1887
Volume 12, Issue 2
  • ISSN 1878-9714
  • E-ISSN: 1878-9722
USD
Buy:$35.00 + Taxes

Abstract

Abstract

This is the second part of a two-part article which proposes an enhanced approach to eco-discourses after weighing the (dis)advantages of mainstream Critical Discourse Analysis (CDA) and Positive Discourse Analysis (PDA). Part I (Chen et al. 2021) explored the theoretical grounding for an enhanced PDA, introduced the research method and then, based on the adapted analytic framework of Stibbe (2016), undertook a critical analysis of the discourses of Shell Oil Company (SOC). Part II uses the same analytic framework to analyse Greenpeace USA’s (GPU) discourse and compare it to the SOC discourse. The emphasis in Part II is on the exploration of potential fissures in the discourses across difference, and the possible common grounds upon which to design alternative discourses that are empathetic, comprehensible and legitimate to a coalition of social forces. Practically, Part II finds that the two groups use similar discourse strategies, such as salience and framing, but with different orientations. Methodologically, Part II argues that corpus-aided comparative discourse analysis, with a focus on discourse semantics, will facilitate the identification of ‘greenwashing’ strategies that strengthen and stabilize current hegemonic social order. This part also points to avenues of alternative discourses which exploit the inherent contradictions or fissures within that hegemonic order. Theoretically, the paper suggests that within an enhanced Positive Discourse Analysis approach, it is also important to seek out points of convergence between progressive positions and to articulate these within a hybrid, counter-hegemonic discourse that maximizes its potential for uptake, while it destabilizes the prevailing discourses at precisely the fissure points identified.

Loading

Article metrics loading...

/content/journals/10.1075/ps.20033.che
2021-06-03
2022-01-25
Loading full text...

Full text loading...

References

  1. Bartlett, Tom
    2012Hybrid Voices and Collaborative Change: Contextualising Positive Discourse Analysis. New York: Routledge. 10.4324/9780203109373
    https://doi.org/10.4324/9780203109373 [Google Scholar]
  2. 2018 Positive Discourse Analysis. In: The Routledge Handbook of Critical Discourse Studies, John Flowerdew and John E. Richardson (eds), 133–47. London: Routledge.
    [Google Scholar]
  3. 2019 Scaling the Incommensurate: Discourses of Sustainability in the Western Isles of Scotland. In: Critical Policy Discourse Analysis, Nicolina Montessori (eds), 242–263. Cheltenham: Edward Elgar Publishing. 10.4337/9781788974967.00016
    https://doi.org/10.4337/9781788974967.00016 [Google Scholar]
  4. Bernstein, Brasil
    2000Pedagogy, Symbolic Control and Identity: Theory, Research, Critique. Lanham, MD: Rowman and Littlefield Publishers.
    [Google Scholar]
  5. Bhabha, Homi
    1994The Location of Culture. London and New York: Routledge.
    [Google Scholar]
  6. Chen, Wenge, Tom Bartlett and Huiling Peng
    2021 The Erasure of Nature in the Discourse of Oil Production: An Enhanced Eco-discourse Analysis, Part 1. Pragmatics and Society121: 6–32.
    [Google Scholar]
  7. Halliday, M. A. K. and C. I. M. Matthiessen
    2014An Introduction to Functional Grammar. (4th edition.). London: Routledge. 10.4324/9780203783771
    https://doi.org/10.4324/9780203783771 [Google Scholar]
  8. Kramsch, Claire and Elizabeth Boner
    2010 Shadows of Discourse: Intercultural Communication in Global Contexts. In: The Handbook of Globalization, Nikolas Coupland (ed), Chichester: Wiley Blackwell. 10.1002/9781444324068.ch22
    https://doi.org/10.1002/9781444324068.ch22 [Google Scholar]
  9. Kress, Gunther
    2000 Design and Transformation: New Theories of Meaning. In: Multiliteracies: Literacy Learning and the Design of Social Futures, Bill Cope and Kalantzis (eds), 153–61. London: Routledge.
    [Google Scholar]
  10. Luke, Allan
    2002 Beyond Science and Ideology Critique: Developments in Critical Discourse Analysis. Annual Review of Applied Linguistics22: 96–110. 10.1017/S0267190502000053
    https://doi.org/10.1017/S0267190502000053 [Google Scholar]
  11. Macgilchrist, Felicitas and Ellen Van Praet
    2013 Writing the History of the Victors? Discourse, Social change and (Radical) Democracy. Journal of Language and Politics12 (4): 626–651. 10.1075/jlp.12.4.07mac
    https://doi.org/10.1075/jlp.12.4.07mac [Google Scholar]
  12. Macgilchrist, Felicitas
    2016 Fissures in the Discourse-scape: Critique, Rationality and Validity in Post-foundational Approaches to CDS. Discourse & Society27(3) 262–277. 10.1177/0957926516630902
    https://doi.org/10.1177/0957926516630902 [Google Scholar]
  13. Martin, James R.
    2004/2012 Positive Discourse Analysis: Solidarity and Change. In: Collected Works of J.R. Martin, Zhenhua Wang (ed), 278–98. Shanghai: Shanghai Jiao Tong University Press.
    [Google Scholar]
  14. 1986/2012 Grammaticalizing Ecology: The Politics of Baby Seals and Kangaroos. Collected Works of James R. Martin, Zhenhua Wang (ed), 7–49. Shanghai: Shanghai Jiao Tong University.
    [Google Scholar]
  15. Norris, Pippa
    2000A Virtuous Circle: Political Communications in Postindustrial Societies. Cambridge: Cambridge University Press. 10.1017/CBO9780511609343
    https://doi.org/10.1017/CBO9780511609343 [Google Scholar]
  16. O’Halloran, Kieran
    2003Critical Discourse Analysis and Language Cognition. Edinburgh: Edinburgh University Press.
    [Google Scholar]
  17. Plec, Emily and Mary Pettenger
    2012 Greenwashing Consumption: The Didactic Framing of ExxonMobil’s Energy Solutions. Journal of Environmental Communication6 (4): 459–476. 10.1080/17524032.2012.720270
    https://doi.org/10.1080/17524032.2012.720270 [Google Scholar]
  18. Plumwood, Val
    2003Animals and Ecology: Towards a Better Integration. Unpublished article in the ANU Digital Collection (available at: hdl.handle.net/1885/41767).
    [Google Scholar]
  19. Stibbe, Arran
    2014 An Ecolinguistic Approach to Critical Discourse Studies. Critical Discourse Studies11(1):117–28. 10.1080/17405904.2013.845789
    https://doi.org/10.1080/17405904.2013.845789 [Google Scholar]
  20. 2016Ecolinguistics: Language, Ecology and the Stories We Live by. New York: Routledge.
    [Google Scholar]
  21. 2018 Critical Discourse Analysis and Ecology. In: The Routledge Handbook of Critical Discourse Studies, John Flowerdew and John E. Richardson (eds), 497–509. London: Routledge.
    [Google Scholar]
http://instance.metastore.ingenta.com/content/journals/10.1075/ps.20033.che
Loading
/content/journals/10.1075/ps.20033.che
Loading

Data & Media loading...

This is a required field
Please enter a valid email address
Approval was successful
Invalid data
An Error Occurred
Approval was partially successful, following selected items could not be processed due to error