Pragmatics and Society - Volume 1, Issue 2, 2010

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 spatiotemporal extension 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 recursivity (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 mediatization (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.

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 Big Brother Africa 3, 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.

Cowboy Bebop, a popular anime series set in the year 2071 onboard the spaceship Bebop, 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 Cowboy Bebop 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.

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.

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. 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.