This paper presents an ideographic, rhetorical analysis of the identity rhetoric presented by the nation’s largest nonprofit organization, the YMCA—an area rather understudied in organizational communication and qualitative research. This analysis explores the rhetorical approaches taken by nonprofit organizations, and the YMCA specifically, in attempting to build and communicate identity to communities in which they belong. Specifically, I analyze the organization’s identity-building rhetoric through the use of both textual and visual ideographs in a variety of artifacts to determine whether or not these strategies are effective.
Miller, Katharine E.
"Ideographic identity: A critical and rhetorical analysis of the YMCA’s organizational identity rhetoric,"
Kaleidoscope: A Graduate Journal of Qualitative Communication Research: Vol. 18, Article 5.
Available at: https://opensiuc.lib.siu.edu/kaleidoscope/vol18/iss1/5