Postmodern Personas in Combat: The NAACP and the Reverend Benjamin Chavis

Authors: Brown, Tim J.; Rahoi-Gilchrest, Rita L.

Source: Howard Journal Of Communications, Volume 10, Number 1, 1 January 1999 , pp. 29-45(17)

Publisher: Routledge, part of the Taylor & Francis Group

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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.


Document Type: Research Article


Publication date: January 1, 1999

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