Pragmatics and Society - Volume 7, Issue 1, 2016

This article explores the discursive construction of a professional flight attendant (FA) identity (Bucholtz and Hall 2004) in a corpus of reports written by FAs and voluntarily submitted to a US government agency. The article argues that writing and submission of the reports by FAs can be seen as a performative act, which heightens aviation institutional ideologies whilst foregrounding safety-related practices. Moreover, the narratives make frequent use of the intersubjective relation of adequation and distinction (i.e., “us and them”) in their situated construction of identity, with FAs excluding pilots from discursive constructions of the inflight crew. This distancing of pilots is counter to the “team” ideology in commercial aviation upon which much flight safety is predicated.

Pragmatic language competence plays a central role in how aviation flight crews perform crew resource management (CRM); this competence significantly affects aviation safety. This paper contributes to existing literature on interventionist applications of conversation analysis (CA) by defining and evaluating a novel collaborative transcription and repair based learning (CTRBL) method for aviation CRM learning. CTRBL was evaluated using a quantitative quasi-­experimental repeated-measure design with 42 novice, university pilots. Results support that CTRBL is an effective, low-resource CRM learning method that will benefit from exploratory applications and further study in pragmatics, aviation, and other sociotechnical domains. The views in this article were the result of independent research of the authors. Views herein do not necessarily represent the views of the National Transportation Safety Board (NTSB) or the United States.

Company disclosures are often looked at as narrative rather than argumentative or directive texts. And yet “irrealis” statements – references to future or hypothetical processes – do play a role and contribute greatly to the construction of corporate identity. Combining a corpus and a discourse perspective, the paper looks at references to the future in a corpus of CSR (corporate social responsibility) reports. After a preliminary analysis of frequency data, a case study of markers of futurity is presented, focusing on ways of expressing prediction or commitment, together with attitudinal values or evaluations of importance. Keywords and phraseology are studied to highlight how prediction and commitment statements are used to legitimize the company’s (past) conduct.

This paper discusses how Switzerland is branded by the Swiss state under late capitalism. Drawing on discursive data collected in the framework of a research project investigating the international promotion of Switzerland, I particularly focus on how multilingualism and cultural diversity are constructed by the Swiss government as a capital belonging to Switzerland and its history and on how and why this imagined historical capital is reframed in promotional terms. In doing so, I question the function of the historicity of Swiss multilingualism and cultural diversity in nation branding practices and analyze the logics causing specific tokens of multilingualism and cultural diversity to emerge as desirable promotional features. Finally, I research how the promotional investment in Swiss multilingualism and cultural diversity affects the status and value of its historical capital and how this has consequences for what can be said (or not) about Switzerland and its history.

This study addresses Chinese discourse creativity in product discourse within Taiwan’s creative industries. Product discourse not merely introduces creative products but also does it creatively. Based on a corpus of 20 examples, this paper proposes the notion of creative force, a chain of acts contributing to discourse creativity, and argues that five types of acting work together in the design of creativity exemplified in such discourse. They are acts of telling or invoking a story, constructing identity and stance, making multiple meanings, blending, and performing culture. This paper also investigates metapragmatic performance in relation to creative force, i.e., how creative discourse which performs creative force is made possible and acceptable in society. Three metapragmatic aspects are under scrutiny: shared knowledge, metalinguistic awareness, and indexicality. All in all, this study aims to further substantiate our understanding of creativity and discourse in pragmatic and metapragmatic terms.

This article starts from the observation of current changes in the nature of a globalizing public sphere for which older structural boundaries have lost much of their relevance. Though the public sphere has traditionally been a topic for social scientists (and philosophers), a redefinition in terms of the realm of publicly accessible meaning, and of struggles over socially and politically important meaning, necessitates a contribution from the humanities. In particular, linguistic pragmatics, providing tools for an analysis of the way in which explicit and implicit forms of meaning interact in the process of generating meanings, is argued to be a useful instrument. The argument is supported with an analysis of the differences in meaning landscapes that emerge even in different-­language versions of the ‘same’ text, illustrating how dependent publicly available meaning is on basic pragmatic processes. The article concludes that a maturing science of language use is therefore needed to understand variations in the accounts of social and political reality that people in a globalizing public sphere live by.