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Traveling the Road to Redemption: Toyota Motor Corporation's Rhetoric of Atonement As Response to the 2010 Recall Crisis
Jones, Virginia Bauer
Jones, Virginia Bauer
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Abstract
Abstract This dissertation is a case study of Toyota Motor Corporation's movement from communicative failure to communicative success during the massive 2010 auto recall. It is the author's contention that the movement to success was accomplished through a sub-genre of apologia known as atonement. Atonement not only provided a way for the automaker to repent and take actions to address the needs of its audience of Toyota owners but also provided a way for Toyota to return to the narratives, ideology and values that are part of the Toyota Way.
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Date
2012-08-31
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University of Kansas
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Keywords
Rhetoric, Communication, Apologia, Atonement, Crisis communication, Product recall, Toyota