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Toward a dynamic generic framework of apologia: A case study of Dow chemical, Vietnam, and the napalm controversy

1995; Taylor & Francis; Volume: 46; Issue: 1-2 Linguagem: Inglês

10.1080/10510979509368439

1745-1035

Susan Schultz Huxman, Denice Beatty Bruce,

Public Relations and Crisis Communication

This study argues that the genre of apologia has distinct situational, substantive, and stylistic factors that are dynamically related. A dynamic theoretical framework using these three factors is proposed and used to analyze the protracted apologia of the Dow Chemical Company from 1966‐1969 in response to charges by antiwar protesters of immorality for producing napalm. Dow's rhetorical choices become much clearer when seen through the clear, serious, unprecedented, and diffuse accusatory climate that precipitated the adoption of a self actualized motive and an argumentative battle on the grounds of jurisdiction. Special constraints that corporate apologists may face as nonpersons are advanced to complete the configuration of this dynamic generic framework.