The rhetoric of mission, leadership and motivation: Communicating strategically to sustain African diaspora associations

Abstract

Despite noble goals, many African diaspora associations are formed with enthusiasm only to become dormant, fail to accomplish their goals and eventually fold up. Although much has been published about African diaspora (Abiola, 2001; Fumanti & Werbner, 2010; Niesward, 2008; Riccio, 2011; Wright, 2004; Palmer, 2000; Bodomo, 2018), the literature does not address the place of strategic communication in foundational issues of an association’s life such as mission, leadership and motivation. This paper fills the gap by engaging in a rhetorical analysis of how leadership is exercised and impacts two African diaspora associations in New York.

Keywords: Rhetoric, African Diaspora Associations, Mission, Leadership, Motivation