Boo Book of Abstracts

Discourse: Language, Society, Critique
DiscourseNet International Congress #1

University of Bremen
24-26 September 2015
Book of Abstracts
Thursday, 24 September 2015

Panel 1A
Panel Chairs: Ronny Scholz & Andr Salem
Title: Quantifying methods in discourse studies. Possibilities and limits for the
analysis of discursive practices (I)
Contributors:
Ronny Scholz: Quantifying methods in discourse studies in France, UK and
Germany. An introduction.
This talk introduces traditions of quantifying methods in discourse studies with
an emphasis on France, the United Kingdom and Germany. Numerous studies by
discourse linguists with qualitative analytical categories and different
quantitative approaches to text corpora have been developed to analyse
discourses (Baker/Gabrielatos/McEnery 2013; O'Halloran 2013; Stubbs 1998;
Tournier 1975). These developments have often taken place within different
languages, disciplines or schools without taking notice of eachother. For example,
in the UK, corpus linguistic tools have been developed rather in the tradition of
lexicography (McEnery/Hardy 2013; Sinclair 2004; Sinclair/Carter 2004) using
for instance key word analysis contrasting a smaller research corpus with a large
reference corpus (Baker 2006, 2014; Baker/McEnery 2005). In contrast, in
France corpus linguistic tools have been developed closer in the context of
discourse analysis under the label of lexicometrics (Tournier 1975, 1993) since
the 1970s focussing rather on datadriven, exhaustive, contrastive methods
(Lebart/Salem/Berry 1998) analysing partitions based on Benzcris (1980;
Salem 1982) multifactor analysis or Reinerts (1983) descending hierarchical
classification. These methods are used as heuristic tools to explore the data and
in order to reveal the underlying lexical structure of the text material concerning
the chronological development and/or the lexical distance between different
discourse participants. In Germany there have been attempts to complete the
predominant qualitative perspective of the discourse linguistic approach with
quantifying methods, combining them with qualitative approaches (e.g.
Felder/Mller/Vogel 2012). Whereas some scholars try to retrace language use
patterns in a certain part of society (Bubenhofer 2013; Bubenhofer/Scharloth
2013) or in the representation of a certain topic (Mller/Freitag/Kder 2010),
others emphasise rather the heuristic strength of lexicometric methods
(Angermller/Scholz 2013; Kuck/Scholz 2013; Scholz/Ziem 2013, 2014). The
talk tries to relate these traditions by outlining the different methodological
backgrounds in each country.
2
Panels 1A-1D
Thursday, 24 Sept, 14:15-16:15
Literature:
Angermuller, Johannes and Ronny Scholz (2013): Semantische und kommunikative
Dimensionen diskursiven Wandels. Ein integrativer Ansatz zur Analyse der Makro- und
Mikrostrukturen am Beispiel des Bologna-Diskurses. In: Dietrich Busse and Wolfgang
Teubert (eds.), Linguistische Diskursanalyse: neue Perspektiven. Wiesbaden: Springer
VS, 287-318.
Baker, Paul (2014): Using Corpora to Analyse Gender. London: Bloomsbury.
(2006): Using Corpora in Discourse Analysis. London: Continuum.
Baker, Paul and Tony McEnery (2005): A corpus-based approach to discourse of
refugess and asylum seekers in UN and newspaper texts. Journal of Language and
Politics 4(2): 197-226.
lias Rizkallah: Textual analysis softwares: between automatization and

assistance
This talk argues that despite the growing variety of softwares currently available
in Text Mining (eg RapidMiner, KhCoder), NLP (eg OpenNLP, UIMA, GATE, etc.)
and Textometrics (TXM, Dtm-Vic, etc.), the attraction of assistance that the
computer was supposed to offer to textual data analysts in humanities as a means
to objectify and formalize their analytical processes tends to fade, because in
most cases, algorithms assistance takes less into consideration the specificity of
the " iterative work" between a material (ie text), with little or no structure, and
an analyst, who has an implicit preconception of the nature of his data and what
his skills allow him to bring out in terms of sensmaking ". On the one hand,
assistance would fade by the fact that the presuppositions of automatic
procedures veil the analysis to the analyst, what is commonly called the "black
box" effect. The question that arises here is the extent to which the analyst first
masters these assumptions, and then takes their consequences into account in his
interpretations and data theorizing. Among the assumptions, we can think about
the dimensionality and emergentistic conception of meaning (Andersen, 2001) on
which rely a matrix diagonalization, the bi-directionnality of intertextual
dis/similarity (Lebart et Rajman, 2000), the neutralisation of differences in
meaning between signifiers following a multidimensional cluster analysis
(Nakache & Confais, 2004), the underlying theory of language in analyzes based
on automated processing of natural language, etc. On the other, assistance would
fade by the information system architecture fostering automation instead of
assistance to working data by the analysts, namely the iterative task of
(re)constructing meaning from data. Often computer assistance is limited to feed
a learning algorithm (eg semi-automatic labeling) or to inititate analysis
algorithms on data sets than trying to meet the ongoing specific needs of the
analysis cycle. We will put forward the following dimensions: reusability and
traceability of operations parameterization of treatment; temporal anchorage of
the analysis process. We will conclude with a benzcriste recommendation
summarized by Lebart (2011) : A few versatile and robust techniques mastered
by the user, together with a deep knowledge of the data [] are more productive
than a weak grasp of many seemingly more adapted methods.
Panels 1A-1D
Literature:
Andersen, S. (2001). The Emergence of Meaning: Generating Symbols from Random
Sounds A Factor Analytic Model*. Journal of Quantitative Linguistics, 8(2), 101.
Lebart, L. (2011, octobre). About the History of Multiple Correspondence Analysis:
1901-1980. Telecom-ParisTech. Consult ladresse carme2011.agrocampusouest.fr/book_of_abstracts/lebart.pdf
Lebart, L., & Rajman, M. (2000). Computing similarity. In R. Dale & M. Hermann (d.),
Handbook of Natural Language Processing (p. 477505).
Nakache, J.-P., & Confais, J. (2004). Approche pragmatique de la classification: arbres
hirarchiques, partitionnements. Paris: ditions Technip.
Paul Baker: Keywords: signposts to objectivity?

This talk focuses on describing, illustrating and critiquing the keywords
technique, which is used to automatically identify lexical salience when
comparing multiple corpora together. Arguably, keywords are a useful corpusdriven technique in that they present researchers with words that they may not
have chosen to analyse in advance, helping to reduce researcher subjectivity.
However, when using large corpora, even with high cut-off points for salience,
hundreds of keywords may be produced, meaning that researchers need to make
decisions regarding which words are worth subjecting to a detailed analysis. In
this talk I carry out a reflective analysis of a number of studies where I have used
keywords, focussing on the decisions that I made and the implications this has for
claims that a keywords analysis reduces researcher bias
Tony McEnery, Costas Gabrielatos, Peter Diggle, Paul Baker: The Peaks and
Troughs of Corpus Based Contextual Analysis
This presentation addresses a criticism of corpus-based approaches to critical
discourse studies, namely that the CL analysis does not take account of the
relevant context, and shows how a preliminary corpus-based analysis can
pinpoint salient contextual elements, which can inform both the CL and CDA
analyses. The discussion also focuses on the importance of the statistical
identification of diachronic trends (in particular, frequency peaks and troughs),
and the need for high granularity in diachronic corpora. The paper aims to
contribute to the synergy between CL and CDA approaches, and between
qualitative and quantitative techniques in general. The presentation uses a
recently completed ESRC-funded project as a case study, The Representation of
Islam in the UK Press, which used a diachronic corpus of topic-specific articles.
Periods of increased frequency in the number of corpus articles were identified
through a statistical analysis. These frequency peaks indicate short periods
(months) of significantly increased reporting on the topic/entities in focus. These
periods can then be matched with events which are expected to have triggered
the increased interest. This identification has a dual benefit: a) it suggests the
contextual background against which the results of the corpus analysis can be
interpreted; b) it provides a reliable guide to the corpus texts that can be usefully
downsampled for close (qualitative) critical discourse analysis.
Panels 1A-1D
Panel 1B
Panel Chairs: Bob Jessop & Jens Maee
Title: Discourse and the Political Economy
Contributors
Bob Jessop: The Symptomatology of Crisis: The Challenge of Crisis Construal and
Crisis Management
My contribution considers how critical discourse analysis, critical political
economy, and critical realism can be combined to illuminate the nature of crises,
crisis-management, and crisis lesson drawing. Part I argues makes the case for
the cultural turn in political economy as a complement to, not substitute for, the
critique of political economy. Part 2 presents the meta-theoretical foundations
and methodological guidelines for exploring relations between discourse and
political economy. Part 3 takes crises as an interesting entry-point for this
challenge as (1) they pose the interpretive question, typical of critical realism, as
to "what must the world be like for X to have happened?"; (2) symptoms do not
have a one-to-one correspondence to underlying causes; (3) this requires efforts
at construing crisis symptoms; and (4) crisis diagnoses are tested against reality
through the trial-and-error efforts to resolve crises. It studies the Eurozone Crisis,
competing construals of its symptoms, failed efforts to manage the crisis, and the
lessons being drawn from these failures. A key concept here is symptomatology:
exploration of the relation between actual symptoms and underlying causal
mechanisms. In the same spirit, the contribution also distinguishes scientifically
adequate explanations of crisis from conjuncturally correct readings of the
potential for transformative action in the face of crisis. There is far greater scope
for semiosis to make a difference in terms of construals of what exists in potentia
in relation to future action than there is in relation to present interpretations of
the past causes of a crisis. In other words, there is an asymmetry between
diagnosis and prognosis, with the scope for semiosis to make a difference being
greater in the latter case but nonetheless being limited by underlying realities
that may exist beyond discourse, i.e., by emergent properties of the real that are
not recognized by direct participants in the crisis-management process.The
contribution ends with some general comments on cultural political economy.
Literature:
Jessop, B. (2004) Critical semiotic analysis and cultural political economy, Critical
Discourse Studies, 1(2), 159-74.
Jessop, B. (2009) Cultural Political Economy and Critical Policy Studies, Critical Policy
Studies, 3 (3-4), 336-56.
Jessop, B. (2013) Crossing boundaries: towards cultural political economy, Revue de la
Rgulation, no 12(Paris), http://regulation.revues.org/pdf/994
Jessop, B. (2015) Neo-liberalism, finance-dominated accumulation, and the cultural
political economy of austerity, in K. Featherstone and Z.M. Irving, eds, Politics of
Austerity, Palgrave
Sum, N. and Jessop, B. (2013) Towards a Cultural Political Economy: Putting Culture in
its Place in Political Economy, Elgar.
Panels 1A-1D
Jason Glynos, Simon Parker, Robin Klimecki, Hugh Wilmott: CounterHegemonic Finance? A Critical Nodal Analysis of Alternative Finance Practices and
Advocacy
Building on previous work that investigates how the UK regime of neoliberal
finance appears to be undergoing a process of simultaneous contestation and
restoration in the wake of the 2007-8 crisis, our paper extends this analysis by
looking more closely at alternative financial practices and imaginaries. In
particular, we seek to critically evaluate the transformative potential of
alternative forms of finance such as stakeholder banks (NEF, 2013) and peer-topeer lending. In doing so, we deploy the logics approach of the Essex School of
Political Discourse Theory, supplemented by a nodal framework that
apprehends finance in terms of the nodes of provision, distribution, delivery, and
governance. Using this logics-cum-nodal framework, our focus is on the
discursive and organisational strategies and imaginaries that are operative
within these alternative financial models alongside these nodes. Based on
interviews as well as material available in the public domain, we interrogate
these alternatives with regard to their counter-hegemonic potential and ask what
insights can be drawn from them in terms of democratising finance and
challenging a neoliberal status quo.
Ronald Hartz: Crisis, Crash and Collective Sensemaking Explorations of the
Symbolic Order of the Economy
The Global Financial Crisis (GFC) brought to mind the contingent nature of the
economic order (Foucault 1974, 2008). Framing the GFC as a (contested)
discursive event makes evident that economic activities and events are culturally
embedded and treated semiotically in many different ways. If we take into
account that [w]ork on the image [...] becomes a prime activity of capitalism
(Amin/Thrift 2004: xxi) then the role [of] semiosis [] in construing,
constructing, and temporarily stabilizing capitalist social formations (Jessop
2004: 159) needs further conceptual and empirical elaboration. On the backdrop
of empirical studies about crisis discourses and the symbolization of economic
events the presentation critically reflects the role of collective symbols in the
construal of the economic order. In reference to the work of Jurgen Link and
colleagues , collective symbols are the interdiscursively, collectively shared
repertoire of allegories, emblems, metaphors etc., that is pictoriality
(Bildlichkeit) of a society at a given time. The importance of collective symbols
in processes of collective sensemaking stems from their interdiscursive
construction of normality and aberration, which serves as a basal mode of
societal as-sociation, that is a coupling of the individual and the collective
subject (Link 2009: 456).
References
Amin, Ash/Nigel Thrift, 2004b: Introduction. In: Ash Amin/Nigel Thrift (eds.), 2004a:
The Blackwell cultural economy reader. Malden: Blackwell, x-xxx.
Foucault, Michel, 1974: Die Ordnung der Dinge: Eine Archologie der
Humanwissenschaften. Frankfurt: Suhrkamp.
Panels 1A-1D
Foucault, Michel, 2008: The birth of biopolitics: Lectures at the Collge de France 1978
1979. Basingstoke: Palgrave Macmillan.
Jessop, Bob, 2004: Critical semiotic analysis and cultural political economy. In: Critical
Discourse Studies 1, 159174.
Link, Jrgen, 2009: Versuch ber den Normalismus: Wie Normalitt produziert wird, 4th
ed. Gttingen: Vandenhoeck & Ruprecht.
Jens Maee: Economic Experts. A Discursive Political Economy of Economics

The presentation explores the role of economic expert discourse in globalized
societies of the Western world. By a combination of discourse analytical tools
from post-structuralism and a theory of symbolic power derived from Bourdieus
work, the contribution explores how economists occupy a powerful, hegemonic
position in the global political economy. While classical approaches in Political
Economy reduce power mainly to money and violence, this paper takes the recent
debates on the cultural turn in Political Economy as a starting point to develop
the idea of a Discursive Political Economy of Economics. In a first step it is shown
how discourse and power interact. In a second step the contribution explores the
discursive power logic of economic expert discourses at the interface between
academia, politics, media, and the economy with illustrations from empirical
research.
Joe Fitzgerald, Brendan K ORourke: Analyzing the Performance of Economic
Discourses
We focus on the methods used in analyzing broadcast interviews with economists
on Morning Ireland, a prominent Irish radio news programme. Few would doubt
that economists have taken a prominent role as experts on policy issues (CarrickHagenbarth and Epstein 2012, p.45) and some contend that no other social
science discipline has gained such prominence (Schneider and Kirchgassner
2009, p.324). A tailored methodological approach that gives special consideration
to the knowledge side of discourse (Keller, 2011, p. 63) is required. We draw on
corpus linguistic techniques to identify features of the overall corpus and help
identify passages for closer analysis (McEnery & Hardie, 2011), on methods of
media interactional analysis (for example, Hutchby, 2011) to understand the
context of radio broadcast interviews, and approaches in discursive psychology
(Edley and Wetherell, 1997; Potter and Wetherell, 1987) to tackle issues of
expert identity construction. In common with Critical Discourse Analytical
approaches (Fairclough, 2010; Wodak & Meyer, 2009) we find a critical
sociological understanding of context useful, but also find it essential to
understand the world of economists and to be informed by their professions
peculiarities (Fourcade, 2009).
Literature:
Carrick-Hagenbarth, J., & Epstein, G. A. (2012). Dangerous interconnectedness:
economists conflicts of interest, ideology and financial crisis. Cambridge Journal of
Economics, 36(1), 43-63
Edley, N. and Wetherell, M. (1997). Jockeying for position: the construction of masculine
identities. Discourse and Society, 8(2), 203-217
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Panels 1A-1D
Fairclough, N. (2010). Critical Discourse Analysis: The Critical Study of Language (2nd
ed.). London: Longman.
Fourcade, M. (2009). Economists and Societies: Discipline and Profession in the United
States, Britain, and France, 1890s to 1990s. Princeton, NJ: Princeton University Press.
Hutchby, I. (2011). Non-neutrality and argument in the hybrid political interview.
Discourse Studies, 13(3), 349-365. doi: 10.1177/1461445611400665
Keller, R. (2011). The sociology of knowledge
Panel 1C
Panel Chairs: Stefan Meier
Title: Semiotics and Discourse
Contributors
Pim Huijnen, Melvin Wevers: Digital Conceptual History using Distributional
Semantics
Computational tools can contribute in important and innovative ways to the
analysis of historical discourses. In this case study, we will try to operationalize
Foucaults genealogical method via Word2vec. Using this distributional semantics
technique on a corpus of circa 500,000 newspaper issues between 1890 and
1990 that are available in the Dutch National Librarys digitized newspaper
archive, we can trace vocabulary over time on particular concepts, ideas, and
practices. This technique can help to reveal underlying discursive structures and,
consequently, open the researcher's view for unexpected patterns. We try to
follow Foucault's idea of following discourses "by the analysis of the relations
between the statement and the spaces of differentiation, in which the statement
itself reveals the differences. We do this by focusing on how vectors between
words (relations of exteriority) have stabilized and destabilized diachronically
and synchronically. This could involve the emergence and disappearance of
words within a subset as well as the shifting position of words in relation to one
another. The conceptual implication of this method approximates the traditional
scholarly methods of conceptual history. In our paper, we focus on three case
studies: consumerism, globalization, and economic models - domains that are
inextricably linked to the manifestation of modernization and Americanization.
Literature:
Michel Foucault, The Archaeology of Knowledge [1974] (London: Random House, 2012).
Joris van Eijnatten, Toine Pieters, and Jaap Verheul, Big Data for Global History: The
Transformative Promise of Digital Humanities, BMGN - Low Countries Historical
Review 128, no. 4 (December 16, 2013).
Marco Baroni Georgiana Dinu Germn Kruszewski, Dont Count, Predict! A Systematic
Comparison of Context-Counting vs. Context-Predicting Semantic Vectors, accessed
September 11, 2014, http://anthology.aclweb.org/P/P14/P14-1023.xhtml
Derry Tanti Wijaya and Reyyan Yeniterzi, Understanding Semantic Change of Words
over Centuries, in Proceedings of the 2011 International Workshop on DETecting and
Exploiting Cultural diversiTy on the Social Web (ACM, 2011), 3540,
http://dl.acm.org/citation.cfm?id=2064475
Panels 1A-1D
Martin Siefkes: Sign use, social patterns, and mentalities: A semiotic approach to
discourse
How can we understand discourses as semiotic practices, generalizing from
language-centered theories towards a general semiotic theory of discourse? This
talk proposes to define discourse in the context of Roland Posners theory of
cultural semiotics, which distinguishes three areas of culture: material culture
(artefacts and texts), mental culture (codes and knowledge), and social culture
(individuals and institutions). On this basis, a model is proposed that describes
discourses as sign practices that encompass patterns on three levels textual,
mental, and social patterns , as well as causal and semiotic connections between
these levels. A further level is included to delimitate discourses from each other.
Introducing the theoretical notion of discourse patterns, which correspond to
hypotheses about connections between levels, the semiotic 4-level-model of
discourse allows us to explicate the assumptions that guide approaches to
discourse analysis (e.g. various quantitative and qualitative approaches, CDA,
citation and link analysis). It complements existing multi-level approaches (such
as DIMEAN) by providing a conclusive semiotic account of inter-level
connections.The developed theory is routed in precise semiotic terminology and
is applicable to the analysis of patterns in sign use in all semiotic modes (in the
sense of: sign systems). It is therefore a multimodal theory of discourse that
allows the analysis of connections between meaning-making in all areas and sign
systems that comprise a culture, and connect them (via indexical sign relations)
with social developments and recurring mental (or cognitive) patterns that can
be detected in a specific culture.
Literature:
Posner, R. (1992), Was ist Kultur? Zur semiotischen Explikation anthropologischer
Grundbegrif-fe, in: M. Landsch u.a. (ed.), Kultur-Evolution. Fallstudien und Synthese.
Frankfurt a.M.: Lang. 1-65.
Siefkes, M. & Schps, D. (eds.) (2014), Neue Methoden der Diskursanalyse. Themenheft,
Zeitschrift fr Semiotik 35, 1-2. [332 pages]
Markus Rheindorf: Tracing long-term discursive change through shifts in

argumentative patterns
The diachronic study of discourse as the study of discursive change poses several
methodological challenges. Such studies must find a suitable level of abstraction
on which to describe and analyse discourse. Evidently, this issue is conceptual as
well as methodological. Similarly, the relationship between discourse and context
has to be addressed both conceptually and methodologically, even if synchronic
analysis may simply accept this relationship as a given. In studying discursive
change, the relationship between discourse and context that is variously phrased
as influence, determination or condition must thus be addressed as shaping
the object under study. I argue that the choice of appropriate analytical levels
may depend on the specific discourse under scrutiny and its changes, ranging
from a micro-level of minute lexical changes to a macro-level of modes and media.
The issue of how context constrains, (re)produces discourse and is reproduced
by it (Wodak/Meyer 2009) must be operationalised at the same levels. I posit
9
Panels 1A-1D
that argumentation theory offers a viable solution to both issues (Kienpointner

1996, van Eemeren 2001). I will demonstrate this in an exemplary study of the
discourse of early film theory in terms of topoi and their organisation into an
argumentative field (Rheindorf 2005, 2006, 2007).
Literature:
Atkinson, D. (1999). Scientific discourse in sociohistorical context: the philosophical
transactions of the Royal Society of London, 1675 1975. Mahwah, N.J.: Erlbaum.
Battalio, J. T. (ed.) (1988). Essays in the study of scientific discourse: methods, practice,
and pedagogy. Stamford, Conn. & London: Ablex Publications.
Bayer, K. (1999). Argument und Argumentation. Logische Grundlagen der
Argumentationsanalyse. Opladen: Westdeutscher Verlag.
Diederichs, H. H. (ed.) (2004). Geschichte der Filmtheorie. Frankfurt am Main:
Suhrkamp.
Eemeren, F. H. van (2001) (ed.). Crucial Concepts in Argumentation Theory. Amsterdam:
Amsterdam University Press.
Eemeren, F. H. van, et al. (1992). Argumentation, Communication, and Fallacies. A
Pragma-dialectical Perspective. Hillsdale N.J.: Lawrence Erlbaum &
Marco Perugini: La construction linguistique de lempathie dans le discours

publicitaire: l'effet des locutions temporelles
Notre contribute se propose dtudier le rle argumentatif des locutions
temporelles dans les textes publicitaires relatifs aux produits de soin et de beaut
en Italie. Le cadre dintrt de cette tude se rsume en trois points :
premirement l'identification de l'impact des locutions temporelles, variable en
fonction des discours, deuximement le jeu recherch de cet effet dans le langage
publicitaire et finalement l'application particulire aux produits de soin et de
beaut, dont les discours promotionnels sont prcisment lis au temps. En effet,
le sens ne rsulte pas seulement des signifiants et signifis mais de lensemble
des conditions dans lesquelles il se produit. Les lments langagiers ont une
potentialit smantique qui, selon le contexte, ne fonctionne pas toujours
semblablement : chaque type de discours peut les utiliser selon des intentions
diffrentes. Les locutions temporelles ne font pas exception : elles sont
conditionnes par la nature du discours dans lequel elles s'emploient. Ainsi ces
locutions s'tudient par rapport au discours qu'elles rythment. Notre tude
observe en particulier les locutions temporelles dans le discours publicitaire o
tous les lments sont utiliss en vue de la persuasion du consommateur en
faveur dun produit ou d'un service. Toutes les tudes concernant le genre
argumentatif publicitaire montrent la constance de la recherche de cet effet
pragmatique. Inciter le consommateur lachat dun produit passe par un acte
illocutoire constatif, ainsi qu travers un acte illocutoire directif (la persuasion).
Cette constante constitue donc un des fondements des choix stratgiques tous
les niveaux langagiers du discours promotionnel. Le choix des locutions
temporelles participe pleinement au procs argumentatif du genre publicitaire.
Donc, lhypothse qui sous-tend tout ce travail, est le fait que les locutions
temporelles jouent un rle persuasif dans les textes publicitaires. Les exemples
sur lesquels nous avons vrifi les caractristiques et le rle argumentatif des
locutions temporelles dans le discours publicitaire de ces produits, comprennent
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Panels 1A-1D
les publicits crites, publies dans des magazines fminins en Italie (2010-14).
Literature:
Adam, Jean Michel Bonhomme Marc: 2012 Largumentation publicitaire, Paris, Colin.
Bazzanella, Carla: 2014 Linguistica cognitiva. Unintroduzione, Roma-Bari.
Brki, Yvette: 2005 La publicidad en escena. Analisis pragmatico textual del discurso
publicitario de revistas en espanol, Zaragoza Losanna, Ispanica Elvetica, Portico.
Maingueneau, Dominique: 2012 Analyser les textes de communication, Paris, Armand
Colin.
Charaudeau, Patrick, 2009, Le discours de manipulation entre persuasion et influence
sociale, Acte du colloque de Lyon,
Antelmi, Donella,2012 Comunicazione e discorso, UTET
Perugini, Marco: 1994 Litaliano della pubblicit, in Serianni, Trifone, Storia della lingua
italiana, Einaudi
Panel 1D
Panel Chairs: Paul Chilton & Alexander Ziem
Title: Language, Mind and Society: Bringing Cognitive Science and Cognitive
Linguistics into Discourse Analysis (I)
Contributors:
Paul Chilton, Alexander Ziem: Bringing Cognitive Science and cognitive
Linguistics into Discourse Analysis: a short introduction to the panel
In this talk, we introduce the panel Bringing Cognitive Science and cognitive
Linguistics into Discourse Analysis. We start with the general assumption that
language, mind, and society, including social structures and their material
manifestations, are closely intertwined, and thus worth to be studied combined:
Discourse is dependent on the human language ability, which is, at least in part,
motivated by the cognitive and affective properties of our mind-brains
interacting with the social structures and processes they have created, which
again are dependent on the materialities of our environment. Having this in mind,
the panel would like to address the conceptual tools of analysis that flow from the
intimate interconnectedness of linguistic, cognitive, and societal structures
processes. More specifically, it tries to explain and demonstrate methods of
analyses drawn from cognitive sciences in general, cognitive linguistics and its
applications. Against this background, we introduce the panel in the context of
current approaches in the realm of variety of cognitive science / cognitive
linguistics that aims at investigating the emergence and perpetuation of
ideological linguistic structures in discourse.
Paul Sarazin: The role of implicature in world views - A Frame-Semantic Approach
This paper concerns the analysis of implicature in discourse, with the aim of
furthering the investigation of the role of implicature in the discursive formation
of world views. Two small corpora of AU and EU speeches on the topic of freetrade agreements are used to exemplify the theory and methodology. From a
theoretical point of view, I draw on work on context configuration and
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Panels 1A-1D
inferencing in Cognitive Pragmatics, as well as on work concerning syntactic and

semantic frames in Cognitive Linguistics. In this approach clauses are parsed,
according to a target and a frame as a syntactic governor, in addition to semantic
frames in the sense of an organisation of knowledge in the mind. The aim is first
to how find out how the two text producers frame the proposed free-trade
contract, as well as the institutions involved, including themselves and the WTO.
Using these results, we secondly examine how they discursively construct their
respective knowledge on free trade, and with those slot-filler relations in mind,
we consider, thirdly, which implicatures each discursive participant may be
intending to generate about their view of the proposed free-trade contracts. The
findings from the overall analysis show an almost entirely overlapping set of
semantic frames, e.g. FREE-TRADE, FREE-TRADE CONTRACT, AID and EU, found
in both the AU and EU corpora. The corresponding slots for the frames, however,
are filled very differently by the respective discursive participants. This, in turn,
means that the resulting implicatures all contrast, so that essentially the takehome message of the AU and EU speeches is dont sign the free-trade contract!
and sign ! respectively.
Veronika Koller: Socio-cognitive approaches to discourse
In this talk, I will discuss some central concepts from social cognition research,
most notably socio-cognitive representations and, more specifically, social
identity and categorisation, intergroup differentiation, and self-enhancement and
in-group bias, showing how these can be applied to the critical study of discourse.
Of particular interest is the way that these notions can enrich a pivotal research
question in critical discourse studies, namely how discourse participants use
language in, and processes around, texts to construct in- and out-groups as well
as the relations between them. I will extend the classical us vs them distinction by
introducing the notion of affiliated groups. Moving on to discourse theoretical
considerations, I will differentiate between discourse goals, e.g. selfenhancement, discourse functions such as evaluation, and linguistic (and, in some
genres, conversational) devices, e.g. attributes. Also, I will elaborate on how ingroup and self-construction in texts can be reflected in discursive processes of
their production, distribution, reception and adaptation. This part of my talk
further demonstrates the interface between discourse and social cognition. I will
exemplify this socio-cognitive approach to discourse by providing a summary
analysis of a radio interview. The analysis will focus on evaluation, person deixis,
modality and transitivity, and show how discourse producers realise these
discourse functions to encode socio-cognitive representations of collective
identities. These findings from the textual analysis will be compared to how the
audience is positioned through the particular means of distribution and reception
for this text. I will close with a discussion of the contents, structure, genesis and
functions of the competing ideologies that can be inferred from the analysis.
Alexandra Polyzou: Pragmatics, Critical Discourse Analysis and Cognition
From Morriss first definition of Pragmatics as the study of the relation between
signs and their users (1938: 6-7) this is one aspect all approaches to pragmatics
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Panels 1A-1D
have in common, which has set it apart from previous approaches to linguistics
looking at language as an abstract, idealised system. The shift from langue/
competence to parole/ performance is of course crucial for Discourse Analysis,
and subsequently Critical Discourse Analysis (henceforth CDA). In this paper I
focus on what is and what is not critical about Pragmatic approaches as theories
and methods in CDA. I address the question of whether, and to what extent,
Pragmatics is individualistic (Fairclough, 2001: 7) and how it has nevertheless
been, and can be, a valuable tool for the critical analysis of discourse (for example
Harris, 1995; Talbot, 1995; Magalhes, 1995; Fairclough, 2001: 127; 2003;
Cameron, 2005; Wodak, 2007, among others). I then move on to discuss
specifically cognitive approaches to Pragmatics (Relevance Theory and Cognitive
Linguistics) and demonstrate one way to examine the discourse-society-cognition
interface (van Dijk, 1998; 2005; 2006; 2008). Broadly speaking, cognitive
pragmatics accounts provide the potential for accounting for the impact of
context on discourse and of discourse on context, mediated by the cognitions of
the participants in discursive and social action (members resources, in
Faircloughs terms, 2001: 8-9). By way of illustration I look at three central
concepts of pragmatics from a cognitive perspective (implicature, speech acts and
presupposition) in examples from Greek lifestyle magazines, and demonstrate
how these three parameters, applied critically, help us examine the negotiation of
authority and gender ideologies on behalf of the text producers.
Literature:
Cameron, D. (2005). Relativity and its discontents: Language, gender and pragmatics.
Intercultural Pragmatics, 2-3, 321334.
Fairclough, N. (2001). Language and Power (2nd ed.). London: Longman.
Fairclough, N. (2003). Analysing Discourse: Textual Analysis for Social Research.
London: Routledge.
Harris, S. (1995). Pragmatics and power. Journal of Pragmatics, 23, 117-135.
Magalhes, M. I. S. (1995). A critical discourse analysis of gender relations in Brazil.
Journal of Pragmatics, 23, 183-197.
Morris, C. (1938). Foundations of the Theory of Signs. Chicago: University of Chicago
Press.
Talbot, M. (1995). Fictions at Work. London: Longman.
van Dijk, T. A. (1998). Ideology: a Multidisciplinary Approach. London; Thousand Oaks;
New Delhi: Sage.
van Dijk, T. A. (2005). Contextual knowledge
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Friday, 25 September 2015

Panel 2A
Panel Chairs: Tony McEnery & Marcus Mller
analysis of discursive practices (II)
Contributors:
Andr Salem: Textometry Driven Investigation in Discourse Studies
Textometry is an approach that has been developed mainly in France since the
1970s. Based on statistical methods to analyse large collections of texts mostly
produced in political contexts it became quite popular among discourse analysts
during the 1980s and 1990s. The talk introduces this methodology as a
quantitative heuristic approach to analyse discourses. It presents methods like
the multifactor analyses or the hierarchical classification which are less common
in the Anglo-Saxon corpus linguistics. The second part of the talk focusses on
some recent developments in textometry in particular the analysis of
multilingual textual material with the help of aligned corpora. Aligned corpora
are sets of subdivided texts in which each text section (sentences paragraphs,
etc.) is linked to a corresponding part in the text to be compared with. In this talk
I will use Multilingual Aligned Textometry to compare two translations from
German to French of the Introduction to psychoanalysis by Sigmund Freud
originating from 1921 and 2000. As far as translating a text can be considered as
a discursive practice this method has the potential to become a powerful tool
when it comes to tracing back the impact of variations of translations on to the
reproduction of meaning in discourses. Textometric comparison between each
translation and the original text helps to determine the terminological
boundaries between different translated versions of a text and the original text
itself. Variations between terminologies can be found and highlighted
automatically as well as privileged expressions, phrases and words of each
translator.
Verena Weiland: Combining quantifying and qualitative methods based on French
linguistic approaches to discourse analysis
Digital media has made computer-based research methods in discourse analysis
more important. Debates concerning social and political themes are getting more
and more complex so that methodological rejuvenations in linguistic discourse
analysis become inevitable. The exploration of new linguistic approaches in this
field especially concerns the question of how quantifying and qualitative methods
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Friday, 25 Sept, 8:45-10:15
can complement each other. In France, the interest in the relation between these
two perspectives leads to various new reflexions often based on the context of
lexicometrics (f. ex. Langage & socit 135, 1/2011: "Mthodes d'analyse des
discours"; Franois Rastier 2011: "La mesure et le grain"; Langages 187, 3/2012:
"Lanalyse de corpus face lhtrognit des donnes" or Corela HS-15, 2014:
"Complmentarit des approches qualitatives et quantitatives dans lanalyse des
discours"). The presentation will focus on bringing together different quantifying
and qualitative approaches recently coming from French linguistics (f. ex. Thierry
Guilbert, Alice Krieg-Planque, Marie-Anne Paveau). The corpus to exemplify these
new reflections will be composed of French newspaper articles which are about
the debate referring to the surveillance and security in public areas. In the
quantifying methodological part, the corpus query system SketchEngine and its
various tools will play a significant role.
Literature:
Corela HS-15/2014: Complmentarit des approches qualitatives et quantitatives dans
l'analyse des discours [en ligne], URL : http://corela.revues.org/3523?lang=en.
Langage & Socit 135, 1/2011: Mthodes d'analyse des discours
Langages 187, 3/2012: Lanalyse de corpus face lhtrognit des donnes
Mayaffre, Damon / Poudat, Cline (2013): Corpus linguistics and text statistics, in:
Flttum, Kjersti (Hg.): Speaking of Europe. Approaches to complexity in European
political discourse, Amsterdam/Philadelphia: John Benjamins (Discourse approaches to
politics, society and culture 49), 65-83.
Rastier, Franois (2011): La mesure et le grain, Paris: Champion.
Gary Schaal, Gregor Wiedemann: Discourse Analysis between Quality and

Quantity. Fulfilling Blended-Reading Requirements for the Social Sciences with a
Scalable Text Mining Infrastructure
Discourses Analysis in the social science research using Text Mining tools
requires - due to the lack of a canonical heuristics in the digital humanities - a
blended reading approach. Integrating quantitative and qualitative analyses of
complex textual data progressively, blended reading brings up various
requirements for the implementation of Text Mining infrastructures. The paper
presents the Leipzig Corpus Miner (LCM), developed in the joint research project
ePol- Post- Democracy and Neoliberalism and responding to social science
research requirements. The functionalities offered by the LCM may serve as best
practice of processing data in accordance with blended reading. In addition, an
integrated approach which we call New Visual Hermeneutics will be presented,
which addresses all stages of the research pipeline in the digital humanities and
which draws heavily on the blended reading approach.
15
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Friday, 25 Sept, 8:45-10:15
Panel 2B
Panel Chair: Sasa Bosancic
Title: Performing Power Shifts
Contributors:
Martin Nonhoff: Performing Power Shifts
Power is a core concept for discourse studies. Many discourse researchers agree
with Foucault, that power needs to be researched in its complex formations
encompassing discursive (and maybe non-discursive) elements, and many
studies of such power formations have been produced, e.g. in governmentality
studies. In a different strand of discourse studies following the Essex school, the
focus is on power formations in the sense of hegemonic formations. In both cases,
however, it remains less clear how these formations are set in motion, i.e. how
power shifts are discursively performed. In this theory paper, I want to turn to
the question of how to conceptualize power shifts from a discourse theoretical
view. I argue first that we can get important insights from Ernesto Laclaus theory
of hegemony in regard to structural features of power shifts. Secondly, we can
resort to Judith Butlers idea of performative power, but we need to give it a
reflexive twist, i.e. we need to understand not only how performativity exerts
power but how power itself is performed. Therefore, thirdly, power shifts must
be analyzed in the sense of doing power shifts, using insights from
ethnomethodology. Finally, I argue that there are four phases of power shifts that
any discourse analysis of power shifts must analyze in order to get the full
picture: anticipation, enactment, reflection, manifestation. For this reason, we
should not focus solely on small-scale interactions as ethnomethodological
studies often do, but combine the analysis of programmatic papers with a study
of interactional practices and of cultural artifacts such as photographs.
Martina Winkler: Picturing Power: Photographs of the 1968-Invasion in
Czechoslovakia
The Prague Spring and the following invasion of Soviet, Polish, Bulgarian and
Hungarian troops have been perceived as crucial events perhaps, in fact, the
only familiar events of Czech and Slovak history. Such prominence has been
made possible and perpetuated by the fact that the invasion was recorded on
hundreds of photographs. These images, produced by Czech, Slovak and foreign
photographers, both professionals and amateurs, have been published in
contemporary newspapers and re-used in anniversary publications, history
textbooks, photograph collections, blogs etc. Surprisingly, however, they have not
been analysed in any systematic way so far. I propose a visual discourse analysis
of such photographs in order to understand better how they contribute to, mirror
or perform (successful or failed) power shifts. The photographs can be seen as
complex representations of a state of shifting power. They display the situation as
characterized by suppression, desperation and sheer violence, but also of
communication, new possibilities and even pride and joy. The aesthetics are
intense, but also playful, as they employ symbols of the past, ironic quotations
and appeals to humanism. The original language of these images was very flexible
16
Panels 2A-2E
Friday, 25 Sept, 8:45-10:15
and diverse; power appears as an open and contested concept. Only later, in the
course of globalization and sometimes iconization and with the doubtful privilege
of hindsight, the corpus of photographs of the invasion developed into an
unambiguous testimony of rigorous suppression.
Svenja Bethke: Fashion, Power and Ideology the Case of Nation-Building in
Palestine/Israel
To what extent can the way in which people dress express ideologies? What do
definitions of what is considered "fashionable have to do with power? Based on
these questions I will examine how clothing and fashion can shed light on
processes of negotiation and power relationships within communities in
historical perspective. I want to show that discourses and negotiation processes
are not only communicated through language, but also through external
appearance with a focus on clothing, fashion and bodies and thus through
performance. I argue that such an approach represents an innovative
contribution to research on nation-building processes with an emphasis on the
micro-level of communities. As an example, I will examine the region of
Palestine/Israel from the end of the 19th century until the first years after the
foundation of the state in 1948. With reference to visual sources, I will explore
how different groups with diverging ideas of appropriate clothing and
fashionable appearance clashed. Moreover, I will illustrate that the question of
which actors could at a given time enforce their specific fashion ideals was
intimately connected to existing power structures.
Panel 2C
Panel Chairs: Barbara Johnstone & Jo Angouri
Title: When Discourse Studies Meets Sociolinguistics (I)
Contributors:
Barbara Johnstone, Jo Angouri, Felicitas Macgilchrist, Jennifer Andrus,
Bethan Benwell
We propose a round table consisting of 6 panelists. Each panelist will present a
10-minute position paper. Position papers will be followed by discussion based
on broad questions the co-convenors will circulate in advance. The panel aims to
describe and discuss ways in which sociolinguistic research has drawn on and
can draw on theory and method from discourse studies. We understand
sociolinguistic broadly, to include studies of linguistic variation on all levels and
its effects in written and spoken discourse in a variety of genres and situations.
We see discourse studies as a cross disciplinary field drawing on theoretical and
methodological developments in Anthropology, Linguistics, Sociology, Social
Psychology and Political Sciences, to name but few. Sociolinguistics and discourse
studies are brought together in the study of a variety of topics ranging from
informal everyday interaction to professional and institutional encounters and
the study of multimodal and embodied nature of communication to the study of
17
Panels 2A-2E
Friday, 25 Sept, 8:45-10:15
power imbalance in society. There is however little discussion on the relationship

between the two fields despite the growing number of monographs and articles.
The panel pays special attention to the notion of context, asking how context may
be defined, how speakers create and negotiate context in interaction and how
context has been treated in various strands of sociolinguistics.
Issues to be addressed include:
1. Sociolinguistics meets discourse studies: overview and introductions
2. Theories of context in sociolinguistics and discourse studies
3. Studying speech and studying writing
Panel 2D
Panel Chairs: Ruth Mell
Title: Discourse, Politics & Policy
Contributors:
Michael Kranert: The Construction of Leadership and Group Identity in Leaders
Speeches at Party Conferences of Labour Party and the SPD
The alternating use of I and We as well as the often ambiguous use of we
seems to be a defining feature of leaders speeches at party conferences.
Analysing a corpus of speeches by German and British leaders of social
democratic parties between 1997 and 2003, I will argue that the use of personal
pronouns in pre-scripted speeches is most likely strategic and intended. I will
demonstrate that the changes between I and inclusive as well as exclusive forms
of we as self-reference in the leaders speeches are employed as part of a
legitimation strategy. They signal a change of footing as defined by Goffman
(1981): While I foregrounds the leaders responsibility for a policy and therefore
indicates the leader as a principal, the exclusive we foregrounds the party as a
principal and constructs a form of group identity and group solidarity. The
inclusive we integrates the nation into the ideology, construing all parts of the
audience as principal. I will furthermore discuss whether apparent differences in
the use of this strategy by the different speakers in the corpus is dependent on
the context of the political culture or on more localized contexts such as the
situation of the speech before or after an election, before or after a critical
decision.
Literature:
Goffman, Erving. 1981. Forms of talk. Oxford: Blackwell.
Naomi Truan: Addressing the nation, avoiding the confrontation? The third person
as a disguised form of address in New Years messages of the British Prime Ministers
and the German Chancellors (1998-2015)
Address is commonly understood as a mainly oral device aiming at establishing a
link between the speaker(s) and the hearer(s). But how is this link created when
the German Chancellor Gerhard Schrder appeals to a higher commitment of the
18
Panels 2A-2E
Friday, 25 Sept, 8:45-10:15
nation through implicit devices like [n]obody is allowed to block or to hinder.

Everyone should go ahead with his or her possibilities, so that the whole thing
makes progress (2003)? Or when the British Prime Minister Tony Blair pulls the
rug out from under his opponents: [f]or all the cynics and the critics who [...]
insist nothing has changed; I defy anyone to deny that [...] there is now a different
government in Britain today [...] (2000)? Whereas the research in enunciative
linguistics since BENVENISTE (1966) tends to associate the first and second
person as participants of the communication situation and to distinguish the third
person as referring to the absent(s), this presentation includes the third person
(pronouns whoever, anyone, everyone, one, substantives like people, quantifiers
some, a lot of, relative clauses, etc.) in the study of address as a factor of inclusion
or exclusion. Being considered as a way to avoid a Face-Threatening Act
(BROWN/LEVINSON 1978), the third person as a disguised form of address can
be understood as a rhetorical device that enforces the positions of the I/youcouple, possibly aiming at the creation of an inclusive unifying we. This corpusbased discourse analysis looks at seventeen years of New Years messages in two
European countries in a type of discourse which is very constrained in terms of
form and content, hypothesizing that address phenomena are a key moment for
the discursive production of the Other(s).
Literature:
Benveniste, Emile. 1966. La nature des pronoms. Problmes de linguistique gnrale.
Paris: Gallimard.
Brown, Penelope & Stephen C. Levinson. 1978. Universals in language usage: politness
phenomena. In Ester N. Goody (ed.), Questions and politeness: strategies in social
interaction, 56311. Cambridge: Cambridge University Press.
Narjes Monfared: Recontextualization of Muharram's Anniversary in Billboards of

Tehran Between 2012-2015
This research investigates the recontextualization mechanism of Muharram's
anniversary in Billboards of Tehran between 2012-2015. The investigation aimed
at identifying the making-meaning patterns of Ashura's myth in Tehran's
Billboards at this period. The research corpus consists of 200 Billboards that
were gathered randomly by taking pictures from mounted Billboards at
Muharram's anniversary between 1391-1393. Social semiotics method of Kress &
Van Leeuwen (2006, 2010) and O'Toole (2012) along with intersemiotic cohesion
methodological considerations of O'Halloran (2010) and Bateman (2014) were
adopted for analyzing semiotic modes to discovering making-meaning patterns in
this sample. The findings of research showed that there is a continuum for
recontextualization mechanism of Muharram's Anniversary at this period. In one
side of the continuum, sacred symbols of Ashura's myth recontextualized with no
change, But in converse side, various elements of Ashura's myth such as
character's figures, color systems and verbal symbols reconstructed in the
multimodal text of Billboards that had highest quantity of intersemiotic cohisen.
Finally, this recontextualization mechanisms are used for legitimizing economical
and political powers of Iran at this period.
19
Panels 2A-2E
Friday, 25 Sept, 8:45-10:15
Panel 2E
Panel Chair: Jlia Vrblov
Title: Critique and Discourse
Contributors:
Benno Herzog: Discourse analysis as social critique: Uncovering necessary
contradictions
When understanding social critique as critical assessment of social organizations
as a whole, then, with the end of grand narratives, there seems to be little
possibility of criticizing societies with one coherent approach. Consequently,
discourse analysis mainly focuses on the critique of specific discourses, their
conditions, contents and consequences. Critical approaches towards discourses
offer tools for several of these analyses. However, they do not offer a coherent
theory for combining the results. In my presentation I will explore in how far the
concept of immanent critique can help to use discourse analysis in order to
develop social critique. Immanent critique is a normative position that is
developed from the existing society and that identifies and contributes to social
change. On the one hand side, immanent critique can help to guide discourse
analysis and to focus on disclosing generally (implicitly) accepted normative
positions of our society and its potential for development. On the other hand, this
type of critique can help to understand the results of critical analysis of specific
discourses as a necessary contradiction, i.e. problematic conditions which
cannot be overcome by means of a singular action but affect the structure of
society as a whole.
Heiko Motschenbacher: Focusing on normativity in Critical Discourse Studies
Normativity has been a central, though "undertheorised" concept in language and
sexuality studies. It surfaces, for example, in Bucholtz and Hall's (2004) theorisation
of the tactics of intersubjectivity framework, in which they distinguish "tactics of
authorisation" from "tactics of illegitimation". The present paper attempts to
advance the theorisation of normativity in language and sexuality studies and in
Critical Discourse Studies more generally (See also Motschenbacher 2014). It
conceptualises normativity as a discursive formation in the Foulcauldian sense that
is linked to issues of power. Two types of normativity, descriptive and prescriptive
normativity, are distinguished (Bicchieri 2006). Furthermore it is illustrated by
means of sample analyses how language users orient to these normativities in their
communication. It is argued that they have to negotiate between two normativity
levels - normativities on the the social macro-level and competing normativities and
non-normativities on the social micro-level. The contrast between these two levels
causes social norms to change in certain directions.
Literature:
Bicchieri, Cristina (2006): The Grammar of Society. The Nature and Dynamics of Social
Norms. Cambridge: Cambridge University Press.
Bucholtz, Mary; Hall, Kira (2004): Theorizing identity in language and sexuality
research. Language in Society 33(4): 469515.
20
Panels 2A-2E
Friday, 25 Sept, 8:45-10:15
Motschenbacher, Heiko (2014): Focusing on normativity in language and sexuality
studies. Insights from conversations on objectophilia. Critical Discourse Studies 11(1):
4970.
Pter Furk: Critical Perspectives on the Use of Discourse Markers in English and
Hungarian News Interviews
The majority of CDA-informed micro-analyses of political discourse tend to focus on
the manipulative potential of lexical choices and morpho-syntactic choices such as
activation/passivation , nominalization, the use of pronouns, and the ergative (cf. e.g.
Billig: 2008; Tranchese & Zollo: 2013). At the same time, there has been an
increasing interest in CDA in pragmalinguistic and socio-pragmatic phenomena such
as face management and the realisation of particular speech acts (e.g. Fetzer: 2007),
as well as conversational strategies and topical organization. Moreover, Wodak
(2007) argues that recent pragmatic theory and methodology can be fruitfully
applied in contemporary CDA research (Wodak 2007: 203) and that pragmatic
devices are relevant characteristics of hidden and coded discourses (Wodak 2007:
219). Allott (2005) also suggests that pragmatic features are key to revealing
manipulative uses of language. The present paper is informed by research in a subfield of pragmatics, discourse marker research, often considered a growth industry
and, at the same time, a testing ground for pragmatic theories. The paper hopes to
illustrate that the cross-fertilization of CDA and pragmatic marker research is highly
beneficial and, therefore, urgently required for both disciplines.
Literature:
Allott, Nicholas. 2005. The role of misused concepts in manufacturing consent: A
cognitive account. In Manipulation and Ideologies in the 20th Century
Billig, Michael, 2008. The language of critical discourse analysis: the case of
nominalization. Discourse & Society 19(6): 783-800.
Fetzer, Anita. 2007. Challenges in political interviews: An intercultural analysis. In
Political discourse in the media, 163-192. Amsterdam: John Benjamins.
Tranchese, Alessia & Zollo, Sole Alba. 2013. The Construction of Gender-based Violence
in the British Printed and Broadcast Media. Critical Approaches to Discourse Analysis
across Disciplines 7(1): 141-163.
Wodak, Ruth. 2007. Pragmatics and Critical Discourse Analysis. A cross-theoretical
inquiry. Pragmatics and Cognition 15/1: 203-234.
Panel 3A
Panel Chairs: Tony McEnery, Ronny Scholz, Andr Salem & Marcus Mller
analysis of discursive practices (III)
Contributors:
Noah Bubenhofer: Geocollocations: The Linguistic Construction of World an
Example of Visual Analysis and Methodological Challenges
Geocollocations in the sense of words collocating to toponyms are a measure to
quantitatively analyze different constructions of world in discourses (Bubenhofer
2014). As an example, geocollocations show differences between political parties
21
Panels 3A-3E
Friday, 25 Sept, 10:30-12:30
in the linguistic conceptualization of locations, even though they write about the
same locations. Even stronger differences are visible if discourses, media or
actors are compared. Analysing geocollocations, means of visual analytics proof
to be useful. It is obvious to use maps as a visualization tool for geocollocations,
as it is possible to georeference the data. Plotting the geocollocations on maps
shows the typical attributes that are attached to locations. Visualizing data on
maps are a prime example of diagrams in the sense of operating images
(Krmer 2012; in German: operative Bilder). In corpus linguistics and in the
digital humanities in general, there is a strong trend in using visual analytics to
make patterns visible in large data sets. As in the case of geocollocations, the
visual approach proofed to be useful in many cases. But what are the risks and
challenges in visualizing patterns in big corpora from a diagrammatic
perspective, especially in the field of discourse analysis? These questions will be
discussed using the example of geocollocations.
Literature:
Bubenhofer, Noah (2014): Geokollokationen Diskurse zu Orten: Visuelle
Korpusanalyse. In: Mitteilungen des Deutschen Germanistenverbandes 1/2014: Korpora
in der Linguistik Perspektiven und Positionen zu Daten und Datenerhebung. S. 45-59.
Krmer, Sybille (2012): Was ist eigentlich eine Karte? Wie Karten Rume darstellen und
warum Ptolemaios zur Grnderfigur wissenschaftlicher Kartografie wird. In: Dally,
O./Fless, F./Haensch, R./Pirson, F./Sievers, S.: Politische Rume in vormodernen
Gesellschaften. Gestaltung - Wahrnehmung - Funktion. Internationale Tagung des DAI
und des DFG-Exzellenzclusters TOPOI vom 18.-22. November 2009 in Berlin.
Rahden/Westf. : Verlag Marie Leidorf.
Sue Wharton: Work with small corpora: integrating quantitative and qualitative
approaches
Work in Discourse Studies often features research into the discourse of a specific
domain, such as political discourse, financial discourse, medical discourse etc.
These labels are widely used but we do not necessarily have a shared
understanding of how they should be operationalised. In particular, there are
differences between more empirically oriented researchers who may seek a
concrete body of texts (however defined) on which to base their research and
more theoretically oriented researchers, who may focus instead on the
connecting discourse research with the epistemologies of broader sociological
research. In this presentation I will focus firstly on the building of appropriate
corpora for the investigation of specific discourses, and secondly on the range of
investigative tools at the analysts disposal. I will discuss quantitative approaches
originally developed for large scale corpus work which can also be made
applicable to specific discourse research. Using examples from a current project, I
will further explore the possibility of integrating descriptive and interpretive
work in a way which preserves the value of each.
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Panels 3A-3E
Friday, 25 Sept, 10:30-12:30
Maria Becker; Marcus Mller; Wolf J. Schuenemann; Stefan Steiger; Jrn

Stegmeier: Multi-method discourse analysis of twitter communication. A
comparison of two global political issues
This paper presents a multi-method discourse analytical approach to analyze
Twitter communication on two political issues: environmental policy/climate
change and internet governance/net neutrality. In the course of a pilot project
phase we extracted Twitter messages containing #netneutrality or
#climatechange posted between January and March 2015. First, we map and
compare the geographical landscapes of the two policy fields by using
information about the geolocation from the Twitter API and the Data Science
Toolkit. By doing this, we are able to ascribe tweets to national discourse
communities. Step two is a comparative network analysis defining twitter users
as nodes, retweets (RT) and mentions (@) as links. Finally, in our third step, we
apply corpus linguistic analysis in order to identify discursive patterns and to
compare our findings. One research interest that can be served is the diffusion of
discursive elements between users from different discourse communities in
order to assess the degree of transnationalization vs. regional/social
segmentation/clustering of political online communication in the two fields.
Costa Delimitsos: Quantifying the war and illness metaphors in a large and
disparate corpus of scientific-like crime-related literature
Since the late nineties, a new group of people appeared in the French public
debate on crime. Undertaking a significant publishing effort and enjoying an
important media exposure, they rapidly established themselves as security
experts and came to occupy numerous crucial positions within several countercrime institutions while campaigning for the institutional recognition of
criminology. In the frame of a sociology thesis, and by the means of a discourse
analysis operated on a 24-books corpus, our goal is to understand the rhetoric,
the means of reasoning and the representations that these "new security experts"
convey. One of our starting hypotheses was that aiming a radical intensification of
formal social control on the working class, the "new security experts" put forward
a dramatized and dramatizing discourse by addressing street crime mainly based
on the war and illness metaphors. As the verification of this hypothesis
demanded an estimation of the recurrence of warlike and medicine-like
vocabulary within the quite extensive "new security experts" literature, we chose
to resort to a specialized software. It is in this frame that this paper wishes to
interrogate some of the limits of this choice :
-
When it comes to judging whether certain terms are being used or not as
dramatized/dramatizing metaphors, to which extend should the
researcher rely exclusively on a software-generated inventory without
personally reviewing one by one the entire phrases that include the
inventoried terms ?
How could be displayed in a uniform and intelligible way the outcomes of
such a quantified discourse analysis of a quite disparate corpus with regards
to its features (volume, size of pages, type and size of characters, etc) ?
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Panels 3A-3E
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Panel 3B
Panel Chairs: Ruth Amossy & Dominique Maingeneau
Title: Enunciation and Argumentation in discourse
Contributors:
Ruth Amossy: Doxa and Subjectivity in Discourse: a Contribution to the Study of
Argumentation in Discourse
Focusing on the use of language by an individual or a collective speaker, this
paper explores the constitutive tension between subjectivity and doxa in
discourse. Through a detailed analysis of examples dealing with political
questions, it explores the different ways in which dependence on specific areas of
interdiscourse expressing public opinion, on the one hand, and use of evaluative,
affective and axiological marks expressing subjectivity, on the other hand, can be
interconnected and even harmonized in their appeal to the audience. This aspect
of enunciation raises important questions related to agentivity and persuasion,
thus contributing to the theory of argumentation in discourse within Discourse
Analysis in the French-speaking tradition to be confronted with CDA.
Roselyne Koren: Constraints and Autonomy: About Transformation of Enunciative
Subjectivity in the New Media
My contention is that one of the main transformations of media discourse on the
Internet is the recovery of the subjects enunciative autonomy. This
transformation simultaneously confirms the relevance of Benvenistes conception
of subjectivity and intersubjectivity, and Perelman's approach to the subjects
autonomy and accountability for judgments of facts and value judgments. I intend
to compare the articles of two French and American web journalists about their
respective approaches to verbal autonomy. I will try to show that their respective
metadiscourse on the strong comeback of the subjects stance is at the same time
attested by their own discursive practices. They no longer accept the use of a
pseudo-objective erasure of any verbal trace of their presence and reconsider the
role attributed to their audience. The Other is no longer perceived as a dominated
passive reader, but as an alter ego and even as a judge; the rationality and
legitimacy of the journalists stances now depend on the critical reading of his
reader, published in a discussion forum. The verbal recovery of the lost autonomy
of the journalist is now constrained by an assumed enunciative accountability for
the consequences of ones speech acts.
Dominique Maingueneau: Aphorisation and argumentation
Detaching a sentence from a text can be achieved in two different ways:
overassertion, which operates inside texts, and aphorisation, which extracts
sentences from them (Maingueneau, 2012). This paper will focus on the latter.
First, I shall present the main pragmatic properties of aphorisation, which can be
considered a specific enunciative regime, in contrast to textualizing regime.
Then, I shall examine the way aphorisations can be used in argumentation, by
studying two texts. The first one was produced for the French presidential
elections in 2007 ; overassertion and aphorisation are combined and imply two
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Panels 3A-3E
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different speaker positions, aphoriser of a sentence (a slogan) and author of a

text. The second example is an English sermon of the 19th century. In this case,
the aphorisation, placed before the text according to the rules of the genre
defines the scene in which the text claims to be enunciated. This allows us to
understand better how this sermon persuaded its audience.
Fiona Rossette: Our moment is now: enunciative scene and political rhetoric
Oratory is typically based on an elaborately prepared script which is emphatically
oralised. This is true of political speeches, notably when the orator speaks with
the aim to persuade a vast audience and trigger a kind of communion. This type of
public speech implies a specific enunciative scene, based on a rhetorical scene,
which underpins multiple genres. In this paper I will first characterize the
components of this scene, which includes a superaddressee, an addresser, and a
superspeaker. This model will then be examined in a key speech delivered by
Barack Obama, on November 10, 2007, during the Democrat primaries. This
speech particularly exploits the system of deixis in order to transcend the
immediate enunciative situation.
Panel 3C
Panel Chairs: Barbara Johnstone & Jo Angouri
Title: When Discourse Studies Meets Sociolinguistics (II)
Contributors:
Barbara Johnstone, Jo Angouri, Felicitas Macgilchrist, Jennifer Andrus,
Bethan Benwell
We propose a round table consisting of 6 panelists. Each panelist will present a
10-minute position paper. Position papers will be followed by discussion based
on broad questions the co-convenors will circulate in advance. The panel aims to
describe and discuss ways in which sociolinguistic research has drawn on and
can draw on theory and method from discourse studies. We understand
sociolinguistic broadly, to include studies of linguistic variation on all levels and
its effects in written and spoken discourse in a variety of genres and situations.
We see discourse studies as a cross disciplinary field drawing on theoretical and
methodological developments in Anthropology, Linguistics, Sociology, Social
Psychology and Political Sciences, to name but few. Sociolinguistics and discourse
studies are brought together in the study of a variety of topics ranging from
informal everyday interaction to professional and institutional encounters and
the study of multimodal and embodied nature of communication to the study of
power imbalance in society. There is however little discussion on the relationship
between the two fields despite the growing number of monographs and articles.
The panel pays special attention to the notion of context, asking how context may
be defined, how speakers create and negotiate context in interaction and how
context has been treated in various strands of sociolinguistics.
Issues to be addressed include:
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Panels 3A-3E
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Ideology and/as context in sociolinguistics and discourse studies

Learning from linguistic anthropology?
Panel 3D
Panel Chairs: Yannik Porsch & Daniel Wrana
Title: Discursive Practices and Ethnography
Contributors:
Daniel Wrana: Ethnographic perspectives on discursive practice. An introduction
Approaches to discourse analysis are constructing a certain object of
investigation, which they call discourse. There are quite big differences in the
character of the object discouse. Many approaches regard it to be a stabilized
and homogenous entity, which is producing reality and which should be
reconstructed in its regularities. The papers in this panel belong to approaches
where discourse is regarded as practise and not as an entity. As long as they are
investigating the social practise of discourse, their methodological aims and
instruments are similar to those of ethnography. In this panel we would like to
discuss relations of ethnography and discourse analysis with a focus on
methodological question and and on the formation of the specific objects of
investigation.
Yannik Porsch: Ethnomethodological, Poststructural and Ethnographic
Heuristics for a Microsociological Contextualisation Analysis
In this contribution I discuss the compatibility of three methodological
approaches to the analysis of discourse. I argue that a selective combination of
ethnomethodology, poststructuralism and ethnography can be fruitful to
overcome their respective limits and blind spots. A central problem appears to be
the approach to the context: Ethnomethodological conversation analysis (CA)
that concentrates on the situated and co-participatory accomplishment of social
order is frequently criticised for not taking the wider political and material
context into account. In turn, discourse analytic (DA) work that draws on
poststructuralism and/or ethnographic approaches is often accused of positing
an external context without providing a strong empirical foundation for its
claims. In this paper both situated contextualisation and the wider context are
shown to be relevant in a case study of a binational museum exhibition about the
representation of foreigners in France and Germany. On the one hand, this study
aims to investigate contextualisation activities such as pointing at and referring
to something or someone. On the other hand, it aims to take into account the way
the context both enables and constrains the situation of interaction.
Giuseppe Mininni, Amelia Manuti, Rosa Scardigno: Diatextual approach as a
psycho-cultural path of Critical Discourse Analysis
Within the last decades, Critical Discourse Analysis (Wodak & Meyer 2009) has
become a very interesting convergence point between several different paths of
26
Panels 3A-3E
Friday, 25 Sept, 10:30-12:30
qualitative inquiry in human sciences. The present contribution adheres to this

perspective, focusing on the relevance played by the sense-making processes in
everyday life (Mininni 2005). Its theoretical background is based on the
awareness that human mind is always involved into efforts after meanings
(Mininni et al. 2008). Thus Diatextual approach is attuned with ethnographic one,
also because it stress out the role of the hermeneutical procedures in catching the
inter-subjective nature of meanings. The conceptual core of diatext is built both
by intertwining the dialogic principle (Bakhtin 1981) in human use of signs
with the dilemmatic nature of human thinking (Billig 1991), and by interweaving
a few notions such as text, statement and narrative with the unavoidable
reference to a specific context (Slama-Cazacu 2007). The critical nature of
Diatextual Approach is unveiled by the goal to show how discourse is built
through socio-epistemic rhetorics (Berlin 1993). The Diatextual Approach is
harmonized with ethnography because both emphasize the need for attunement
between social actors intentions and situational and cultural bonds. In particular
diatextualists try to bring out the Gestalt quality of a given communicative event,
i.e. those assessments that together transform a composition of elements into a
totality of sense (Mininni, Scardigno & Rubino. 2008). Their mutual implication
justifies the dialogical reduction of the subjectivity to the psycho-discursive
practices (Wetherell 2008). A corpus of empirical evidences, collected within an
organizational working context, will allow to examine in depth how diatexts
actually work in human communication.
Cornelia Dinsleder, Katharina Scharl: Doing teacher as discursive practice
Teaching as work and profession is discussed heavily in recent years because of
the globally increasing significance of education systems. In this paper, two
important political concerns and reform programs are the starting point: the
necessity of teacher cooperation and the Common European Framework of
Reference for Languages. Both policies aim to govern teachers work and reframe
their habits and selfdefinitions. The paper follows a discourse analytical approach
based in practice theory which does not just reconstruct the logics of policies and
their contradictoriness but focuses the discoursive practice of teachers,
(re)producing as well as transforming these policies in their professional thinking
and speaking about teaching and learning. In the paper, this methodological
approach to professions and professional thinking will be presented and
exemplifies by means of the two studies.
Literature:
Calderhead, James (1996): Teachers Beliefs and Knowledge. In: Berliner, D.C. et al.
(Eds.): Handbook of Educational Psychology. New York: Macmillian, 709-72.
Davies, Bronwyn; Harr, Rom (1990): The discoursive production of selves. In: Journal
for the Theory of Social Behaviour, 20/1, 43-63.
Salj, Roger (2009): Learning, Theories of Learning, and Units of Analysis in Research.
In: Educational Psychologist 44/3, 202-208.
Schfer, Hilmar (2013): Die Instabilitt der Praxis. Velbrck: Weilerswist.
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Panels 3A-3E
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Wrana, Daniel (2012: Diesseits von Diskursen und Praktiken. In: Friebertshuser,
Barbara et al. (Hg.): Feld und Theorie. Herausforderungen erziehungswissenschaftlicher
Ethnographie. Opladen: Barbara Budrich, 185-200.
Panel 3E
Panel Chairs: Theo Jacob Van Leeuwen & Jan Krasni
Title: Integrated multimodal discourse analysis (I)
Contributors:
Theo van Leeuwen: Introduction
The panel will begin by highlighting three issues of current relevance in
multimodal discourse analysis. It will provide a brief overview of the state of the
art for all three and indicate how they are addressed in the papers presented by
the panelists. The first is the integration of different modes in multimodal texts.
Much work on multimodal discourse has focused on creating frameworks for the
analysis of individual semiotic modes. More work is needed on the way they
integrate into multimodal texts and communicative events. The first three papers
address this issue. Two other key issues on the agenda of multimodal discourse
analysis are semiotic technology (especially digital technology) and its role in
meaning-making, and the emergence of critical multimodal discourse analysis.
These issues are foregrounded in the final two papers.
Morten Boeriis: An analytical close-up on moving images uncovering the
integration of semiotic choices in the single shot
This paper explore the interplay of very different resources in the in the filmic
mode and it will illustrate how the different semiotic modes may play very
diverse roles in the overall ensemble of resources. The presented social semiotic
multimodal approach is based on recent decades of research in the area of both
visual and audial communication (e.g. van Leeuwen, 1985; van Leeuwen 1999;
Kress & van Leeuwen, 2001, 2006; Baldry & Thibault, 2006; Boeriis, 2009; Kress,
2010). It will focus primarily on the meaning making within the single shot and
thus elaborate on what Eisenstein (1959) calls the vertical dynamic of the
moving image. The social semiotic multimodal approach makes it possible to
systematically describe the involved choices within the overall semiotic system in
the instantiated film text and the detailed text focus provides insights into the
persuasive communication.
The point of departure will be a Danish TV-commercial from the dairy food
organization Arla which was a carefully orchestrated attempt to improve on the
brand reputation but it backfired. The paper demonstrates how a social
semiotic multimodal approach to the semiotic choices made as an efficient way of
uncovering the persuasive choices in TV-commercials.
References:
Boeriis, M.(2009) Multimodal Socialsemiotik og Levende Billeder. PhD-thesis,
Institute for Language and Communication. Odense: University of Southern
Denmark
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Eisenstein, Sergei M. (1959). Film form The film sense: Essays in film theory. Edited
and translated by Jay Leyda. New York: Merida Books
Kress, Gunther (2010). Multimodality: A social semiotic approach to contemporary
communication. New York: Routledge.
Kress, G & Theo van Leeuwen (2006) [1996]. Reading Images The Grammar of
Visual Design. (2nd ed.). London & New York: Routledge
Kress, G & Theo van Leeuwen (2001). Multimodal Discourse: The Modes and Media
of Contemporary Communication. London: Arnold
van Leeuwen, Theo (1985). Rhythmic Structure of the Film Text, in van Dijk
(ed), Discourse and Communication. Berlin: de Gruyter
van Leeuwen, Theo (1999). Speech, Music, Sound. London: Palgrave MacMillan
van Leeuwen, Theo (2005). Introducing Social Semiotics. London: Routledge
Sren Vigild Poulsen: Blended meaning in multimodal discourse
The aim of this conceptual paper is to explore meaning-making in multimodal
discourse as blending (i.e. the integration of semiotic resources in the discourse).
The overall goal is to show the relevance of blending theory in multimodal
discourse studies. In the paper, I will present arguments supporting multimodal
meaning as a blend of resources which creates emergent relations and structures.
In order to do so I begin by introducing a social semiotic-cognitive framework for
describing blended meaning in multimodal discourse. After introducing the
framework, I will focus on two key issues: a taxonomy of blended meanings, and
the semiotic devices in a text that set up a blend. In the first case, I elaborate on
existing cognitive linguistics work on blended meaning and propose a new
taxonomy of the kind of meanings which could be created in a multimodal
discourse. In the second case, I argue that blend can be prompted multimodally. I
do so with reference to the concept of multimodal prompters which are semiotic
resources in a text that function as trigger for blending. The theoretical points
will be illustrated with a blending analysis of a Danish insurance website. The
paper ends by pointing to future research needs.
Gunhild Kvle: Multimodal interactions between written language and images
Written language and still images have for long been important modes in
mediated texts, and they often appear integrated into multimodal ensembles. One
example is tourist communication, where sites, attractions and scenarios are
presented visually and verbally. The modes then simultaneously interact in
several ways and on several planes. For example, on the expression plane, image
and verbiage interact by being visually and spatially placed and integrated onto
some material surface. On the content plane, the modes interact by the ways they
work together to form meaning potentials. Representationally, the modes interact
by dynamically converging and diverging in the unfolding of the multimodal text.
Interpersonally, the modes interact by making multimodal appraisals in which
the two modes may amplify and strengthen each other. Compositionally, the
modes work together by signaling reading paths. And on the context plane, the
interactions of modes involve requirements embedded in the cultural templates
or formats for the multimodal text.
29
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Literature:
Kvle, Gunhild (2012). Multimodalt samspill i bildeskriftkomplekser. En sosialsemiotisk
underskelse av relasjoner mellom skrift og bilde. [Multimodal interplays in imageverbiage complexes. A social semiotic study of relationships between written language
and image]. Ph.D. dissertation in linguistics, University of Agder, Norway
Panel 4A
Panel Chairs: Emo Gotsbachner
Title: Identity and Subjectivity
Contributors:
Camelia Beciu, Malina Ciocea, Irina Diana Madroane: Debating Migration and
Nation Image in Turbulent Economic Contexts: Identity Counter-Discourses in the
Romanian Media
Starting from the theme of Romanian labour migration in the EU, we focus on
how the Romanian media produce identity counter-discourses (Amossy and
Burger, 2011) to represent and problematize the nation image (such as nation
branding or identity marketization) in two turbulent contexts: the economic
recession and the lifting of restrictions on the labour market on January 1, 2014.
In what ways are the two contexts mobilized in the production of
inclusion/exclusion relationships and the formation of scales and categories of
belonging? What kinds of commitment towards migrants do the media discourses
legitimize and what meanings does migration acquire as a public problem?
Drawing on CDA (Fairclough 2003; Wodak 2010), the main findings of this
research show that the media interpret migration in turbulent economic contexts
as competitive relations between the sending and destination countries (from a
neoliberal perspective). This redefinition occurs through particular types of
identity counter-discourses used to deconstruct stereotypical dominant
discourses against migrants and Romanians and to revalorize the Romanians
working in the EU, as an extension of the (national) collective identity. The issue
of labour migration is employed as a symbolic resource in the negotiation of the
identity and political status of the country of origin. The corpus consists of
mainstream media articles and talk shows sampled between 2013 and 2015,
tackling specific events that took place in the two contexts and generated intense
debates (still in progress) in the home and host countries.
Literature:
Amossy, Ruth & Marcel Burger (ds). 2011. SEMEN Revue de smio-linguistique des
textes et discours 31, Polmiques mdiatiques et journalistiques. Le discours
polmique en question(s)
Balabanova, Ekaterina; Balch, Alex (2010). Sending and receiving: The ethical framing
of intra-EU migration in the European press, European Journal of Communication, 25:
382 397.
Fairclough, Norman (2003). Analysing Discourse: Textual Analysis for Social Research.
London: Routledge.
30
Panels 4A-4E
Friday, 25 Sept, 15:30-17:30
Frello, Birgitta. 2008. Towards a Discursive Analytics of Movement: On the Making and
Unmaking of Movement as an Object of Knowledge. Mobilities 3 (1): 25-50. doi:
10.1080/17450100701797299.
Wodak, Ruth (2010). Us and Them: Inclusion and Exclusion Discrimination via
Discourse, n Identity, Belonging and Migrat
Sasa Bosancic: The Discursive Marginalization and Subjectivation of Semi-skilled

Workers
In the past decades unskilled work became less important and a decline of working
class culture was one major consequence of an ongoing de-industrialization process.
My research project tries to shed new light on whether and what consequences
these transformations had on the subjectivities of semi-skilled male workers in the
industrial sector and their ability to criticize contemporary capitalist relations. The
methodological groundings for the underlying research design derives from the
concept of subjectivation, which I outline as follows: subject positions and identity
offerings are generated in and through discourses and these offerings refer to
addressees. In order to examine how social actors refer to the interpellations of the
subject positions I develop a heuristic model of subjectivation bearing on G.H. Meads
concept of the Self as well as its further elaborations by Strauss and Goffman. I argue
that the reaction of social actors to discursively generated subject positions has to be
better grasped as a process of self-positioning. Using self-positioning as a
sensitizing concept (Herbert Blumer) I suggest several directions along which to
look in order to examine the specific entanglement of the workers self-narratives
and discourses on labor.
Eleonora Esposito: Memorialising Slavery and Emancipation in the Archipelago:
History, Power and Identity in Commemoration Discourses from the Anglophone
Caribbean
Despite the trans-disciplinary research interest in collective memory and collective
remembering, Emancipation day in the Anglophone Caribbean is a public moment of
memorialisation currently off the international academic radars. This study aims at
investigating how slavery is discursively commemorated by Caribbean public figures
in representation of the state on the public holiday of Emancipation Day, a key
moment of shared collective memory in a postcolonial national context.Offering a
Discourse-Historical (Reisigl and Wodak 2009) perspective on history, identity and
the power dynamics of the postcolonial Archipelago, this work aims at representing
a new transdisciplinary prospect in the fields of Political Discourse Analysis,
Memory Studies and Caribbean Studies. The research can shed a light on the overall
impact of mnemopolitical discourse on the discursive construction of contemporary
national and political identities in both the sovereign states and British Overseas
Territories in the Anglophone Caribbean. Moreover, it can represent a thoughprovoking counter-narrative for the memorialisation of slavery in the United
Kingdom, which has been highlighting the moral triumph of abolition rather than the
many centuries of slave trade, in a narrative of the past that deleted any trace of
agency on the part of enslaved populations.
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Literature:
Reisigl, M., Wodak, R., 2009, The Discourse-Historical Approach, in Wodak, Ruth and
Meyer, Michael (Eds.), Methods of Critical Discourse Analysis (2nd revised edition),
Lndon: Sage, pp. 87-121.
Pascale Delormas: Dimension culturelle des discours de la sant. Ethos,

scnographie et gouvernementalit.
Comme la recherche en anthropologie de la mdecine la dj montr pour le
discours chamanique ou pour celui de la sorcellerie, la conception de la sant
relve de la norme sociale et la dimension pragmatique de linteraction est
indexe sur le prsuppos de valeurs et de codes partags. La comparaison de
postures fondes sur des conceptions opposes, voire concurrentes, de
lapproche de la sant permet de faire merger certains traits caractristiques du
discours dominant. Le cadre thorique est celui de lAnalyse du discours
franaise. Les notions de scnographie, dethos sont empruntes D.
Maingueneau (2009, 2013, 2014) et celles de processus de subjectivation
Foucault (1994). Sur le plan mthodologique, lapproche qualitative smanticodiscursive et smio-linguistique en uvre la grammaire de lnonciation, les
stratgies de persuasion et de co-nonciation (Rabatel 2005, 2012, 2013) et les
dimensions catgorielle, exprientielle et idologique de lethos discursif
(Maingueneau 2014). Je prsente trois modalits dtayage du discours mdical
en France : strotypie, force de lvidence, processus de subjectivation se
manifestent dans le corpus que jai construit. Janalyse la mise en scne
mdiatique de strotypes genrs dans une revue destine un lectorat fminin
touch par le cancer, les dispositifs de persuasion mis en uvre sur des sites web
ddis la sant et enfin le processus de subjectivation observable dans le
tmoignage de volontaires engags dans des essais vaccinaux contre le VIH
(AIDS). On constate que le phnomne de verrouillage identitaire (Pahud
2009) peut tre mis en relation avec le discours de la sant : les circonstances
dltres dans lesquelles se trouve un lectorat fminin cibl touch par le
cancer fournissent lopportunit de renforcer une image de la femme
conventionnelle dans la presse magazine. La position dominante de la mdecine
conventionnelle en France se manifeste travers des stratgies de
communication et une scnographie spcifiques dont tmoignent les sites
dinformation mdicale de tendances opposes (tradition holistique versus
tradition pasteurienne). La forme de subjectivation que constitue le tmoignage
de lengagement de volontaires dans des essais vaccinaux se manifeste travers
limage de soi qui se construit dans linteraction. Lanalyse de transcriptions
dentretiens fait apparatre larticulation possible entre engagement, technique de
soi et gouvernementalit.
Literature:
Bayart Jean-Franois (2004) Total subjectivation , in Bayart J.-F., Warnier J.-P. (dir.),
Matire politique, op. cit., p. 216-253.
Delormas Pascale (soumis), Rose et Causette, entre fleur et fusil. Analyse comparative
de lethos militant de deux revues fminines franaises , Smen.
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Friday, 25 Sept, 15:30-17:30
Foucault Michel, 1994, Les techniques de soi , Dits et crits. 1954-1988, tome IV :
1980-1988, Paris, Gallimard, p. 785.
Maingueneau Dominique, 2014, Retour critique sur l'thos , Langage et socit, 149,
p. 31-48.
Pahud Stphanie, 2009, Variations publicitaires sur le genre. Une analyse linguistique
des reprsentations publicitaires du fminin et du masculin, Lausanne/Lugano/Zrich,
Arttesia.
Rabatel Alain, 2012, Positions, positionnements et postures de lnonciateur, Tranel
56, p. 23-42.
Panel 4B
Title: Integrated multimodal discourse analysis (II)
Contributors:
Chiaoi Tseng: Dynamic Space in the War Film Genre
The talk examines a particular area of concern in effects used in war films,
namely the problem of dynamic space created by two kinds of strategy: by
computer-generated images and by the manipulation of discourse structures.
First I critique recent statements about film viewers narrative interpretation
path in computer-generated images which argues that multiple panels (e.g. split
screens, multimedia frames used in film) enhance the feeling of being there in a
fashion similar to virtual reality and that multiple frames in film create a sense of
control similar to surveillance cameras, allowing spectators to actively produce
distinct versions of reading the narrative (cf Elsaesser, 1998; Tudor, 2008). I will
argue that the visual effect created by digital materials does not directly
manipulates viewers paths of narrative interpretation and that it is necessary to
approach the meaning interpretation in film by distinguishing materiality from
discourse meaning (Tseng, forthcoming). These issues will be addressed on the
basis of analytical categories currently under development within sociofunctional semiotics Van Leeuwen, 205; Bateman, 2011). More importantly, I will
propose a stratified framework for analyzing film space, distinguishing material
and discourse strata, I will present the method through conducting a corpus
analysis of narrative space in war films. The analysis will show just how the
stratified method effectively distinguishes different types of space manipulation
used in war films and compare how different uses of dynamism achieve or fail to
achieve the creation of expressive strength of narrative agency, which is one
major effect originally pursued by this genre.
Literature:
Bateman, J.A. 2011 The decomposability of semiotic modes. In K.L. OHalloran and B.
A.Smith, eds Multimodal Studies: Multiple Approaches and Domains, 17-38. London:
Routledge
Elsaesser, T. (1998) Specularity and Engulfment: Francis Ford Coppolas Dracula. In S.
Neale and M. Smith, eds. Contemporary Hollywood Cinema. London: Routledge
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Tseng, C.-I . (forthcoming) Revising dynamic space in film from a semiotic perspective,
Semiotica
Tudor, D. (2008) The eye of the frog: Questions of space in films using digital processes.
Cinema Journal 48(1): 90-110
Van Leeuwen, T. (2005) Introducing Social Semiotics. London: Routledge
Carmen Daniela Maier: Continuity and change: Analyzing multimodal corporate

discourses in hypermodal context ( paper cancelled on short notice!)
The purpose of this paper is to elaborate on the multimodal discursive
construction of a nonprofit organization at the crossroad of continuity and
change. Drawing on an interdisciplinary methodological framework related to the
fields of corporate discourse and multimodality, the paper proposes a multimodal
discourse analysis model through which it is possible to identify how an
institution is discursively constituted in a hypermodal context as a reliable
historical entity. The paper is focused on the multimodal discourse analysis of the
multimedia texts existing on the website of the Thomas Coram Foundation for
Children,
one
of
oldest
children's
charities
in
the
world:
http://www.coram.org.uk/. The analysis is focused on the discursive strategies
that are employed to maintain the enduring image of the foundation through a
complex interplay of several semiotic modes across media. The proposed model
of analysis also aims to reveal how evaluations and legitimations are employed in
order to shape public awareness and understanding of the foundations goals and
values in the contemporary context. By combining corporate discourse and
multimodality, the paper intends to show how this methodological synergy can
facilitate a more nuanced exploration of nonprofit corporate communication.
Literature:
Balmer, J. M.T. (2011). Corporate heritage identities, corporate heritage brands and the
multiple heritage identities of the British monarchy. In European Journal of Marketing,
vol. 45, iss. 9, pp. 1380-1398.
Blombck, a., Brunninge, O. (2009). Corporate identity manifested through historical
references. In Corporate Communications: An International Journal, vol.14, iss.4, pp.
404-419.
Burghausen, M. and Balmer, JMT. (2014). Corporate heritage identity management and
the multi-modal implementation of a corporate heritage identity. In Journal of Business
Research, vol 67 (11) : 2311- 2323.
Kress, Gunther (2010). Multimodality. A social semiotic approach to contemporary
communication. London: Routledge.
Samiah Algethami: Designing a discourse analytical framework for the analysis of

evaluative stance in academic Arabic and English
This presentation discusses the development of a discourse analytical framework
to examine evaluative stance in Arabic and English masters and doctoral theses.
Evaluation is a cover term for expressions of interpersonal meanings that convey
and/or invoke the writers attitude towards their propositions and their
audiences (Hunston and Thompson, 2000). The interpersonal dimension of
writing in systemic functional and social constructionist frameworks is the focus
of the Appraisal framework (Martin and White, 2005), a multi-dimensional
34
Panels 4A-4E
Friday, 25 Sept, 15:30-17:30
functional model at the level of discourse semantics which I initially chose for the
analysis of my data. A pilot study was conducted using the Appraisal framework
to analyse students masters theses and established authors texts (book
reviews). Some serious limitations to the framework have been noted. For
example, both subsystems of Affect and Judgement do not always prove very
relevant in the analysis of evaluative language, especially in students texts.
Additionally, various strategies used by established writers cannot be captured
by the framework. I will present some examples from these texts to demonstrate
to what extent the framework works and where it fails. I will also discuss
alternative or additional tools which can be utilised in the analysis of evaluative
language in academic discourse.
Literature:
Hunston, S., & Thompson, G. (2000). Evaluation in text: Authorial stance and
construction of discourse. Oxford: Oxford University Press
Martin, J., & White, P. (2005). The language of evaluation: Appraisal in English. New
York: Palgrave Macmilla.
Panel 4C
Panel Chairs: Paul Chilton & Alexander Ziem
Title: Language, Mind and Society: Bringing Cognitive Science and Cognitive
Linguistics into Discourse Analysis (II)
Contributors:
Andreas Musolff: The migrant as outsider/intruder in online media discourse
This talk investigates the use of metaphor in British online debates about
immigration; in particular, it compares their use in Blogs and (moderated) fora
with that in mainstream newspaper coverage. In the first place, it can be noted
that a limited range of metaphor scenarios, including dehumanising ones (e.g.
immigrants as parasites) occur across the three media genres. However, the
samples also show significant quantitative and qualitative differences:
dehumanising metaphors occur most often and their argumentative/narrative
potential is exploited in more detail in Blogs than in the fora, and least in
mainstream press. Online fora, on the other hand, provide opportunities for
dialogic scenario development, which encompasses both rejections/rebuttals of
proposed metaphors as well as their intensification/radicalisation.
Alexander Ziem: Framing meaning in discourse: how grammatical constructions
and text genres shape the way we think
Many discourse-semantic studies focus on the role of lexical units (key words,
focal words, stigmatizing words, buzz words, etc.) as carriers of ideological
framing, emphasizing multiple ways of coining word meaning within political
discourses in the mass media. However, a serious methodological caveat
concerns the fact that lexical-semantic analyses usually ignore the semiotic
embeddedness of the units under investigation, including syntactic structures,
35
Panels 4A-4E
Friday, 25 Sept, 15:30-17:30
text genres, and the kind of mass media desseminating texts. In the case of
syntactic structures, for example, words instantiate different semantic roles such
as AGENT, THEME etc.; whats more, they are lexical instances of a variety of
argument structure constructions (including in-/transitive, ditransitive, copula
constructions, etc.). In this talk, I will argue that these factors substantially shape
lexical meanings. In a case study on the key word crisis (within the discourse on
the financial crisis) based on a corpus comprising about 6,000 newspaper
articles, I investigate to what extent the embedding syntactic structure and text
genres contribute to systematic meaning variations across different print media.
Within a cognitive linguistic framework, particularly frame semantics and
construction grammatical, I use linguistic categories, such as semantic roles, resp.
frame elements, and argument structures to annotate and scrutinize dominant
ways to shape key concepts in discourse.
Aurora Fragonara: Towards a definition of theatrical discourse: which features?
Media discourse studies have scarcely focused on theatre. In order to identify
what the peculiarity of the theatrical discourse is, I investigate how the audience
makes sense of a theatrical play. Thanks to a DVD broadcast, I focus on one
specific theatrical adaptation of Le Petit Prince by Virgil Tanase. I question its
reference construction from a cognitive-linguistic point of view. In this play,
deictic expressions (spatial and demonstrative) and naming process for stage
property used in a metaphorical way (ex. a vase put on an actors head as a fez)
need to be properly understood as belonging simultaneously to a factual universe
(the stage) and to a fictional one (the universe of the story told). I argue that in
spectators understanding, these two universes (univers de croyance) blend
together since some features of the factual referent (ex. the shape of the vase)
help to access the fictional one, once the latter is evoked through a speech act
(ex.assertion). Therefore, this play shows how in theatrical communication
spectators are required to believe that each component of a theatrical play is part
of this blending: actors, stage and stage properties not only stand for themselves,
but also for their fictional referents. In conclusion, my work underlines how the
peculiarity of theatrical discourse relies not only on the performance of the actoraddresser but also on the specific cognitive attitude the spectators are asked to
adopt in this particular situation (situation dnonciation).
Literature:
Fauconnier G., 1984, Espaces mentaux, Paris, Les ditions de minuit.
Fauconnier G. & Turner M., 2002, The way we think: conceptual blending and the minds
hidden complexities, New York, Basic Books.
Kerbrat-Orecchioni C., 2008, Les actes de langage dans le discours, thorie et
fonctionnement, Paris, Armand Colin.
Issacharoff M., 1985, Le spectacle du discours, Paris, Jos Corti.
Maingueneau D., 1999 (1994) Lnonciation en linguistique franaise, Paris, Hachette
Suprieur.
Martin R., 1987, Langage et croyance. Les univers de croyance dans la thorie
smantique, Bruxelles, P. Mardaga.
Rynagaert J.-P., 2005, Introduction lanalyse du thtre, Paris, Armand Colin.
Searle J., 1992, Sens et expression, Paris, Les ditions de minuit.
36
Panels 4A-4E
Friday, 25 Sept, 15:30-17:30
Monika Kopytowska: Creating pictures in our minds: A cognitive perspective on

news and society interface
The objective behind the present paper is to propose a new integrated
framework for the analysis of news discourse and its link with social cognition,
drawing on the insights from Discourse Space Theory (Chilton 2004, 2005, 2010),
theory of proximization (Cap 2006, 2008, 2010, 2013, Kopytowska 2014, 2015),
cognitive linguistics, as well as the recent advances in the theory of media
framing (DAngelo and Kuypers 2009, Entman 2004, Johnson-Cartee 2005). The
main question addressed here is, to use Lippmanns (1922) words, how news
media create images in our minds by making the reality they (re)construct and
(re)present more cognitively accessible and thus emotionally-engaging for the
audience. It is claimed here that in order to bring the mediated events cognitively
and affectively closer to the audience journalists must overcome several
dimensions of distance between the audience and what is (re)presented in the
coverage. One of them is the epistemic distance, related to the fact that viewers
may not be familiar with the events presented, their causes, implications as well
as the whole socio-cultural, historical and political context. The frame building
and frame setting process which involves the interaction between audience
frames (information processing schemata) and media frames (narrative
scenarios) will thus be highly contingent on proximization strategies within
discourse space and the resulting cognitive effects. These will be identified and
analysed on the basis of a corpus of American television news coverage of the
conflict in Sudan.
Literature:
Cap, P. (2013). Proximization: The pragmatics of symbolic distance crossing.
Amsterdam: Benjamins.
Chilton, P. (2004). Analysing Political Discourse: Theory and Practice. London:
Routledge.
Chilton, P. (2005). Discourse Space Theory: Geometry, brain and shifting viewpoints.
Annual Review of Cognitive Linguistics 3: 78-116.
Chilton, P. (2010). From mind to grammar: Coordinate systems, prepositions,
constructions. Language, Cognition and Space: The State of the Art and New Directions.
London: Equinox, ed. V. Evans and P. Chilton, 499-514.
D'Angelo and J. A. Kuypers (2009). Doing News Framing Analysis: Empirical and
Theoretical Perspectives. New York: Routledge.
Panel 4D
Panel Chairs: Ralf Kruber
Title: Gender & Discourse
Contributors:
Juliette Wedl: Poststrukturalismus vor dem Gender Trouble (German)
Judith Butlers poststrukturalistische Arbeiten zur Dekonstruktion des
biologischen Geschlechts stellen einen Wendepunkt im Feld der
Geschlechterforschung dar. Ich vertrete hier die These, dass damit zwar ein
37
Panels 4A-4E
Friday, 25 Sept, 15:30-17:30
konsequentes Weiterdenken, eine starke Dynamisierung der Rezeption und eine

nicht nur im akademischen Feld erfolgende Etablierung poststrukturalistischer
Theorien verbunden ist, dass der Poststrukturalismus und damit verbunden
semiologische Konzeptionen von Geschlecht aber auch im deutschsprachigen
Raum bereits zuvor wichtiger Bezugspunkt feministischer Wissenschaft war.
Dieses trifft in besonderem Mae fr die Kultur-, Kunst- und
Literaturwissenschaften zu. Doch wird diese poststrukturalistische Rezeption vor
dem Gender Trouble in der Meta-Erzhlung der Gender Studies ignoriert: Hier
findet die Diskurstheorie und -analyse erst mit Butler Eingang in die Gender
Studies und folgt auf die Theorien der Gleichheit und Differenz in den 1970er und
1980er Jahren. Anders jedoch in den disziplinren Erzhlungen, in der die frhe
Rezeption durchaus erinnert wird. Zu fragen ist nun, (1) was dazu fhrt, dass
diese frhen Entwicklungen der Diskursforschung in den Gender Studies nicht in
die Meta-Erzhlungen Eingang finden, (2) warum diese Parallel-Erzhlungen
nicht zu Friktionen fhren und (3) warum trotz dieser frhen Rezeptionen die
Theorieentwicklungen in Folge von Butler auch in diesen Disziplinen als einen
Gender Trouble wahrgenommen werden, als eine theoretische Neuerung.
Rosa Brion-Caino: Victimization and Agentivity in Institutional Campaigns
against Intimate Partner Violence
Social campaigning against intimate partner violence (IPV) has evolved from a
reactive discourse (a call to report cases of abuse) into a prevention-oriented
discourse. In the process, there has been a growing critique of the double
victimization of battered women as passive actors and mere objects of
contemplation whose potential agency is limited to contacting the authorities. As
a result, more positive representations of the problem and the suffering actors
involved have arisen with various effects. The present article examines the
changes in the representation of battered women and women as potential victims
in posters distributed in recent campaigns by the Spanish government. A
multimodal approach (Kress and van Leeuwen (1996, 2001), Cheong (2004),
Jewitt (2009)) is adopted to analyze the interplay between the visuals and the
written text as they articulate ideational, interpersonal, and textual meanings that
ultimately unveil power relations between the public institutions and the target
audience. The results show that, despite occasional alternative representations of
IPV, the focus prevails on womens actions to detect and prevent abuse by their
partners rather than emphasizing mens agency and responsibility in resorting to
IPV as a control tool to maintain gender hegemony.
Literature:
Cheong, Y. Y. (2004): The construal of ideational meanings in print advertisements. In
OHalloran, K.L. (ed.): Multimodal Discourse Analysis: Systemic-Functional Perspectives.
London: Continuum, 163-195.
Jewitt, C. (ed.) (2009): The Routledge Handbook of Multimodal Analysis. Routledge.
Kress, G. and van Leeuwen, T. (1996): Reading images: The Grammar of Visual Design.
London: Routledge.
Kress, G. and van Leeuwen, T. (2001): Multimodal Discourse: The Modes and Media of
Contemporary Communication. London: Arnold.
38
Panels 4A-4E
Friday, 25 Sept, 15:30-17:30
Pia Pichler: youre not ratchet pussy youre the daughter of the guy that sang achy
breaky heart: authenticating indexicalities in young mens hip hop talk
In this paper we explore the relationship between authentication and
identification (Bucholtz and Hall 2005) in the spontaneous hip hop talk of four
young London men from mixed heritage, working class backgrounds. Whereas
sociolinguistic studies of authentication and/or hip hop have frequently focused
on the linguistic style of hip hoppers (Alim, Ibrahim and Pennycook 2009; Cutler
2009; Terkourafi 2010), the current paper explores hip hop talk with a specific
interest in cultural concepts (Silverstein 2004). This focus will allow us to
discuss how the young men authenticate themselves in relation to a range of
other identity performances they discuss, including the white posh girls
appropriation of world star hip hop culture or the local South London gangs
display of violent gangsta personas. These cultural concepts do not only index
various aspects of hip hop culture but also need to be understood in relation to a
macrosociological order of interdiscursivity immanent in microcontextual
discursive interactions (Silverstein 2004: 640). Thus the young men do not only
evaluate the authenticity of their own and others identity performances in
relation to hip-hop culture, but hip hop culture in itself is presented as indexical
of various aspects of larger-scale discourses, practices and structures.
Literature:
Alim, H. S., Ibrahim, A., & Pennycook, A. (Eds.). (2008). Global linguistic flows: Hip hop
cultures, youth identities, and the politics of language. New York: Routledge.
Bucholtz, Mary and Hall, Kira (2005)Identity and interaction: a sociocultural linguistic
approach. Discourse Studies 7(4-5): 585-614.
Cutler, Cecilia (2009) Yorkville crossing: white teens, hip-hop and African American
English. In Coupland, Nikolas and Jaworski, Adam (eds.) The New Sociolinguistics
Reader. Houndmills, Basingstoke: Palgrave Macmillan, 299-310.
Silverstein, Michael (2004) Cultural Concepts and the Language-Culture Nexus. Current
Anthropology 45 (5): 621-652.
Terkourafi, Marina (2010) (ed.) The Languages of Global Hip Hop. New York: Continuum
Jaspal Naveel Singh: Breakin social differentiation: Intercultural cyphers in Delhi

Hip hop culture is widely recognised by scholars as a tool for pedagogy and social
and personal transformation. Language is typically a central concern in such
studies. However, the breakin cypher, a circle of b-girls and b-boys that dance in
competition with each other, is a hip hop practice that is practiced largely without
language, or at least without verbality. It is nonetheless a practice in which
complex forms of communication occur. It involves symbolic and iconic figures
that structure the communicative rules of the cypher and allow the dancers to
nonverbally negotiate their knowledge of these movements. I argue that such
dance-offs have the potential to create, precisely because of their nonverbality,
intercultural cyphers that bring together dancers from differing caste, class, sex,
age, regional or linguistic backgrounds. In the cypher breakers articulate,
negotiate and challenge dominant Indian ideologies of untouchability across
social differentiation, by mobilising a specific form of a modern and authentic
type of masculinity.
39
Panels 4A-4E
Friday, 25 Sept, 15:30-17:30
Panel 4E
Panel Chairs: Benno Herzog
Title: Governmentality I
Contributors:
Anne-Kathrin Will: Statistical classification of population groups inventing
categories and numbers
Standardization and quantification are mayor trends in modern western
societies. It is hardly to say which discourses they do not affect. Strongly
connected to both phenomena are classification systems. Some research used the
International Classification of Illness (ICD) to illustrate underlying norms and
presumptions. To spot these norms and presumptions in official classifications of
population groups is important to prevent an uncritical reproduction of
scientifically constructed categories. Using the official German population
statistics classification of migrants and their offspring I try to show that a) in the
effort to make different migrant groups countable, a new complicated system of
groups are designed and new terms as migration background are invented; b)
the complexity is that big, that even the statistical office isnt able to master it
without mistake; c) the official publication of the results is that detailed, that a
fifth of all cells contains missing values. I use a combination of hermeneutic and
quantitative discourse analysis. I track underlying presumptions in text parts
hermeneutically and count terms to illustrate changes in their usage or count
absent information in statistical publications to make a point on the practicability
of the classification and reliability of the published numbers.
Literature:
Bowker, G.C. & S.L. Star, 1999: Sorting things out. Classification and its consequences.
Cambridge, Mass.: MIT Press.
Foucault, M., 1981: Archologie des Wissens. Frankfurt am Main: Suhrkamp.
Foucault, M., 1998: Sexualitt und Wahrheit. Frankfurt am Main: Suhrkamp.
Porter, T. M. 1996: Trust in Numbers. Princeton: University Press.
Rose, N., 2000: Tod des Sozialen? Eine Neubestimmung der Grenzen des Regierens. S.
72109 in:
U. Brckling, S. Krasmann, T. Lemke & M. Foucault (Hrsg.), Gouvernementalitt der
Gegenwart. Studien zur konomisierung des Sozialen. Frankfurt am Main: Suhrkamp.
Statistisches Bundesamt, 2013: Bevlkerung mit Migrationshintergrund. Ergebnisse des
Mikrozensus 2012.
Reinhard Messerschmidt: From Extinction to Active Aging Contemporary

German Discourses on Demographic Change
Demographic change, typically understood as aging of the population with
respect to its subsequent shrinking has become a commonplace in German socialscientific as well as mass-media discourses since the turn of the millennium. Both
discursive fields are reciprocally intertwined: The scientific rules of formation
concerning the fabrication of demographic future knowledge already show a
noticeable bias instead of alleged scientific objectivity. This bias is massively
radicalized in the mass-media, where various experts and think-tanks serve the
needs of the financial and insurance industries. The intended result is a growing
40
Panels 4A-4E
Friday, 25 Sept, 15:30-17:30
entrepreneurship of the self, which can no longer expect social care by the state
and its allegedly endangered social security systems. Privatization of benefits (for
insurance companies, the financial market, and the silver economy) is
contrasted by a socialization of costs (e.g. enlarged life working time/ later age of
retirement, active and productive aging, direct or indirect cuts of social
insurances). In the sense of a Foucauldian ontology of the present, the underlying
rationality consisting of key categories, measures, and population projections in
the scientific field was analyzed in connection to the discursive regularities and
forms of veridiction in 3810 German press texts covering the period from 2000 to
2013.
Literature:
Messerschmidt, Reinhard (2014): Garbled demography or demographization of the
social? : A Foucaultian discourse analysis of German demographic change at the
beginning of the 21st century. Historical Social Research, 39, H.1, 299-335.
Michiel Van Oudheusden, Nathan Charlier: Repositioning Flanders and

Wallonia (Belgium) in the Knowledge-Based Economy: A Discourse-Analytic and
Policy Studies Perspective
In this paper, we ask how discourse studies can contribute to studying the
construction, and potential transformation, of regional identities in a global
knowledge-based economy (KBE). As our research centers on socio-economic
policymaking in Flanders and Wallonia (Belgium), we take as starting point two
regional socio-economic policy plans ("Flanders in Action"; "Marshall Plans") and
their reception in the Flemish and Francophone mainstream media. Building on
discursive psychology and related fields, we indicate how Flemish and Walloon
policy actors and media deploy interpretive repertoires such as "Catching Up"
and "Rupture" to drive the transformation of each region into a worldclass KBE.
As these repertoires evoke both high expectations and worries among Flemish
and Walloon policy actors, they facilitate the construction of collective identities,
with each region seeking to establish its rightful place in the world. The paper is
meant as a contribution to the growing literature that explores the critical
relationship between socio-economic discourses and statebuilding (Billig 1995;
Felt 2013; Jessop 2005). It is motivated by a need to empirically assess how
states/regions construct their identities through global imperatives, such as the
race to excel in the global economy; and by the scholarly aim of linking discourse
analysis and policy studies.
Literature:
Billig, M. (1995), Banal Nationalism. London, Sage.
Felt, U. (2013), Keeping Technologies Out: Sociotechnical imaginaries and the
formation of a national technopolitical identity, Pre-print; Published by the Department
of Social Studies of Science, University of Vienna, February 2013;
http://sciencestudies.univie.ac.at/publications
Jessop, B. (2005), "Cultural political economy, the knowledge-based economy, and the
state." In: A. Barry & D. Slater (eds.), The Technological Economy. Routledge, London, pp.
144-166.
41
Panels 4A-4E
Friday, 25 Sept, 15:30-17:30
Alexander Hirschfeld: Psychological exhaustion: Governing mental health

In post-Fordist economies, work-related psychological exhaustion has become a
focal point of scientific interest. Analyzing academic discourse, a major
transformation can be identified, reflecting the integration of mental health into
neoliberal government: In the mid-1970s a discursive formation emerged within
the so-called helping professions such as social work or medicine. Here, the term
burnout became a synonym of psychological exhaustion, perceived to be caused
by the conflict between personal engagement, the clients needs and limited
individual capacities. By the late 1980s, the concept of stress had turned the
conflict about mental labor into a given and measurable number of risk factors,
which asked for adaption. Since the 1990s, technologies of adaption have been
extended and partly replaced by the notion of psychological resources. In this
context, many of the original sources of psychological exhaustion especially a
high level of interaction and individual autonomy now appear as solutions to
the problem. People have become responsible for building up their own
capacities but also for helping their coworkers in doing so. As a result, techniques
like personal feedback focus on productivity and mental hygiene at the same
time. They also combine the mode of self-government with the responsibility to
govern others.
42
Saturday, 26 September 2015

Panel 5A
Panel Chairs: Jef Verschueren & Jan Zienkowski
Title: Everyday Critical Meta-Discourse and Academic Engagement (I)
Contributors:
Leonidas Karakatsanis: Meta-discourses of the extra-discursive? On affects, selfreflexivity and discourse theory
eta-discursivty has been one of the fundamental prerequisites for selfreflexivity, i.e. the ability of the researcher to reflect upon its own role as a
discursively defined subject in the system that s/he comes to
represent/analyse/criticize with the production of new discourses. But what
happens when the starting point of the analysis is something that evades
discursive representation like in the case of affects? What happens when one is
called to discursively reflect upon discourses own limits? Drawing from my
ethnographic engagement in the Gezi park protests in Turkey during June 2013,
the significance of overcoming fear in creating communities of belonging and the
transformation of such an experience into an auto-ethnographic text, this paper
engages with the above questions. Affect theory, psychoanalysis and discourse
theory will be the theoretical/methodological media that will accompany this
endeavour. I argue that affects stand in an unbounded space between the
discursive and the extra-discursive, forcing themselves into language through a
process of continuous translation. Paying closer attention to this process can blur
the boundaries between the I, the We and the They, between the field and the
text, and therefore turn an auto-ethnographic approach into a critical prism for
exploring political frontiers.
Literature:
Athanasiou, Athena, Pothiti Hantzaroula and Kostas Yannakopoulos (2009) 'Towards
and New Epistemology: The Affective Turn'', Historein, 8: 5-16.
Glynos, Jason and David Howarth (2007) Logics of Critical Explanation in Social and
Political Theory, London & New York: Routledge.
Navaro-Yashin, Yael (2009) 'Affective Spaces, Melancholic Objects: Ruination and the
Production of Anthropological Knowledge', Journal of the Royal Anthropological
Institute, 15(1): 1-18.
(1999) Lacan and the Political, London: Routledge.
Stavrakakis, Yannis (2009) 'Discourse and Affect', paper presented at 59th PSA Annual
Conference Manchester, April 2009.
43
Panels 5A-5D
Saturday, 26 Sept, 8:45-10:15
Emo Gotsbachner: The television viewer as deconstructivist. How audiences tilt

intended meanings of discursive political rhetoric
Critical Discourse Studies mostly have concentrated on analysing discursive
strategies by politicians and in the media, rather neglecting political discourse as
produced and reproduced by ordinary citizens. Still it is enormously important
for the reproduction of political perceptions in democratic political processes. If
we take a closer empirical look at everyday talk TV-audiences engage in when
being confronted with political speeches and debates in the news, we can learn
much about their interpretive work, enabling us to analyse discursive effects by
direct inspection. We can also see that meta-discursive critique on political
discourse is almost omnipresent, but it takes quite different forms. This paper
addresses different modes of deconstructive talk by television audiences and
reflects on their potential challenge to politics. It is based on data from The
Frame Project which involved analyses of political panel discussions from the
evening news of Austrian TV, as well as extended materials of how audiences of
different political backgrounds (4-5 peer-groups for each debate) made sense of
these televised confrontations. The reception-group-data allow for reconstructing
discursive critique and the alignment of interpretive frames in the light of these
audiences own discursive repertoires. Some audiences articulate their distance
to - and frustration by - mainstream politics, who deconstruct all political and
media discourse as lies, and nonetheless show themselves perceptible to specific
political discourses. But there are also 'organic intellectuals' (Gramsci) from
various social milieus, which take a systemic approach to the conditions of
discursive politics in contemporary media-democracies at a high level of
sophistication, outperforming even some academic critique.
Literature:
Gotsbachner, Emo (2012): "Talking about Jrg Haider: Enactment of 'Volksnhe' ". In:
Ibrahim, Vivian; Wunsch, Margit (eds.): Political Leadership, Nations and Charisma.
London: Routledge. pp. 143-158
Gotsbachner, Emo (2013): Politisches Kapital aus der Eurokrise schlagen In: Wengeler,
Martin; Ziem, Alexander (eds.) Sprachliche Konstruktionen von Krisen. Bremen,
Hempen Verlag. pp. 127-151
Gotsbachner, Emo (2015): "Diskursanalytischer Erklrungsanspruch und Kritik.
Wahrnehmung und Wirkmchtigkeit politischer Diskurse quer ber heterogene
Milieus". In: Langer, Antje; Nonhoff, Martin; Reisigl, Martin (eds.) Diskursanalyse und
Kritik. Wiesbaden: VS
Gotsbachner, Emo (forthc.): Political Cognition. A Methodology. Basingstoke: Palgrave.
Amelie Kutter: From paradigm to discourse: introducing reflexivity to research on

economic discourse after crisis
The financial crisis that surfaced in 2008 and turned into a persistent Eurozone
crisis has challenged several mainstream assumptions about how economic
policy works and how economy functions. Expectations arose that, therefore, a
shift in paradigms of economic policy and theory might occur. Notably observers
with a training in political economy assessed crisis resolution and adjusted
economic governance with reference to paradigms such as Keynesianism,
44
Panels 5A-5D
Neoliberalism, or Ordoliberalism. However, the lens of paradigm, understood as

a specific set of essential ideas manifest in policies, might have prevented them
from capturing the actual developments in economic discourse and governance
after crisis. Drawing on a critical discourse analysis of German financial
commentary on crisis resolution and the role of the state during the years 20072010, the paper shows that the debate on paradigm shift, in fact, contributed to
the perpetuation of existing categories of competition-driven restructuring.
Suggestions are made how, by advancing the linguistic turn in political economy
and by articulating the concept of governmentality with critical discourse
analysis, shifts in economic discourse, such as increased stress on macro-critical
aspects of financial policy, can be revealed and reflexivity enhanced
Panel 5B
Panel Chairs: Felicitas Macgilchrist
Title: Hegemony: The political and discourse
Contributors:
Ruth Mell: New Perspectives: The Relationship of Discourse Semantics, Knowledge
and Power
Even though the relationship between discourse and power relations has already
been indicated by Foucault and as well as the Critical Discourse Analysis (for
example Ruth Wodak) already insists that language has, especially in political
discourses, an impact on power structures, these international researches
surprisingly had little impact on the German linguistic studies dealing with these
complex connections. Power also plays an important role in the discursive
processes, in which on the one hand the meaning of lexical items is generated and
on the other hand the knowledge about the objects for which these lexical items
stand is presented. This knowledge, as diverse and contradictory as it may be, is
the result of never-ending hegemonic negotiation processes. In this talk I will
show that Dietrich Busses theory of historic discourse linguistic and semantic
epistemology where he (already in 2000) discussed the influence of power and
the role of power structures in discourse semantic contexts should be modified
into a kind of hegemonic discourse semantics (to discourse, power and
hegemony cf. Maee/Nonhoff 2014). Taking the commentatorship on the
Crimean Crisis in mainstream media as an example, an advanced methodology,
based on the theory of Busse, will be presented.
Literature:
Busse, Dietrich (2000): Historische Diskurssemantik. Ein linguistischer Beitrag zur
Analyse gesellschaftlichen Wissens. In: Stukenbrock, Anja/ Scharloth, Joachim (Hg.):
Linguistische Diskursanalyse. (Sprache in Literatur und Unterricht) 86, 39-53.
Maee, Jens/ Nonhoff, Martin (2014): Macht und Hegemonie im Diskurs. Eine
Auseinandersetzung ber Herrschaft, Widerstand und Subjektivierung im Kapitalismus.
In: Angermuller, Johannes/ Nonhoff, Martin/ Herschinger, Eva/ Macgilchrist, Felicitas/
Reisigl, Martin/ Wedl, Juliette/ Wrana, Daniel/ Ziem, Alexander (2014):
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Panels 5A-5D
Diskursforschung. Ein interdisziplinres Handbuch. Bd. 1. Theorien, Methodologien und
Kontroversen. Bielefeld: transcript, 386-410.
Benjamin Opratko: The Muslim devils summoned. Analysing anti-Muslim

discourse from a hegemony-theoretical perspective
This paper provides insights from original research on current forms of
articulation of anti-Muslim racism, or Islamophobia, in Austria. Combining
theoretical perspectives developed by Antonio Gramsci, Ernesto Laclau and
Stuart Hall with Critical Discourse Analysis and Critical Race and Postcolonial
Studies, I develop the framework of a Hegemony-theoretical Racism Analysis.
This framework is then deployed to the guiding question of my empirical
research: How can we understand the broad appeal of anti-Muslim discourse
registered by recent scholarly research in Islamophobia Studies (Garner/Selod
2014)? Or, put differently: What is it that allows anti-Muslim discourse to be
articulated with a broad range of social positions and political allegiances,
becoming part of an emerging social consensus.To tackle these questions, I
reconstruct the patterns in which the discursive figures of Islam and Muslim
are given meaning in what Gramsci called the common sense of organic
intellectuals (Gramsci 1971, 9) in media. I analyse data gathered in interviews
with journalists and editors of all major, national news outlets (print and TV) in
Austria, as well as newspaper articles in two tabloid papers covering two
discursive events relating to the figure of the muslim: the returning jihadist
debate, and the reform of the federal Islamgesetz governing Islamic religious
institutions in Austria. Following Stuart Halls analysis of moral panics in the
context of a social and political crisis (Hall et al. 1978), I trace the discursive
modalities in which figures of Islam and Muslim are summoned as folk devils
in these debates, and how they are linked with a wider ideological field of antiMuslim racism. Drawing on methods developed within the field of Critical
Discourse Analysis (Reisigl/Wodak 2001) allows me to identify organizing
tropes, metaphors and rhetorical strategies, as well as the fund of topoi through
which positive and negative attributes are justified (Jiwani/Richardson 2011,
244). I specifically ask how these discursive elements are articulated and
transformed into moments of a hegemonic discourse (Laclau/Mouffe 1985, 110)
that allows a actors that are socially and politically positioned in different ways to
inscribe themselves into the ideological horizon thus produced. Interpreting
these, I claim that anti-Muslim discourse can be analysed as part of the
development of contemporary hegemony in the context of what Gramsci call
Literature:
Garner, Steve/Selod, Saher (2014): The Racialization of Muslims: Empirical Studies of
Islamophobia. In: Critical Sociology.
Gramsci, Antonio (1971): Selections from the Prison Notebooks. London: Lawrence &
Wishart.
Hall, Stuart et al. (1978): Policing the crisis. Mugging, the state, and law and order.
London: Macmillan.
Jiwani, Yasmin/Richardson, John E. (2011): Discourse, Ethnicity and Racism. In: Van
Dijk, Teun (Hg.): Discourse Studies. A Multidisciplinary Introduction. Second Edition
Thousand Oaks, CA: Sage, 241-262.
46
Panels 5A-5D
Laclau, Ernesto/Mouffe, Chantal (1985): Hegemony and socialist strategy. Towards a
radical democratic politics. London: Verso.
Reisigl, Martin/Wodak, Ruth (2001): Discourse and discrimination : rhetorics of racism
and antisemitism. London ; New York: Routledge.
Tomas Marttila: Post-Foundational Discourse Analysis: A Suggestion for a

Research Programme
This contribution is an extract from my coming book (On Post-Foundational
Discourse Analysis: From Political Difference to Empirical Research) that will be
published by Palgrave MacMillan in October/November 2015. Post-foundational
discourse analysis, also labelled as Essex School in Discourse Analysis, has been
observed to suffer from a considerable methodological deficit that limits its
applicability in empirical research. The principal aim of this presentation is to
present how this methodological deficit can be overcome by constructing the
research programme of the post-foundational discourse analysis that facilitates
its operationalization in empirical research. In accordance with Imre Lakatos and
David Howarth, a research programme is referred to an internally consistent and
openly scrutinizable system of theoretical, methodological and phenomenal
concepts that opens up the possibility to distinguish between the negative and
the positive heuristics of empirical research. The first three parts of the
presentation develop the positive heuristics of the post-foundational discourse
analysis by elucidating its theoretical foundations, methodological position and
phenomenal framework. The fourth part displays how the developed research
programme can operationalized in empirical analysis. This part draws on my
current research and describes the processes of discursive sedimentation that
resulted in the emergence of the "activity tracker" as a new neoliberal
governmental technology, which educational authorities use to improve school
students' capacities to involve in digital self-control of their physical activities.
Panel 5C
Panel Chairs: Yannik Porsch & Daniel Wrana
Title: Discourse as practice
Contributors:
Vivien Sommer: How to analyze discourse practices of online communication. A
triangulation of discourse analysis and ethnography
Digital communication so far presents the culmination of mediatizsation
processes. In online communication on the Internet its often difficult to
distinguish between information processing, storage and circulation. Therefore
online discourses can be conceptualized on the one hand as discursive practices
in terms of manifest, observable and describable practices of a production of
statements, which are manifested on the other hand as patterns in spoken or
written language usage, and as visual and creative actions. In my presentation I
47
Panels 5A-5D
would like to discuss methodological foundations and implications of how

discursive patterns of practices and structuresespecially of online discourses
can be reconstructed not only on parallel levels, but also in their connection. One
possible approach is the triangulation of discourse analysis based on document
analysis with ethnographic approaches based on participant observation. The
following questions would lead ths methodological discussion: The World Wide
Web cant be described as physical geographical communication room. How can
online discourses be defined as ethnographic fields? Ethnographic approaches
usually examine social action in a copresent and simultaneous way, whereas
discourse analysis reconstructs its objects of research in a retrospective way.
How can this conflict be resolved for their triangulation?
Marc Glady: Le discours entre domination et mancipation. Le cas des pratiques
discursives de l'accompagnement des chmeurs (French)
Si les mondes professionnels contemporains sont de plus en plus assujettis la
rationalit instrumentale, aux contraintes lies aux dispositifs des politiques
publiques et institutionnelles, la normativit des outils et lvaluation des
individus, comment le langage est-il au cur dune tension entre des processus
de domination et de normalisation et des enjeux dmancipation des sujets ? Nous
prendrons dans notre communication lexemple de laccompagnement des
chmeurs comme formation discursive (Foucault, 1969) et comme ensemble de
pratiques langagires situes. Le colloque singulier qui runit un conseilleremploi et un bnficiaire a la particularit darticuler des lments largement
cods par la situation du march du travail et les contraintes de russite qui
psent sur les professionnels du placement, en mme temps quil implique une
ncessaire ouverture lcoute de lindividualit des destins, des parcours et des
personnalits. Une des caractristiques de ce type de dispositif langagier est quil
entend contribuer au repositionnement des sujets en transition par des outils qui
mobilisent la narration et le rcit de soi. Linjonction biographique de notre
socit contemporaine (Astier & Duvoux, 2006 ; Delory-Momberger, 2010), qui
promeut un individualisme rflexif, impose au sujet au chmage de construire
une parole sur lui-mme, parole qui doit contribuer maintenir la continuit de
son exprience et la cohrence de sa trajectoire. Or linteraction
daccompagnement est rpute pour tre conformante et souvent analyse
comme telle (Fassin et al., 2013, Lavitry L., 2009). Les politiques nationales de
lemploi, sous-tendues par les prconisations au niveau europen, sont autant de
contextes socio-politiques normalisateurs qui ont fabriqu limage du bon
chercheur demploi organis, auto-disciplin et efficace , cest--dire align sur
des injonctions dactivation . Il est attendu du sujet quil soit autonome,
responsable, motiv sen sortir, capable de trouver en lui-mme les raisons de
participer la socit et de le manifester, bref quil soit un entrepreneur de soi
(Ehrenberg, 2000). En choisissant des moments clefs de discours de bnficiaires
et de conseillers-emplois produits en entretiens mais aussi lors dinteractions
professionnelles enregistres, nous nous intresserons aux marqueurs discursifs
de cette tension et au possible dpassement de celle-ci.
48
Panels 5A-5D
Literature:
Astier, I., Duvoux, N., 2007. La socit biographique : une injonction vivre dignement,
LHarmattan, coll. logiques sociales
Delory-Momberger, C., 2010. La condition biographique. Essai sur le rcit de soi dans la
modernit avance. Tradre.
Ehrenberg, A., 1998. La Fatigue dtre soi. Dpression et socit, Paris, Odile Jacob, coll.
Poches, 2000
Fassin, D., 2013 (dir.). Juger, rprimer, accompagner. Essai sur la morale de lEtat. Paris,
Seuil.
Foucault, M., 1969. Larchologie du savoir, Gallimard, coll. Bibliothque des Sciences
humaines
Lavitry, L., 2009. De laide au contrle ? Les conseillers lemploi lpreuve de la
personnalisation , Travail & Emploi, n119 (juillet-septembre 2009), pp. 63-75
Mark van Ostaijen: Between migration and mobility discourses. The performative
potential within intra-European movement
The aim of this article is to describe how discourses around intra-European
movement are constructed to reveal the performativity of discourses, mainly in
order to deliver theoretical contributions to the field of discursive policy analysis
(Stone, 1988; Fisher, 2003; Yanow, 2003; Hajer, 1995, 2005). The overall
argument is that discursive policy analysis benefits from an analytical framework
that deals with a refined operationalization including storyline and poetic
elements. To achieve this, this framework is applied to the case of intra-European
movement in The Netherlands and the EU. This is particularly interesting, since
both authorities have competing constructions of intra-European movement,
highlighting migration versus mobility.
Literature:
Fischer F (2003) Framing public policy. Oxford University Press: Oxford.
Hajer MA (1995) The politics of environmental discourse. Oxford University Press: New
York.
Hajer MA (2005) Coalitions, practices, and meaning in environmental politics: From acid
rain to BSE. Discourse theory in European politics, pp. 297-315
Stone DA (1988) Policy paradox and political reason. Glenview, IL: Scott, Foresman.
Yanow D (2003) Constructing race and ethnicity in America. Sharpe: New York
Panel 5D
Panel Chairs:
Title: Academic discourse as a positioning practice
Contributors:
Johannes Angermuller: Research in the social sciences and humanities: subject
positions in academic discourse
I will start this session by presenting some of the orientations of the ERC
DISCONEX project on academic discourse. By conceptualising research as a
discursive positioning practice, I will put emphasis on how researchers categorise
and label each other over time. Against this background, research turns not only
49
Panels 5A-5D
about knowledge but also about the relationships researchers maintain with
others. If it is a crucial challenge for them to consolidate their social place for
others, there at least two social positioning games in which they usually
participate, namely as members of scientific communities (the disciplines) and as
agents with a status in higher education institutions (such as universities). In this
paper, I will point out a few general orientations for Discourse Studies with a
special focus on discourse, which mustn't be reduced to text, talk or language as
such if it is to be accounted for as as an empirical social phenomenon.
Hah Sixian: Epistemic positioning in academic discourse
This presentation illustrates a line of inquiry in my PhD project, which is still a
work in progress. It considers how perspectives derived from agnostic interview
approaches and studies done on the linguistic concept of hedging could be
applied to understand academic researchers attempts at epistemic positioning
vis--vis other researchers. The study attempts to study how researchers in
Social Sciences & Humanities (SSH) position themselves in both written and
spoken discourse by drawing from notions of epistemic stance and voice in
written academic discourse (Hyland et al) and epistemic authority (the K+ and Kpositions) and epistemic claims to knowledge (Heritage). The notions of
reflexivity and agnostic approaches in qualitative research interviews would be
considered to examine how interpretations and meanings are negotiated
between interviewer and respondents in what Tanggaard (2007) terms as
discourses crossing swords, where the respondents in the research interviews
are allowed to object to the interviewers interpretations or where interviewers
and respondents assumptions may clash. This presentation would also try to
explore how these objections may take the form of no-knowledge claims in that
respondents may claim that they dont know the answer to a particular question.
What is interesting are the ways in which interviewers and respondents
negotiate their assumptions and co-construct knowledge in the research
interview setting and what this tells us about the epistemic positions both
occupy.
Literature:
Heritage, J. (2008). Conversation analysis as social theory. The new Blackwell
companion to social theory, 300-320.
Tanggaard, L. (2007). The Research Interview as Discourses Crossing Swords The
Researcher and Apprentice on Crossing Roads. Qualitative inquiry, 13(1), 160-176.
Kvale, S. (2006). Dominance through interviews and dialogues. Qualitative inquiry,
12(3), 480-500.
Johannes Beetz: From ideology to discursive positioning practices

My contribution presents a part of the theoretical framework of my ongoing PhDproject, which investigates the positioning practices of researchers in the social
sciences. Drawing on materialist and more pragmatic approaches to discourse as
well as Marxist and critical theory, the discursive practices by and through which
subjects are constituted and simultaneously position themselves and others in
their social formation and respective discourses are presented as fundamentally
50
Panels 5A-5D
ideological. After briefly outlining the development of the notions of ideology and
subject positions from the Marxist and materialist approaches that were highly
influential in the formative years of (French) discourse analysis and theory (e.g.
Althusser 1972 or Pcheux 1982) to some more current strands in discourse
studies (e.g Angermller 2014), my talk will present ideology as a discursive
practice that is open to study with discourse analytical tools.
Bibliography
Althusser, L. (1972): Ideology and Ideological State Apparatuses. (Notes towards an
Investigation). In L. Althusser (Ed.): Lenin and philosophy, and other essays: Monthly
Review), pp. 127188.
Angermller, Johannes (2014): Poststructuralist Discourse Analysis. Subjectivity in
enunciative pragmatics. Palgrave Macmillan: Basingstoke.
Pcheux, Michel (1982): Language, semantics and ideology. Stating the obvious. London:
Macmillan
Panel 6A
Panel Chairs: Franoise Dufour
Title: Academic and philosophical discourse: education and intellectuals in
language
Contributors:
Frieder Vogelmann: Why Are There (Almost) No Discourse Analyses of
Philosophy?
Although Michel Foucault as one of the parents of (one type of) Discourse
Analysis is (grudgingly) recognized as a philosopher, neither he nor any
prominent Foucauldians have done a discourse analysis of philosophy. Of course,
there are some attempts in German, most notably by Ulrich Johannes Schneider
(1990, 1999); in French, by Malika Temmar (2001a, b, 2007) but neither has
their work been picked up nor has it adequately addressed the methodological
difficulties that seem to prevent any simple application of discourse analysis to
philosophy.The major challenge that a discourse analysis of philosophy seems to
face arises in the following way: If a discourse analysis is to be more than a mere
reproduction of the history of philosophy as practiced within philosophy (a
danger exemplified by Temmar) it must find a way to historicize philosophical
text. Yet in order to prevent philosophers from simply rejecting it as an
unphilosophical, merely external account of the discipline (seen in reaction to
Schneider), it must retain a close connection to the problems deemed
philosophical. My talk aims to clarify this difficulty and presents a proposition
how it might be overcome.
Literature:
Schneider, Ulrich J. (1990): Die Vergangenheit des Geistes. Frankfurt a. M.: Suhrkamp.
(1999): Philosophie und Universitt. Hamburg: Meiner.
Temmar, Malika (2001a): Der Text als Bedienungsanleitung. Eine philosophische
Diskursanalyse der Metaphyischen Meditationen von Ren Descartes. In: J. Angermller,
K. Bunzmann und M. Nonhoff (Hrsg.), Diskursanalyse: Theorien, Methoden,
Anwendungen. Hamburg: Argument Verlag, 7783.
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Panels 6A-6C
(2001b): Le discours philosophique au carrefour des genres. In: Le franais
aujourd'hui 159 (4), 55-61.
(2007): Analyse du discours et philosophie: perspective croises. In: S.
Bonnafous und M. Temmar (Hrsg.), Analyse du discours et sciences humaines et
sociales. Paris: Ophrys, 153-162.
Malika Temmar: La philosophie et ses formes dadresse

Dans cette communication je propose daborder la manire dont le discours
philosophique se trouve transpos dans des cadres discursifs varis. Loin de sen
tenir un seul mode canonique dexpression, la parole philosophique peut
apparatre dans des genres discursifs trs diffrents allant du dialogue, au trait,
la mditation, ou encore lentretien. Aujourdhui, la philosophie emprunte
mme des circuits de communications mdiatiques qui tendent accentuer son
clatement. Dans cette contribution, nous proposerons, aprs avoir interrog
lhtrognit constitutive de ce type de discours, danalyser ce qui rsiste et fait
unit dans ce type de discours. Il sagira de se demander dans quelle mesure on
peut parler de discours philosophique en mettant en valeur certaines routines
dcriture de ce type de texte qui en font sa singularit. Pour le dire autrement, il
sagira de se demander si le discours philosophique peut reprsenter une forme
standard dcriture, tout le moins, nous nous interrogerons sur la cration
institutionnelle de lunit de ce type de discours.
Literature:
Cossutta : lments pour la lecture des textes philosophiques. Paris: Bordas 1989.
Maingueneau : L'nonciation philosophique comme institution discursive. Langages
119 (1995a): 40-62.
Temmar 2014 Oralit et parole philosophante dans les notes de sminaire de Jacques
Derrida (Orality and philosophy in Jacques Derridas seminars , Genesis N39.
Temmar 2013 Le Recours la fiction dans le discours philosophique (The Recourse to
Fiction in Philosophical Discourse) Limoges, Lambert-Lucas. 190p.
Temmar 2013: Discourse Analysis and Human and Social Sciences (ed. with Simone
Bonnafous), Bern, Peter Lang. 187p.
Temmar 2007 Le Genre philosophique aux carrefours des genres , (The Philosophical
Genre across Several Genres) Le Franais aujourdhui, N159, Le Genre comme outil,
objet, en
Grzegorz Kowalski: EFL scientific discourse as cosmopolitan practice?

Implications of corpus research
Recent debates on EFL scientific and academic discourses (e.g. Belcher and
Nelson 2013) evince a growing skeptical stance towards validity of culturespecific schemata of text organization distinguished in contrastive rhetoric
research. Some scholars (e.g. Atkinson 2004) argue that the problem lies in the
notion of culture, no longer applicable in its traditional sense to the global context
of science-making and scientific writing, which has now become a cosmopolitan
practice (Canagarajah 2013). Empirical support for these critical voices is
provided with corpus research, which shows that discipline or time of publication
may be factors of greater impact on variation in scientific/academic discourse
than culture alone (e.g. Hyland 2004). In my presentation I discuss the case of
52
Panels 6A-6C
EFL scientific discourse of Polish authors and its diachronic change (1980-2010).
The results, which are derived from a 1.6-million-word corpus analysis of
research articles in the field of linguistics (Kowalski 2015), show in many aspects
there can be observed a gradual shift from Teutonic style towards a style
characteristic of articles written by English native-speaking authors. Although
some areas of EFL scientific discourse of Polish authors analyzed may less
affected by this tendency, the hypothesis of cosmopolitan practice seems to be
generally justified.
Literature:
Atkinson, D. (2004) Contrasting rhetorics/contrasting cultures: Why contrastive
rhetoric needs a better conceptualization of culture Journal of English for Academic
Purposes 3, 277-289.
Belcher, D. and G. Nelson (eds.) (2013) Critical and corpus-based approaches to
intercultural rhetoric. Ann Arbor, MI: University of Michigan Press.
Canagarajah, A. S. (2013) From intercultural rhetoric to cosmopolitan practice:
Addressing new challenges in lingua franca English, in: D. Belcher and G. Nelson (eds.)
(2013), 203-226.
Hyland, K. (2004) Disciplinary discourses: Social interactions in academic writing, Ann
Arbor: University of Michigan Press.
Kowalski, G. (2015) Claim-making and Claim-challenging in English and Polish Linguistic
Discourses, Frankfurt: Peter Lang.
Panel 6B
Panel Chairs: Jef Verschueren & Jan Zienkowski
Title: Everyday Critical Meta-Discourse and Academic Engagement (II)
Contributors:
Pieter Maeseele: Depoliticization and democratic public discourse
This paper argues for the importance of depoliticization as an analytical concept
to understand public discourse, either by academics or non-academics, in terms
of power and ideology. More specifically, this analytical concept allows to directly
address the issues of power and exclusion which characterize each social order,
and the discourses through which daily life is given meaning. Based on various
empirical case studies, I will demonstrate how todays public discourse, either by
academics or non-academics, is primarily characterized by depoliticization, which
erases these traces of power and exclusion, and consequently, naturalizes
particular ideological configurations and courses of action. Subsequently, I will
argue how these traces of power and exclusion can only enter the terrain of
democratic discussion and contestation by processes of politicization, which
however require two accumulative interventions: a first is to make the traces of
power and exclusion visible, which implies engaging in a struggle on a meta-level
first, to enable a democratic debate about the issue at hand in itself. A second
intervention concerns the articulation of alternative strategies to tackle a
particular case, which are related to alternative societal projects. Empirical
research shows however that politicized discourses hardly break through in
public or academic discourse, thereby consolidating neoliberal hegemony.
53
Panels 6A-6C
Literature:
Pieter Maeseele (PhD Ghent University) is Research Professor at the Department
of Communication Studies of the University of Antwerp (Belgium). As media
sociologist, his research broadly focuses on Media & Democracy, and more
specifically on the contribution of mediated public discourse to democratic
debate and citizenship. The role of ideology and de/politicization, and their
influence on pluralism, are central concerns.
Jan Zienkowski: Critical Discourse Interventions: the metalinguistic structure and
critical potential of a debate on the relativity of racism in Flanders
The trans-disciplinary field of discourse studies is replete with authors who
stress the critical dimension of their work. Authors frequently problematize
discourses that sustain, reproduce or constitute inequality and injustice between
people and groups with differently embodied, gendered, classed, ethnic, religious
and/or political selves. Nevertheless, in order to convincingly own the label of
critique, it is important that academics cross over into other genres, media and
debates in the public realm, addressing not only each other, but also other actors
in the public sphere. This paper provides an analysis of the discursive
interventions made by activists, intellectuals and politicians who reacted to
statements on racism made by Bart De Wever (Antwerp Mayor and chairman of
the New Flemish Alliance (N-VA)). This politician claimed that racism, like all
other isms, is relative, that 'integration policy has failed' and that the 'wrong type
of migrants' have migrated. Of course, such statements are anything but original
and circulate widely in Flanders, Belgium and Europe. The ensuing debate will be
analysed by focusing on reactions articulated by activists, academic intellectuals
and party politicians across a variety of media. By focusing on the metadiscursive and reflexive features of these critiques, the author seeks to address
the question to what extent one can attribute a specificity to academic and nonacademic modes of critical awareness in large-scale social and political debates.
He will argue that in spite of the obvious genre-differences between academic
and non-academic discourse, crossing the boundary between these genres is
essential if critical discourse analysts are to live up to their name in the wider
public realm.
Literature:
Blommaert, Jan. 2001. "Context is/as critique." Journal of anthropology no. 21 (1):13-32.
Breeze, Ruth. 2011. "Critical discourse analysis and its critics." Pragmatics no. 21
(4):493-525.
Glynos, Jason, and David Howarth. 2007. Logics of critical explanation in social and
political theory. London: Routledge.
Verschueren, Jef. 2011. Ideology in language use: pragmatic guidelines for empirical
research. Cambridge: Cambridge University Press.
Zienkowski, Jan. 2014. "Articulating metalinguistic and political awareness in Flemish
discourses on integration and allochthony." Journal of political ideologies no. 19
(3):283-306.
54
Panels 6A-6C
Jlia Vrblov: Critique of critique. A CDA approach to analysing media analysis

made by Human Rights Institute
The paper focuses on the media analysis made by one Slovak civic association in
2014. These data have a character of brief comments in which the author
identifies an ideological backround of the newspaper articles focusing on the
Slovak Roman ethnic minority. Because the methods which have been applied are
not explicit, the analysis comes out into several interest-biased findings. Inspite
of the aim of these comments to criticise non-correct strategies dealing with the
Romani ethnic group it is possible to find another non-correct strategies in
themselves. Another aim is to think over the sense of CDA methods'
implementation into an interpretation of such strategies to achieve a correct form
of informing.
Literature:
Fairclough, N. (1995) Media Discourse, London: Edward Arnold.
Foucault, M. (1980) Power/Knowledge: selected interviews and other writings 19721977. Edited by C. Gordon. Brighton. Harvester Press.
van Dijk, T. (1991) Racism and the Press. New York and London. Routledge.
Verschueren, j. (2012) Ideology in Language Use: Pragmatic Guidelines for Empirical
Research, Cambridge and New York: Cambridge University Press
Panel 6C
Title: Integrated multimodal discourse analysis (III)
Contributors:
Jan Krasni: Approximate Knowledge and Vagueness of Representation
In this talk I will deal with the problem of vagueness in multimodal
representations within the discourse of online news coverage. In spite of the
combinations of videos, pictures, tables, graphs, and written and spoken text in
online media formats, the represented content mostly reassembles only those
elements provided by news agencies which are already circulating in the ether.
This is a trend visible not only in the online appearance of large newspapers and
TV stations, but also in local and global news aggregators. Mostly it is visible in
sections of these formats entitled (for example) background, related, or in
depth, which are created after a topic has been established as worthy of
continuous coverage over period of time. The knowledge produced by this kind of
representation does not rely on any alternative sources to those in the given
media coverage system. In addition, media providers rearrange previously
published news in online archives so that they can be searched chronologically or
by topic. By doing this, the new information is framed by references to past
coverage - and this determines the borders of approximate knowledge of the
topic. In order to exemplify this phenomenon I will analyse online coverage of the
financial crisis by the German economical and financial magazines
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Panels 6A-6C
Wirtschaftswoche and Handelsblatt, both of which are aimed at expert readers. I

will use the theoretical framework of social semiotics and multimodal discourse
for the analysis, and the notion of intuition to explain how the approximate
knowledge is constituted and accepted in spite of the perpetual self-referencing
within the online media dispositif.
Kate Maxwell: Music Notation as a 'Gatekeeper' to Participation
In De la grammatologie, Derrida (1967) argues that once writing has entered a
language, speech becomes subordinate to 'arche-criture' (arch-writing). Building
on this, I have argued that, since the invention and adoption of music notation in
the medieval period in other words, since it became part of the discourse of
music -, any absence of notation is a semiotic choice (Maxwell and Simpson
2014): the very presence of musical notation in Western cultures in fact brings
the choice of non-notation under its powerful (over-arching) wings.Therefore, all
actors who partake in a music performance - listener, performer, composer, or
'musicker' (Small, 1990) - do so in connection with musical notation, be it present
or absent. Sometimes this is immanent, e.g. a student analysing music by use of a
score, or a performer playing music from memory (whether it was learnt from
the notation, by ear, or improvised). In the majority of instances, however, the
presence or absence of musical notation is circumstantial (e.g. listening to the
radio whilst driving), or based on training (e.g. the ability to 'read music').This
can therefore be seen as music notation dominating the discourse of music, even
music that has never been notated. The tool of multimodal discourse analysis can
be used to understand musical notation as means of participation in certain
cultural practices where - present or absent - it is essential. It is as much of a
cultural faux pas for a singer in a rock band to perform a song live whilst reading
the music as it is for orchestral players to not perform from their allotted parts.
Conversely, the (public) rejection of musical notation in much popular music is
one of the characteristics that separates this practice from that of music as a 'high
art'. In this paper I will argue that this distinction is not only false, but challenged
by musicians themselves. Using Beck's 2012 album Song Reader as a case study, I
will argue that musical analysis needs to detach itself somewhat from the score in
order to reconcile the experiences of both 'educated' and 'passive' listeners
(these, of course, are not mutually exclusive). Music notation can be seen not only
as a form of 'arche-criture', but also as a gatekeeper to musical participation, to
be challenged and, perhaps, overthrown if we are to fully understand, and
analyse, discourses of music through the eyes and ears of a broader range of
audiences than it is the conceit of music theory to currently cons
Literature:
Beck (Hansen), 2012, Song Reader. San Francisco, McSweeney's.
Derrida, Jacques, 1967. De la grammatologie. Paris, Seuil.
Maxwell, Kate, and Simpson, James R., 2014. 'Page, Performance, and Play in Medieval
Transmission and Reinterpretation: Presence and Absence in the Oxford Roland and
Guillaume de Machaut's Le Livre du voir dit'. In Jacob Dekert and Peder Kaj Pedersen,
56
Panels 6A-6C
eds, Proceedings of the XVI Nordic Musicological Congress, Stockholm, 2012. University
of Stockholm, pp. 144-153.
Small, Christopher, 1999. Musicking - A Means of Performing and Listening. A Lecture'
Music Education Research, 1: 9-21
Stefan Meier: Style and Discourse: A social semiotical approach to the media
dispositive
Kress/van Leeuwen have had a major impact on the research of multimodal
communication as a design practice. In this manner they define a mode of
communication as multifunctional in its use in the culturally located making of
signs. According to that, the multimodal research provides tools for analysing the
repertoire of meaning-making resources which people use to communicate and
represent. However, in many social semiotical discourse studies there is a lack of
concepts for understanding and describing the concrete interplay between
multimodal communication and the constraints of media technologies. The
notion of media dispositiv can also help to analyse how one position highlights
the other as a special multimodal style performance. The talk aims to elaborate
on the idea that style is a communicative practice to construct identity and
discursive positions in certain situational and cultural contexts. It takes a step to
a theory of style which integrates practice and discourse theory in a productive
way. Thus, style means how communicators are producing and representing
messages by choosing, designing and combining semiotic resources in a medial
arrangement. It focuses the influence of socialization on one hand and the
discursive way of meaning making on the other hand as cultural contexts.
Situational contexts are characterized by the interplay of the media affordances
and the communicative patterns which are used to be understood in certain
situations. Based on the social semiotic notions of style (see Meier 2014) the
presentation demonstrates analyses of multimodal discourse fragments about the
bombers during the Boston Marathon 2013. The example should make it clear
how the online media dispositive structures the visual and multimodal
representation of the bombers and how the discourse participants use the
semiotic and media resources to construct the identity of the young assassins.
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Discourse: Language, Society, Critique

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