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Show 335 corporations express personality worthy of constitutional protection. In some ways, this is a strategy of reduction that enables lawyers to reduce the networked corporate subject to a humanist perspective so that trains - and corporations in general - could become people deserving constitutional equality. We also encountered the corporate persona in Chapter 4. Rio Tinto actually maintains a different persona at each place of corporate community. At the NHMU, it is a knowledgeable scientific leader; at the Rio Tinto Stadium, it is a fun entertainer that believes in the power of community through RSL Nation; and at Daybreak, it is a friendly, good-neighbored subject that has become environmentally sustainable. In all of these cases, Rio Tinto has been articulated as an actor with a certain personality that is used to create and sustain a unique set of relations. In Chapter 5, we returned to the concept of the corporate persona and developed its uses as a heuristic for rhetorical critics faced with the impossible task of speaking for the whole corporate subject in visual rhetorical situations. As bp demonstrated, corporate subjects can strategically evoke playful, affective personas that exceed rational behaviors to garner argumentative force. They may also construct reasonable, scientific, or moral characters when responding to crises as an attempt to restore its ethos through branded arguments. Regardless of what affect the corporate persona provokes, it usefully characterizes how corporations' networked assemblages produce personalities identifiable by humans. It also links the concept of the corporate subject to the field of rhetoric by contributing to Black (1970), Wander (1984), and Morris's (2002) discussions of "the implied auditor." Unlike the second, third, and fourth persona, though, the corporate persona assumes persona is a multiplicity that is neither inherently moralist nor |
