Ronald Soetaert and Kris Rutten
In previous research on rhetoric and narrative in management research, cultural narratives have been studied as tools to reflect on rhetorical situations from the perspective of…
Abstract
Purpose
In previous research on rhetoric and narrative in management research, cultural narratives have been studied as tools to reflect on rhetorical situations from the perspective of management. The purpose of this paper is to present a similar exploration of rhetoric while focusing on a modern example from popular culture: the television series Mad Men.
Design/methodology/approach
This paper first discusses rhetorical concepts from the work of Kenneth Burke and Richard Lanham as inspirational guides, thereafter, these concepts are used to analyze the case of Mad Men. Specifically, the main character Don Draper is analyzed as a homo rhetoricus in an attention economy.
Findings
Don Draper becomes a case study of what it means to introduce a rhetorical perspective in advertising and management. It is argued that Don Draper’s reflections in the series can be described as a “perspective on perspectives” or as a “toggling” between different rhetorical perspectives.
Originality/value
Previous research discussed the emergence of spinning and the appearance of the “spin doctor” as a major figure in society in general and fiction in particular. In this article, it is argued that the same is also true for advertising. Mad Men is introduced as a case study about the revival of rhetoric as a major skill and an important perspective in and for our personal, professional and social lives.
Details
Keywords
The purpose of this article is to present and revisit the role of rhetoric and narratives in management research and practice.
Abstract
Purpose
The purpose of this article is to present and revisit the role of rhetoric and narratives in management research and practice.
Design/methodology/approach
The authors revisit the insights from previous work on the role of rhetoric and narratives in management research and introduce new perspectives based on the original contributions included in this special issue.
Findings
There is an ongoing need to stress the importance of narrative and rhetorical perspectives in management research, specifically for exploring the managing of meanings, the coaching of virtues and the mediating of rhetoric.
Originality/value
The paper revisits and provides new insights on the role of rhetoric and narratives in management research and emphasizes the interrelationship between both, specifically by focusing on the conceptual framework of Kenneth Burke, whose work can be situated at the intersection of rhetoric and narrative.
Details
Keywords
Ronald Soetaert and Kris Rutten
The purpose of this paper is to present a theoretical background for studying rhetoric and narratives as equipment for living. Analyzing a case study on spinning and the spin…
Abstract
Purpose
The purpose of this paper is to present a theoretical background for studying rhetoric and narratives as equipment for living. Analyzing a case study on spinning and the spin doctor in recent narratives with a major focus on the Danish TV-series Borgen. Arguing that narratives can be equipment for teaching.
Design/methodology/approach
Introducing rhetorical concepts as tools for an analysis of narratives (based on the work of Kenneth Burke).
Findings
The authors argue for the importance of rhetoric and narrative as tools for meaning-making, illustrate how spinning has become a major topic in recent fiction (and the TV-series Borgen in particular), and focus on how Borgen can be equipment for living from different “terministic screens.”
Originality/value
The authors analyze how a popular narrative as Borgen can be read as equipment for living, focussing on how the spin doctor has become a major character in fiction, and illustrate what the authors can learn from narratives about rhetoric and spinning.