Chapter published in:The Pragmatics of Adaptability
Edited by N. Daniel Silva and Jacob L. Mey
[Pragmatics & Beyond New Series 319] 2021
► pp. 117–142
Self-containment and contamination
Two competing circuits of adaptability
This chapter explores two competing models of adaptation of discourses: self-containment and contamination. The first model is contradictorily a non-adaptable framework that scales the social circulation of text and talk as expandable, i.e. scalable, yet seemingly un-modifiable in its expansion. The second is embedded in the singularity of encounters, and does not aim to be valid everywhere in the same way. To investigate the circulation of these models of adaptation in contemporary Brazil, we tackle some of the narratives forging the 2016 Olympic sporting event and the 2014 World Cup. The established connections produce a provisional panorama in which the friction of scalable and nonscalable narratives produces collaborative trans-contextual plots which are the outcome of relations of mutuality.
Keywords: discourse, neoliberalism, textual analysis, scalability, contamination
Published online: 17 March 2021
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