Abstract

MARTINEZ VILLARROYA, Javier. Steve Jobs and the Golden Branch. The Monomyth as Discursive Strategy. Tóp. Sem [online]. 2017, n.38, pp.141-170. ISSN 2594-0619.

The success of Steve Jobs speech in Stanford is due to two main reasons: the effective use of classical literary topica and the use of the structure of monomyth. Jobs presents himself as the redeemed hero who returns to the world to lead us into a new beginning. In order to fight against the model of success that extols (clearly the dominant political system), we propose a mythological topica: the inclusion of mythology in political, social and rhetorical analysis of contemporary society. Without it, our vulnerability to media continues to grow.

Keywords : Hero’s journey; topica; social imaginary.

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