Marie Kondo’s Rhetoric - An Analysis from an Aristotelian Perspective
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This analysis of Japanese organizing consultant Marie Kondo’s rhetoric, through Aristotle’s three modes of persuasion, aims to determine the reason for her success, especially in front of Western audiences. Contrary to Aristotle’s suggestion that a speaker’s character should be formed as a result of their persuasive speech, Kondo gains most of her rhetorical agency through the preconceived ideas that her audience projects onto her. This paper demonstrates how Kondo creates an extraordinary speaker-audience dynamic through her syllogisms which equate happiness as a result from tidying-up one’s space, her understanding of human emotions, and her emphasis on spirituality, as well as her mystical ethos. The analysis concludes that Kondo does not fit into The Rhetorical Triangle, but that her persuasiveness emerges from this dynamic in which Kondo relies on the preconceived fantasies of Japanese culture that her Western audience experiences through her and her rhetoric.
Abstract
This analysis of Japanese organizing consultant Marie Kondo’s rhetoric, through Aristotle’s three modes of persuasion, aims to determine the reason for her success, especially in front of Western audiences. Contrary to Aristotle’s suggestion that a speaker’s character should be formed as a result of their persuasive speech, Kondo gains most of her rhetorical agency through the preconceived ideas that her audience projects onto her. This paper demonstrates how Kondo creates an extraordinary speaker-audience dynamic through her syllogisms which equate happiness as a result from tidying-up one’s space, her understanding of human emotions, and her emphasis on spirituality, as well as her mystical ethos. The analysis concludes that Kondo does not fit into The Rhetorical Triangle, but that her persuasiveness emerges from this dynamic in which Kondo relies on the preconceived fantasies of Japanese culture that her Western audience experiences through her and her rhetoric.
참고문헌 (18)
- Aristotle, "The Rhetoric of Aristotle: an Expanded Translation with Supplementary Examples for Students of Composition and Public Speaking" (1932), D. Appleton & Company
- Crowley, Sharon, "Ancient Rhetorics for Contemporary Students" (2012), Pearson
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- McGee, Michael Calvin, "Rhetoric, Materiality, & Politics", pp.17~42 (2009), Peter Lang
- McGee, Michael Calvin, "In Search of ‘The People’: A Rhetoricaal Alternative", Quarterly Journal of Speech, 61(3), pp.235~249 (1975)
- Orange, Michelle, "On Death and Decluttering: The Existential Tidiness of Marie Kondo", Virginia Quarterly Review, 95(1), pp.150~153 (2019)
- Rao, Narahari, "Marie Kondo and the Art of Lean", Lean & Six Sigma Review, 19(3), pp.10~17 (2020)
- "Marie Kondo On Sparking Joy In A Pandemic And The Life-Changing Magic Of Becoming A KonMari Consultant" (2020)[URL]
- "The Not-So-Subtle Racism Behind the Marie Kondo Criticism" (2019)[URL]