A Postmodern Reading of the Liggett & Myers Settlement: Finding the Unique Past the Modern Corporate Identity Model
Date of Graduation
Master of Arts in Communication
This thesis identifies the shortcomings of the modern Corporate Identity model to fully observe business identity in its reading. Considering Corporate Identity as a postmodern analysis in case study form renders a new reading of the Liggett & Myers settlement with states' attorneys general as a Corporate Identity creation in a postmodern manner. Reading first the modern presentation of L&M, this study examines the artifact in the postmodern. Using this reading as an exemplar of L&M's Corporate Identity, the old, modern model of Corporate Identity may be improved through its being dissolved from sutured form and directed toward the unique in Corporate Identity. The postmodern artifact of L&M offers new anti-standards for truly unique reading in Corporate Identity areas as well as unique applications for rhetorical forms. The Corporate Identity model itself becomes anti-model so that Corporate Identity analysts may begin to examine other readings.
© Curt Gilstrap
Gilstrap, Curt, "A Postmodern Reading of the Liggett & Myers Settlement: Finding the Unique Past the Modern Corporate Identity Model" (1997). MSU Graduate Theses. 187.