Boo Book of Abstracts

8/19/2019 Boo Book of Abstracts

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Discourse: Language, Society, CritiqueDiscourseNet International Congress #1

University of Bremen

24-26 September 2015

Book of Abstracts


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Thursday, 24 September 2015

Panel 1APanel Chairs: Ronny Scholz & André SalemTitle: Quantifying methods in discourse studies. Possibilities and limits for theanalysis of discursive practices (I) Contributors:

Ronny Scholz: Quantifying methods in discourse studies in France, UK andGermany. An introduction.

This talk introduces traditions of quantifying methods in discourse studies withan emphasis on France, the United Kingdom and Germany. Numerous studies bydiscourse linguists with qualitative analytical categories and differentquantitative approaches to text corpora have been developed to analysediscourses (Baker/Gabrielatos/McEnery 2013; O'Halloran 2013; Stubbs 1998;Tournier 1975). These developments have often taken place within differentlanguages, disciplines or schools without taking notice of eachother. For example,in the UK, corpus linguistic tools have been developed rather in the tradition oflexicography (McEnery/Hardy 2013; Sinclair 2004; Sinclair/Carter 2004) usingfor instance key word analysis contrasting a smaller research corpus with a largereference corpus (Baker 2006, 2014; Baker/McEnery 2005). In contrast, inFrance corpus linguistic tools have been developed closer in the context ofdiscourse analysis under the label of lexicometrics (Tournier 1975, 1993) sincethe 1970s focussing rather on data‐driven, exhaustive, contrastive methods(Lebart/Salem/Berry 1998) analysing partitions based on Benzécri’s (1980;Salem 1982) multifactor analysis or Reinert’s (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 concerningthe chronological development and/or the lexical distance between differentdiscourse participants. In Germany there have been attempts to complete thepredominant qualitative perspective of the discourse linguistic approach withquantifying methods, combining them with qualitative approaches (e.g.Felder/Müller/Vogel 2012). Whereas some scholars try to retrace language usepatterns in a certain part of society (Bubenhofer 2013; Bubenhofer/Scharloth2013) or in the representation of a certain topic (Müller/Freitag/Köder 2010),others emphasise rather the heuristic strength of lexicometric methods(Angermüller/Scholz 2013; Kuck/Scholz 2013; Scholz/Ziem 2013, 2014). The

talk tries to relate these traditions by outlining the different methodologicalbackgrounds in each country.


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Literature:Angermuller, Johannes and Ronny Scholz (2013): „Semantische und kommunikativeDimensionen diskursiven Wandels. Ein integrativer Ansatz zur Analyse der Makro- undMikrostrukturen am Beispiel des Bologna-Diskurses.“ In: Dietrich Busse and WolfgangTeubert (eds.), Linguistische Diskursanalyse: neue Perspektiven. Wiesbaden: SpringerVS, 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 ofrefugess and asylum seekers in UN and newspaper texts.“ Journal of Language and

Politics 4(2): 197-226.

Élias Rizkallah: Textual analysis softwares: between automatization andassistance

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 thecomputer was supposed to offer to textual data analysts in humanities as a meansto objectify and formalize their analytical processes tends to fade, because inmost cases, algorithms assistance takes less into consideration the specificity ofthe " iterative work" between a material (ie text), with little or no structure, andan analyst, who has an implicit preconception of the nature of his data and whathis skills allow him to bring out in terms of “sensmaking ". On the one hand,

assistance would fade by the fact that the presuppositions of automaticprocedures veil the analysis to the analyst, what is commonly called the "blackbox" effect. The question that arises here is the extent to which the analyst firstmasters these assumptions, and then takes their consequences into account in hisinterpretations and data theorizing. Among the assumptions, we can think aboutthe dimensionality and emergentistic conception of meaning (Andersen, 2001) onwhich rely a matrix diagonalization, the bi-directionnality of intertextualdis/similarity (Lebart et Rajman, 2000), the neutralisation of differences inmeaning between signifiers following a multidimensional cluster analysis(Nakache & Confais, 2004), the underlying theory of language in analyzes basedon automated processing of natural language, etc. On the other, assistance would

fade by the information system architecture fostering automation instead ofassistance to “working data” by the analysts, namely the iterative task of(re)constructing meaning from data. Often computer assistance is limited to feeda learning algorithm (eg semi-automatic labeling) or to inititate analysisalgorithms on data sets than trying to meet the ongoing specific needs of theanalysis cycle. We will put forward the following dimensions: reusability andtraceability of operations parameterization of treatment; temporal anchorage ofthe analysis process. We will conclude with a “benzécriste” recommendation

summarized by Lebart (2011) : A few versatile and robust techniques masteredby the user, together with a deep knowledge of the data […] are more productive

than a weak grasp of many seemingly more adapted methods.


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Literature:

Andersen, S. (2001). The Emergence of Meaning: Generating Symbols from RandomSounds – 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. Consulté à l’adresse carme2011.agrocampus-ouest.fr/book_of_abstracts/lebart.pdfLebart, L., & Rajman, M. (2000). Computing similarity. In R. Dale & M. Hermann (Éd.),Handbook of Natural Language Processing (p. 477–505).Nakache, J.-P., & Confais, J. (2004). Approche pragmatique de la classification : arbreshiérarchiques, partitionnements. Paris: éditions Technip.

Paul Baker: Keywords: signposts to objectivity?This talk focuses on describing, illustrating and critiquing the keywordstechnique, which is used to automatically identify lexical salience whencomparing multiple corpora together. Arguably, keywords are a useful corpus-

driven technique in that they present researchers with words that they may nothave 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 makedecisions regarding which words are worth subjecting to a detailed analysis. Inthis talk I carry out a reflective analysis of a number of studies where I have usedkeywords, focussing on the decisions that I made and the implications this has forclaims that a keywords analysis reduces researcher bias

Tony McEnery, Costas Gabrielatos, Peter Diggle, Paul Baker: The Peaks andTroughs of Corpus Based Contextual Analysis

This presentation addresses a criticism of corpus-based approaches to criticaldiscourse studies, namely that the CL analysis does not take account of therelevant context, and shows how a preliminary corpus-based analysis canpinpoint salient contextual elements, which can inform both the CL and CDAanalyses. The discussion also focuses on the importance of the statisticalidentification of diachronic trends (in particular, frequency peaks and troughs),and the need for high granularity in diachronic corpora. The paper aims tocontribute to the synergy between CL and CDA approaches, and between

qualitative and quantitative techniques in general. The presentation uses arecently completed ESRC-funded project as a case study, The Representation ofIslam in the UK Press, which used a diachronic corpus of topic-specific articles.Periods of increased frequency in the number of corpus articles were identifiedthrough a statistical analysis. These frequency peaks indicate short periods(months) of significantly increased reporting on the topic/entities in focus. Theseperiods can then be matched with events which are expected to have triggeredthe increased interest. This identification has a dual benefit: a) it suggests thecontextual background against which the results of the corpus analysis can beinterpreted; b) it provides a reliable guide to the corpus texts that can be usefully

downsampled for close (qualitative) critical discourse analysis.


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Panel 1BPanel Chairs: Bob Jessop & Jens MaeßeTitle: Discourse and the Political Economy Contributors

Bob Jessop: The Symptomatology of Crisis: The Challenge of Crisis Construal andCrisis Management

My contribution considers how critical discourse analysis, critical politicaleconomy, and critical realism can be combined to illuminate the nature of crises,crisis-management, and crisis lesson drawing. Part I argues makes the case forthe cultural turn in political economy as a complement to, not substitute for, thecritique of political economy. Part 2 presents the meta-theoretical foundationsand methodological guidelines for exploring relations between discourse andpolitical economy. Part 3 takes crises as an interesting entry-point for this

challenge as (1) they pose the interpretive question, typical of critical realism, asto "what must the world be like for X to have happened?"; (2) symptoms do nothave a one-to-one correspondence to underlying causes; (3) this requires effortsat construing crisis symptoms; and (4) crisis diagnoses are tested against realitythrough 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 thelessons being drawn from these failures. A key concept here is symptomatology:exploration of the relation between actual symptoms and underlying causalmechanisms. In the same spirit, the contribution also distinguishes scientificallyadequate explanations of crisis from conjuncturally ‘correct’ readings of the

potential for transformative action in the face of crisis. There is far greater scopefor semiosis to make a difference in terms of construals of what exists in potentiain relation to future action than there is in relation to present interpretations ofthe past causes of a crisis. In other words, there is an asymmetry betweendiagnosis and prognosis, with the scope for semiosis to make a difference beinggreater in the latter case but nonetheless being limited by underlying realitiesthat may exist beyond discourse, i.e., by emergent properties of the real that arenot recognized by direct participants in the crisis-management process.Thecontribution ends with some general comments on cultural political economy.Literature:

Jessop, B. (2004) Critical semiotic analysis and cultural political economy, CriticalDiscourse Studies, 1(2), 159-74.Jessop, B. (2009) Cultural Political Economy and Critical Policy Studies, Critical PolicyStudies, 3 (3-4), 336-56.Jessop, B. (2013) Crossing boundaries: towards cultural political economy, Revue de laRégulation, no 12(Paris), http://regulation.revues.org/pdf/994Jessop, B. (2015) Neo-liberalism, finance-dominated accumulation, and the culturalpolitical economy of austerity, in K. Featherstone and Z.M. Irving, eds, Politics ofAusterity, PalgraveSum, N. and Jessop, B. (2013) Towards a Cultural Political Economy: Putting Culture in

its Place in Political Economy, Elgar.


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Jason Glynos, Simon Parker, Robin Klimecki, Hugh Wilmott : Counter-Hegemonic 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 andrestoration in the wake of the 2007-8 crisis, our paper extends this analysis bylooking more closely at alternative financial practices and imaginaries. Inparticular, we seek to critically evaluate the transformative potential ofalternative forms of finance such as stakeholder banks (NEF, 2013) and peer-to-peer lending. In doing so, we deploy the ‘logics approach’ of the Essex School ofPolitical Discourse Theory, supplemented by a ‘nodal framework’ that

apprehends finance in terms of the nodes of provision, distribution, delivery, andgovernance. Using this logics-cum-nodal framework, our focus is on thediscursive and organisational strategies and imaginaries that are operative

within these alternative financial models alongside these nodes. Based oninterviews as well as material available in the public domain, we interrogatethese alternatives with regard to their counter-hegemonic potential and ask whatinsights can be drawn from them in terms of democratising finance andchallenging a neoliberal status quo.

Ronald Hartz: Crisis, Crash and Collective Sensemaking – Explorations of theSymbolic Order of the Economy The Global Financial Crisis (GFC) brought to mind the contingent nature of theeconomic order (Foucault 1974, 2008). Framing the GFC as a (contested)

discursive event makes evident that economic activities and events are culturallyembedded and treated semiotically in many different ways. If we take intoaccount 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” (Jessop2004: 159) needs further conceptual and empirical elaboration. On the backdropof empirical studies about crisis discourses and the symbolization of economicevents the presentation critically reflect s the role of “collective symbols” in theconstrual of the economic order. In reference to the work of Jurgen Link andcolleagues , “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 interdiscursiveconstruction of normality and aberration, which serves as a basal mode ofsocietal “as-sociation”, that is “a coupling of the individual and the collectivesubject” (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 Archäologie derHumanwissenschaften. Frankfurt: Suhrkamp.


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Foucault, Michel, 2008: The birth of biopolitics: Lectures at the Collège de France 1978–1979. Basingstoke: Palgrave Macmillan.Jessop, Bob, 2004: Critical semiotic analysis and cultural political economy. In: CriticalDiscourse Studies 1, 159–174.Link, Jürgen, 2009: Versuch über den Normalismus: Wie Normalität produziert wird, 4thed. Göttingen: Vandenhoeck & Ruprecht.

Jens Maeße: Economic Experts. A Discursive Political Economy of EconomicsThe presentation explores the role of economic expert discourse in globalizedsocieties of the Western world. By a combination of discourse analytical toolsfrom post-structuralism and a theory of symbolic power derived from Bourdieu’swork, the contribution explores how economists occupy a powerful, hegemonicposition in the global political economy. While classical approaches in PoliticalEconomy reduce power mainly to money and violence, this paper takes the recentdebates on the cultural turn in Political Economy as a starting point to developthe idea of a Discursive Political Economy of Economics. In a first step it is shownhow discourse and power interact. In a second step the contribution explores thediscursive power logic of economic expert discourses at the interface betweenacademia, politics, media, and the economy with illustrations from empiricalresearch.

Joe Fitzgerald, Brendan K O’Rourke: Analyzing the Performance of EconomicDiscourses

We focus on the methods used in analyzing broadcast interviews with economists

on Morning Ireland, a prominent Irish radio news programme. Few would doubtthat economists have taken a prominent role as experts on policy issues (Carrick-Hagenbarth and Epstein 2012, p.45) and some contend that no other socialscience discipline has gained such prominence (Schneider and Kirchgassner2009, p.324). A tailored methodological approach that gives special considerationto the ‘knowledge side’ of discourse (Keller, 2011, p. 63) is required. We draw oncorpus linguistic techniques to identify features of the overall corpus and helpidentify passages for closer analysis (McEnery & Hardie, 2011), on methods ofmedia interactional analysis (for example, Hutchby, 2011) to understand thecontext of radio broadcast interviews, and approaches in discursive psychology

(Edley and Wetherell, 1997; Potter and Wetherell, 1987) to tackle issues ofexpert identity construction. In common with Critical Discourse Analyticalapproaches (Fairclough, 2010; Wodak & Meyer, 2009) we find a criticalsociological understanding of context useful, but also find it essential tounderstand the world of economists and to be informed by their profession’s

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 masculineidentities. Discourse and Society, 8(2), 203-217


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Fairclough, N. (2010). Critical Discourse Analysis: The Critical Study of Language (2nded.). London: Longman.Fourcade, M. (2009). Economists and Societies: Discipline and Profession in the UnitedStates, 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: 10.1177/1461445611400665Keller, R. (2011). The sociology of knowledge

Panel 1CPanel Chairs: Stefan Meier Title: Semiotics and Discourse Contributors

Pim Huijnen, Melvin Wevers: Digital Conceptual History using DistributionalSemantics Computational tools can contribute in important and innovative ways to theanalysis of historical discourses. In this case study, we will try to operationalizeFoucault’s genealogical method via Word2vec. Using this distributional semantics

technique on a corpus of circa 500,000 newspaper issues between 1890 and1990 that are available in the Dutch National Library’s digitized newspaper

archive, we can trace vocabulary over time on particular concepts, ideas, andpractices. 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 relationsbetween the statement and the spaces of differentiation, in which the statementitself reveals the differences.” We do this by focusing on how vectors betweenwords (“relations of exteriority”) have stabilized and destabilized diachronically

and synchronically. This could involve the emergence and disappearance ofwords within a subset as well as the shifting position of words in relation to oneanother. The conceptual implication of this method approximates the traditionalscholarly methods of conceptual history. In our paper, we focus on three casestudies: consumerism, globalization, and economic models - domains that areinextricably 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: TheTransformative Promise of Digital Humanities,” BMGN - Low Countries HistoricalReview 128, no. 4 (December 16, 2013).Marco Baroni Georgiana Dinu Germán Kruszewski, “Don’t Count, Predict! A SystematicComparison of Context-Counting vs. Context-Predicting Semantic Vectors,” accessedSeptember 11, 2014, http://anthology.aclweb.org/P/P14/P14-1023.xhtmlDerry Tanti Wijaya and Reyyan Yeniterzi, “Understanding Semantic Change of Wordsover Centuries,” in Proceedings of the 2011 International Workshop on DETecting andExploiting Cultural diversiTy on the Social Web (ACM, 2011), 35–40,http://dl.acm.org/citation.cfm?id=2064475


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Martin Siefkes: Sign use, social patterns, and mentalities: A semiotic approach todiscourse How can we understand discourses as semiotic practices, generalizing fromlanguage-centered theories towards a general semiotic theory of discourse? This

talk proposes to define discourse in the context of Roland Posner’s theory ofcultural 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 describesdiscourses as sign practices that encompass patterns on three levels – textual,mental, and social patterns –, as well as causal and semiotic connections betweenthese 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 ofdiscourse 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 (suchas DIMEAN) by providing a conclusive semiotic account of inter-levelconnections.The developed theory is routed in precise semiotic terminology andis applicable to the analysis of patterns in sign use in all semiotic modes (in thesense of: sign systems). It is therefore a multimodal theory of discourse thatallows the analysis of connections between meaning-making in all areas and signsystems that comprise a culture, and connect them (via indexical sign relations)with social developments and recurring mental (or cognitive) patterns that canbe detected in a specific culture.Literature:Posner, R. (1992), „Was ist Kultur? Zur semiotischen Explikation anthropologischerGrundbegrif-fe“, in: M. Landsch u.a. (ed.), Kultur-Evolution. Fallstudien und Synthese.Frankfurt a.M.: Lang. 1-65.Siefkes, M. & Schöps, D. (eds.) (2014), Neue Methoden der Diskursanalyse. Themenheft,Zeitschrift für Semiotik 35, 1-2. [332 pages]

Markus Rheindorf : Tracing long-term discursive change through shifts inargumentative patterns The diachronic study of discourse as the study of discursive change poses several

methodological challenges. Such studies must find a suitable level of abstractionon which to describe and analyse discourse. Evidently, this issue is conceptual aswell as methodological. Similarly, the relationship between discourse and contexthas to be addressed both conceptually and methodologically, even if synchronicanalysis may simply accept this relationship as a given. In studying discursivechange, the relationship between discourse and context that is variously phrasedas ‘influence’, ‘determination’ or ‘condition’ must thus be addressed as shaping

the object under study. I argue that the choice of appropriate analytical levelsmay depend on the specific discourse under scrutiny and its changes, rangingfrom 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 reproducedby it (Wodak/Meyer 2009) must be operationalised at the same levels. I posit


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that argumentation theory offers a viable solution to both issues (Kienpointner1996, van Eemeren 2001). I will demonstrate this in an exemplary study of thediscourse of early film theory in terms of topoi and their organisation into anargumentative field (Rheindorf 2005, 2006, 2007).

Literature:Atkinson, D. (1999). Scientific discourse in sociohistorical context: the philosophicaltransactions 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 derArgumentationsanalyse. 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. APragma-dialectical Perspective. Hillsdale N.J.: Lawrence Erlbaum &

Marco Perugini: La construction linguistique de l’empathie dans le discours publicitaire: l'effet des locutions temporelles Notre contribute se propose d’étudier le rôle argumentatif des locutions

temporelles dans les textes publicitaires relatifs aux produits de soin et de beautéen Italie. Le cadre d’intérêt de cette ét ude se résume en trois points :premièrement l'identification de l'impact des locutions temporelles, variable enfonction des discours, deuxièmement le jeu recherché de cet effet dans le langage

publicitaire et finalement l'application particulière aux produits de soin et debeauté, dont les discours promotionnels sont précisément liés au temps. En effet,le sens ne résulte pas seulement des signifiants et signifiés mais de l’ensemble

des conditions dans lesquelles il se produit. Les éléments langagiers ont unepotentialité sémantique qui, selon le contexte, ne fonctionne pas toujourssemblablement : chaque type de discours peut les utiliser selon des intentionsdifférentes. Les locutions temporelles ne font pas exception : elles sontconditionnées par la nature du discours dans lequel elles s'emploient. Ainsi ceslocutions s'étudient par rapport au discours qu'elles rythment. Notre étudeobserve en particulier les locutions temporelles dans le discours publicitaire oùtous les éléments sont utilisés en vue de la persuasion du consommateur enfaveur d’un produit ou d'un service. Toutes les études concernant le genre

argumentatif publicitaire montrent la constance de la recherche de cet effetpragmatique. Inciter le consommateur à l’achat d’un produit passe par un acteillocutoire constatif, ainsi qu’à travers un acte illocutoire directif (la persuasion).Cette constante constitue donc un des fondements des choix stratégiques à tousles niveaux langagiers du discours promotionnel. Le choix des locutionstemporelles participe pleinement au procès argumentatif du genre publicitaire.Donc, l’hypothèse qui sous-tend tout ce travail, est le fait que les locutions

temporelles jouent un rôle persuasif dans les textes publicitaires. Les exemplessur lesquels nous avons vérifié les caractéristiques et le rôle argumentatif deslocutions temporelles dans le discours publicitaire de ces produits, comprennent


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les publicités écrites, publiées dans des magazines féminins en Italie (2010-14).Literature:

Adam, Jean Michel – Bonhomme Marc: 2012 L’argumentation publicitaire, Paris, Colin. Bazzanella, Carla: 2014 Linguistica cognit iva. Un’introduzione, Roma-Bari.Bürki, Yvette: 2005 La publicidad en escena. Analisis pragmatico textual del discursopublicitario de revistas en espanol, Zaragoza Losanna, Ispanica Elvetica, Portico.Maingueneau, Dominique: 2012 Analyser les textes de communication, Paris, ArmandColin.Charaudeau, Patrick, 2009, Le discours de manipulation entre persuasion et influencesociale, Acte du colloque de Lyon,Antelmi, Donella,2012 Comunicazione e discorso, UTETPerugini, Marco: 1994 «L’italiano della pubblicità, in Serianni, Trifone, Storia della linguaitaliana, Einaudi

Panel 1DPanel Chairs: Paul Chilton & Alexander ZiemTitle: Language, Mind and Society: Bringing Cognitive Science and CognitiveLinguistics into Discourse Analysis (I) Contributors:

Paul Chilton, Alexander Ziem: Bringing Cognitive Science and cognitiveLinguistics into Discourse Analysis: a short introduction to the panel In t his talk, we introduce the panel “Bringing Cognitive Science and cognitive

Linguistics into Discourse Analysis”. We start with the general assumption thatlanguage, mind, and society, including social structures and their materialmanifestations, 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-brainsinteracting with the social structures and processes they have created, whichagain 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 theintimate interconnectedness of linguistic, cognitive, and societal structuresprocesses. More specifically, it tries to explain and demonstrate methods of

analyses drawn from cognitive sciences in general, cognitive linguistics and itsapplications. Against this background, we introduce the panel in the context ofcurrent approaches in the realm of variety of cognitive science / cognitivelinguistics that aims at investigating the emergence and perpetuation ofideological linguistic structures in discourse.

Paul Sarazin: The role of implicature in world views - A Frame-Semantic ApproachThis paper concerns the analysis of implicature in discourse, with the aim offurthering the investigation of the role of implicature in the discursive formationof world views. Two small corpora of AU and EU speeches on the topic of free-

trade agreements are used to exemplify the theory and methodology. From atheoretical point of view, I draw on work on context configuration and


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inferencing in Cognitive Pragmatics, as well as on work concerning syntactic andsemantic frames in Cognitive Linguistics. In this approach clauses are parsed,according to a target and a frame as a syntactic governor, in addition to semanticframes 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-tradecontract, as well as the institutions involved, including themselves and the WTO.Using these results, we secondly examine how they discursively construct theirrespective knowledge on free trade, and with those slot-filler relations in mind,we consider, thirdly, which implicatures each discursive participant may beintending to generate about their view of the proposed free-trade contracts. Thefindings from the overall analysis show an almost entirely overlapping set ofsemantic frames, e.g. FREE-TRADE, FREE-TRADE CONTRACT, AID and EU, foundin 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 ‘take-home’ message of the AU and EU speeches is ‘don’t sign the free-trade contract!’and ‘sign …!’ respectively.

Veronika Koller: Socio-cognitive approaches to discourseIn this talk, I will discuss some central concepts from social cognition research,most notably socio-cognitive representations and, more specifically, socialidentity and categorisation, intergroup differentiation, and self-enhancement andin-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 uselanguage in, and processes around, texts to construct in- and out-groups as wellas the relations between them. I will extend the classical us vs them distinction byintroducing the notion of affiliated groups. Moving on to discourse theoreticalconsiderations, I will differentiate between discourse goals, e.g. self-enhancement, discourse functions such as evaluation, and linguistic (and, in somegenres, conversational) devices, e.g. attributes. Also, I will elaborate on how in-group and self-construction in texts can be reflected in discursive processes oftheir production, distribution, reception and adaptation. This part of my talkfurther demonstrates the interface between discourse and social cognition. I willexemplify this socio-cognitive approach to discourse by providing a summaryanalysis of a radio interview. The analysis will focus on evaluation, person deixis,modality and transitivity, and show how discourse producers realise thesediscourse functions to encode socio-cognitive representations of collectiveidentities. These findings from the textual analysis will be compared to how theaudience is positioned through the particular means of distribution and receptionfor this text. I will close with a discussion of the contents, structure, genesis andfunctions of the competing ideologies that can be inferred from the analysis.

Alexandra Polyzou: Pragmatics, Critical Discourse Analysis and CognitionFrom Morris’s first definition of Pragmatics as the study of the relation betweensigns and their users (1938: 6-7) this is one aspect all approaches to pragmatics


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have in common, which has set it apart from previous approaches to linguisticslooking 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 theoriesand methods in CDA. I address the question of whether, and to what extent,Pragmatics is individualistic (Fairclough, 2001: 7) and how it has neverthelessbeen, and can be, a valuable tool for the critical analysis of discourse (for exampleHarris, 1995; Talbot, 1995; Magalhães, 1995; Fairclough, 2001: 127; 2003;Cameron, 2005; Wodak, 2007, among others). I then move on to discussspecifically cognitive approaches to Pragmatics (Relevance Theory and CognitiveLinguistics) and demonstrate one way to examine the discourse-society-cognitioninterface (van Dijk, 1998; 2005; 2006; 2008). Broadly speaking, cognitivepragmatics accounts provide the potential for accounting for the impact of

context on discourse and of discourse on context, mediated by the cognitions ofthe participants in discursive and social action (‘members’ resources’, in

Fairclough’s terms, 2001: 8-9). By way of illustration I look at three centralconcepts of pragmatics from a cognitive perspective (implicature, speech acts andpresupposition) in examples from Greek lifestyle magazines, and demonstratehow these three parameters, applied critically, help us examine the negotiation ofauthority 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, 321–334.

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.Magalhães, 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 ChicagoPress.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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Panel 2APanel Chairs: Tony McEnery & Marcus MüllerTitle: Quantifying methods in discourse studies. Possibilities and limits for theanalysis of discursive practices (II)

Contributors:

André Salem: Textometry Driven Investigation in Discourse StudiesTextometry is an approach that has been developed mainly in France since the1970s. Based on statistical methods to analyse large collections of texts mostlyproduced in political contexts it became quite popular among discourse analystsduring the 1980s and 1990s. The talk introduces this methodology as aquantitative heuristic approach to analyse discourses. It presents methods likethe multifactor analyses or the hierarchical classification which are less commonin the Anglo-Saxon corpus linguistics. The second part of the talk focusses onsome recent developments in textometry – in particular the analysis ofmultilingual textual material with the help of aligned corpora. Aligned corporaare 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 talkI will use Multilingual Aligned Textometry to compare two translations fromGerman to French of the Introduction to psychoanalysis by Sigmund Freudoriginating from 1921 and 2000. As far as translating a text can be considered asa discursive practice this method has the potential to become a powerful toolwhen it comes to tracing back the impact of variations of translations on to thereproduction of meaning in discourses. Textometric comparison between eachtranslation and the original text helps to determine the terminological

boundaries between different translated versions of a text and the original textitself. Variations between terminologies can be found and highlightedautomatically as well as privileged expressions, phrases and words of eachtranslator.

Verena Weiland: Combining quantifying and qualitative methods based on Frenchlinguistic approaches to discourse analysis

Digital media has made computer-based research methods in discourse analysismore important. Debates concerning social and political themes are getting moreand more complex so that methodological rejuvenations in linguistic discourse

analysis become inevitable. The exploration of new linguistic approaches in thisfield especially concerns the question of how quantifying and qualitative methods


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can complement each other. In France, the interest in the relation between thesetwo perspectives leads to various new reflexions often based on the context oflexicometrics (f. ex. Langage & société 135, 1/2011: "Méthodes d'analyse desdiscours"; François Rastier 2011: "La mesure et le grain"; Langages 187, 3/2012:

"L’analyse de corpus face à l’hétérogénéité des données" or Corela HS-15, 2014:"Complémentarité des approches qualitatives et quantitatives dans l’analyse desdiscours"). The presentation will focus on bringing together different quantifyingand qualitative approaches recently coming from French linguistics (f. ex. ThierryGuilbert, Alice Krieg-Planque, Marie-Anne Paveau). The corpus to exemplify thesenew reflections will be composed of French newspaper articles which are aboutthe debate referring to the “surveillance and security in public areas”. In the quantifying methodological part, the corpus query system SketchEngine and itsvarious tools will play a significant role.Literature:

Corela HS-15/2014: “Complémentarité des approches qualitatives et quantitatives dansl'analyse des discours” [en ligne], URL : http://corela.revues.org/3523?lang=en. Langage & Société 135, 1/2011: “Méthodes d'analyse des discours” Langages 187, 3/2012: “L’analyse de corpus face à l’hétérogénéité des données” Mayaffre, Damon / Poudat, Céline (2013): “Corpus linguistics and text statistics”, in:Fløttum, Kjersti (Hg.): Speaking of Europe. Approaches to complexity in Europeanpolitical discourse, Amsterdam/Philadelphia: John Benjamins (Discourse approaches topolitics, society and culture 49), 65-83.Rastier, François (2011): La mesure et le grain, Paris: Champion.

Gary Schaal, Gregor Wiedemann: Discourse Analysis between Quality andQuantity. Fulfilling Blended-Reading Requirements for the Social Sciences with a

Scalable Text Mining Infrastructure

Discourses Analysis in the social science research using Text Mining toolsrequires - due to the lack of a canonical heuristics in the digital humanities - ablended reading approach. Integrating quantitative and qualitative analyses ofcomplex textual data progressively, blended reading brings up variousrequirements for the implementation of Text Mining infrastructures. The paperpresents the Leipzig Corpus Miner (LCM), developed in the joint research projectePol- Post- Democracy and Neoliberalism and responding to social science

research requirements. The functionalities offered by the LCM may serve as bestpractice of processing data in accordance with blended reading. In addition, anintegrated approach which we call New Visual Hermeneutics will be presented,which addresses all stages of the research pipeline in the digital humanities andwhich draws heavily on the blended reading approach.

http://corela.revues.org/3523?lang=enhttp://corela.revues.org/3523?lang=enhttp://corela.revues.org/3523?lang=enhttp://corela.revues.org/3523?lang=en


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Panel 2BPanel Chair: Sasa Bosancic Title: Performing Power Shifts Contributors:

Martin Nonhoff : Performing Power ShiftsPower is a core concept for discourse studies. Many discourse researchers agreewith Foucault, that power needs to be researched in its complex formationsencompassing discursive (and maybe non-discursive) elements, and manystudies of such power formations have been produced, e.g. in governmentalitystudies. In a different strand of discourse studies following the Essex school, thefocus 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. howpower shifts are discursively performed. In this theory paper, I want to turn to

the question of how to conceptualize power shifts from a discourse theoreticalview. I argue first that we can get important insights from Ernesto Laclau’s theoryof hegemony in regard to structural features of power shifts. Secondly, we canresort to Judith Butler’s idea of performative power, but we need to give it areflexive twist, i.e. we need to understand not only how performativity exertspower but how power itself is performed. Therefore, thirdly, power shifts mustbe analyzed in the sense of “doing power shifts”, using insights from

ethnomethodology. Finally, I argue that there are four phases of power shifts thatany discourse analysis of power shifts must analyze in order to get the fullpicture: anticipation, enactment, reflection, manifestation. For this reason, we

should not focus solely on small-scale interactions as ethnomethodologicalstudies often do, but combine the analysis of programmatic papers with a studyof interactional practices and of cultural artifacts such as photographs.

Martina Winkler: Picturing Power: Photographs of the 1968-Invasion inCzechoslovakia

The “Prague Spring” and the following invasion of Soviet, Polish, Bulgarian andHungarian troops have been perceived as crucial events – perhaps, in fact, theonly familiar events – of Czech and Slovak history. Such prominence has beenmade possible and perpetuated by the fact that the invasion was recorded onhundreds of photographs. These images, produced by Czech, Slovak and foreignphotographers, both professionals and amateurs, have been published incontemporary newspapers and re-used in anniversary publications, historytextbooks, photograph collections, blogs etc. Surprisingly, however, they have notbeen analysed in any systematic way so far. I propose a visual discourse analysisof such photographs in order to understand better how they contribute to, mirroror perform (successful or failed) power shifts. The photographs can be seen ascomplex representations of a state of shifting power. They display the situation ascharacterized by suppression, desperation and sheer violence, but also of

communication, new possibilities and even pride and joy. The aesthetics areintense, but also playful, as they employ symbols of the past, ironic quotationsand appeals to humanism. The original language of these images was very flexible


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and diverse; power appears as an open and contested concept. Only later, in thecourse of globalization and sometimes iconization and with the doubtful privilegeof hindsight, the corpus of photographs of the invasion developed into anunambiguous testimony of rigorous suppression.

Svenja Bethke: Fashion, Power and Ideology – the Case of Nation-Building inPalestine/Israel

To what extent can the way in which people dress express ideologies? What dodefinitions of what is considered "fashionable“ have to do with power? Based onthese questions I will examine how clothing and fashion can shed light onprocesses of negotiation and power relationships within communities inhistorical perspective. I want to show that discourses and negotiation processesare not only communicated through language, but also through externalappearance with a focus on clothing, fashion and bodies – and thus through

performance. I argue that such an approach represents an innovativecontribution to research on nation-building processes with an emphasis on themicro-level of communities. As an example, I will examine the region ofPalestine/Israel from the end of the 19th century until the first years after thefoundation of the state in 1948. With reference to visual sources, I will explorehow different groups with diverging ideas of “appropriate” clothing andfashionable appearance clashed. Moreover, I will illustrate that the question ofwhich actors could at a given time enforce their specific fashion ideals wasintimately connected to existing power structures.

Panel 2CPanel Chairs: Barbara Johnstone & Jo AngouriTitle: 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 basedon broad questions the co-convenors will circulate in advance. The panel aims todescribe and discuss ways in which sociolinguistic research has drawn on andcan 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 andmethodological developments in Anthropology, Linguistics, Sociology, SocialPsychology and Political Sciences, to name but few. Sociolinguistics and discoursestudies are brought together in the study of a variety of topics ranging from

informal everyday interaction to professional and institutional encounters andthe study of multimodal and embodied nature of communication to the study of


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power imbalance in society. There is however little discussion on the relationshipbetween the two fields despite the growing number of monographs and articles.The panel pays special attention to the notion of context, asking how context maybe 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 2DPanel Chairs: Ruth Mell Title: Discourse, Politics & Policy Contributors:

Michael Kranert : The Construction of Leadership and Group Identity in Leader’sSpeeches 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 leader’s speeches at party conferences.

Analysing a corpus of speeches by German and British leaders of socialdemocratic 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 willdemonstrate that the changes between ‘I’ and inclusive as well as exclusive formsof ‘we’ as self -reference in the leader’s speeches are employed as part of alegitimation strategy. They signal a change of ‘footing’ as defined by Goffman

(1981): While ‘I’ foregrounds the leader’s responsibility for a policy and thereforeindicates the leader as a principal, the exclusive ‘we’ foregrounds the party as aprincipal and constructs a form of group identity and group solidarity. Theinclusive ‘we’ integrates the nation into the ideology, construing all parts of the

audience as principal. I will furthermore discuss whether apparent differences inthe 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 thesituation of the speech before or after an election, before or after a criticaldecision.Literature:

Goffman, Erving. 1981. Forms of talk. Oxford: Blackwell.

Naomi Truan: Addressing the nation, avoiding the confrontation? The third personas a disguised form of address in New Year’s 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 whenthe German Chancellor Gerhard Schröder appeals to a higher commitment of the


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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 thingmakes progress” (2003)? Or when the British Prime Minister Tony Blair pulls therug 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 differentgovernment in Britain today [...]” (2000)? Whereas the research in enunciativelinguistics since BENVENISTE (1966) tends to associate the first and secondperson as participants of the communication situation and to distinguish the thirdperson as referring to the absent(s), this presentation includes the third person(pronouns whoever, anyone, everyone, one, substantives like people, quantifierssome, a lot of, relative clauses, etc.) in the study of address as a factor of inclusionor exclusion. Being considered as a way to avoid a Face-Threatening Act(BROWN/LEVINSON 1978), the third person as a disguised form of address canbe understood as a rhetorical device that enforces the positions of the I/you-

couple, possibly aiming at the creation of an inclusive unifying we. This corpus-based discourse analysis looks at seventeen years of New Year’s messages in twoEuropean countries in a type of discourse which is very constrained in terms ofform and content, hypothesizing that address phenomena are a key moment forthe discursive production of the Other(s).Literature:

Benveniste, Emile. 1966. La nature des pronoms. Problèmes de linguistique générale.Paris: Gallimard.Brown, Penelope & Stephen C. Levinson. 1978. Universals in language usage: politnessphenomena. In Ester N. Goody (ed.), Questions and politeness: strategies in social

interaction, 56–311. Cambridge: Cambridge University Press.

Narjes Monfared: Recontextualization of Muharram's Anniversary in Billboards ofTehran Between 2012-2015

This research investigates the recontextualization mechanism of Muharram'sanniversary in Billboards of Tehran between 2012-2015. The investigation aimedat identifying the making-meaning patterns of Ashura's myth in Tehran'sBillboards at this period. The research corpus consists of 200 Billboards thatwere gathered randomly by taking pictures from mounted Billboards atMuharram's anniversary between 1391-1393. Social semiotics method of Kress &

Van Leeuwen (2006, 2010) and O'Toole (2012) along with intersemiotic cohesionmethodological considerations of O'Halloran (2010) and Bateman (2014) wereadopted for analyzing semiotic modes to discovering making-meaning patterns inthis sample. The findings of research showed that there is a continuum forrecontextualization mechanism of Muharram's Anniversary at this period. In oneside of the continuum, sacred symbols of Ashura's myth recontextualized with nochange, But in converse side, various elements of Ashura's myth such ascharacter's figures, color systems and verbal symbols reconstructed in themultimodal text of Billboards that had highest quantity of intersemiotic cohisen.Finally, this recontextualization mechanisms are used for legitimizing economicaland political powers of Iran at this period.


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Panel 2EPanel Chair: Júlia Vrábl’ová Title: Critique and DiscourseContributors:

Benno Herzog: Discourse analysis as social critique: Uncovering “necessarycontradictions”

When understanding social critique as critical assessment of social organizationsas a whole, then, with the end of “grand narratives”, there seems to be littlepossibility of criticizing societies with one coherent approach. Consequently,discourse analysis mainly focuses on the critique of specific discourses, theirconditions, contents and consequences. Critical approaches towards discoursesoffer tools for several of these analyses. However, they do not offer a coherenttheory 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 todevelop social critique. Immanent critique is a normative position that isdeveloped from the existing society and that identifies and contributes to socialchange. On the one hand side, immanent critique can help to guide discourseanalysis and to focus on disclosing generally (implicitly) accepted normativepositions of our society and its potential for development. On the other hand, thistype of critique can help to understand the results of critical analysis of specificdiscourses as a “necessary contradiction”, i.e. problematic conditions which

cannot be overcome by means of a singular action but affect the structure ofsociety as a whole.

Heiko Motschenbacher: Focusing on normativity in Critical Discourse StudiesNormativity has been a central, though "undertheorised" concept in language andsexuality studies. It surfaces, for example, in Bucholtz and Hall's (2004) theorisationof the tactics of intersubjectivity framework, in which they distinguish "tactics ofauthorisation" from "tactics of illegitimation". The present paper attempts toadvance the theorisation of normativity in language and sexuality studies and inCritical Discourse Studies more generally (See also Motschenbacher 2014). Itconceptualises normativity as a discursive formation in the Foulcauldian sense thatis linked to issues of power. Two types of normativity, descriptive and prescriptivenormativity, are distinguished (Bicchieri 2006). Furthermore it is illustrated bymeans of sample analyses how language users orient to these normativities in theircommunication. It is argued that they have to negotiate between two normativitylevels - normativities on the the social macro-level and competing normativities andnon-normativities on the social micro-level. The contrast between these two levelscauses social norms to change in certain directions.Literature:

Bicchieri, Cristina (2006): The Grammar of Society. The Nature and Dynamics of SocialNorms. Cambridge: Cambridge University Press.Bucholtz, Mary; Hall, Kira (2004): Theorizing identity in language and sexualityresearch. Language in Society 33(4): 469–515.


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Motschenbacher, Heiko (2014): Focusing on normativity in language and sexualitystudies. Insights from conversations on objectophilia. Critical Discourse Studies 11(1):49–70.

Péter Furkó: Critical Perspectives on the Use of Discourse Markers in English andHungarian News Interviews

The majority of CDA-informed micro-analyses of political discourse tend to focus onthe manipulative potential of lexical choices and morpho-syntactic choices such asactivation/passivation , nominalization, the use of pronouns, and the ergative (cf. e.g.Billig: 2008; Tranchese & Zollo: 2013). At the same time, there has been anincreasing interest in CDA in pragmalinguistic and socio-pragmatic phenomena suchas 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 fruitf ully

applied in contemporary CDA research” (Wodak 2007: 203) and that pragmaticdevices are relevant characteristics of hidden and coded discourses (Wodak 2007:219). Allott (2005) also suggests that pragmatic features are key to revealingmanipulative uses of language. The present paper is informed by research in a sub-field of pragmatics, discourse marker research, often considered a growth industryand, at the same time, a testing ground for pragmatic theories. The paper hopes toillustrate that the cross-fertilization of CDA and pragmatic marker research is highlybeneficial 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 CenturyBillig, Michael, 2008. The language of critical discourse analysis: the case ofnominalization. Discourse & Society 19(6): 783-800.Fetzer, Anita. 2007. Challenges in political interviews: An intercultural analysis. InPolitical discourse in the media, 163-192. Amsterdam: John Benjamins.Tranchese, Alessia & Zollo, Sole Alba. 2013. The Construction of Gender-based Violencein the British Printed and Broadcast Media. Critical Approaches to Discourse Analysisacross Disciplines 7(1): 141-163.Wodak, Ruth. 2007. Pragmatics and Critical Discourse Analysis. A cross-theoreticalinquiry. Pragmatics and Cognition 15/1: 203-234.

Panel 3APanel Chairs: Tony McEnery, Ronny Scholz, André Salem & Marcus MüllerTitle: Quantifying methods in discourse studies. Possibilities and limits for theanalysis of discursive practices (III) Contributors:

Noah Bubenhofer: Geocollocations: The Linguistic Construction of World – anExample of Visual Analysis and Methodological Challenges

„Geocollocations“ in the sense of words collocating to toponyms are a measure toquantitatively analyze different constructions of world in discourses (Bubenhofer2014). As an example, geocollocations show differences between political parties


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in the linguistic conceptualization of locations, even though they write about thesame locations. Even stronger differences are visible if discourses, media oractors are compared. Analysing geocollocations, means of visual analytics proofto 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 mapsshows the typical attributes that are attached to locations. Visualizing data onmaps are a prime example of diagrams in the sense of „operating images“(Krämer 2012; in German: „operative Bilder“). In corpus linguistics and in the

digital humanities in general, there is a strong trend in using visual analytics tomake patterns visible in large data sets. As in the case of geocollocations, thevisual approach proofed to be useful in many cases. But what are the risks andchallenges in visualizing patterns in big corpora from a diagrammaticperspective, especially in the field of discourse analysis? These questions will bediscussed using the example of geocollocations.

Literature:Bubenhofer, Noah (2014): Geokollokationen – Diskurse zu Orten: VisuelleKorpusanalyse. In: Mitteilungen des Deutschen Germanistenverbandes 1/2014: Korporain der Linguistik – Perspektiven und Positionen zu Daten und Datenerhebung. S. 45-59.Krämer, Sybille (2012): Was ist eigentlich eine Karte? Wie Karten Räume darstellen undwarum Ptolemaios zur Gründerfigur wissenschaftlicher Kartografie wird. In: Dally,O./Fless, F./Haensch, R./Pirson, F./Sievers, S.: Politische Räume in vormodernenGesellschaften. Gestaltung - Wahrnehmung - Funktion. Internationale Tagung des DAIund 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 qualitativeapproaches Work in Discourse Studies often features research into the discourse of a specificdomain, such as political discourse, financial discourse, medical discourse etc.These labels are widely used but we do not necessarily have a sharedunderstanding of how they should be operationalised. In particular, there aredifferences between more empirically oriented researchers – who may seek aconcrete body of texts (however defined) on which to base their research – andmore theoretically oriented researchers, who may focus instead on the

connecting discourse research with the epistemologies of broader sociologicalresearch. In this presentation I will focus firstly on the building of appropriatecorpora for the investigation of specific discourses, and secondly on the range ofinvestigative tools at the analyst’s disposal. I will discuss quantitative approaches

originally developed for large scale corpus work which can also be madeapplicable to specific discourse research. Using examples from a current project, Iwill further explore the possibility of integrating descriptive and interpretivework in a way which preserves the value of each.


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Maria Becker; Marcus Müller; Wolf J. Schuenemann; Stefan Steiger; JörnStegmeier: Multi-method discourse analysis of twitter communication. Acomparison of two global political issues This paper presents a multi-method discourse analytical approach to analyze

Twitter communication on two political issues: environmental policy/climatechange and internet governance/net neutrality. In the course of a pilot projectphase we extracted Twitter messages containing #netneutrality or#climatechange posted between January and March 2015. First, we map andcompare the geographical landscapes of the two policy fields by usinginformation about the geolocation from the Twitter API and the Data ScienceToolkit. By doing this, we are able to ascribe tweets to national discoursecommunities. Step two is a comparative network analysis defining twitter usersas nodes, retweets (RT) and mentions (@) as links. Finally, in our third step, weapply corpus linguistic analysis in order to identify discursive patterns and to

compare our findings. One research interest that can be served is the diffusion ofdiscursive elements between users from different discourse communities inorder to assess the degree of transnationalization vs. regional/socialsegmentation/clustering of political online communication in the two fields.

Costa Delimitsos: Quantifying the war and illness metaphors in a large anddisparate corpus of scientific-like crime-related literature

Since the late nineties, a new group of people appeared in the French publicdebate on crime. Undertaking a significant publishing effort and enjoying animportant media exposure, they rapidly established themselves as security

experts and came to occupy numerous crucial positions within several counter-crime institutions while campaigning for the institutional recognition ofcriminology. In the frame of a sociology thesis, and by the means of a discourseanalysis 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 offormal social control on the working class, the "new security experts" put forwarda dramatized and dramatizing discourse by addressing street crime mainly basedon the war and illness metaphors. As the verification of this hypothesisdemanded an estimation of the recurrence of warlike and medicine-likevocabulary 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 tointerrogate some of the limits of this choice :

-

When it comes to judging whether certain terms are being used or not asdramatized/dramatizing metaphors, to which extend should theresearcher rely exclusively on a software-generated inventory withoutpersonally reviewing one by one the entire phrases that include theinventoried 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 regardsto its features (volume, size of pages, type and size of characters, etc) ?


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Panel 3BPanel Chairs: Ruth Amossy & Dominique MaingeneauTitle: 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, thispaper explores the constitutive tension between subjectivity and doxa indiscourse. Through a detailed analysis of examples dealing with politicalquestions, it explores the different ways in which dependence on specific areas ofinterdiscourse expressing public opinion, on the one hand, and use of evaluative,affective and axiological marks expressing subjectivity, on the other hand, can beinterconnected 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 DiscourseAnalysis in the French-speaking tradition – to be confronted with CDA.

Roselyne Koren: Constraints and Autonomy: About Transformation of EnunciativeSubjectivity in the New Media

My contention is that one of the main transformations of media discourse on theInternet is the recovery of the subject’s enunciative autonomy. This

transformation simultaneously confirms the relevance of Benveniste’s conception

of subjectivity and intersubjectivity, and Perelman's approach to the subject’s

autonomy and accountability for judgments of facts and value judgments. I intendto compare the articles of two French and American web journalists about theirrespective approaches to verbal autonomy. I will try to show that their respectivemetadiscourse on the strong comeback of the subject’s stance is at the same timeattested by their own discursive practices. They no longer accept the use of apseudo-objective erasure of any verbal trace of their presence and reconsider therole attributed to their audience. The Other is no longer perceived as a dominatedpassive reader, but as an alter ego and even as a judge; the rationality andlegitimacy of the journalist’s stances now depend on the critical reading of his

reader, published in a discussion forum. The verbal recovery of the lost autonomyof the journalist is now constrained by an assumed enunciative accountability forthe consequences of one’s speech acts.

Dominique Maingueneau: Aphorisation and argumentationDetaching a sentence from a text can be achieved in two different ways:overassertion, which operates inside texts, and aphorisation, which extractssentences from them (Maingueneau, 2012). This paper will focus on the latter.First, I shall present the main pragmatic properties of aphorisation, which can beconsidered a specific enunciative regime, in contrast to “textualizing regime”.

Then, I shall examine the way aphorisations can be used in argumentation, bystudying two texts. The first one was produced for the French presidentialelections in 2007 ; overassertion and aphorisation are combined and imply two


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different speaker positions, aphoriser of a sentence (a slogan) and author of atext. 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 emphaticallyoralised. This is true of political speeches, notably when the orator speaks withthe aim to persuade a vast audience and trigger a kind of communion. This type ofpublic speech implies a specific enunciative scene, based on a “rhetorical scene”,

which underpins multiple genres. In this paper I will first characterize thecomponents of this scene, which includes a superaddressee, an addresser, and asuperspeaker. This model will then be examined in a key speech delivered by

Barack Obama, on November 10, 2007, during the Democrat primaries. Thisspeech particularly exploits the system of deixis in order to transcend theimmediate enunciative situation.

Panel 3CPanel Chairs: Barbara Johnstone & Jo AngouriTitle: 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 a10-minute position paper. Position papers will be followed by discussion basedon broad questions the co-convenors will circulate in advance. The panel aims todescribe and discuss ways in which sociolinguistic research has drawn on andcan 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 andmethodological developments in Anthropology, Linguistics, Sociology, SocialPsychology and Political Sciences, to name but few. Sociolinguistics and discoursestudies are brought together in the study of a variety of topics ranging frominformal everyday interaction to professional and institutional encounters andthe study of multimodal and embodied nature of communication to the study ofpower imbalance in society. There is however little discussion on the relationshipbetween the two fields despite the growing number of monographs and articles.The panel pays special attention to the notion of context, asking how context maybe 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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Ideology and/as context in sociolinguistics and discourse studies

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Learning from linguistic anthropology?

Panel 3DPanel Chairs: Yannik Porsché & Daniel WranaTitle: Discursive Practices and EthnographyContributors:

Daniel Wrana: Ethnographic perspectives on discursive practice. An introduction Approaches to discourse analysis are constructing a certain object ofinvestigation, 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 bereconstructed in its regularities. The papers in this panel belong to approacheswhere discourse is regarded as practise and not as an entity. As long as they areinvestigating the social practise of discourse, their methodological aims andinstruments are similar to those of ethnography. In this panel we would like todiscuss relations of ethnography and discourse analysis with a focus onmethodological question and and on the formation of the specific objects ofinvestigation.

Yannik Porsché: Ethnomethodological, Poststructural and EthnographicHeuristics for a Microsociological Contextualisation Analysis

In this contribution I discuss the compatibility of three methodologicalapproaches to the analysis of discourse. I argue that a selective combination ofethnomethodology, poststructuralism and ethnography can be fruitful toovercome their respective limits and blind spots. A central problem appears to bethe approach to the context: Ethnomethodological conversation analysis (CA)that concentrates on the situated and co-participatory accomplishment of socialorder is frequently criticised for not taking the wider political and materialcontext into account. In turn, discourse analytic (DA) work that draws on

poststructuralism and/or ethnographic approaches is often accused of positingan external context without providing a strong empirical foundation for itsclaims. In this paper both situated contextualisation and the wider context areshown to be relevant in a case study of a binational museum exhibition about therepresentation of foreigners in France and Germany. On the one hand, this studyaims to investigate contextualisation activities such as pointing at and referringto something or someone. On the other hand, it aims to take into account the waythe 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 AnalysisWithin the last decades, Critical Discourse Analysis (Wodak & Meyer 2009) hasbecome a very interesting convergence point between several different paths of


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qualitative inquiry in human sciences. The present contribution adheres to thisperspective, focusing on the relevance played by the sense-making processes ineveryday life (Mininni 2005). Its theoretical background is based on theawareness 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 theinter-subjective nature of meanings. The conceptual core of “diatext” is built bothby intertwining the “dialogic principle” (Bakhtin 1981) in human use of signs

with the dilemmatic nature of human thinking (Billig 1991), and by interweavinga few notions such as “text”, “statement” and “narrative” with the unavoidable

reference to a specific “context” (Slama-Cazacu 2007). The critical nature ofDiatextual Approach is unveiled by the goal to show how discourse is builtthrough socio-epistemic rhetorics (Berlin 1993). The Diatextual Approach isharmonized with ethnography because both emphasize the need for attunement

between social actors’ intentions and situational and cultural bonds. In particulardiatextualists try to bring out the Gestalt quality of a given communicative event,i.e. those assessments that together transform a composition of elements into atotality of sense (Mininni, Scardigno & Rubino. 2008). Their mutual implicationjustifies the “dialogical reduction” of the subjectivity to the psycho-discursivepractices (Wetherell 2008). A corpus of empirical evidences, collected within anorganizational working context, will allow to examine in depth how diatextsactually 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 ofthe globally increasing significance of education systems. In this paper, twoimportant political concerns and reform programs are the starting point: thenecessity of teacher cooperation and the Common European Framework ofReference for Languages. Both policies aim to govern teachers work and reframetheir habits and selfdefinitions. The paper follows a discourse analytical approachbased in practice theory which does not just reconstruct the logics of policies andtheir contradictoriness but focuses the discoursive practice of teachers,(re)producing as well as transforming these policies in their professional thinkingand speaking about teaching and learning. In the paper, this methodologicalapproach to professions and professional thinking will be presented andexemplifies 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; Harré, Rom (1990): The discoursive production of selves. In: Journalfor the Theory of Social Behaviour, 20/1, 43-63.Saljö, Roger (2009): Learning, Theories of Learning, and Units of Analysis in Research.In: Educational Psychologist 44/3, 202-208.Schäfer, Hilmar (2013): Die Instabilität der Praxis. Velbrück: Weilerswist.


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Wrana, Daniel (2012: Diesseits von Diskursen und Praktiken. In: Friebertshäuser,Barbara et al. (Hg.): Feld und Theorie. Herausforderungen erziehungswissenschaftlicherEthnographie. Opladen: Barbara Budrich, 185-200.

Panel 3EPanel Chairs: Theo Jacob Van Leeuwen & Jan KrasniTitle: Integrated multimodal discourse analysis (I)Contributors:

Theo van Leeuwen: Introduction The panel will begin by highlighting three issues of current relevance inmultimodal discourse analysis. It will provide a brief overview of the state of theart for all three and indicate how they are addressed in the papers presented bythe panelists. The first is the integration of different modes in multimodal texts.

Much work on multimodal discourse has focused on creating frameworks for theanalysis of individual semiotic modes. More work is needed on the way theyintegrate into multimodal texts and communicative events. The first three papersaddress this issue. Two other key issues on the agenda of multimodal discourseanalysis are semiotic technology (especially digital technology) and its role inmeaning-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 theintegration of semiotic choices in the single shot

This paper explore the interplay of very different resources in the in the filmicmode and it will illustrate how the different semiotic modes may play verydiverse roles in the overall ensemble of resources. The presented social semioticmultimodal approach is based on recent decades of research in the area of bothvisual 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 andthus elaborate on what Eisenstein (1959) calls ‘the vertical dynamic’ of the

moving image. The social semiotic multimodal approach makes it possible tosystematically describe the involved choices within the overall semiotic system in

the instantiated film text and the detailed text focus provides insights into thepersuasive communication.The point of departure will be a Danish TV-commercial from the dairy foodorganization Arla which was a carefully orchestrated attempt to improve on thebrand reputation – but it backfired. The paper demonstrates how a socialsemiotic multimodal approach to the semiotic choices made as an efficient way ofuncovering 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 SouthernDenmark


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Eisenstein, Sergei M. (1959). Film form The film sense: Essays in film theory. Editedand translated by Jay Leyda. New York: Merida BooksKress, Gunther (2010). Multimodality: A social semiotic approach to contemporarycommunication. New York: Routledge.

Kress, G & Theo van Leeuwen (2006) [1996]. Reading Images – The Grammar ofVisual Design. (2nd ed.). London & New York: RoutledgeKress, G & Theo van Leeuwen (2001). Multimodal Discourse: The Modes and Mediaof Contemporary Communication. London: Arnoldvan Leeuwen, Theo (1985). “Rhythmic Structure of the Film Text”, in van Dijk(ed), Discourse and Communication. Berlin: de Gruytervan Leeuwen, Theo (1999). Speech, Music, Sound . London: Palgrave MacMillanvan Leeuwen, Theo (2005). Introducing Social Semiotics. London: Routledge

Søren Vigild Poulsen: Blended meaning in multimodal discourse

The aim of this conceptual paper is to explore meaning-making in multimodaldiscourse as blending (i.e. the integration of semiotic resources in the discourse).The overall goal is to show the relevance of blending theory in multimodaldiscourse studies. In the paper, I will present arguments supporting multimodalmeaning 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 fordescribing blended meaning in multimodal discourse. After introducing theframework, I will focus on two key issues: a taxonomy of blended meanings, andthe semiotic devices in a text that set up a blend. In the first case, I elaborate onexisting cognitive linguistics work on blended meaning and propose a new

taxonomy of the kind of meanings which could be created in a multimodaldiscourse. In the second case, I argue that blend can be prompted multimodally. Ido so with reference to the concept of multimodal prompters which are semioticresources in a text that function as trigger for blending. The theoretical pointswill be illustrated with a blending analysis of a Danish insurance website. Thepaper ends by pointing to future research needs.

Gunhild Kvåle: Multimodal interactions between written language and imagesWritten language and still images have for long been important modes inmediated texts, and they often appear integrated into multimodal ensembles. Oneexample is tourist communication, where sites, attractions and scenarios arepresented visually and verbally. The modes then simultaneously interact inseveral ways and on several planes. For example, on the expression plane, imageand verbiage interact by being visually and spatially placed and integrated ontosome material surface. On the content plane, the modes interact by the ways theywork together to form meaning potentials. Representationally, the modes interactby dynamically converging and diverging in the unfolding of the multimodal text.Interpersonally, the modes interact by making multimodal appraisals in whichthe two modes may amplify and strengthen each other. Compositionally, the

modes work together by signaling reading paths. And on the context plane, theinteractions of modes involve requirements embedded in the cultural templatesor formats for the multimodal text.


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Literature:

Kvåle, Gunhild (2012). Multimodalt samspill i bildeskriftkomplekser. En sosialsemiotiskundersøkelse av relasjoner mellom skrift og bilde. [Multimodal interplays in image-verbiage complexes. A social semiotic study of relationships between written languageand image]. Ph.D. dissertation in linguistics, University of Agder, Norway

Panel 4APanel Chairs: Emo GotsbachnerTitle: Identity and SubjectivityContributors:

Camelia Beciu, Malina Ciocea, Irina Diana Madroane: Debating Migration and

Nation Image in Turbulent Economic Contexts: Identity Counter-Discourses in theRomanian Media

Starting from the theme of Romanian labour migration in the EU, we focus onhow the Romanian media produce identity counter-discourses (Amossy andBurger, 2011) to represent and problematize the nation image (such as “nation

branding” or identity marketization) in two turbulent contexts: the economicrecession and the lifting of restrictions on the labour market on January 1, 2014.In what ways are the two contexts mobilized in the production ofinclusion/exclusion relationships and the formation of scales and categories ofbelonging? 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 thi

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