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Master Narratives in US Contemporary War Discourse: Situating and Constructing Identities of Self and Other
Full text linkThe present paper aims to discuss the discursive strategies of otherization, legitimation, and normalization typically found in extracts from the author’s video corpus of US Presidents’ selected official statements at the height of actual or potential armed conflicts between the First Gulf War (1990-1991) and the end of the Obama Administration (2016). The underlying working assumption is that, to consolidate asymmetrical power relationships and monitor dissent and/or win domestic consent about the use of force, the US Administration systematically resorts to a relatively restricted inventory of political myths and cultural constructs sustained by strategic storytelling and powerful master narratives, or Intertextual Thematic Formations. The qualitative analysis, informed by a systemic functional, critical discourse approach, is undertaken at both the macro- and micro-levels, with a view to highlighting how master narratives project distinct/conflicting standpoints and socio-institutional roles and identities (e.g. the-President-as-Father-of-the-Nation; the-Community-as-Protector-of-its-Members’-Interests; the-West-as-Civilizer), while feeding the myth of a ‘super-empowered’ President and ultimately sustaining the ideological square. The final contention is that awareness-raising pedagogical models are needed which work upwards from the bottom of the hierarchical narrative structure, contextualizing the master narrative and linking it to the audience’s individual narratives, so that discourse can fulfil its critical function of dismantling potentially manipulative and/or normalizing discourse practices and foster civil society-led, personal counter-narratives that remove stereotyping and oversimplification
Interactional Frames and Structures of Expectations: roles and identities in TOTAL’s advertising campaign 2006
No full textIntroduction to this volume
No full textPlace branding is to be construed in contingent and dynamic terms -- i.e., in a constant, productive dialogue with the historical and sociocultural context a place is associated with and not simply in terms of its perceived image --, as well as in strategic terms -- i.e., in its potential to construct competitive identity (Anholt 2007) and to act as a countermeasure to massive globalization processes by mediating between the global and the local (E.M. Bruner 2005). Borrowing Richards’ words (2024, p. 27),
"Cities use curation to highlight particular “urban scenes” and develop “experiencescapes” [...] frame[d] and disseminate[d] through creative sensing, stylistic orchestration and synchronization of producers and consumers". It is precisely the “multimodal orchestration” (Kress 2010; Bezemer and Kress 2016) of unique stories and extraordinary experiences that constitutes the main focus of the present work
Multimodal Promotional Strategies in Place and Cultural Heritage Branding Case studies and best practices
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