Rebranding the Scottish Executive
A discourse-historical analysis
This article examines the change in name of the devolved governing body of Scotland from the Scottish Executive (1999–2007) to the Scottish Government (2007-present) following the majority result for the Scottish National Party in the 2007 Scottish Parliament elections. In the wider European political landscape this is unusual: while ministries, departments and even political parties change their names relatively frequently, the same cannot be said for top-level political institutions. This paper investigates this discursive act of “rebranding” from a discourse-historical perspective (see Reisigl & Wodak 2009). In addition to critical analysis of various texts about the act of rebranding itself (media reports, political speeches and parliamentary debates, policy documents), the historical, cultural and political contexts are examined in relation to the wider significance of this move for top-down Scottish national identity construction.
Keywords: discourse-historical approach, national identity, political branding, Scottish Government, Scottish National Party, Scottish Parliament
Published online: 13 May 2013
Baker, Paul, Costas Gabrielatos, Majid Khosravinik, Michał Krzyżanowski, Anthony M. McEnery, and Ruth Wodak
Chilton, Paul, and Christina Schäffner
Chilton, Paul, Hailong Tian, and Ruth Wodak
De Vries, Catherine E., and Erica E. Edwards
Krzyżanowski, Michał, and Ruth Wodak
Oberhuber, Florian, Christoph Bärenreuter, Michał Krzyżanowski, Heinz Schönbauer, and Ruth Wodak
Reisigl, Martin, and Ruth Wodak
Schlesinger, Philip, David Miller, and William Dinan
Unger, Johann Wolfgang
2009 The Discursive Construction of Scots. Ph.D. Thesis. Department of Linguistics and English Language, Lancaster University.
van Dijk, Teun A.
Wodak, Ruth, Rudolf de Cillia, Martin Reisigl, and Karin Liebhart
Wodak, Ruth, Rudolf de Cillia, Martin Reisigl, Karin Liebhart, Klaus Hofstätter, and Maria Kargl
Cited by 5 other publications
No author info given
MacDonald, Alexander Ewan, Roger Sherlock & John Hogan
MacDonald, Ewan, Roger Sherlock & John Hogan
Sayers, Dave, Jamie Harding, Jena Barchas-Lichtenstein, Michael Coffey & Frances Rock
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