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Discipline—It's a “Good Thing”: Rhetorical Constitution and Martha Stewart Living Omnimedia

2000; Taylor & Francis; Volume: 23; Issue: 3 Linguagem: Inglês

10.1080/07491409.2000.11735773

2152-999X

Cynthia Smith,

Literature, Film, and Journalism Analysis

This essay argues that Martha Stewart Living Omnimedia (MSLO) taps into existing postfeminist cultural trends to produce a powerful "constitutive rhetoric" which contributes to the development of subjects who: (1) are domesticated and exercise self-discipline, (2) valorize the home and understand it as a therapy center, and (3) are accustomed to self-expression through consumer purchases. The essay explores the rhetorical techniques MSLO employs to constitute its audience and suggests the implications for women of accepting the subject positions offered by MSLO.