تغییر داستان بازنشستگی: چگونگی بهره گیری AARP از یک روایت استراتژیک برای حمایت از نیروی کار پیر
|کد مقاله||سال انتشار||مقاله انگلیسی||ترجمه فارسی||تعداد کلمات|
|41431||2015||8 صفحه PDF||سفارش دهید||5080 کلمه|
Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)
Journal : Public Relations Review, Volume 41, Issue 3, September 2015, Pages 357–364
The modern conceptualization of retirement is changing as more people choose to work later in life or opt back into the workforce. AARP has contributed to the modern perception of retirement through its use of a strategic narrative titled “Modern Retirement.” This case study examined AARP's strategic narrative in order to understand how it created and perpetuated the issue of adapting an older workforce. A thematic analysis of AARP's organizational documents revealed that the narrative was layered, meaning that it was told and retold through the sharing of personal experiences and situated within the national discourse. This case emphasizes the need for public relations scholars to examine topics related to the aging workforce and adds to the understanding of how issues are rhetorically constructed, and managed within larger corporate environments.