Traveling the Road to Redemption: Toyota Motor Corporation's Rhetoric of Atonement As Response to the 2010 Recall Crisis
Issue Date
2012-08-31Author
Jones, Virginia Bauer
Publisher
University of Kansas
Format
137 pages
Type
Dissertation
Degree Level
Ph.D.
Discipline
Communication Studies
Rights
This item is protected by copyright and unless otherwise specified the copyright of this thesis/dissertation is held by the author.
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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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