Since their emergence, discourses of sustainability have been widely resemioticised in different genres and have intertextually merged with other discourses and practices. This article examines the emergence of Integrated Reporting as a new hybrid genre in which, along with financial information, organisations may choose to report the social and environmental impacts of their activities in one single document. Specifically, this article analyses a selected sample of IRs produced by early adopters to explore how discourses of sustainability have been recontextualised into (...) financial and economic macro discourses and how different intertextual/interdiscursive relations have played out in linguistic constructions of ‘sustainability’. We contend that, by and large, the term sustainability has been appropriated, mixed with other discourses and semantically ‘bent’ to construct the organisation itself as being financially sustainable, that is, viable and profitable and for the primary benefit of shareholders. From this stance, we argue that, through the hybridity of IR, most companies have primarily colonised discourses of sustainability for the rhetorical purpose of self-legitimation. (shrink)

This article introduces the concept of the polymedia repertoire to explore how social meaning is indexed through the interplay of communicative resources at different levels of expression in digitally mediated interactions. The multi-layered polymedia repertoire highlights how people move fluidly between media platforms, semiotic modes and linguistic resources in the course of their everyday interactions, and enables us to locate digital communications within individuals’ wider practices. The potential of our theoretical contribution is illustrated through analysis of mobile phone messaging between (...) participants in a large multi-sited ethnography of the communicative practices of multilingual migrants working in linguistically diverse UK city neighbourhoods. Our analysis of mobile messaging exchanges in a day-in-the-life of these networked individuals reveals the importance of device attention in shaping interpersonal interactions, as well as the complex ways in which choices at different levels of a polymedia repertoire are structured by social relationships, communicative purpose and identification processes. (shrink)

This paper presents a critical multimodal analysis of the representation of robots and work in recent commercials. Commercials were selected that represented robots not as tools of industry but as workers. Robots are increasingly endowed with the ability to not only take on the work of human workers engaged in productive, material forms of labour but immaterial, affective forms of labour as well. Rather than being represented as dead capital, the robots instead function within the narratives as living labour and (...) therefore capable of producing value. What is most notable in these commercials is how the demands and conditions of ‘employment’ for the robots echoes neoliberal transformations of work from individuated Fordist forms of production to post-Fordist team-based forms in which workers must increasingly participate in their own management and, therefore by extension, their own subordination. (shrink)

ABSTRACTCritical Discourse Studies positions itself as a critical, transformative practice that seeks to expose the ways in which discourse is able to constitute social, political, economic, gendered, racial, and sexual inequalities as normal and unremarkable. In this respect, CDS is an expressly political and therefore ethical project. Nevertheless, this article posits that, quite remarkably, the ethical frameworks that guide CDS have remained largely under-theorized and taken for granted. Accordingly, this paper seeks to contribute to this much-needed area of theoretical inquiry (...) by offering a brief discussion of how CDS has tended to define its own criticality and identifies three problems that emerge from how CDS practitioners have tended to formulate the praxis of critique: namely, the tendency to conceive of CDS as a demystificatory practice, the implicit logocentrism of modeling ethics upon the Habermasian Ideal Speech Situation, and finally, the deontological nature of discourse ethics. Each of the three problems is discussed in relation to a brief multimodal critical discourse analysis of three online employer profile videos. As such, the study is offered to demonstrate not only the analytical strength of multimodal analysis but also the political-ethical relations beyond Discourse Ethics that are immanent in such analyses. (shrink)

Deepfakes, an algorithm that transposes the face of one person onto the face of another person in images and film, is a digital technology that may fundamentally alter our belief in visual modality and thus presents alarming consequences for an image-centric culture. Not only are these face-translations now so advanced that it is virtually impossible for people to tell that they are fake – this technology is also becoming accessible to laypersons who, with little or no computer skills, can use (...) them for all kinds of purposes, including criminal intentions like revenge porn and identity theft. It is therefore timely and crucial to explore the semiotic potential of deepfakes. This paper presents a semiotic technology perspective, i.e., the study of technology for meaning- making that is an emergent field in social semiotics, to report on findings from an ongoing study of how deepfake software is designed and used as a semiotic resource in erotic and political contexts. The paper advances the argument that the software is able to appropriate all signifiers of the face and their cultural history. Consequently, the semiotic operations of this technology prepare the ground for the problematic perspectives of synthetic facial imagery. On this basis, the paper calls for a critical awareness of taking visual representations of current events at face value and considers how deepfake technology is embedded in unsound sharing practices of visual artefacts that tamper with the rich meaning potential of the face. (shrink)

This paper will use the theoretical concepts of ‘intertextuality’, ‘interdiscursivity’ and ‘resemiotization’ to analyse four media texts on South African president, Jacob Zuma. The aims of the paper are, first, to analyse the role that intertextual references play in the construction of the identity of public figures. Second, the paper investigates the semiotic affordances of the visual and linguistic mode by tracing how previous discourses and texts about Jacob Zuma move across discursive spaces and modes. The findings suggest that reference (...) to previous discourses play a fundamental role in the way in which Jacob Zuma is constructed. More specifically, resemiotization from the verbal to the visual mode seems to serve as a way to bring multiple discourses into a text without necessarily articulating these discourses linguistically. These findings are discussed within the broader framework of critical discourse analysis. (shrink)

This paper examines within the theoretical framework of intertextuality the mobilization of glocalization as an international marketing strategy in Nike’s and Adidas’s 2008 advertising campaigns in China. Intertextuality is seen as a form of mediation through which the glocalization strategy conducted within the domain of global marking is taken up in the domain of advertising communication. The paper also assumes the interrelations of intertextual performance to value orientations and group affiliations. By analyzing intertextuality in relation to affinity groups, it aims (...) to resolve to some extent the conundrum of Nike’s more successful than Adidas in the sportswear market of China in a social-semiotic perspective. Two print ads constituting a representative example of the corpus were selected for a qualitative analysis. The comparative analysis of intertextuality reveals the contrasting methods of glocalization applied by Nike and Adidas in their 2008 advertising campaigns, thus offering an explanation for Nike’s triumph in competition with Adidas in China. (shrink)

Disability has been perceived as a social conditioning phenomenon and a sign system marking the body and mind. Accordingly, photographs of disability could shape our cultural perceptions about disability and disabled persons. In response to this position, we engage in a critical semiotic inquiry into press photographs of disability from The Star, a Malaysian mainstream English newspaper. We adapted Van Leeuwen’s social and visual actor networks to understand the visual techniques employed in depicting disabled actors in these images. The depiction (...) is examined in relation to their absence and/or presence in these published photographs. If absent, the inclusion of non-disabled is analyzed. When present, the social categorizations of roles, grouping and specific/generic depictions are investigated. Findings reveal disabled persons have been symbolically excluded and thus, socially othered. These exclusionary strategies imply disabling journalistic practices which should be cautioned as they could could potentially undermine the advocacy for an inclusive society. (shrink)

Combining textual, visual, and ethnographic approaches to discourse, this article examines a variety of resources employed in the narrative construction of Washington, DC’s Chinatown in a billboard advertisement that de-ethnicizes the neighborhood. Analysis of the linguistic resources of narrative structure, comparative reference, and lexical cohesion reveals how the gentrification of Chinatown is constructed as a positive transformation driven by a corporation. Further, the visual juxtaposition of text with photos and graphics appropriates the community voice and infuses it with corporate identity. (...) This ideological multimodal construction of the transformation of Chinatown is finally actualized in its durable material form and strategic spatial emplacement. Incorporating ethnographic observation and an interview, this article illustrates how the symbolic power of narrative in place-making is interdependent on the economic power of its producer to propagate ideological discourse in the material world. (shrink)

This paper considers the ways that concepts such as social justice and law were used as semiotic objects-in-tension by a group of five US undergraduates considering law school to make sense of their ideas about entering the discourse communities and communities of practice associated with being a lawyer. This group was made up of undergraduate women who had completed a summer residency program sponsored by the Law School Admissions Council to increase enrollment of students from under-represented groups. Of the five (...) participants, two were US-born; the others immigrated to the US as teenagers; each was aware of her position as multiply marginalized, by gender as well as other factors, including refugee or immigrant status, religious affiliation, sexual identity, and/or association with “at risk” labeling. Data analyzed reflect a 3-year study of their changing perceptions of their relationships to law school discourse communities, using text, interviews, individual video narratives, and informal, face-to-face group meetings. A sociolinguistic approach to multimodal discourse analysis is used to examine the ways that the women, each in a unique way, articulated an increased investment in direct and embodied engagement, lived experience, and personal testimony—not as supplements to doing/being a lawyer, but as necessary and expected practices therein. Over time and through various modalities, they used their vantage point from outside the dominant discourse communities of law to stage social critique and to contest the binary logic and normative criteria that forge the boundaries of exclusion from and inclusion in these communities. Specifically, they resemiotized notions of being a lawyer from the margins in ways that demanded a more fluid and polysemous interpretation of what it means to do ethically rigorous social justice work—hence reworking the relationships between justice and the law and widening the semiotic potential of their own future work. Particularly significant are the ways that semiotic trajectories progressed from an emphasis on what Halliday identifies as textual functions of language to interpersonal and ideational functions. Such a trajectory away from entextualization suggests that voices and perspectives from the margins may be using those imaginary margins tactically as sites from which to contest the boundaries that define whose voices count within the legal system and to contest normative limits on semiotic potentialities for lawyers working toward more just social futures. (shrink)

This essay examines Professor Phil Graham's contributions to the critical study of “futurology,” that is, the creation and use of projections of the future by elite social actors and institutions. Professor Graham was one of the first to examine the linguistic constitution and ideological implications of futurological projections within neoliberal discourses. I review this work and situate it within the broader field of Critical Futures Studies (CFS), a line of inquiry which seeks to interrogate and challenge dominant projections of the (...) future. Specifically, I outline key concerns raised by both CFS and Graham concerning the impact technocratic practices and discourses of neoliberalism have on conceptions of the future. I then review the analytic approach underlying Graham's work, as well as specific contributions and insights his analyses offer critical futures scholarship. (shrink)

The global demand for information has brought in new developments in the publicity of discursive practices of many professional areas. This study takes the professional practice of International Commercial Arbitration, a mechanism to resolve business disputes outside the courts and traditionally considered as private, to explore the process of resemiotization of information, from the strategies used by corporations in their press releases to the news reports published by national and international media. It takes the theoretical concept of interdiscursivity in critical (...) genre analysis to show that texts are the result of a combination of a very complex range of resources brought about by genres, professional practices and professional cultures, which derive not only from the ‘local’ representation of the transnational arbitration process, but also from the different corporate identities and their ways of coping with the increasing publicity of the facts of arbitration. (shrink)