Inventing a way: The Saturn Corporation and a unique rhetorical vision for the American automobile industry

详细信息   

• 作者：Kelly ; Brendan Bowles
• 学历：Master
• 年：2000
• 关键词：Communication and the arts ; Social sciences ; Languag
• 导师：Tew,Michael
• 毕业院校：Eastern Michigan University
• 专业：Mass media;Rhetoric;Composition;Marketing;Market strategy;Automobile industry;Corporate culture;Studies
• ISBN：9780599631915,0599631910
• CBH：1397956
• Country：USA
• 语种：English
• FileSize：2675880
• Pages：60

文摘

This study reveals the rhetorical strategies Saturn Corporation has employed to refine the public conception of the American automotive industry. Saturn's actions redefined the terms of corporate advocacy in the modern industrial age,Additionally,Saturn's unique systems of operation,organization and communication strategy have altered the public perception of the purpose and responsibilities of corporate structures. This study utilized Cheney's (1983) framework on collective identity to assess how successfully Saturn Corporation's communicative strategies were in defining corporate culture. Afterward,Benoit's (1995) framework provided the tools necessary to examine Saturn as an image restoration strategy for General Motors Corporation. Finally,this study offered conclusions on Saturn's affect on the definition of "corporation" in the United States.