VARIETIES OF RHETORICAL HISTORY: COMPARATIVE ANALYSIS OF CORPORATE MUSEUMS IN ITALY, JAPAN, AND POLAND

Abstract

This study explores the varieties of rhetorical history through a comparative analysis of corporate museums in three countries: Japan, Italy, and Poland. Analysis was carried out on ethnographic material collected from 21 corporate museums during the visits spanning over six years from 2018 to
2024 and consisting of photos and notes from observations noted during visits. In addition, secondary data concerning each museum was collected. Data analysis utilized systematic inductive qualitative coding of ethnographic material to identify similarities and differences in narrative themes and
rhetorical devices. This paper contributes to the existing literature in three ways. First, it broadens the emerging corporate museum literature by conducting one of the first cross-national comparative studies. Second, in terms of methods, it demonstrates the potential of ethnography and qualitative
coding analysis for research in rhetorical history. Finally, it contributes to the existing literature by identifying unique themes and characteristics of corporate museum narratives in various countries.