Postmodern Personas in Combat: The NAACP and the Reverend Benjamin Chavis
This paper examines the organizational conflict that arose within the National Association for the Advancement of Colored People (NAACP) following the appointment of Benjamin Chavis as executive director. A rhetorical analysis of public statements issued by both Chavis and executive board members identifies two opposing corporate personas - the Traditional and the Grassroots - that competed in the struggle to define the NAACP's image and message. This analysis suggests that the Traditional and Grassroots personas were symbolic of a common organizational struggle in postmodernism - the effort to establish a unifying, beneficial image for the NAACP.
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Document Type: Research Article
Publication date: 1999-01-01