Pamela J. Benoit
State University of New York Press (1997)
Reviewer: Joy Hart
University of Louisville

Acknowledging that both identities and success are social constructions, Benoit's book sheds light on how communicators tell stories of their successes. Through various self-presentation strategies, communicators seek to negotiate positive self-images - carefully navigating conflicting goals of garnering recognition and demonstrating modesty. Although success is highly valued in our culture, research has more often examined means of salvaging damaged identities. Thus, Benoit's analysis makes important contributions to understanding the creation of positive identities.

The book contains a brief Preface and six chapters, which can be divided into three sections. The Preface and Chapter 1 explain the project. Chapters 2-5 present the case examples. Chapter 6 addresses the findings and their implications. Each of these sections is described below and general comments on the book conclude this review.

In the first section (Preface and Chapter 1), Benoit discusses the project's goals, definitions employed, relevant literatures (e.g., attribution theory, multiple goals, narratives), and methodological choices (including the rationale for these three case studies). The project is undergirded by the question, "How do individuals tell their own success stories when they want self-praise to stick but they also want to avoid an impression of arrogance?" (p. 1). Benoit's main goal is to "describe the discursive strategies of success stories as a form of self-presentation" (p. vii). She attends to both acclaiming messages (i.e., focused on accomplishment recognition) and disclaiming ones (i.e., attending to modesty goals).

In section two Chapters 2-5, Benoit examines acclaiming and disclaiming strategies in three case studies. Chapter 2 presents the first case study - acceptance speeches for Nobel prizes. Using constant comparison method to analyze these speeches, Benoit found 11 strategy categories. Two strategies types addressed acclaiming considerations - entitlement strategies (which attribute responsibility for a success internally) and enhancement strategies (which "magnify the worth of an accomplishment," p. 32). Two categories of entitlement strategies were evidenced (emphasizing hard work and perseverance) and two categories of enhancement strategies were found (overcoming obstacles and possessing altruistic objectives). Two strategy types dealt with disclaiming considerations - disassociation strategies (which "reduce the teller's responsibility" and "redirect attention," p. 38) and detraction strategies (which "reduce the significance of a success," p. 43). Four disassociation strategies were found (complimenting others, expressing surprise, sharing responsibility, and expressing gratitude) and three detraction strategies were employed (downplaying the significance of a success, pointing out incompleteness, and acknowledging limited, specialized knowledge). One of the chapter's strengths is positioning the findings in related literature, noting similarities and deviations.

Chapter 3 details Benoit's second case, athletes addressing their successes. In this chapter, she reviews associated literature, discusses cultural values and sports success, describes study methods (i.e., constant comparison method), and analyzes athletes' mediated statements. This case examination yielded 15 strategies of acclaiming (9) and disclaiming (6). In acclaiming, there were two entitlement strategies (perseverance and self-motivation) and seven enhancement strategies (overcoming obstacles, associating with others' great successes, achieving the apex, acknowledging may not be repeatable, reaching a turning point, asserting superior success, and achieving a dream). In disclaiming, there were three disassociation strategies (attributing success externally, demonstrating surprise, and sharing responsibility) and three detraction strategies (downplaying noteworthiness, asserting incompleteness, and admitting flaws). In comparing athletes' speech with that of Nobel laureates', Benoit illuminates common strategies, pinpoints similarities with variations, addresses distinct approaches (e.g., athletes' greater array of enhancement strategies), and links these with existing literature.

Chapters 4 and 5 focus on success stories in Mary Kay Cosmetics, selected to focus on women's success discourse. In Chapter 4, Benoit examines the meaning of success within Mary Kay. She presents a three-part typology - prosperity, status, and personal transformation. She further discusses gender differences in stories and explores how these women's stories are shaped to fit cultural norms (e.g., placing family above individual success, emphasizing cooperativeness). In Chapter 5, the constant comparison method is utilized again to analyze acclaiming and disclaiming discourse in a Mary Kay group. In this group, Benoit finds 15 strategies of acclaiming (10) and disclaiming (5). In acclaiming, there were four entitlement strategies (hard work, perseverance, risk taking, and independent accomplishment) and six enhancement strategies (possessing a "higher purpose," rapid success, efficient success, recognition/reward by others, achieving a dream, and surpassing obstacles). In disclaiming, there were three disassociation strategies (sharing responsibility, positing external causes, and showing surprise) and two detraction strategies (downplaying noteworthiness and acknowledging incompleteness). Throughout the chapter, Benoit relates findings to existing literature, especially that on gender differences, and her earlier case studies.

In section three the final chapter, Benoit reviews the complete strategy typology (25 in total) generated across these case studies. In particular, she addresses similarities and differences. For example, six strategies were evidenced across all contexts and the remainder occurred only in one or two contexts, suggesting context specific demands. Near the book's end, Benoit reviews literature on multiple goals, accounts, and cultural values to further discuss case findings and posit questions for future analysis.

The book is a fast, interesting read - one that is packed with solid examples planted firmly in associated literature. It is a must read for scholars interested in the presentation of self, discourse, and competing goals. Benoit's clear writing style and weaving of case examples would allow for the book's use in both undergraduate and graduate classes.