conveyed through their carefully planned designs and formats.
Though every website can differ greatly in format and design, each must rely on
rhetorical analysis to determine what characteristics will cause the greatest positive response in
its readers. Since a website is a completely online genre, with each viewer having a different
reason for visiting the site and with differing educational backgrounds, the FWS focused on
creating a format and design that would be easily navigated by readers of all ages. According to
John Bradley of the U.S. Fish and Wildlife Service (FWS) External Affairs, we tailor our
information for all members of the public, to include young people, students, teachers, and
general members of the public (Bradley). By using rhetorical analysis to consider the varying

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ages, backgrounds and intentions of its readers, the FWS chose a simplistic and easy to navigate
layout that clearly advertises all that the website has to offer. Ensuring the layout was simplistic
and easy to understand allows readers to navigate from their topics of choice without feeling lost
or frustrated by the wealth of data presented. Simplifying the layout and the information
included within each topic also served to allow each user to read and comprehend the material
without feeling like they needed to do any other research to follow along. By creating this easily
navigated website, the FWS successfully created a genre that encourages users to explore several
topics, while improving the chances of attaining its goal of gaining support for the Mexican
wolfs survival and reintroduction into the wild through increased interest from the public.
In order to be successful in this goal, the FWS website also needed to follow some
general conventions that apply to this genre. While the conventions used within a genre such as a
website can vary greatly depending on the websites purpose, there are several general
conventions that, if used, can guarantee a websites successful implication. Some of the
conventions Dave Lawrence discusses in his book Balanced Website Design include:
encouraging a website to express a feeling or idea, form a community, help others, promote
exploration, incite new interest, distribute information, and be accessible (Lawrence). The FWS
thoroughly uses each of these conventions on their main page and throughout their website to
increase their chances of being successful in saving the Mexican gray wolf from extinction.
The format and use of each of these conventions not only increases the programs chance
of success but also contributes to the readers overall perception of the FWS and the recovery
program. By using the convention of expressing a clear feeling or idea, as seen with the inclusion
of their purpose statement found at the top of the main page, the FWS is able to quickly inform
the public that their purpose is to conserve the (Mexican gray wolf) species (FWS, 2015) that
was all but eliminated from the wild by the 1970s (FWS, 2015). While the Fish and Wildlife

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Services purpose revolves around the conservation of wildlife, the site itself was created to
educate the public on the Mexican wolf and how the U.S. Fish and Wildlife Service (FWS) is
working to recover (it) from near extinction (Bradley). For readers who share this passion, the
FWS uses the convention of forming a community to encourage those who are interested in
preserving our nations wildlife and heritage to learn about the wolf, teach others about their
dwindling numbers, and get involved however they can.
To successfully promote the publics involvement, the website first needed to use
rhetorical analysis to ensure the information within the site was presented in a professional
manner that was easily accessed by the general public. The FWS accomplished this by clearly
outlining the different topic choices for a reader to choose from, allowing the site to appear userfriendly and professionally designed. This outline of topics with links from one subject to
another not only lends to their websites ease of use, but also encourages a user to explore by
providing links to related information within each individual page. By encouraging users to
explore new topics the FWS increases the chance of a user reading and learning more, since the
information is not confusing or hard to find, which can lead to a user remaining on the site for
longer periods of time. Finding a layout that encourages exploration also serves to generate
interest in the species well-being. Creating a layout that generates interest in readers is
especially important since if the public knows about a species and its struggles it is more likely
to care about that species which in turn increases its chance of survival through increased
support.
While the simple layout and easily navigated topics contribute to the websites overall
success, it is the FWSs use of multiple genres, professional design, and up-to-date nature that
lends to its credibility. By presenting a main page that is well-organized and closely audited for
quality assurance, the FWS External Affairs team ensures all updates and information (they)

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post to the site is correct factually (and) grammatically (Bradley). This close monitoring of the
material presented to the public demonstrates the FWS dedication to quality, both within their
website and the recovery program. This dedication is not limited to the layout of the site but is
shown through their attentiveness to the recency of information as well. On the sites main page
readers can find the most recently published or released information. Updated information is
provided from several web articles, surveys, and professional reports, some of which contain
annual wolf population reports. Presenting these genres of writing on their front page makes
pertinent and related information easily accessible to the user. With so much information
available, it was important for the FWS to rhetorically analyze its audiences needs when
deciding what information to include and how to organize it so that it could be quickly found.
According to John Bradley, when we have timely updates to the program such as wolf count
surveys, updates to our recovery plan, (or) potential release of wolves into the wildwe believe
(these to be) front page relevant (Bradley). This rhetorical analysis of its audience not only
helps ensure easy access to relevant information, but ensures the public is up to date on the
program and any issues that could be associated with it.
By selecting this professional and up-to-date design, the FWS ensures the publics trust in
the information they present and thereby increases the chance of a reader becoming involved in
the program. In using rhetorical analysis to consider how a reader will interpret how the
information is presented, the FWS is more likely to present the image they so desire to and
encourage readers to learn what makes this species of wolf unique and important. If the FWS is
able to cause a reader to become interested in the program then they also increase the probability
that a reader will want to help by donating time or resources. To optimize on this opportunity of
receiving support from the public, the FWS website has also included an easily navigated index

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along the left-hand side of the screen with a tab labeled Get Involved. This tab provides the
reader with simple instructions and information on how to contribute to the survival of the
Mexican wolf and also provides information for other organizations that support this animal.
Since the FWS is a government funded program and cannot accept monetary donations, as is
clearly outlined in the disclaimer on their website, the FWS lists these other organizations as a
way to aid users who want to simply donate money by helping them navigate from one website
to the other. By making this process easy and user-friendly, the FWS increases their chances of
receiving more aid from the public for their cause and thereby increases its chance at success.
As a website that represents a government funded program, it is essential that the
information contained within the site is presented in a way that lends a sense of credibility to its
contents and is easily understood by its users. Rhetorically analyzing who reads their website and
what their purpose is helps ensure that the chosen layout of information allows readers to freely
skip from topic to topic while encouraging them to discover new and updated information. By
constantly updating their website, and providing the last updated date at the bottom-left of
each page, the FWS helps the reader get a sense that their site has the most recent and accurate
information; causing them to trust their information more than competing genres they could be
reading. The FWS is currently working to make improvement to the website to provide easier
navigation to viewers and to keep the most relevant information on the front page (Bradley).
Constantly using rhetorical analysis of their community to improve their website and update
information, by listening to wildlife biologist and any questions its readers may have, the FWS
ensures their users have the most informative and enjoyable experience possible. This usercreator relationship is further encouraged by allowing users to ask questions and by providing a
list of contacts that the reader can call for additional information. The transparency and

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approachability that enhances the users trust in their site is further ensured by the FWSs
willingness to work with other organizations with a similar goal. Rather than competing with
similar genres or other websites that provide information on the Mexican wolf, who also aid in
the species survival, the FWS encourages users to visit the competing websites for
information or to donate their resources such as time, money, and/or talents and ultimately
improves the chance of their program safeguarding the Mexican gray wolf population for many
generations to come.

Works Cited

Bradley, John. Personal Interview. 19 Apr. 2016.

Lawrence, Dave. Balanced Website Design: Optimizing Aesthetics, Usability and Purpose.
Springer, London: Springer, 2006. Arizona Library. Web. 7 Apr. 2016.
The Mexican Wolf Recovery Program. FWS.Gov. U.S. Fish and Wildlife Service, 5 May 2015.
Web. 8 Apr. 2016.
United States. Fish and Wildlife Service. 2015 Mexican Wolf Population. Albuquerque: FWS
Public Affairs Office, Feb. 2016. Web. 8 Apr. 2016.