TRANSCENDENCE, ETHICS, AND MOBIL OIL: A RHETORICAL INVESTIGATION

LARRY ALLEN WILLIAMSON, Purdue University

Abstract

Since 1970 the Mobil Oil Corporation has been widely recognized as the self-appointed "champion" of corporate America's "right" to advocate. Corporate advocacy, as distinguished from other forms of external corporate communication, is concerned with the modification of corporate images and those social and political issues directly linked to the well-being of the corporation. Kenneth Burke's theory of transcendence serves as the central critical referent in the critique of Mobil's advocacy. By evoking elaborate transcendent frames of reference, Mobil seeks to identify its actions with higher syntheses that allow them to transcend the guilt produced by identifications with "lesser orders." Mobil evokes two ultimate frames which are recurrent in their transcendent identifications: American energy independence and freedom of expression. Both frames are comprised of an intricate latticework of nationalistic terms and symbolizations which emulate traditional American values. Thus Mobil attempts to reidentify maligned actions, like corporate earnings, vertical divestiture, and off-shore drilling, by evoking the higher order of American energy independence. Further, they seek to re-identify status quo attempts at environmental protection and fiscal regulation as "detractions" from the higher order of American energy autonomy. The freedom of expression frame serves as a compelling synthesis from which journalistic, legal, and special interest arguments against Mobil's "right" to advocate can be redefined as "denials" of their First Amendment rights. Therefore, one finds Mobil evoking two ultimate frames of reference that act as loci for its transcendent appeals. In the latter part of this investigation, Sidney Hook's ethics of controversy was offered as an ethical referent. Two levels of analysis were conducted: first, three major types of arguments against Mobil's advocacy were evaluated; second, Mobil's discourse was evaluated. The conclusion was reached that Mobil's advocacy is largely an ethical form of American democratic discourse. In the final section of this investigation, the heuristic values of this critique were discussed. Here the methodological and theoretical nature of rhetorical transcendence was examined by arguing that it constitutes a valuable "formal" referent in the conduct of criticism. This section concluded with specific recommendations concerning the further development of graduate curricula in public relations and issue management.

Degree

Ph.D.

Subject Area

Communication

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