<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>1665-1200</journal-id>
<journal-title><![CDATA[Tópicos del Seminario]]></journal-title>
<abbrev-journal-title><![CDATA[Tóp. Sem]]></abbrev-journal-title>
<issn>1665-1200</issn>
<publisher>
<publisher-name><![CDATA[Benemérita Universidad Autónoma de Puebla, Seminario de Estudios de la Significación]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S1665-12002017000200141</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Steve Jobs y la rama dorada. El monomito como estrategia discursiva]]></article-title>
<article-title xml:lang="en"><![CDATA[Steve Jobs and the Golden Branch. The Monomyth as Discursive Strategy]]></article-title>
<article-title xml:lang="fr"><![CDATA[Steve Jobs et la branche dorée. Le monomythe comme stratégie discursive]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Martínez Villarroya]]></surname>
<given-names><![CDATA[Javier]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Instituto Tecnológico Autónomo de México  ]]></institution>
<addr-line><![CDATA[Ciudad de México ]]></addr-line>
<country>Mexico</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2017</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2017</year>
</pub-date>
<numero>38</numero>
<fpage>141</fpage>
<lpage>170</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S1665-12002017000200141&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S1665-12002017000200141&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S1665-12002017000200141&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen: El éxito rotundo del discurso que Steve Jobs profirió en Stanford se debe a dos razones no evidentes: el uso eficaz de la tópica literaria clásica y el apego a la estructura del monomito. Jobs se presenta a sí mismo como el héroe redimido que regresa al mundo para liderarnos en un nuevo comienzo. Para combatir contra el modelo de éxito que ensalza (inequívocamente el sistema político predominante), proponemos una tópica mitológica, es decir, la inclusión de la mitología en los análisis políticos, sociales y discursivos de la sociedad contemporánea, pues sin ella nuestra vulnerabilidad ante los medios continuará creciendo.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract: 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.]]></p></abstract>
<abstract abstract-type="short" xml:lang="fr"><p><![CDATA[Résumé : Le franc succès du discours que Steve Jobs prononça à Stanford se doit à deux raisons non évidentes : l&#8217;utilisation efficace de la littérature classique et l&#8217;attachement à la structure du monomythe. Jobs se présente lui-même comme le héros racheté qui revient dans le monde afin de le conduire vers un nouveau commencement. Pour contrecarrer le modèle de succès qu&#8217;il vante (sans aucun doute le modèle du système politique prédominant), nous proposons une approche mythologique, c&#8217;est-à-dire l&#8217;inclusion de la mythologie dans les analyses politiques, sociales et discursives de la société contemporaine, puisque sans elle, notre vulnérabilité face aux médias ne ferait que s&#8217;accroître.]]></p></abstract>
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<kwd lng="es"><![CDATA[tópica mitológica]]></kwd>
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<kwd lng="en"><![CDATA[Hero&#8217;s journey]]></kwd>
<kwd lng="en"><![CDATA[topica]]></kwd>
<kwd lng="en"><![CDATA[social imaginary]]></kwd>
<kwd lng="fr"><![CDATA[voyage du héros]]></kwd>
<kwd lng="fr"><![CDATA[topica]]></kwd>
<kwd lng="fr"><![CDATA[imaginaire social]]></kwd>
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