PEACE CORPS IN THE 21 ST CENTURY: A RHETORICAL ANALYSIS

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The thesis of Casey Malone Maugh was reviewed and approved* by the following:Stephen H. BrowneProfessor of Communication Arts and SciencesThesis AdvisorChair of CommitteeJ. Michael HoganProfessor of Communication Arts and SciencesRosa EberlyAssociate Professor of Communication Arts and Sciences & EnglishJeanne Lynn HallAssociate Professor of CommunicationsJames DillardProfessor of Communication Arts and SciencesHead of the Department of Communication Arts and Sciences*Signatures are on file in the Graduate School
AB<strong>ST</strong>RACTiiiIn 1961 John F. Kennedy founded the Peace Corps. After 45 years of continualinternational service, the organization has nearly 8,000 volunteers serving in 67 countriesthroughout the world. Throughout the years the organization has struggled to gainpresidential support and funding, as well as recruit well-rounded volunteers.After years of falling volunteer numbers, in 2003, the Peace Corps revamped itscampaign to appeal to a broader volunteer audience. The recruitment strategies differfrom those in the 1960s, appealing to the pragmatic benefits of service rather than theidealistic appeals used in the early years of the organization. This work includes ananalysis of the organization’s recruitment strategies both textual and visual as well as ananalysis of volunteer accounts of service. This study culminates in a look toward thefuture of the organization, in hopes of revealing the direction of the Peace Corps in the<strong>21</strong> st century.
Page 1: The Pennsylvania State UniversityTh
Page 5 and 6: Visual Rhetorics are Politically Ch
Page 7 and 8: 2Five months later, in his January
Page 9 and 10: 4evening news with Walter Cronkite,
Page 11 and 12: 6important as it guarantees the org
Page 13 and 14: 8volunteer service an appealing loo
Page 15 and 16: 10teaching school children about ot
Page 17 and 18: 12turnover and shrinking budgets, t
Page 19 and 20: 14program simply because he feels i
Page 21 and 22: 16appealing to a new type of volunt
Page 23 and 24: 18ever less connected with one anot
Page 25 and 26: 20Political DisengagementOne of the
Page 27 and 28: 22devaluing of the public sector ov
Page 29 and 30: 24has broad residual effects. Almos
Page 31 and 32: 26Review of LiteratureA review of p
Page 33 and 34: 28served overseas with the Peace Co
Page 35 and 36: 30holds a space in the hearts of Am
Page 37 and 38: 32policy changes. I turn to Public
Page 39 and 40: 34Chapter 2Recruiting the 21 st Cen
Page 41 and 42: 36New Recruitment RhetoricThe AdCou
Page 43 and 44: 38go?” In 1999, the Peace Corps b
Page 45 and 46: 40American values. The key rhetoric
Page 47 and 48: 42upon recommending the establishme
Page 49 and 50: 44While the wording of these print
Page 51 and 52: 46the major emphases in recruitment
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48audience. Each of the two radio s
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50the speaker asks, “Would you cr
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52and walks toward a kiosk with a p
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54All of the PSAs, regardless of me
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56expanded menu of options, includi
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58Volunteers are college graduates
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60life when you get back. Or you ma
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62People of ColorThe largest, most
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64The other major recruitment tools
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66Figure 2.7Aside from the main hom
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68For many, the image of the organi
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70Chapter 3Framing the World: Visua
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72This chapter analyzes the visual
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74the whole enterprise. This very p
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76genres, cultural norms, ideograph
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78experienced, and explored.” 152
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80very many children at all. These
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82volunteer as a “real” person,
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84Figure 3.11 Figure 3.12There exis
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86group of children, such as in fig
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88Figure 3.18 Figure 3.19The pictur
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90cleanest and most attractive to t
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92primitive lives. As evidenced by
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94recruitment rhetoric of today foc
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96Volunteers quite often post pictu
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98Chapter 4Beyond the New Frontier:
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100people are dissatisfied with tod
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102perceive their service as helpfu
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104“It's just that every time I t
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106Motivation for VolunteeringEric
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108me to join the Peace Corps - the
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110type of actual work. I'm suppose
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112like what’s the point?! This p
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114volunteer in El Salvador, in her
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116asks me what I am eating for lun
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118makes it impossible to keep goin
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120family who were fasting, she was
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122further define the divide betwee
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124Aaron’s “Once everything is
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126Peace Corps critique and comment
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128mimicked the blogging phenomenon
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130Chapter 5Looking Forward: Peace
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132The proposed fourth goal, inspir
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134doesn’t repeat his call on Ame
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136for better working relationships
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138In an effort to increase post Se
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140United States government. They r
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142American image to international
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144others. In Chapter Three, the Pe
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Notes1 John F. Kennedy, “Remarks
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14823 Peace Corps, “About the Pea
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15045 Public service announcements
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15269 Terry L. Cooper, “Civic Eng
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154http://peacecorpsonline.org/mess
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156114 Quarter-life crisis is a ter
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158133 Graham C. Clarke, The Photog
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160146 Cara Finnegan, Picturing Pov
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162171 “Blogsphere sees Healthy G
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164189 Casey - PeaceCorps - Ghana,
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166214 Gittlemana, comment posted o
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168235 Ibid.236 Ibid.237 The Citize
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170254 “President Launches USA Fr
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172Delli Carpini, Michael X. “Gen
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174Meister, Mark. “Sustainable De
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Casey Malone MaughCurriculum Vitae6
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PEACE CORPS IN THE 21 ST CENTURY: A RHETORICAL ANALYSIS

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