PEACE CORPS IN THE 21 ST CENTURY: A RHETORICAL ANALYSIS

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69implements of recruitment will be analyzed, from the web site images, to photographycontests, to the “Life is calling. How far will you go?” media campaign.
70Chapter 3Framing the World: Visual Recruitment RhetoricWhat Peace Corps volunteers understand – because they have lived in the placeswhere one third of humanity tries to survive on $2-a-day or $1-a-day – is thatlaughter, late-night conversations in dimly-lit courtyards, wailing chants atweddings and funerals, and tears of loss, shared with friends who happen to befrom different cultures – these humble experiences define humanity for all of us.128In the 1960s, newspapers reported stories of the Peace Corps. Television hostsinvited volunteers to appear for interviews on national nightly news. Public serviceannouncements publicized “the toughest job you’ll ever love.” And Norman Rockwelldepicted the spirit of service through his Peace Corps paintings. Rockwell’s work aspictorial historian of American culture captured the spirit of the Peace Corps of the1960s. Leo Cecchini, a volunteer in Ethiopia in the early 1960s notes that, “[t]he PeaceCorps hit the world stage with a bang and became the thing to do. . . . It even achievedinstant status as a folklore icon through the paintings of the great Norman Rockwell. Andwho were we? Indeed, we were ‘Norman Rockwell Americans’” 129Rockwell’s mostfamous Peace Corps painting depicted the first volunteer group sent to Ethiopia. Thisimage of President Kennedy, surrounded by the new volunteers, appeared on the cover ofLook magazine in 1966. Today, this iconic image is displayed in every Peace Corpsoffice around the globe. Rockwell’s Peace Corps painting JFKs Legacy, (figure 3.1)romanticizes a forward-looking President and ready volunteers. This image captures the“new frontier” rhetoric, highlighting the elements of sacrifice and service in the 1960s.
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The Pennsylvania State UniversityTh
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ABSTRACTiiiIn 1961 John F. Kennedy
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Visual Rhetorics are Politically Ch
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2Five months later, in his January
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4evening news with Walter Cronkite,
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6important as it guarantees the org
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8volunteer service an appealing loo
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10teaching school children about ot
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12turnover and shrinking budgets, t
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14program simply because he feels i
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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
Page 53 and 54: 48audience. Each of the two radio s
Page 55 and 56: 50the speaker asks, “Would you cr
Page 57 and 58: 52and walks toward a kiosk with a p
Page 59 and 60: 54All of the PSAs, regardless of me
Page 61 and 62: 56expanded menu of options, includi
Page 63 and 64: 58Volunteers are college graduates
Page 65 and 66: 60life when you get back. Or you ma
Page 67 and 68: 62People of ColorThe largest, most
Page 69 and 70: 64The other major recruitment tools
Page 71 and 72: 66Figure 2.7Aside from the main hom
Page 73: 68For many, the image of the organi
Page 77 and 78: 72This chapter analyzes the visual
Page 79 and 80: 74the whole enterprise. This very p
Page 81 and 82: 76genres, cultural norms, ideograph
Page 83 and 84: 78experienced, and explored.” 152
Page 85 and 86: 80very many children at all. These
Page 87 and 88: 82volunteer as a “real” person,
Page 89 and 90: 84Figure 3.11 Figure 3.12There exis
Page 91 and 92: 86group of children, such as in fig
Page 93 and 94: 88Figure 3.18 Figure 3.19The pictur
Page 95 and 96: 90cleanest and most attractive to t
Page 97 and 98: 92primitive lives. As evidenced by
Page 99 and 100: 94recruitment rhetoric of today foc
Page 101 and 102: 96Volunteers quite often post pictu
Page 103 and 104: 98Chapter 4Beyond the New Frontier:
Page 105 and 106: 100people are dissatisfied with tod
Page 107 and 108: 102perceive their service as helpfu
Page 109 and 110: 104“It's just that every time I t
Page 111 and 112: 106Motivation for VolunteeringEric
Page 113 and 114: 108me to join the Peace Corps - the
Page 115 and 116: 110type of actual work. I'm suppose
Page 117 and 118: 112like what’s the point?! This p
Page 119 and 120: 114volunteer in El Salvador, in her
Page 121 and 122: 116asks me what I am eating for lun
Page 123 and 124: 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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