Informing practice and sabotaging membership growth: an ideological rhetorical analysis of discursive materials from Kiwanis International

Abstract

This study utilizes an ideological rhetorical analysis, applying Marxist and Feminist lenses, to artifacts from Kiwanis International, a prominent global service organization. These artifacts are: "The Permanent Objects of Kiwanis," guiding principles that were codified in 1924; "The Man Who Was God": a brief story about transforming from Kiwanis member to "Kiwanian," published in 1935 and 1985, respectively; and the 2012 "Join the Club" Membership Brochure. The rhetoric of discursive materials is one of the most salient representations of group ideology. In turn, ideology, particularly when it reflects and perpetuates social hegemony, has a normalizing effect on itself. Ideology shapes identity; identity shapes strategies to set process norms that create social cohesion. Norms of social cohesion become culture; culture reinforces ideology. When these components mirror social hegemony and replicate hegemonic power, they create institutions, like service organizations; these institutions then legitimate and normalize positions of social privilege. Ultimately, ideology and social hegemony reveal themselves through organizational and member practices and organizationally-produced discursive material. The purpose of this study is to analyze the historical, socio-political, and socio-cultural roots of Kiwanis International in order to draw logical conclusions about the organization's ideology for the purposes of understanding how that ideology contributes to, justifies, and perpetuates an unconscious, neo-colonial view of philanthropy. Kiwanis International, on an organizational (macro) level and at the club/member (micro) level, is structured around positions of racial, ethnic, socio-economic, linguistic, gender, and religious privilege, and so mimics the hegemonic power centers and dominant ideologies of society at large. In turn, the products and practices of the organization reflect these positions of privilege and inhibits the organization's ability to attract traditionally excluded, disenfranchised, or under-represented groups. Understanding that it is a contentious and futile to simply point where power relations exist and assert themselves, this study emphasizes where "othering" occurs in hopes of mitigating relations of domination and oppression between Kiwanis members and perspective members, and of moving forward the interests of those who have not traditionally been counted among Kiwanis' members but whose presence could save the organization.