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This collection of critical essays, originally published in <i>Pragmatics and Society</i> 1:2 (2010), discusses how normative biases that shape our relation to the world are constructed through discursive practice in media discourse. The intertextual perspective it adopts is crucial for our understanding of how media representations of speakers and languages shape many of our preconceptions of others. Mediatization is inherently intertextual; the very nature of this process involves extracting the speech behavior of particular speakers or groups from a highly specific context and refracting and reshaping it to be inserted in another stream of representation. The notion of intertextuality becomes a useful concept for the linguistic anthropological study of media discourse in the context of modernity, as it provides us with a tool for exploring the semiotic processes that underlie the way in which the media negotiate and reinscribe the complex relationships of identity that characterize late modern subjecthood.
05
This volume is an important contribution to the study of the processes of media circulation, entextualization and reentextualization of sociolinguistic and semiotic material. The case studies and commentaries show how these processes contribute to the production and reproduction of dominant and alternative ideologies related to the indexical connections between linguistic signs and social categories and personae.
Alexandra Jaffe, California State University at Long Beach
05
This novel collection expands our view of language in the late modern era by presenting an analysis of how language is increasingly the product of mediatizing forces. Through an analysis of intertextuality and interdiscursivity in television, stand-up comedy, newspapers, and film, the contributors examine the construction of mediatized identities as well as the ensuing effects these representations have on people’s perceptions of language and space.
Christina Higgins, University of Hawai'i
05
The notion of intertextuality, the subject of this new collection, has attracted considerable and growing attention worldwide from researchers in such different fields as semiotics, communication sciences, linguistics, interlanguage studies, social governance, media humor and parody, conversation analysis, and not least the picturing media (like strip comics and televised parodies). The importance of Hiramoto’s volume lies in the way she has been able to motivate prominent workers in a variety of semiotic, educational, social-, publicity-, and media-related fields to share their research on a plethora of actual topics, such as the mediated ‘lifeworld’, members’ participation frameworks, hegemonic identities, public conduct, the question of (‘good’) English in non-L1 settings, and global 'metastereotyping' à la Hollywood. The entire volume is framed in what the editor has named ‘semiotic mediation’; its vagaries across time and space make this book obligatory reading for people working in pragmatics, media studies, public education, social governance, applied linguistics (especially as regards the acceptance/rejection of L2 standards), interaction studies, and humor research.
Jacob Mey, University of Southern Denmark
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Images of “good English” in the Korean conservative press
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Joseph Sung-Yul Park
Park, Joseph Sung-Yul
Joseph Sung-Yul
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National University of Singapore
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In South Korea, English as a symbolic resource frequently mediates relations of class, privilege, and authority, and the Korean media play a significant role in the negotiation of the place and meaning of English in the country. This paper identifies interdiscursivity (Agha and Wortham 2005) as an important semiotic mechanism for this process, and illustrates this through texts of the conservative print media which rationalize the privileges of Korean elites by representing them as successful learners of English. This paper identifies three distinct yet interrelated processes of interdiscursivity that accomplish this work. First, the process of <i>spatiotemporal extension</i> links geographically and temporally distant communicative events with the here-and-now, setting up the relevance of the English language within local social context. Second, the process of <i>recursivity</i> (Irvine and Gal 2000) reapplies global oppositional relations locally so that the linguistic legitimacy of native speakers of English comes to serve as a basis for local elites’ authority. Third, the process of <i>mediatization</i> (Johnson and Ensslin 2007) allows the media institution to selectively highlight the achievements of elite learners while erasing the problems of unequal opportunities for English language learning in Korea. Together, the three interdiscursive processes in the texts naturalize the linguistic legitimacy of elite learners of English, thereby justifying and reproducing the structure of the linguistic market in which the global language of English indexes local relations of power and privilege.
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The global metastereotyping of Hollywood ‘dudes’
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African reality television parodies of mediatized California style
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Alexander Wahl
Wahl, Alexander
Alexander
Wahl
University of California, Santa Barbara
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This study investigates the phenomenon of metastereotyping — that is, the linguistic parody of stereotypic mediatized personas. The analysis draws on data from the 2008 reality television program <i>Big Brother Africa 3</i>, in which contestants ironically perform the lead characters from a 1989 Hollywood teen comedy film who exemplify a highly mediatized California male slacker youth stereotype, the ‘dude’ persona. By examining the linguistic and embodied features deployed by the reality show contestants in their stylization of the film characters, the article shows how metastereotyping involves forms both from within the original representation and beyond. The use by these African contestants of features with such varied semiotic trajectories reveals their globalized ideologies about California and American youth styles as well as their understanding of the film characters’ positions within these styles.
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Anime and intertextualities
Hegemonic identities in <i>Cowboy Bebop</i>
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Mie Hiramoto
Hiramoto, Mie
Mie
Hiramoto
National University of Singapore
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<i>Cowboy Bebop</i>, a popular anime series set in the year 2071 onboard the spaceship <i>Bebop</i>, chronicles the bohemian adventures of a group of bounty hunters. This paper presents how the imaginary characters and their voices are conventionalized to fit hegemonic norms. The social semiotic of desire depicted in <i>Cowboy Bebop</i> caters to a general heterosexual market in which hero and babe characters represent the anime archetypes of heterosexual normativity. Scripted speech used in the anime functions as a role language which indexes common ideological attributes associated with a character’s demeanor. This study focuses on how ideas, including heterosexual normativity and culture-specific practices, are reproduced in media texts in order to negotiate the intertextual distances that link the characters and audience.
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Intertextuality, mediation, and members’ categories in focus groups on humor
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Toshiaki Furukawa
Furukawa, Toshiaki
Toshiaki
Furukawa
Osaka University
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This paper extends studies on intertextuality into a more explicitly interactional context. I examine the actual process of intertextuality where comedy audiences construct recombinant selves through making sense of various membership categories as well as through making sense of a certain kind of comedy. The examination of this process requires receptive research; however, most studies leave the interpretive process unanalyzed. Conducting both a sequential analysis and a membership categorization analysis will reveal that categories are not “pre-formed” but “per-formed” in situ. To illustrate these points, I report on a receptive study of Local comedy in Hawai‘i.
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Performing the ‘lifeworld’ in public education campaigns
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Lazar, Michelle M.
Michelle M.
Lazar
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In Singapore, top down public education campaigns have long been a mode of governance by which the conduct of citizens is constantly regulated. This article examines how in two fairly recent campaigns, a new approach to campaign communication is used that involves media interdiscursivity, viz., the mixing of discourses and genres in which the media constitute a significant element. The present approach involves the appropriation of a popular local television character, ‘Phua Chu Kang’, in order to address the public through educational rap music videos.
<br />Media interdiscursivity is based on an attempt to engage the public via a discourse of the ‘lifeworld’. The present article analyzes the ‘lifeworld’ discourse in terms of a combination of two processes, ‘informalization’ (the use of informal and conversational modes of address) and ‘communitization’ (the semiotic construction of a community of people). The dual processes are examined and discussed in relation to the choice of Phua Chu Kang as an ‘ordinary’ and almost ‘real’ person, including his informal register and speech style; his use of Singlish; and his construction of ‘community.’ The presence of Singlish, in particular, is interesting because (despite the official disdain for the language) it is included as part of PCK’s public performance of the lifeworld. The article concludes by considering this form of media interdiscursivity as the government’s shrewd way of achieving its social governance goals.
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Recycling mediatized personae across participation frameworks
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Asif Agha
Agha, Asif
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Agha
University of Pennsylvania
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Benjamins Current Topics
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Media Intertextualities
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bct.37
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Mie Hiramoto
Hiramoto, Mie
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National University of Singapore
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LAN009000
v.2006
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This collection of critical essays, originally published in <i>Pragmatics and Society</i> 1:2 (2010), discusses how normative biases that shape our relation to the world are constructed through discursive practice in media discourse. The intertextual perspective it adopts is crucial for our understanding of how media representations of speakers and languages shape many of our preconceptions of others. Mediatization is inherently intertextual; the very nature of this process involves extracting the speech behavior of particular speakers or groups from a highly specific context and refracting and reshaping it to be inserted in another stream of representation. The notion of intertextuality becomes a useful concept for the linguistic anthropological study of media discourse in the context of modernity, as it provides us with a tool for exploring the semiotic processes that underlie the way in which the media negotiate and reinscribe the complex relationships of identity that characterize late modern subjecthood.
05
This volume is an important contribution to the study of the processes of media circulation, entextualization and reentextualization of sociolinguistic and semiotic material. The case studies and commentaries show how these processes contribute to the production and reproduction of dominant and alternative ideologies related to the indexical connections between linguistic signs and social categories and personae.
Alexandra Jaffe, California State University at Long Beach
05
This novel collection expands our view of language in the late modern era by presenting an analysis of how language is increasingly the product of mediatizing forces. Through an analysis of intertextuality and interdiscursivity in television, stand-up comedy, newspapers, and film, the contributors examine the construction of mediatized identities as well as the ensuing effects these representations have on people’s perceptions of language and space.
Christina Higgins, University of Hawai'i
05
The notion of intertextuality, the subject of this new collection, has attracted considerable and growing attention worldwide from researchers in such different fields as semiotics, communication sciences, linguistics, interlanguage studies, social governance, media humor and parody, conversation analysis, and not least the picturing media (like strip comics and televised parodies). The importance of Hiramoto’s volume lies in the way she has been able to motivate prominent workers in a variety of semiotic, educational, social-, publicity-, and media-related fields to share their research on a plethora of actual topics, such as the mediated ‘lifeworld’, members’ participation frameworks, hegemonic identities, public conduct, the question of (‘good’) English in non-L1 settings, and global 'metastereotyping' à la Hollywood. The entire volume is framed in what the editor has named ‘semiotic mediation’; its vagaries across time and space make this book obligatory reading for people working in pragmatics, media studies, public education, social governance, applied linguistics (especially as regards the acceptance/rejection of L2 standards), interaction studies, and humor research.
Jacob Mey, University of Southern Denmark
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Semiotic mediation across time and space
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Mie Hiramoto
Hiramoto, Mie
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Joseph Sung-Yul Park
Park, Joseph Sung-Yul
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Images of “good English” in the Korean conservative press
Three processes of interdiscursivity
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Joseph Sung-Yul Park
Park, Joseph Sung-Yul
Joseph Sung-Yul
Park
National University of Singapore
01
In South Korea, English as a symbolic resource frequently mediates relations of class, privilege, and authority, and the Korean media play a significant role in the negotiation of the place and meaning of English in the country. This paper identifies interdiscursivity (Agha and Wortham 2005) as an important semiotic mechanism for this process, and illustrates this through texts of the conservative print media which rationalize the privileges of Korean elites by representing them as successful learners of English. This paper identifies three distinct yet interrelated processes of interdiscursivity that accomplish this work. First, the process of <i>spatiotemporal extension</i> links geographically and temporally distant communicative events with the here-and-now, setting up the relevance of the English language within local social context. Second, the process of <i>recursivity</i> (Irvine and Gal 2000) reapplies global oppositional relations locally so that the linguistic legitimacy of native speakers of English comes to serve as a basis for local elites’ authority. Third, the process of <i>mediatization</i> (Johnson and Ensslin 2007) allows the media institution to selectively highlight the achievements of elite learners while erasing the problems of unequal opportunities for English language learning in Korea. Together, the three interdiscursive processes in the texts naturalize the linguistic legitimacy of elite learners of English, thereby justifying and reproducing the structure of the linguistic market in which the global language of English indexes local relations of power and privilege.
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The global metastereotyping of Hollywood ‘dudes’
The
global metastereotyping of Hollywood ‘dudes’
African reality television parodies of mediatized California style
1
A01
Alexander Wahl
Wahl, Alexander
Alexander
Wahl
University of California, Santa Barbara
01
This study investigates the phenomenon of metastereotyping — that is, the linguistic parody of stereotypic mediatized personas. The analysis draws on data from the 2008 reality television program <i>Big Brother Africa 3</i>, in which contestants ironically perform the lead characters from a 1989 Hollywood teen comedy film who exemplify a highly mediatized California male slacker youth stereotype, the ‘dude’ persona. By examining the linguistic and embodied features deployed by the reality show contestants in their stylization of the film characters, the article shows how metastereotyping involves forms both from within the original representation and beyond. The use by these African contestants of features with such varied semiotic trajectories reveals their globalized ideologies about California and American youth styles as well as their understanding of the film characters’ positions within these styles.
10
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57
79
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Anime and intertextualities
Hegemonic identities in <i>Cowboy Bebop</i>
1
A01
Mie Hiramoto
Hiramoto, Mie
Mie
Hiramoto
National University of Singapore
01
<i>Cowboy Bebop</i>, a popular anime series set in the year 2071 onboard the spaceship <i>Bebop</i>, chronicles the bohemian adventures of a group of bounty hunters. This paper presents how the imaginary characters and their voices are conventionalized to fit hegemonic norms. The social semiotic of desire depicted in <i>Cowboy Bebop</i> caters to a general heterosexual market in which hero and babe characters represent the anime archetypes of heterosexual normativity. Scripted speech used in the anime functions as a role language which indexes common ideological attributes associated with a character’s demeanor. This study focuses on how ideas, including heterosexual normativity and culture-specific practices, are reproduced in media texts in order to negotiate the intertextual distances that link the characters and audience.
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81
106
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Intertextuality, mediation, and members’ categories in focus groups on humor
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A01
Toshiaki Furukawa
Furukawa, Toshiaki
Toshiaki
Furukawa
Osaka University
01
This paper extends studies on intertextuality into a more explicitly interactional context. I examine the actual process of intertextuality where comedy audiences construct recombinant selves through making sense of various membership categories as well as through making sense of a certain kind of comedy. The examination of this process requires receptive research; however, most studies leave the interpretive process unanalyzed. Conducting both a sequential analysis and a membership categorization analysis will reveal that categories are not “pre-formed” but “per-formed” in situ. To illustrate these points, I report on a receptive study of Local comedy in Hawai‘i.
10
01
JB code
bct.37.06laz
107
132
26
Article
6
01
Performing the ‘lifeworld’ in public education campaigns
Media interdiscursivity and social governance
1
A01
Michelle M. Lazar
Lazar, Michelle M.
Michelle M.
Lazar
01
In Singapore, top down public education campaigns have long been a mode of governance by which the conduct of citizens is constantly regulated. This article examines how in two fairly recent campaigns, a new approach to campaign communication is used that involves media interdiscursivity, viz., the mixing of discourses and genres in which the media constitute a significant element. The present approach involves the appropriation of a popular local television character, ‘Phua Chu Kang’, in order to address the public through educational rap music videos.
<br />Media interdiscursivity is based on an attempt to engage the public via a discourse of the ‘lifeworld’. The present article analyzes the ‘lifeworld’ discourse in terms of a combination of two processes, ‘informalization’ (the use of informal and conversational modes of address) and ‘communitization’ (the semiotic construction of a community of people). The dual processes are examined and discussed in relation to the choice of Phua Chu Kang as an ‘ordinary’ and almost ‘real’ person, including his informal register and speech style; his use of Singlish; and his construction of ‘community.’ The presence of Singlish, in particular, is interesting because (despite the official disdain for the language) it is included as part of PCK’s public performance of the lifeworld. The article concludes by considering this form of media interdiscursivity as the government’s shrewd way of achieving its social governance goals.
10
01
JB code
bct.37.07agh
133
141
9
Article
7
01
Recycling mediatized personae across participation frameworks
1
A01
Asif Agha
Agha, Asif
Asif
Agha
University of Pennsylvania
02
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