Book
Of
Abstracts
The Fourth International Conference on Multicultural Discourses
Hangzhou, China, Oct. 23--26, 2013
i
Amossy, Ruth：Polemical debates and cultural coexistence: religious vs secular views on women ............................. １
De Souza, Lynn Mario T. Menezes：Hyperglossia and Mother-Tongue as continuum : Global/Colonial Traumas in the
language dynamics of Goa, India. .................................................................................................................................. ２
Dervin, Fred & Paavola, Heini：(How) do students adapt to multiple discourses on the multicultural in teacher
education? The case of student teachers in Finland ........................................................................................................ ３
Dueck, Alvin：A peaceable psychological discourse ..................................................................................................... ４
Disassa, Alemu ： A Discourse Analysis of Jaarsumma, A Traditional Method Of Dispute Resolution by
Community Elders: Arsi Oromo in Focus ...................................................................................................................... ５
Dogra, Nandita：‘Big and Small’: International NGOs’ Discourses of Third World Poverty and Development ......... ７
Feng Jieyun & Juelin Yin & Yuyan Wang: Social Media Discourse and Multinational Corporations’ Corporate Social
Responsibility in China—The Case of ConocoPhilips Oil Spill Accident ..................................................................... ８
Gavriely-Nuri, Dalia: Keynote Proposal: Cultural Approach for CDA (CCDA) ............................................................ ９
Huo Hong (霍红): On Cultivating Students’ Awareness of Cultural Equality in the Discourse of China’s Rise in the
World .......................................................................................................................................................................... １０
Joseph, Molefe Coper: Organizational Discourses on Men, Gender and Development in Botswana........................ １１
Lagiewka, Agata Joanna: Discourse of the “representation” of a “Third World Country” in press: Kenya in Austrian
and German newspapers in 2012 ................................................................................................................................ １２
Mudure, Michaela: The Imperial Ways of Globalism: Women's Studies in Romania ............................................... １３
Saporta, Jose: Converging Approaches to Multiplicity: Between Cultures, Within the Self, and Within Psychoanalytic
Theory......................................................................................................................................................................... １４
Schneider, Florian: Digital Memories of National Humiliation: The Nanjing Massacre on the Web ........................ １５
Shi-xu: CULTURAL DISCOURSE STUDIES.......................................................................................................... １６
Unger, J. W: New media, old power: challenging elite discourse through digitally augmented activism .................. １７
Wakumelo, Mildred Nkolola: Naming the ‘Pandemic’: The Zambian People’s Attitudes and Perceptions on
HIV/AIDS as Embodied in HIV/AIDS Concepts....................................................................................................... １８
Doreen D. & Feng Wei: Chinese discursive practice in response to US anti-dumping trade sanctions: A case study of
solar energy products .................................................................................................................................................. １９
Abadia, Lilia & dos Santos, João Paulo Galvão & Cabecinhas, Rosa: Exhibiting nationhood: Portuguese museums as
case studies in discourse analysis ............................................................................................................................... ２０
Avci, Meral: The participation of the Turkish women in the Turkish economy – a actual analysis with a historical
perspective .................................................................................................................................................................. ２１
Azimnejad Fahime & Taki, Giti: Type of discourse marker in spoken and written narrative discourse in Persian ..... ２２
Banda, Felix: Beyond the third space: hybrid language and identities as localized practices in late modern Africa
discourses ................................................................................................................................................................... ２３
Beltrán, Ignacio Ramos: Folk healing, health and disease: intercultural phenomenon of civilization ....................... ２４
Bozic-Vrbancic, Senka & Vrbancic, Mario: Cultural Politics of Interculturalism ....................................................... ２５
Cao Qing: Developmentalist Solidarity: Representing BRICS Countries in China .................................................... ２６
ii
Cao Xianghong & Liu Shaohua: A Study on Phonetic Variations of Kazak Language in Xinjiang ............................ ２７
Cao Xiaoxin (曹小欣): 论作为文化表征的话语理论............................................................................................... ２８
Chan Philip: A text of two cultures: A concordance analysis of literature as conceptualization and deconstruction . ２９
Chen Jiefang (陈洁坊): Students’ Identity Transforms in Curriculum Track: an Ethnographic Study of "Cultural
Heritage" Class ........................................................................................................................................................... ３０
Chen Xiaoxiao: Representation of Chinese social actors in travel writing--Critical discourse analysis of the New York
Times travelogues (1981 to 2010) .............................................................................................................................. ３１
Chen Xu, Yan Jinglan: Study on Stereotypes and Prejudice in Chinese English Learners’ Intercultural Communication
Competence—An Empirical Study on the Volunteers of the World Expo 2010 Shanghai ......................................... ３２
Cui Yanying: Gender Ideology and Identity Construction Through Discourse ........................................................... ３３
Dai Shulan (代树兰): The Multimodal Features of Television Interview ................................................................... ３４
De Oliveira, Vanessa Veiga & Maia, Rousiley C.M.: Brazilian Human Rights and their justification in the media: an
analysys of the controversy involving public policy "PNDH-3" ................................................................................ ３５
Li Yan & Kang Li: The underlying problems for the west to understand China ........................................................... ３６
Liu Helin（刘和林）& Tan Ying(谭颖): Intimacy Between Husband &Wife: Cultural Characteristics and Value
Connotation ................................................................................................................................................................ ３７
Dong Pingrong & Sui Haibing: Study of National Identity in Human Rights Reports: From the Order of Discourse and
Intertextuality Perspective .......................................................................................................................................... ３８
Donahue, Ray T.: Contrastive Discourse Analysis: Reflexive Steps .......................................................................... ３９
Erat, Katrhryn: Differing Cultural
Viewpoints that Contributed to the Construction of the United Nations
Declaration on Human Rights, 1946-1950, and the Assumption, Embedding and Further Extension of These Rights
at the 3rd and 4th United Nations Conferences on Women (Nairobi 1985, Beijing 1995) and Their Corresponding
NGO Conferences....................................................................................................................................................... ４０
Fang Ling（方玲): 积极话语分析视角下的基督教在华赈灾报道评价分析 ......................................................... ４１
Fang Ying (方颖): Pragmatic Adaptations between Conversations and Contexts４２
As Perceived from Stage Directions of Death of a Salesman ..................................................................................... ４２
Fernández, Tulay Martínez: Gendered Language Practices in the Global World: Female Experience of Moroccan
Women in Madrid and Catalonia Region.................................................................................................................... ４３
Ferraz, Daniel: Language and Culture in the Light of Multiliteracies in Brazilian Education ................................... ４４
Gao Jian: Does China have science in the ancient time: A Question on Joseph Needham Question ......................... ４５
Guo Shujie (Phoebe) & Munshi, Debashish & Cockburn-Wootten, Cheryl & Simpson, Mary: A matter of conception:
Discourses of childbirth and communication in the maternity-care contexts of New Zealand and China ................. ４６
Maia, Rousiley C. M. & Garcêz, Regiane L. O.: Recognition, emotion and claim justification: A case study of
Brazilian deaf people’s storytelling about linguist rights on the internet ................................................................... ４７
Ghosh, Sanjukta: Language and Gender in the discourse of Indian TV Advertisements ........................................... ４８
Gonçalves, Liliana: Study Abroad Equals to an Efficient Intercultural Education? .................................................... ５１
Valencia, José: The Ancient Interdiscursivity of the ‘Dance Conchera´ in the current Mexico ................................. ５２
iii
Guo Chunjie (郭纯洁): 跨文化视角下的语言与思想不对等性研究 ...................................................................... ５３
Haidar, Julieta: From the intercultural, to the transcultural: impact on the discursive practices ................................ ５４
Cheng Han: A Dream in Chinese Reality TV ............................................................................................................. ５５
Han Jiu-quan: Types, nature, bases and dissolution of special interest groups’ hegemonic discourses in contemporary
China........................................................................................................................................................................... ５６
He Shuxun: A Comparative Study of Language in Governmental Press Conference :Discourse Perspective ........... ５７
Heller, phil. Lavinia: Discourses at translational risk ............................................................................................... ５８
Howard, Arianna M.: Discourse Practices of a “Cool” Black Girl: Breaking Through Boundaries of Ascribed Identity５９
Hsiao, Chi-hua：Translating Humor in U.S. Sitcoms: Grammar, Culture and Politics ............................................. ６０
Hu Puzhong：The Cultural Transformation of Chinese ‘Minority Films’ ................................................................. ６１
Hu, Wen-Juan & Deng Yong-Fang: On the Dilemma and Path of Enhance the Cultural Consciousness in Contemporary
China........................................................................................................................................................................... ６２
Ingilan, Sajed S.: Impeachment Trial: A Critical Discourse Analysis on Newspaper Editorials ................................. ６３
Jia Huanjie (贾焕杰): 话语历史分析视角下的翻译意识形态研究 ........................................................................ ６４
KELEŞ , Dilek: The Visibilty of Turkey's Foreign Policy to The Public in Turkey: Discourse Analysis on Turkish
Foreign Policy in The Turkish Parliament .................................................................................................................. ６５
Kezilahabi, Euphrase & Seloma, Pearl S.: Discourse with the Future in Tswana Marriage ....................................... ６６
Koren, Roselyne: Is Discourse Analysis Fit For the analysis of Intercultural Dialogues? Readjusting the Notion of
“Alterity” .................................................................................................................................................................... ６７
Kristberh, Roman: Formation of Literary Standard in American English and Cultural Factors ................................ ６８
Kuang Guiyang: A tentative analysis on non-interrogative use in interrogative sentence patterns between Chinese and
English language......................................................................................................................................................... ６９
Kuhi, Davud: Necessities of Developing Diverse Cultural Potentials in Academic Discourse .................................. ７０
Lut Lams: Decoding discourse on the Self and the Other in the Chinese official media narratives about diplomatic
standoffs with the foreign Other ................................................................................................................................. ７１
Lan Jie (兰杰): Perception of British Mainstream Media of the Image of China........................................................ ７２
Layne, Heidi: Re-thinking Intercultural in Teacher Education .................................................................................... ７３
Lee, Melissa: Hospitality Discourse in Diaspora Literature ....................................................................................... ７４
Li Fang (李芳): Exploring medical interaction at a micro level: ................................................................................. ７５
Turn organization in doctor-patient conversations...................................................................................................... ７５
Li Jinling: Ideologies of language and learning Chinese in the Netherlands ............................................................... ７６
Li Songqing: English, media and imagined community: A study of English’s influence on the daily lives of Chinese
people ......................................................................................................................................................................... ７７
Li Xiaona (李晓娜):字母词的汉语化研究 ................................................................................................................. ７８
Liang Ying (Lillian): A Comparative Study of Marriage, Sexuality, and Maternity in Dystopias The Handmaid’s Tale and
Raise the Red Lantern 79
Lin Melissa Shih-hui (林蒔慧): “Bohemia” in the discourse of Taiwan students in Prague ８０
iv
Liu Huixia (刘慧霞): 我国政治领域中男女话语对比研究-以李肇星和傅莹答记者问的话语为例 ..................... ８１
Liu Jie: Reconsidering interpreting training models in light of divergent contexts ..................................................... ８２
Liu Na (刘娜): 美国主流报纸中的中美贸易争端文本解读 .................................................................................... ８４
Liu Xiaodan (刘小丹): Pleasure of Korean drama: Constructing ‘Asian-ness’ between the Ideology and Subversion８５
Liu Xiulian: Multicultural Discourse Analysis of Business English Negotiation ........................................................ ８６
Lokhandwala, Munira: Gender Sensitivity: A Study of Political Discourse with Reference to the Delhi Gang Rape
Case ............................................................................................................................................................................ ８７
Ma Ying (马瑛): 英语霸权地位的话语构建---以中国英语教学及考试大纲为例 ................................................. ８８
Ma Yujun (马玉军): 人权话语交际中的翻译：异质他者的文化与意识形态焦虑............................................... ８９
Mailihaba Aolan (麦丽哈巴·奥兰): 中央媒体中的新疆多元文化传播 ............................................................. ９０
Mao Yanfeng (毛艳枫): 男性气概笼罩下的多重身份---整形科医生叙事话语中的身份构建 ............................. ９１
Mayes, Patricia: The Interactional Construction of Ideological Dilemmas in Political Arguments ........................... ９２
McCarthy, Wil: The Arab “Spring” and “Street”: Political Metaphors in Global News Media.................................. ９３
McKenny, John: An inter-varietal study of the current discourse of NGOs addressing corporate social responsibility in
China........................................................................................................................................................................... ９４
Medubi, Oyinkan Christiana: 'Politics is a do or die affair': Political discourse in Nigerian Editorial Cartoons ....... ９６
Yang, Mei: The Application of DHA-CDA in Analysing Classical Chinese Confucian Discourse ............................ ９７
Mei Zhaoyang (梅朝阳): 基于语料库的美国《涉及中国的安全发展年度报告》研究 ....................................... ９８
Márez Tapia, Miguel Angel: “Tlatelolco City”, habitat and interdiscursivity of three cultures .................................. ９９
Molan, Fan: A Critical Analysis of EFL the Teacher’s Classroom Words from the Perspective of Systematic
Functional Linguistics ............................................................................................................................................ １００
Montoya, Amalia: The intersection between Interculturalism and interdiscursivity,
in the Indigenous Peoples of
Mexico .................................................................................................................................................................... １０１
Mor, Walkyria Monte: Proposal of Individual Communication Multicultural discourses in Brazilian portraits:
reframing concepts ................................................................................................................................................. １０２
Mu Yan & Wang Nanbing (牟岩 & 王南冰):方言微博文化分析 ....................................................................... １０３
Norén, Coco & Josserand, Jérôme & Melander, Björn & Nyroos, Lina: Keeping the floor – a comparison between
French and Swedish communicative strategies in the European parliamentary debate .......................................... １０４
Omoniyi, Tope: Myth and Representation of China in the Nigerian Media ........................................................... １０５
Machart, Regis & Neo, Lim Sep: Discourse on ‘Intercultural’ Communication on YouTube: Is Inter- too much?１０６
Molina, Lucia & Santamaria, Laura & Wu Sian-Huang: Translation and marketing policies: How Chinese food
products are selling in Barcelona ............................................................................................................................ １０７
Oñate, Marisol Cárdenas: The sirenidad, visual metaphor for translation intercultural and interdiscourse on the border
mexican aesthetic dialogic ...................................................................................................................................... １０８
Orwenjo, Daniel Ochieng: Achieving Credibility in Quasi- Judicial Discourse: A Genre Analysis Approach to the
Report of the Commission of Enquiry into Post-election Violence in Kenya ........................................................ １０９
Pan Runrun: Novel as a Site of Conflicting Discourses— A Discursive Analysis of Richard Wright’s Native Son１１０
v
Patil, Nivrutti: Caste Consciousness and Gender Discrimination in Indian Society as Reflected in Arundhati Roy’s The
God of Small Things ............................................................................................................................................... １１１
Pedroza, Marco Tulio: Semiotic-discursive intercultural practices between graffiti writers from Mexico City .... １１２
Petrucci, Peter & Miyahira, Katsuyuki: Framing and reframing Pirin paran katayabira online: The construction of
Okinawan and Japanese language ideologies on the participatory web ................................................................. １１３
Petkova, Dian: 'Silence is a prayer': Japanese Discourses of Spirituality ............................................................... １１５
Porsché, Yannik: Representing Migrants in Museums. A multimodal Contextualisation Analysis of Knowledge
Constructions at the Intersection of Institutional, Academic and Public Discourse in France and Germany. ........ １１６
Pshenichnikova, Anna: On Verbal Expression of Threat in Pedagogical Discourse .............................................. １１７
Pu Ming-Ming: Cognitive and Pragmatic constraints on Topic chai....................................................................... １１８
Qin Bailan (钦白兰): Moral and Ritual Meanings Embedded in Cultural Landscape An Exploration of Chinese
Indigenous Discursive Practice in Dong Wu Mount Village .................................................................................. １１９
Ramírez，Rodrigo Armada & Zamora，Ana Karina Pérez: Discourses and practices around the local conception of
territory in the Mexican state of Guerrero .............................................................................................................. １２１
Ren Mingjing: On the Inequality of Discourse Power ............................................................................................ １２２
Richardson, Elaine: Discourses of Sexuality and Desire Among African American Girls ...................................... １２３
Riitaoja, Anna-Leena: Construction of Otherness in policy discourses and practices of primary education in Finland１２４
Rivera, Rafael Osorio: Interdiscursivity and cultural dialogue in safeguarding Intangible Cultural Heritage........ １２６
Sahlane, Ahmed: See men shredded, then say you don’t back war: Rhetorical Maneuvering in Opinion Press
Argumentation ........................................................................................................................................................ １２７
Sánchez, Verónica: Interculturalism in the conurbation area of the city of Puebla, Mexico: socioreligious identity in
Santa María Xixitla boroughs (barrio), San Pedro Cholula, Puebla ....................................................................... １２８
Saxena, Mukul
&
Martin-Jones, Marilyn: Looking at Multilingual and Multilingual Classroom
Discourse from the Ethnography of Policy Perspective ......129
Smerdov, Igor: Chinese Students Writing in English. Discourse Analysis of Textual What Students Can Learn within
One Semester of Teaching Writing ......................................................................................................................... １３０
Sun bingwen & Xiang feipeng: On Goal Equivalence in Translating the Discourse Markers in Courtroom Interaction１３１
Suo Chengxiu: Gender and Discourse: On the Role of Gender over the Discourse of Compliments-Giving ........ １３２
Tang Qi & Yu Jingcao: All the fuss about that chocolate girl: Contemporary Chinese race talk and attitudes towards
interracial relationships ........................................................................................................................................... １３３
Teubert, Wolfgang: The Janus face of the British media human rights discourse .................................................. １３４
Thakur, Anil: Changing role of discourse markers: Evidence from corpus-based contrastive study ...................... １３５
Thorat, Ashok: Indian Political Discourse:Analysis of Statements Made by Some Indian Political Leaders ........ １３６
Todorova, Marija: Multicultural Discourse in Translating for Children................................................................. １３７
Wang Fang: A corpus-based discourse analysis of mental depression in British and Chinese news ...................... １３８
Wang Guiyun (王桂云): .对美国主流媒体文化和霸权的分析——以钓鱼岛事件为例 .................................... １３９
Wang Guofeng: Reference, Presentation and Positioning in Said's Orientalism .................................................... １４０
vi
Wang Miaomia: Collision and Integration of Oriental and Western Discourse:Interactive study on Pa Chin home and
abroad ..................................................................................................................................................................... １４１
Peng Wang: China and Its Angry Youth’s Dual Identities in the Anti-Japanese Protests 2012 .............................. １４２
A Discourse Analysis on Typical Cases .................................................................................................................. １４２
Wang Xiaoling: The Influence of Confucianism in Xinjiang .................................................................................. １４３
—An Exploratory Study of Discourse Analysis ..................................................................................................... １４３
Wang Ying (王颖): 还原事实还是迎合大众：论媒体话语权的归属 ................................................................. １４４
Ian Weber: Measuring the Effectiveness of China’s Soft Power: .......................................................................... １４５
A Critical Discourse Analysis of the Confucius Institute Project and its Implications for Foreign Policy and
International Relations ............................................................................................................................................ １４５
Doris Weidemann: Ethnocentrism and scientific power structures in intercultural research collaborations: challenges
of Sino-European joint projects .............................................................................................................................. １４６
Wen Guiliang (文贵良): 语言否定性与《狂人日记》的诞生 ............................................................................ １４７
Womg Pui Kwong: A Cultural and Discourse study on Corporate Annual Reports in Hong Kong ........................ １４８
Wu Qiong: Pespectivation in cross-cultural media discourses ............................................................................... １４９
Xia Cuijun: Discourse, Memory and Immigration .................................................................................................. １５１
Xia Wenxu: More Similarity, Less Difference ........................................................................................................ １５２
Xu Jiayan & Li Songqing: Semiotics on Display: Identities and Semiotic Landscape of Shanghai .................. １５３
Yang Hong (杨红): 从态度系统看刘姥姥二进大观园话语评价意义 ................................................................. １５４
Yao Wei: A Critical Discourse Analysis of Sino-Us Trade Dispute on Auto Parts：A Case Study of a Letter Addressed
to President Obama by the Congress of the United States...................................................................................... １５５
Xianchao Deng & Xiangyu Yao: The Analysis Of the Connotation and Inscape of the Rural Cultural Soft Power １５６
You Zeshun: Capital, power, and discourse strategies: A critical analysis of badminton match throwing in 2012
London Olympic Games ......................................................................................................................................... １５７
Yuan Yuan (袁园): The discursive construction of national identities of Japan and China: A critical discourse analysis
on the news headlines of Japanese Newspapers ..................................................................................................... １５８
Yuan Zhou-min: On Dynamics of Consultants’ Identity Construction in Chinese Business Phone-in ................... １５９
Zhan Quanwang (詹全旺): “中国话语”研究述评 ................................................................................................ １６０
Zhang Jingjing (张静静): Metaphorical Discourse in the Works of W.E.B Du Bois .............................................. １６１
Zhang Shengyong (张胜勇): 全球化背景下的亚洲现代化和亚洲价值观研究 ................................................. １６２
Zhang Ting (张婷): A Discourse Analysis of Business Negotiations...................................................................... １６３
Zhang Wei & Kramarae, Cheris: Women, Metro, and Netizens: Marketing Sex and Changing Cultures .............. １６４
Zhang Xiaojia: 实验性民族志话语表述中的女性主体经验 ............................................................................... １６５
Zhang Yingchun: Transforming discourses as remaking local heritage：History, narrative, place-making of Gu Pan Chi,
Qufu ........................................................................................................................................................................ １６６
Zhang Yiqiong: Science popularization or colonization?: A study of the structure of online science news ........... １６７
Zhao Dongmei (赵冬梅): 谈文化因素对语言学习的制约及应对策略 .............................................................. １６８
vii
Zheng Ying(郑莹): The Tragedy of the Women Rebels:Analysis on the figures of women rebels in the literature of the
Ming and Qing dynasties ........................................................................................................................................ １６９
Zhou Xiaozhou: Discourse and Culture in University English Classes .................................................................. １７１
zhuang xiaomin: 多模态批评话语的系统功能符号学分析-以江苏镇江城市形象宣传图片为例 .................. １７２
Zong Shihai(宗世海): 汉语误解的会话进程分析 ................................................................................................ １７３
Vitez, Ana Zwitter: Linguists against the hostile discourse .................................................................................... １７４
Zeybek, Gökçe: Voices of Streets vs. Silence of Mainstream Media: Discursive Analysis of Gezi Park Demonstrations１７５
Zylinski, Szymon: Milieu of "Political Critique". Left-wing discourses in shaping Poland public sphere ............. １７６
Zubair, Agustina & Deddy, Mulyana: Intercultural Communication Competence Developed by Chinese in Their
Business Communication with Malays................................................................................................................... １７７
Henry, David & Kulich, Steve: Panel Title: The Varied Discourses of Chinese Popular Culture. ..................... １７８
An Xuehua, Hu Cheng, Sun Xueke,
Zhao Ying: Panel Paper 1: “Conversational analysis across genders in the
movie He’s just not that into you”. ......................................................................................................................... １７９
Zhang Yushuo, Zhang Nan, Pu Yajie, Liu Yanwei: Panel Paper 2: “Discourse analysis in internet group events
research---with nuts-cake（qiegao) event as an example”. .................................................................................... １８０
Zhai Mingyu,
Ma Yiping,
Zhang Tingting,
Yang Guanrui: Panel Paper 3: “Visual Discourse of Chinese
Advertisements” ..................................................................................................................................................... １８１
Li Yanqing, Guo Yurui, Yuan Mingqing, Huang Wanjun: Panel Paper 4: A Discourse Analysis on Jumei’s 2012
Advertisement and Chen Ou Style.......................................................................................................................... １８２
Shi Yuran, Mao Hongdan, Qin Zirui, Wang Ying: Panel Paper 5: Panel Paper:Analysis of Edison Chen's Apology
Press Conference .................................................................................................................................................... １８３
viii
Polemical debates and cultural coexistence: religious vs secular views on women
Amossy, Ruth
Tel-Aviv University
Israel
This paper attempts to show that polemical exchange plays an important role in ensuring cultural coexistence, even
though it partly breaks the rules of rational dialogue and often recurs to verbal violence. It borrows examples from
the current debates between secular and ultra-orthodox citizens concerning the place of women in the public space,
in two different countries: France and Israel. The first example concerns the polemical debate around the burka in
France (should the integral veil be tolerated or prohibited by law?); the second example concerns the controversy
that took place in the Israeli media concerning the exclusion of women from the public space (can women be
prohibited from sitting at the front of buses mostly used by ultra-orthodox Jews?). The parallels between the two
examples, despite the differences deriving from their specific socio-political and cultural background, clearly show
that in the contemporary Western world, a dichotomy is to be found between religious and secular culture, rather
than between national cultures. Using the tools of discourse analysis and of rhetorical argumentation, we will show
how polemical discourse works in cases of deep disagreement and of mutual misunderstanding. We will argue that in
a pluralistic democracy, public controversy does much more than display a dialogue of the deaf: it allows people who
have incompatible values and divergent agendas to share the same space without recurring to physical violence.
１
Hyperglossia and Mother-Tongue as continuum : Global/Colonial Traumas in the language
dynamics of Goa, India.
De Souza, Lynn Mario T. Menezes
University of São Paulo
Brazil
The standard theoretical scenario in addressing multilingualism seems to be marked by a tendency to start from
diversity/heterogeneity and then focus on the specifics of a single (often unwittingly homogenized) language, variety
or practice. When this becomes input into language policy, be it through the imposition of a dominant global
language or through that of a local language, the path predominantly preferred seems to unwittingly presuppose as a
norm the dynamics of monolinguality. This becomes more critical when the players involved simultaneously pay
lip-service to the benefits of bi- and multi-lingualism.
Focusing on the linguistic history of India, Pollock (2006) offers an alternative; defining ‘hyperglossia’ as a situation
where two or more languages, considered by their users to be different languages, co-occur but are marked by
unequal social and cultural functions, Pollock emphasizes the term ‘transcultural’ to emphasize local, bottom-up
agency in the multilingual and multicultural dynamics of such contexts.
Drawing on this and the work of non-western linguists such as Khubchandani (2000), Pattanayak (1990), Gupta
(2000), Agnihotri & Khanna (1997) , this paper examines the complex dynamic of Konkani and English in the state
of Goa, India.
It focuses on recent research into the language and literacy practices of Konkani in Goa and identifies an ethical and
dialogical need to move backwards, connecting and confronting the specific, homogenised, local, contemporary with
the more heterogeneous, global, historical dimensions of the same context. This involves issues such as memories of
trauma and the historical and social conflicts and inequalities that nonetheless sustain positively or negatively
marked language and literacy practices, raising the need for the concept of mother-tongue as multilingual
continuum.
Key-words：Language-policy, mother-tongue, Konkani, diversity, standardization
２
(How) do students adapt to multiple discourses on the multicultural in teacher education?
The case of student teachers in Finland
Dervin, Fred & Paavola, Heini
University of Helsinki
Finland
Discourses on the multicultural in education are many and varied – and often opposed and confusing. This paper
examines how Finnish students specializing in teacher education and taking a 35-credit program of multicultural
education deal with this confusing diversity of approaches, paradigms and methods. The program lasts for an
academic year at Master’s level and is taught by a variety of lecturers, whose approaches to questions of diversity,
interculturality and social justice appear to be somewhat similar but might differ in terms of conceptual,
methodological and analytical ways of working on these issues. In this paper we are interested in if and how the
students deal with this by analyzing the productions of three student teachers throughout the year for different
courses (and thus different lecturers). Our data consist of essays, short research projects produced by the students
but also interviews. Using an enunciative approach to analyze the data (Kerbrat-Orecchioni, 2002), we answer the
following questions: Do the students’ discourses on the multicultural change depending on their interlocutor
(different lecturers) in their productions? What changes? (How) do they adapt? What sort of problems are they
facing when doing so (ethics)? Are they fully aware of their ‘adaptation’? What are the potential consequences for
their understanding of the multicultural and its application in schools?
Keywords: multicultural education, teacher education, socio-argumentative approach, Finland
３
A peaceable psychological discourse
Dueck, Alvin
Fuller Graduate School of Psychology
USA
This paper addresses the hegemony of Western discourse in psychology and the violent imposition of these
discourses on other cultures. Building on Wittgenstein’s understanding of them meaning of discourse as community
dependent, the paper will focus on the specific way that psychological discourse is reflective of the structure Western
culture. Following the distinction between cultures that are independent versus interdependent (Kitayama & Marcus
1990), discussion will focus on how independent cultural discourse is reflected in western understandings of human
nature and healing. Cheung (2008) has noted the disparity between psychoanalytic values and the discourse of the
general Chinese population. Specifically, Gergen et al. (1995) indicated how psychological discourse has undermined
and replaced local discourses India and Turkey. What is needed is to know how different discourses can in a
peaceable manner complement local discourses. The cultural approach to discourse in this paper will be constructed
on the creative proposals of Shi-xu (2005) and others. The work of Native writers, Smith (Smith, L. T.
(1999). Decolonizing methodologies: Research and indigenous peoples. London: Zed Books) and Turner (Turner, D. A.
(2006). This is not a peace pipe: Towards a critical indigenous philosophy. Toronto: University of Toronto Press.) will
be used to illustrate a position of the culture broker who stands between two traditions: Non-western and Western.
４
A Discourse Analysis of Jaarsumma, A Traditional Method Of Dispute Resolution by
Community Elders: Arsi Oromo in Focus
Disassa, Alemu
Adama Science and Technology University
Ethiopia
Jaarsumma, is a traditional method of dispute resolution by community elders among Oromo people. Although it has
been used for centuries as a major resource in resolving various types of conflicts and sustaining peace, little attempt
has been made to uncover the interactional features of jaarsumma. Previous studies were restricted to mainly
describing the procedures and evaluating the legality of its outcome based on data obtained through interview and
observation. Besides, these studies did not look at the nature of power relationship in jaarsumma discourse. Hence,
this study aims at analyzing the discourse of the actual jaarsumma session and explicates the complexities and
subtleties involved in it. It examines (1) the genre structure or the dynamics of communication in Jaarsumma
Discourse (JD);
(2) the major persuasive discourse strategies of the elders; (3) the nature of social power
relationship in JD and (4) the dominant approaches of mediation employed during jaarsumma.
To this end, twelve jaarsumma sessions were audio-recorded from three districts of West Arsi Zone: Arsi Nagelle,
Kofele and Shalla. In addition, observation, field notes, interviews, and informal discussions were used to collect
data on the broader socio-cultural background of jaarsumma. The analysis of the data was done at two levels by
adopting a socio-cultural approach to discourse analysis, Critical Discourse Analysis. First, the textual aspect of JD has
been analyzed by drawing on the theoretical guideline of Halliday’s Systemic Functional Linguistics. To be specific,
textual analysis focused on semantic features such as transitivity, mood, modality; pragmatic features such as
presupposition, implication, speech act; interactional features such as turn-taking, topic control, politeness (face
saving), and the type of positioning. Another two top-down approaches to discourse analysis: move analysis and
rhetorical appeals analysis have also been used to examine the schematic structures of JD and the elders’ strategies
of persuasion respectively. Then, the results of textual analyses have been explained and interpreted in relation to
the broader socio-cultural factors.
The analyses of both textual and contextual aspects of JD reveal that jaarsumma among Arsi Oromo has a rather
stable macrostructures with distinct communication patterns or styles. It has four major phases and several moves
and steps which appear in almost a ritualized sequence. The sequential occurrence of these phases, moves, and
steps is regulated by uumee/seera ambaa ‘norms and traditional laws’ of the society.
The analyses also reveal that the elders use various persuasive discourse strategies such as making direct request,
claiming for impartiality, forecasting negative consequences, using emotive languages, collective voice, telling
anecdotes, honorifics, blessing and prayer for reconciliation, affirming positive worth of disputants, giving advice,
giving dhugaa ‘truth’, stressing on the issue of child care and using proverbs and sayings among others. The elders
use these strategies primarily to appeal to disputants’ emotion through positive presentation of self and the
５
jaarsumma program. Unlike the mediators in western liberal culture who try to make appeal to logic and reasoning,
the elders of Arsi Oromo appeal to norms and values of the society, the supernatural power and the government
discourses to legitimize their persuasion.
The analysis of the power relationship in JD also revealed that husbands have absolute power over their wives in all
aspects. The husbands abused their wives economically, physically and psychologically. The analyses of the
mainstream discourses indicate that such male power dominance has been legitimized by the existing socio cultural
norms and practices of the society. Further, the analysis of JD indicates that the elders seem to have total power over
disputants. In addition to their rhetorical power, the elders also employed their moral power, social power,
informational power, and positional power given to them by courts. In spousal dispute mediations, the power
relationship between the elders and the disputants can be considered “mutualistic” from the husbands’ point of view,
but rather "adversarial” from the wives’ point of view. In spite of the abuses committed on them, the wives were
aggressively persuaded and coerced to accept the elders’ decision without being given any kind of material and
moral compensations. In manipulating and coercing the wives to accept the decisions, the elders used various
discourse strategies such as naturalizing the conflict and the subsequent reconciliation of the couples, ignoring and
mitigating major concerns of the wives, and making promises to stop the husbands from further abuses. Of course,
the economic and socio-cultural factors on the ground could also be mentioned as the untold coercive forces that
made the wives to accept the decision. The analysis also shows that the elders use both therapeutic and
problem-solving approaches of mediation. They start with problem solving approach and gradually move to
therapeutic approach.
Based on the above findings of the study, recommendations such as educating and economically empowering
women, giving awareness raising trainings for the elders on issues of gender rights and equalities, have been
suggested as part of an attempt to refine the jaarsumma practice. Finally, replication of same studies with large
corpus, comparative studies of court referred and normally held jaarsumma cases and cases from urban and rural
areas were suggested as potential focuses of further research in the area.
６
‘Big and Small’: International NGOs’ Discourses of Third World Poverty and Development
Dogra, Nandita
London School of Economics
UK
International NGOs play a significant role in our understanding of global inequalities through their portrayals of the
global poor and their discourses of global poverty and development. As highly trusted ‘institutions of representation’
they influence how we connect the global poor in the third world with our own lives in the developed world. The
paper is a part of a large study on this media role of UK-based international development NGOs (INGOs) such as
Oxfam, World Vision, Save the Children, ActionAid, Christian Aid, and Plan. The research reviews a recent annual
cycle of fundraising and advocacy communications of these NGOs publicised in UK’s national newspapers, direct
mails and websites. The analysis uses mixed methods- discourse analysis is complemented by semiotics and content
analysis.
In this paper, I analyse the discursive framings of the nature, scale and causes of global poverty and its solutions in
the form of aid and development. Drawing theoretically on postcolonialism and development, I discursively unpack
the associations, meanings and ideologies that emerge from the depictions of poverty, primarily as
underdevelopment, and its solutions. The discourse analysis shows that INGOs’ public messages construct ideas of
‘difference’ and ‘distance’ through dehistoricised and depoliticised framings of the causes of global poverty.
Theorised in particular ways, different aspects of global poverty are projected and reconciled across varied axes and a
range of representations of people and issues. Discourses deployed include naturalisation, medicalisation and
consumerism. At the same time, the representations suggest that despite the massive scale of third world poverty, its
solutions are relatively easy and simple. INGO representations work inter-textually in complex ways and connect the
global North and South in distinct ways.
７
Social Media Discourse and Multinational Corporations’ Corporate Social Responsibility in
China—The Case of ConocoPhilips Oil Spill Accident
Feng Jieyun & Juelin Yin & Yuyan Wang
University of International Business & Economics
China
The study attempts to investigate the social media discourse and corporate social responsibility (CSR) crisis of
Multinational corporations (MNCs) in China, with a focus on the case of ConocoPhilips Oil Spill Accident in China
from June 2011 to February 2013. By adopting a holistic discourse analytic approach (Shi Xu, 2010), the study
investigated the three dimensions of discourse subject, discourse contents and discourse consequences concerning
Chinese public’s on-line comments about the incident and ConocoPhilips’ reactions. The data of the 932 randomly
sampled microblogs and blogs in the leading Chinese websites was collected and coded for the major themes. The
study found that in terms of discourse subject, the rise of social media is empowering and emancipating the once
underprivileged Chinese publics and ordinary Chinese have more discourse power than in the past. Regarding the
discourse contents, it is found that most microblogs and blogs of Chinese netizens were engaged in finding the
causes and laying the blame for the oil spill, and the primarily crisis attributors include the Chinese government
regulators, the ConocoPhillips company and the Chinese business partner of CNOOC. As to the discourse
consequences, the mounting on-line criticism about the crisis and the company’s little interest in engaging with
Chinese publics severely damaged the company’s corporate image. The study calls for MNCs in China to change the
old
mindset of only reporting crises to the government and treat the Chinese public as an important CSR
stakeholder. The study’s contribution lies in advocating a holistic approach to discourse studies and extending the
social media discourse focus to the traditional CSR study.
Keywords: social media discourse; a holistic discourse analytic approach; corporate social responsibility;
multinational corporations; the ConocoPhilips; China；
８
Keynote Proposal: Cultural Approach for CDA (CCDA)
Gavriely-Nuri, Dalia
The Truman Institute for the advancement of Peace, The Hebrew University of Jerusalem and the Hadassah Academic
College
Israel
My main motivation in this lecture is to describe a Cultural Approach to Critical Discourse Analysis (CCDA) which aims
to expose the various ways in which cultural codes are embedded in discourse, and contribute to the reproduction of
power abuses.
The point of departure of this lecture is that the connection between culture/discourse is relatively underdeveloped
in a wide range of CDA and CDS – perhaps because of the complexity and the ambiguity surrounding the concept
'culture', or more simply, because most CDA researchers are linguists rather than cultural researchers.
I draw on five major concepts: Culture, Discursive strategies, Cultural codes, the global market of cultural codes, and
Culture of peace.
In my talk I attempt to represent CCDA not only as a theoretical framework, but also as a practical tool for decoding
the cultural 'cargo' contained within discourses. Furthermore, I present general principles for CCDA and specific
principles of analysis that can be applied for verbal and non-verbal practices alike, and also for factual and fictional
discourses.
CCDA: general principles
No text is independent of its cultural contexts.
Rather than the deconstruction of linguistic structures, the CCDA shall aim to uncover the cultural and cross-cultural
codes embedded in discourse.
The CCDA employs tools and methodologies taken from the discipline of cultural studies, such as the heuristic of
decoding cultural codes.
Cross-cultural or multi-cultural perspectives facilitate the identification of unique elements belonging to a specific
culture code and thus contribute to the process of decoding cultural codes.
CCDA: principles of analysis
CCDA focuses on one or more specific discursive strategies. Considering that 'Strategy' is a combination of 'goals' and
'means' (Fairclough (2009/2001: 174) CCDA is interested in discursive 'means' (linguistic means such as metaphor,
name, presupposition and also visual modes and cultural sites) that promote specific 'goals' (i.e. political agenda or
specific policy).
CCDA exposes and decodes the cultural codes that are activated by these discursive strategies.
CCDA shows how the encounter between discursive strategies and cultural codes mutually contributes to
reproducing abuses of power.
９
On Cultivating Students’ Awareness of Cultural Equality in the Discourse of China’s Rise in
the World
Huo Hong (霍红)
上海外国语大学；扬州大学
China
China, as a strong economic and political entity, has a glowing image in the world since it seems to burden itself with
the recovering of world economy, it seems to be on the run with many a decision in the United Nations, and it seems
to be philanthropic to the African brothers. However important it is in the stage of the economic and political world
may not guarantee its cultural renaissance which requires cultural equality with other cultures as the first step. Yet,
this is not easy. This involves self-dignity of everyone of our nation, our inner true respect of our own nation, and our
awareness of cultural equality. The first involvement may be person-related, the middle is about the power of our
nation, and the third is really what we, as language educators, have chances to cultivate and develop. Therefore, my
paper investigates what language educators in China can do in terms of cultivating students’ awareness of cultural
equality and how.
１０
Organizational Discourses on Men, Gender and Development in Botswana
Joseph, Molefe Coper
University of Edinburgh
UK
This paper presents preliminary findings from a study which seeks to understand how civil society organizations in
Botswana perceive and respond to recent calls to engage men into gender approach to development. Botswana
continues to receive accolades as an ‘Africa success story’. Despite its achievements, the country is still faced with a
number of development challenges. Although Botswana has taken a number of steps towards fulfilling strategic goals
of empowering women, gender inequalities are still worrisome. Despite on-going lobbying activities by the gender
sector in Botswana, the Government of Botswana is reluctant to sign the 2008 SADC Protocol on Gender and
Development. The Government has reservations concerning the mandatory language used in the protocol and the
timeframes set for its implementation. However, there is of recent a growing interest by the Government of
Botswana and academics to research about men and masculine gender identities in the country. This new trend of
academic and policy research acknowledges lack of or inadequate attention given to men in promoting sexual and
reproductive health and in curbing gender-based violence. Institutionally, the Government of Botswana established
the Men Sector as a Sub-Committee of the National AIDS Council (NAC) established following a Presidential Directive
of 2000 which declared HIV/AIDS as a National Emergency. One of the specific objectives of the Men Sector is to
promote behavioural change among the male population of Botswana so that they can adopt positive lifestyles. In
terms of policy, the Government of Botswana with the support of United Nations Population Fund (UNFPA) has
developed a National Strategy and Programme of Action for Male Involvement in Sexual and Reproductive Health
and Rights, the Prevention of HIV/AIDS and Gender Based Violence. However, the involvement of men in sexual and
reproductive health is not the only gender concern in Botswana but the country has other gender-related issues.
Whilst some civil society actors argue for the need to engage men in gender and development by deconstructing
stereotypical discourses such as ‘dominant men’ and ‘passive women’, others caution against negative effects this
approach can have on efforts geared towards empowerment of women. Drawing from these preliminary findings and
from the general literature on men, masculinities, gender and development, this paper argues that gender equality in
its broader sense maybe attainable if ‘men’ are viewed as a diverse gendered category. This suggests adoption of the
intersectionality perspective in understanding how gender intersects with other social dimensions of power to
reinforce inequalities among women and among men.
１１
Discourse of the “representation” of a “Third World Country” in press: Kenya in Austrian
and German newspapers in 2012
Lagiewka, Agata Joanna
Universitat Autònoma de Barcelona
Spain
When it comes to the discourse of depicting reality in form of news about a country as a whole many factors come
into play. It is of importance to notice the role of dominant discourse coming from newspapers in the discourse of
multiculturalism. Representing a rather populist approach when narrating worldwide events and occurrences it is in
particular interesting to take a look at the narration of news about a so called “Third World Country” such as Kenya.
Having visited Kenya to take part in a non-profit educational program I myself was confronted with questioning my
reality and perception versus the other realities faced with and my previous assumption and knowledge gathered
from media and other information sources. Seemingly small groups of people from media publishing houses and
their representatives on paper “inform” and share light in the sense of “knowledge” of absolute truth. Taking the
critical discourse into consideration it is therefore this kind of news informing that produces our understanding of
how the “normal Third World Country” Kenya is and shows us in its portrayal what is different, less relevant and “the
other”, where you only hear news from if it is terrible and different to “our world”. It is especially the use of language
and writing in oppositions that reinforces the position of the reader as privileged and the depicted ones as not
although it is only due to this binaries that news can be created as seeming different and it comes to no surprise that
it is not often that the reader can read counternarratives of those described and “presented” in news as if they were
not able to accurately speak for themselves.
１２
The Imperial Ways of Globalism: Women¡¯s Studies in Romania
Mudure, Michaela
Babes-Bolyai University
Romania
Globalization obliges us to take into consideration the reality that one cannot talk about feminism, but about
feminisms. In case of East/ Central European countries (Romania included) we cannot neglect the evidence that most
of the countries belonging to this geograpy have gone through an incomplete process of modernization and,
consequently, postmodernism has its own specificity here. The development of the feminist discourse is seen as part
of the postmodern revolt of the margin against the center.
Under the circumstances of globalization, it is necessary to pay more attention to the issues of power within the
feminist movement. Reiterating the traditional, imperialist pyramid-like structures of power within the feminist
movement is a mistake, though the temptation is tremendous, and the alternative is still very much a
“work-in-progress”. Women’s studies specialists must theorize and implement as much as possible a new structure of
power, maybe a web-like one. Otherwise, the advantages that women’s studies can benefit from in the new global
age will be outnumbered by several theoretical and ethical disadvantages, and by the domination of the most
“powerful” feminisms. The broader transformations in the universities of Central and Eastern Europe, specifically, in
their relation to the state, to the European community, and to the contemporary political practices of imperialism,
in-form both Gender Studies and the wider reconfigurations of the academic knowledge projects based on Gender
Studies.
This paper will explore the challenges that both globalism and the new imperial practices pose to gender studies in
Romania, as a case study. More precisely, Central/Eastern European feminists should develop their own discourse,
relying less on the theoretical apparatus of Western feminisms which respond to the needs of other societies and
appeared in other cultural, social, and political circumstances.
１３
Converging Approaches to Multiplicity: Between Cultures, Within the Self, and Within
Psychoanalytic Theory
Saporta, Jose
Mental health specialist in China are enthusiastic about learning psychoanalysis and psychoanalytic psychotherapy.
The reasons for such enthusiasm are surely complex and grounded in contemporary Chinese culture. But
psychoanalytic theory is grounded in Western meanings and modes of discourse which are different from traditional
Chinese discourse regarding the mind and the meaning of behavior. The importation of psychoanalysis to China is an
opportunity for dialogue between Western and Chinese discourse. It also carries the risk of a repetition of the
dominant monologue of the Western voice.
This paper will explore some difference between Western psychoanalytic and traditional Chinese meanings and
modes of discourse. I will use Bakhtin’s dialogical theory to argue that new meaning emerges from dialogue between
different perspectives or discourse positions. I will argue that Freud’s notion of the repetition compulsion can be
understood as a monologue of a dominant voice which repeats without change - the authoritative word as opposed
to internally persuasive discourse, as described by Bakhtin. Finally, I argue that Shi-xu’s “in-between cultures”
approach to muti-cultural discourse studies, and Bakhtin’s notion of internally persuasive discourse, are applicable to
the dialogue between cultures, to the theoretical pluralism in my field of psychoanalysis, and to the varied discourse
positions within the individual self.
１４
Digital Memories of National Humiliation: The Nanjing Massacre on the Web
Schneider, Florian
University of Leiden
The Netherlands
With more internet users than Europe has residents, the Chinese digital sphere is rapidly becoming a highly diverse
network of expression, discussion, and contestation. In digital China, networked actors ranging from state agencies
and CCP organizations to private netizens, engage in highly active online communication, thereby influencing public
discourse. Yet as diverse as this discourse may be, political content on the Chinese web is clustered around a small
number of recurring themes. One central online political discourse is nationalism.Netizens commenting on
international affairs often angrily denounce perceived humiliations of the nation (guochi) while advocating
patriotism (aiguozhuyi), thereby contributing to the construction of a national community.
A prominent topic in this discourse is Sino-Japanese history, which extends to present-day current affairs, such as
ongoing territorial disputes. As Austin and Harris write, “relations between Japan and China continue to be
overshadowed by the history of war between them”.This paperasks: How do networked actors use Information and
Communication Technologies (ICTs) to shape nationalist discourse in the People’s Republic of China (PRC), vis-à-vis
Japan as foreign Other?Combining quantitative and qualitative methods, it examinesone specific case: the networks
surroundingthe Nanjing Massacre of 1937. This issue network continuously generates online debate, yet mainly
through actors and resources that are relatively stable over time (e.g. the Nanjing Massacre Memorial Hall, Chinese
Communist Youth League, etc). By using digital tools, such as the issuecrawler software, the paper shows how these
different actors are linked together, and how interest groups and individuals use digital infrastructures to shape
public discourse on national history.It further explores what statements different actors make on the topic by
subjecting the relevant websites to a qualitative multi-modal discourse analysis. The case study will demonstrate
how Chinese animosities towards Japan are reworked in the service of community building, an activity beneficial
both to the state and to private actors, although often for very different reasons. It will further allow for an
assessment of how effective digital tools are in exploring these processes as they unfold in Chinese-language issue
networks in the PRC.
１５
CULTURAL DISCOURSE STUDIES
Shi-xu
Zhejiang University
China
Cultural Discourse Studies (CDS) is simultaneously an academic movement, an intellectual trend, and a kindred set of
paradigms in discourse/communication studies that are characterized by a profound concern with diversified yet
divided human cultures. These manifest in the form of (a) participation by culturally conscious and critical scholars
especially from the developing countries and regions, (b) growing intellectual orientation of de-westernising and
de-colonising everyday and academic discourses, and (c) (re-)creation of culturally particular and diversified modes of
research and corresponding investigations into discourse and communication especially to do with non-Western
communities. Inspired by non-Western experiences, aspirations and approaches, as well as ideas from cultural
studies, the ethnography of communication, critical intercultural communication studies and many other disciplines,
this new breed of scholarship proceeds from the basic assumption that contemporary human discourses are sites of
cultural differentiation, contestation, cooperation and transformation. Consequently, it strives as general mission and
goal to achieve culturally conscious and critical insights into human discourses. CSD has yielded fruitful and
practicable insights into the properties, problems and potentials of culturally divergent discourses on the one hand
and widened international scholarly understanding on the other hand.
１６
New media, old power: challenging elite discourse through digitally augmented activism
Unger, J. W
Lancaster University
UK
This paper will discuss how and why activists use digital media such as microblogs and websites to contest and
subvert the discourse produced by powerful institutions and disseminated via traditional media. By presenting the
results of a discourse-historical analysis of several campaigns aimed at governments and multinational businesses,
questions are raised about traditional understandings of how power is enacted and constructed in the contemporary
media landscape. In particular, the acceleration of global flows of information via social media, within and between
different cultures, is shown to problematize the notion that ‘elite’, static texts are the best objects of analysis for
critical discourse studies. Instead, scholars need a new inventory of tools that can handle dynamic, constantly
changing texts, often produced, reproduced and recontextualised by multiple authors and interpretable only by texts.
At the same time, more traditional notions of media power have not become irrelevant, and political and economic
elites are undoubtedly still central in framing public discourse. Increasingly, however, traditional media such as
newspapers or television interact with digital media in complex, and often also dynamic ways. It is these interactions
between ‘old’ and ‘new’ that prove the most fruitful sites of analysis: in particular, through close analysis of which
contesting voices and frames are taken up in traditional media, and which are ignored.
１７
Naming the ‘Pandemic’: The Zambian People’s Attitudes and Perceptions on HIV/AIDS as
Embodied in HIV/AIDS Concepts
Wakumelo, Mildred Nkolola
University of Witwatersrand
South Africa
The AIDS pandemic is one of the most pressing health problems in Zambia. Since the emergence of the HIV/AIDS
pandemic in Zambia in 1980s it has attracted a lot of attention in terms of research. Most of this research has been
from the medical perspective with the main focus being on establishing infection rates, coming up with measures to
help prevent further infections and the spread of the pandemic and minimising the stigmatisation of the condition
and people infected with the pandemic. However there has been no study that has been conducted to analyse the
‘language’ of HIV/AIDS. This is despite the fact that since the emergence of this pandemic the local people have come
up with and continue to use various concepts and metaphors to communicate the message of HIV/AIDS. This paper is
a first attempt in the country to try and look at the language used by the Zambian people with reference to HIV/AIDS.
Specifically the paper looks at the concepts that the Zambian people use with reference to the pandemic. The paper
will discuss the implications of the language on HIV/AIDS and how the stigmatising and stereotypical HIV/AIDS
discourses reveals the Zambian people’s perceptions, attitudes and behaviour towards AIDS. It will be shown that
probably HIV/AIDS prevention programs are not producing expected results because they have not recognised the
significance of the ‘language’ factor in their programs.
１８
Chinese discursive practice in response to US anti-dumping trade sanctions: A case study of
solar energy products
Wu, Doreen D. & Feng Wei
The Hong Kong Polytechnic University
& Business College of Shanxi University
China
China is becoming one of the common targets for global anti-dumping trade sanctions; nonetheless, the related
discursive practice is very much under-researched, despite Shi-xu’s (2010) pioneering work on trade conflict
discourse between China and the Europe. The investigation of how Chinese people express and react in response to
the imposed anti-dumping sanctions is essential to reveal contemporary Chinese social situations as well as the
beliefs, values and ideologies of Chinese people. Integrating the approaches by Shi-xu (2010) and by Fairclough
(1995), the study presents scrutiny of triple discourse sources of data: official, mainstream media and enterprises.
With both the macro-analysis of ideologies and social practice and the micro-analysis of linguistic features, the paper
attempts to unveil the causality and intertwined relationships between the Chinese social practice, ideology and
discursive practice.
The findings indicate that: (1) The social environment in China (i.e., the political system incorporated with Chinese
culture) does have a strong impact on what has been said and what not have been said, and why is such a case; (2)
Chinese officials and businesses have been weak to make rightful appeals and fight for trade protectionism and US
economic hegemony; (3) The Chinese discursive practices are far from sufficient, effective and tough. The study
concludes with a discussion of the low efficiency of the government and industry associations and of the traditional
indirect and self-critical national characters on the Chinese discursive practice; Furthermore we call for further
efforts in developing paradigms of researching international trade disputes.
１９
Exhibiting nationhood: Portuguese museums as case studies in discourse analysis
Abadia, Lilia & dos Santos, João Paulo Galvão & Cabecinhas, Rosa
University of Minho & University of Coimbra & University of Minho
Portugal
It is widely accepted that museums transmit social representation and (trans)form our worldviews. In that sense, we
acknowledge their role as pillars of the construction of national representations and the sense of nationhood. These
constructions are only possible through a mediation process, in which a selection of the ‘national’ heritage is
interpreted and exhibited. To understand the mediation process undertaken by the museums, some studies
emphasize the concept of ‘education’ whereas others emphasize the communication established by the
'professionals' (or community who are part of the museum team) and the visitors.
In this paper we will discuss the nationalistic discourse presented in two Portuguese museums, namely the Military
Museum in Lisbon, and the Portugal of the Little Ones, in Coimbra. Our aim is to disclose some social representations
that construct the nationhood discourse in those museums. We are particularly interested in examining how those
representations may affect ethnic/ 'racial' relationships, as well as international disputes over the representation of
history.
In order to analyze these institutions’ discourses, we will use two core concepts: the politics and the poetics of the
exhibition. That is to say, we consider the political implications of the interpretation of history through their heritage
and we have given particular attention to the specifics of the museums’ discourses, which include: text, image, the
institutional frame, the architectural dimension, the surrounding geographical area and the human dimension (e.g.
museum team, the visitors and their interactions). Our discourse analysis is drawn upon interdisciplinary
contributions brought from social psychology, sociology, communication, cultural and museum studies.
By studying the hidden 'preferred' messages encoded in these museums´ discourses we question the potential for
egalitarian discourse in museums: to what extent the praise of the nation consolidates stereotypical images of the
'others' and how it fits in our modern, post-colonial world.
２０
The participation of the Turkish women in the Turkish economy – a actual analysis with a
historical perspective
Avci, Meral
RWTH Aachen
Germany
The position of Turkish women changed with the collapse of the Ottoman Empire. They were allowed to leave their
houses and to participate on the social, political and economical life. The reason was that the sharia-law was
abolished and the civil-law of 1926 replaced it. Mustafa Kemal Atatürk also introduced an education reform in 1927.
Thus the Arabic and Persian words were eliminated from the Turkish vocabulary. Atatürk started a literary campaign
as well. Despite that the discrepancy between rural and city populations was not resolved until the 1970s. In general
the highest education of the rural women was the elementary school. In contrast to them the education of women
citizens depended on the social class. Middle-class women regularly pursued their A-levels, however the upper-class
women visited university. But it was not for ensuring her economic independence. The only function of this
education was to represent the education level of the family. So they did not work. Middle-class women worked only
when the family had a financial emergency. Her salary solves the financial problems. Otherwise they could have been
discriminated against by society because the place of a women was her home. Because of that the working class
women did not have to deal with arguments from the society if they worked.
Nevertheless the analysis of the present shows that these structures are outdated. The number of women who go to
work is rising. Many of young women pursue a university degree. Therefore the total number of the female students
is higher than the total number of the male students. Their subjects are usually the so-called MINT disciplines, which
stands for mathematic, information sciences, natural sciences and technology. The subjects influence the welfare of
the national population. Despite of that the prospects on the labor market is for women worse in comparison to men.
The obvious discrimination against women is explained by the employers with different arguments, like women leave
her work after her marriage or they are not able to concentrate on their work because of their family obligations.
Therein more and more women see the solution to found a company. In 2011 the union of chambers and commodity
exchange of Turkey registered 1500 freelance women. The number shows that this development is in the early stages.
This can be explained by the fact that these steps need financial support from the family as well, which not all
women have. In particular the women in the Eastern regions need state subsidies. Further problems are that the
state still does not have state institutions for child education or the provision of old family members which
complicate the situation of women.
The aim of this working paper is to present the economic participation of the Turkish women after the founding of
the Republic Turkey. The paper is based on the international literature and on values of the statistical office of the
Republic Turkey. The analysis shows that Turkish society had a negative opinion of working women, especially in the
middle-class and upper-class. Meanwhile it has definitely changed but the discrimination continues in the economic
world. This not only includes the salary, also the employment conditions because if women get a job, it is in regularly
under their qualification. Thereby the employers use arguments which were spread in the mid of the 1960s.
２１
Type of discourse marker in spoken and written narrative discourse in Persian
Azimnejad Fahime & Taki, Giti
University of Sistan and Baluchestan,
Iran
In everyday life, different people speak to each other in various situations. Most of their speeches such as:
storytelling, memories, events, biographies,…constitute narrative discourse which has its own specific structure.
Labov (1972) classifies different parts of a narrative discourse as: abstract, orientation, actions, evaluations,
resolution and coda.Different elements in discourse create cohesion between the parts of a narrative discourse. One
of the most important elements is discourse marker which is used for connecting different parts of a discourse. This
research introduces discourse markers in written and spoken narrative discourse in Persian according to
Schiffrin(1987). Also it analyses different types of discourse markers in these discourses. For this purpose, some
samples of spoken and written discourse from newspapers and TV programs are chosen and surveyed. The
quantitative and qualitative analysis of data revealed the high frequency of discourse markers in spoken narrative
discourse.In addition, the type of discourse markers is affected by spoken and written narrative discourse.
２２
Beyond the third space: hybrid language and identities as localized practices in late modern
Africa discourses
Banda, Felix
University of the Western Cape
Cape Town South Africa
The paper aims to show that hybrid language use and hybrid identities are the norm in late modern Africa. Drawing
from online news publications and readers' comments, popular music lyrics and other discourses, the paper attempts
to show that the urbanizing African environment provides a window to evolving African discourse practices in which
traditional linguistic, ethnic, cultural and geographical boundaries (in the main products of colonial history) give way
to linguistic and semiotic practices that modernise the traditional, traditionalise the modern, localise the
international and internationalise the local, which are in turn repurposed (semiotically remediated) for transethnic,
translocal and transnational voice and actorhood. This transcendence across structures, it will be argued, leads
'disinvention' (Makoni and Pennycook 2007) of Africa (as a (post)colonial entity) and to the decentring of standard
English and standard African languages. The paper attempts to not only debunk the monolithic and purist
perspective of African culture and identity, but also supports a paradigm shift from looking at languages as made up
of regular, enumerate and differentiate systems, to language as multivocal and local(ised) practices; an identities as
multiple and hybrid. The implications for a number of sociolinguistic and cultural theoretical positions, of the
de-naturalisation of African nations, monolithic identities and African and colonial languages as bounded and
distinctive phenomena are thereafter discussed.
２３
Folk healing, health and disease: intercultural phenomenon of civilization
Beltrán, Ignacio Ramos
National University Autonomous of México
Mexico
An essential question that arises every human being at one time or another is: Who am I? The question can be posed
for different reasons, however, when we get that question by appealing to health, disease and attention, we realize
that human complexity makes a border crossing between different knowledge. The work with urban healers in
Mexico shows one way in which to answer the question before realized. Research conducted a series of observations
and descriptions of the way in which different conceptions of the human body and of the human being are held by
individuals even within the same country. So the creation of alternative conceptions of living in the world is an
everyday phenomenon for mankind, which has been emphasized by anthropology for many years, since every field
of study in which man appears, has infinitely variables components. Practices and beliefs of individuals respond to a
logic and to a particular way of giving order to the world. Terms such as diversity, multiculturalism, otherness, have
been of great help in understanding the ongoing game transactions that occur between individuals who have
different conceptions and knowledge of everyday life. The main concepts that are used in this work to achieve a
greater understanding of the issues raised are: multiculturalism, folk healing, medical model, knowledge, transaction
processing, collective memory.
２４
Cultural Politics of Interculturalism
Bozic-Vrbancic, Senka & Vrbancic, Mario
The University of Zadar
Croatia
In 2008, the Intercultural Cities project, a joint initiative of the European Commission and the Council of Europe, was
launched within the framework of the European Year of Intercultural Dialogue. The key elements of the Intercultural
City model comprised an examination of “policies in fields as diverse as education, housing, policing, the labour
market and urban development … in order to develop a more coherent strategy for public policy and civil society
engagement in a culturally diverse city”. Today, the Intercultural Cities project involves 36 different cities, not just
from Europe but from other parts of the world (China, Australia…). In this paper we analyse these attempts to
measure and observe the “interculturality” of different cities within theoretical frameworks of the post-Foucauldian
governmentrality approach and the anthropology of policy that stress that public policies actively constitute social
reality. In line with this approach, by asking what role European and international measuring of interculturality play,
we are considering cultural programmes like Intercultural Cities as a discursive form of social action on a
supranational level. More specifically we ask: (1) what does it mean to talk about interculturalism in Europe on a
supranational level and (2) what are the presumed values from which a city is marked as being intercultural (what
counts as diversity)? (3)What kind of politics are inscribed, and what form of fantasies and contradictions are
performed through the process of measuring cities as intercultural?
２５
Developmentalist Solidarity: Representing BRICS Countries in China
Cao Qing
Durham University
UK
BRICS (Brazil, Russia, India, China and South Africa) countries account for one third of the world's population and a
quarter of the world's land area. They contributed a combined nominal GDP of 13.6 trillion U.S. dollars in 2011 19.5% of the world's total. In the past 15 years, their share of the global GDP has increased threefold. The BRICS
economies also contribute to the shift of balance of power to non-Western countries since the ascent of Europe five
centuries ago. But how BRICS countries perceive each other in a changing global economic and political order
remains a much under-researched area. This paper examines the Chinese representation of the other four BRICS
countries through a case study of an 8-part Chinese Central Television (CCTV) documentary series, BRICS Countries
(金砖之国) broadcast in 2011.
The paper delineates the series’ key discursive themes, interpretations of the challenges faced by BRICS countries,
their developmental experiences and strategies, but crucially solidarity constructed in the series between China and
the other BRICS countries. Throughout the study, the primary focus is placed on interrelationship between portrayals
of rising non-Western economies and a search for developmental paths that China is keen to explore. It also
considers discursive structures of Chinese pragmatic and non-ideological perspective in looking at global issues.
Applying a corpus linguistics-based discourse analysis, the paper presents a detailed description, interpretations and
assessment of the series’ thematic focus on major developmental issues by analysing key words and their clusters
that convey dominant messages to the audience. It concludes with reflections on interactions between the portrayal
of BRICS countries and China’s own emerging international identities.
２６
A Study on Phonetic Variations of Kazak Language in Xinjiang
Cao Xianghong & Liu Shaohua
Xinjiang Normal University
China
This paper draws on an ethnographic study on phonetic variations of Kazak language influenced by Chinese in
Xinjiang and social differentiation of the variations. The experimental data were collected in a tri-generation family of
Kazak in Urumqi, the capital city of Xinjiang. The analysis shows that there has been an obvious influence of Chinese
on Kazak language by native speakers of Kazak in this area:1) there is the addition of one syllable after ending k, the
loss of vowel before w, and weakening of r. Such variations mainly occur due to the differences between the
consonant systems of Chinese and Kazak; 2) Kazak speakers show variances in reading Chinese loanwords. Such
phonetic variances in Chinese loanwords indicate that there has been an unbalanced influence of Chinese on Kazak
language. 3) The phonetic variations of Kazak are related with speakers’ age, occupations and educational
backgrounds. This paper provides theoretical references for formulating the corresponding language regulations and
language planning in minority regions. It might be also helpful in the general understanding of the Xinjiang
Kazak community and the Xinjiang society .
２７
论作为文化表征的话语理论
Cao Xiaoxin (曹小欣)
扬州大学
China
本文拟在文化研究视域下，论述话语理论从语言学层面走向超语言的文化表征层面，拟在梳理“话语”概念的理
论发展演变后，结合文化表征的理论内涵，分析作为文化表征的话语与身份认同、权力意识、大众诉求三者
之间的互动关系。同时，进一步思考作为文化表征的话语理论的立场所在和价值担当，力求在当下复杂的现
实环境中建立具有积极意义、以人文关怀为终极目标的话语体系和形态。
第一章对话语理论进行理论溯源。19 世纪末 20 世纪初，语言学领域的“话语”是一个较为宽泛的概念。受索绪
尔为代表的结构主义语言学的影响，文学研究领域也将文学语言的特殊规律推到研究的核心地位。俄国形式
主义提出的“文学性”成为文学研究的本体而得到关注。之后的结构主义理解的“文学性”则不再直接面向实际的
文学作品与具体的文学语言，而是文学普遍结构的显示。
第二章主要研究话语理论的文化学转向。在“话语”概念的演变过程中，这一概念逐渐从语言学和文学理论领域
拓展到整个社会文化领域，具有了超语言层面的内涵。巴赫金关注现实存在的语言，将语言、话语视作人类
生活的全部，对抽象客观主义以及个人主观主义的语言观进行了批判，并在此基础上重新定义了“话语”概念。
福柯则将“话语”概念与“权力”相联系，开启了话语理论的文化学转向。
第三章主要研究话语理论的文化表征形态。
（一）话语与权力意识。对“话语”与“权力”关系的重视以及对“权力”
内涵的进一步阐发成为话语理论的重要生长点之一。
（二）话语与身份认同——对华裔流散文学的探讨。
（三）
话语与大众诉求——网络流行语背后的大众文化心态。
第四章主要研究话语理论的文化价值与理论困境。进入文化研究下的话语理论拓展了很多学科的理论视域，
尤其是福柯的话语理论为人文社会科学提供了方法论意义上的启示。在文学研究领域，福柯的话语理论竭力
彰显世界的文本性，这无疑为文学研究打开了新的方向，另一方面也为作为文本的文学打开了一个面向整个
社会文化的开阔领地。但是在当下的文化研究中，在特定领域对具体文本的分析中，话语理论的运用也常常
不免有理论先行与过度阐释之嫌，如何摆脱这一理论困境成为值得思考的问题。
２８
A text of two cultures: A concordance analysis of literature as conceptualization and
deconstruction
Chan Philip
The University of Hong Kong
China
English language teaching (ELT) in many bi-lingual contexts is often treated as skill training for mainly instrumental
purposes, concentrating on the cognitive strand and referential function of the language. This singular exposure
tends to insulate students from the first language, detach form from function, separate knowledge from experience,
and split literature from language. Students are seldom sensitized to how literature as a use of language constructs
and deconstructs our perceptions. There is little interlingual reference or intercultural awareness generated from
such an exposure. This paper performs a concordance analysis of a poetic text and its interlingual renditions
informed by functional grammar to illustrate different conceptualizations of our relationships with nature, and
expressions of feelings, thoughts and experiences, encoded in and mediated through the conscious choice and
patterning of words and sounds. It will discuss the role of intercultural awareness filtered through the workings of
language, and draw pedagogical implications from a language-literature interface for an ELT with a bi-lingual
reference.
２９
Students’ Identity Transforms in Curriculum Track: an Ethnographic Study of "Cultural
Heritage" Class
Chen Jiefang (陈洁坊)
China
Since 1952, an article tittled “Discourse Analysis” written by Zwllig Harris came to the public, the term “Discourse
Analysis” had been gradually penetrated into people’s mind. In the course of constant development, Discourse
Analysis gets more connection with other disciplines, such as linguistic philosophy, psycholinguistics, cognitive
linguistics, computer linguistics, especially anthropology and sociolinguistics.
Ethnography is a method often used
by anthropologists after they enter the fieldwork and get enormous data,
which also refers to a report written by researchers who try very hard to deepen into some culture of a special group
so as to explore the meaning system and behaviors behind the group.
No matter what questions the anthropologists would present, in the analysis process, the first thing is to make a
discourse analysis with complex data consciously or unconsciously, then write an ethnography. Thus Discourse
Analysis and Ethnography are inseparably interconnected, providing two important perspectives in language studies.
This study of a class called “Cultural Heritage” in one University in Hangzhou is based mainly on these two methods,
discourse analysis and ethnography, trying to explore the following questions: (1) What is curriculum? (2) How does
this class make students’ identity transform? (3) What is the teacher’s role in class? (4) What are the dilemma and
outlet for English learning? Through two semesters’ observation and participation with the people related to the
class, the researcher have collected a huge quantity of data by observing the class, interviewing the students and the
teacher, photographing one group’s fieldwork, reviewing the teaching video, and writing fieldwork stories etc. Finally
this ethnographic study aims not only to provide a detailed account of students identity’s transformation, by
meaning-seeking in various interpretations, performances and beings, but also to bring some insights for today’s
English teaching in higher education.
３０
Representation of Chinese social actors in travel writing--Critical discourse analysis of the
New York Times travelogues (1981 to 2010)
Chen Xiaoxiao
Macquarie University
Australia
Seeking to understand how Western tourism discursive constructions of China have evolved, I examine
representations of Chinese social actors covered in the travelogues of the New York Times (1981-2010). Employing
critical discourse analysis, this study reveals three major trends in the chronological representations of these three
decades. Firstly, the more recent the time is, the more instances of interaction between the travel journalists and
Chinese people are depicted. While there is little reciprocal interaction presented, Chinese social actors are very
often quoted as informants, offering information about destinations. Furthermore, gazing at Chinese people remains
the dominant mode of interaction between travel writers and Chinese social actors. Secondly, as time moves closer
to the last decade, there are more and more instances in which Chinese people are portrayed to symbolize the myth
of the timeless. Thirdly, from 1981 to 2010 there are more and more depictions about Chinese showing curiosity at
the sight of Americans. Overall, despite some minor differences in the representations of Chinese people over the
three decades, there are more continuities than differences over time. I argue that this imaging of Chinese social
actors constitutes a central part of the Orientalist discourse that represents China as an essentialized and fixed Other.
３１
Study on Stereotypes and Prejudice in Chinese English Learners’ Intercultural
Communication Competence—An Empirical Study on the Volunteers of the World Expo 2010
Shanghai
Chen Xu, Yan Jinglan
East China Univ of Science and Technology
China
The study is based on the questionnaire survey conducted before and after the World Expo 2010 on 261 volunteers
and the focus group interviews for 178 volunteers after the World Expo 2010. The research intended to evaluate the
respondents’ overall attitude towards the six English varieties and to identify the stereotypes towards the people
from various cultures and countries, especially those not from the English Speaking countries. On the basis of careful
analysis on the data collected, it was found that the respondents’ overall language attitude towards the English
varieties did not change, while the prejudices observed from the volunteers were generally implied, and the
resources of prejudice were subtle and complicated. If roughly classified, the reasons for prejudice were
“over-generalization” and” hidden bias ”. There were stereotypes and prejudice towards the foreign visitors, which
hammered both the better understanding of the foreign cultures as well as the competence of effective intercultural
communication.
３２
Gender Ideology and Identity Construction Through Discourse
Cui Yanying
Gender is constructed by the society with the help of different individuals, groups and social institutions. Language is
a basic tool for identity construction. Discourse, as one of linguistic unit, is no exception. Discourse also embeds
gender identity. Our sense of gendered selves, Talbot (1998) writes, “is constituted in discourse”, illustrating that
people are not “passively shaped” into gendered beings, but “are active in their own construction”. In other words,
gender is an outcome of social construction. Discourse is a material form of carrying out gendered norms within a
given society. In 1997, sociolinguists Shari Kendall and Deborah Tannen write of the “social construction’ paradigm”
of gender and discourse research. They explain that, “in this paradigm, gendered identities are maintained and
(re-)created through social practices, including language practices”. Kendall and Tannen reiterate West and
Zimmerman when they argue that “individuals are active producers of gendered identities rather than passive
reproducers of socialized gender behavior”. So many people have paid so much attention to the construction of
gender identity through discourse, however, has anyone ever kept their eyes on gender ideology? Gender ideology is
a system of beliefs by which people explain, account for and justify their bahaviour. It also informs and guides the
interpretation and assessment of the gender behaviour by setting norms. It may serve as some guidelines for the
construction of gender identity, otherwise the construction may be blind and lose itself. Therefore, gender identity is
not only the outcome of construction,but the result of gender ideology. This paper purports to show the entailment
of gender ideology in gender identity construction by way of discourse.
３３
The Multimodal Features of Television Interview
Dai Shulan (代树兰)
Jiangsu University of Technology
China
ATelevision interview, as interactions between the interviewer and the interviewee, with television audience as the
primary recipients of the talk, is an institutional interaction taken place between television professionals and guests
invited by the broadcasting institutions. The interviewer, the interviewee, the studio audience, and the talk between
the interviewer and interviewee, their images, the situation of their talk, the pictures and recordings inserted,
captions, and other visual images, monologue of the interviewer, voiceover, music, sound effects, and other audio
signs are the major constituents of the discourse. Together, they contribute to the meaning of the interview and thus
to its goal of public communication. Television interview is an interaction of different modalities and their
coordination is a major feature of the discourse. The interactions between the interviewer and the interviewee,
between the voices and pictures, conversations and videos, and that of visual and audial signs form the principal part
of discourse interactions between different modalities.
３４
Brazilian Human Rights and their justification in the media: an analysys of the controversy
involving public policy "PNDH-3"
De Oliveira, Vanessa Veiga & Maia, Rousiley C.M.
Federal University of Minas Gerais or UFMG
Brazil
This work aims to investigate decisions involving human rights policies in Brazil, focusing on the types of justifications
displayed in the national mainstream media. Based on deliberative theories of democracy, it investigates the
discourses in dispute in the Third National Program for Human Rights (PNDH-3), latest policy on Human Rights,
presented under Lula’s government. The PNDH-3 was developed through popular participation and represents a
Brazilian government's response to the demands of civil society and the pressures of international organizations. It
was considered quite controversial and received harsh criticism from several sectors of Brazilian society - such as the
Church, the military force, the media and agribusiness - which led to alter their bids.
The theory of deliberative democracy affirms that preference changes are expected as a result of a process of debate,
based on a public discussion, involving a wide range of participants and the critical use of reason. Our study case is
relevant to discuss: i) the ambivalent effects of publicity; ii) the contestation of discourses based on the common
good or on self-interest in the mediated debate; and iii) the significance of the decision’s change to the meaning on
Human Rights in Brazil. Our work uses a systemic approach to articulate debates that occurs in the media arena with
the decisions taken in the State’s and Civil Society’s domains, to demonstrate the interdependence relationship that
exists between these deliberative arenas in the production of political decisions.
To evince the reasons given for changing the PNDH-3, we analyse discourses about the program in major national
printed news media (Estado de Minas, Folha de São Paulo and O Globo) and TV news (National Journal, Journal of
Band, Journal of Record). We use the method DQI (Discourse Quality Index) developed by Steiner et al (2004), to
assess the justificatives of the speeches.
３５
The underlying problems for the west to understand China
Li Yan & Kang Li
华中科技大学
China
There exists a gap between the China described in the western media and the true China, there is still a“curtain”held
between the Western people and China. The western people’s cognition of China was strongly influenced by the
media or education they received in their backdrop，they do not really understand China’s reality. Due to the factors
of different political systems and values between China and the West, and the Western people’s Cold War prejudice
and their failure to adapt to China’s rapid development, more importantly, lack of understandins of China.This paper
examines the underlying problems for the western people to understand China from a new perspective, namely,
implicit culture, macro-culture, cultural stereotypes and biases. The aim is to enhance understanding and reduce
misunderstandings, to promote China’s condition in the international mass media to be equivalent to its global
status.
３６
Intimacy Between Husband &Wife: Cultural Characteristics and Value Connotation
Liu Helin（刘和林）& Tan Ying(谭颖)
Changsha University
China
Relationship between husband & wife is regarded to be the most intimate relationship between two individuals.
Research and statistics show that a positive intimate relationship between husband & wife and the increase of
female status favor a harmonious marriage and family and benefit the social harmony and stability as well. The
construction of the intimate relationship is deeply influenced by culture. Thus, the interpersonal relationship in the
family in developing countries, especially the intimacy between the couple is different from that in the developed
countries (such as in Europe, North America and Japan) to the vast number of developing countries (such as Asia,
Africa and Latin America). China, in a leading position among the developing countries (Shi Xu:2010), should play a
positive role in the harmonious construction of marriage and family for the purpose of maintaining the world peace
and promoting common progress. Based on this, the paper attempts to make the comparative analysis from some
new perspectives, such as “distance in sleeping, intimate touching, enjoying leisure time together, decision-making
and housework sharing between husband and wife”, so as to point out the importance of the female status in the
process of cultural construction and its influence on the intimacy.
３７
Study of National Identity in Human Rights Reports: From the Order of Discourse and
Intertextuality Perspective
Dong Pingrong & Sui Haibing
Chongqing University
China
In the 2011 Country Reports on Human Rights Practices issued by the State Department of the United States of
America, there are 194 separate reports on 194 countries (areas) respectively. Taking executive summaries of the
reports as text, discourse practice and social practice, this project attempts to analyze the interrelationship between
political discourse and national identity construction. In terms of the order of discourse and the intertextuality
respectively, it aims to explore the conventional and innovative patterns of national identity construction.
The national identity theory is the core theory of the constructivism in western international relations theory. As one
type of identity study in social science, national identity possesses both essentialised and constructionist quality. In
certain discourse practice, these two types of national identity are supposed to be mapped to the order of discourse
and the intertextuality which are the core conceptions of Fairclough critical discourse analysis paradigm. This project
is focused on analysing: (1) linguistic content and form of the text; (2) discourse as power; (3) discourse as ideology.
The project hopes to integrate the research methods in linguistic and social studies to enrich identity construction
theory. Moreover, through the textual analysis of the 2011 Country Reports on Human Rights Practices issued by the
State Department of the USA, this project is expected to reveal the political and economical motivation and the
ideological combat hidden behind these reports.
３８
Contrastive Discourse Analysis: Reflexive Steps
Donahue, Ray T.
Nagoya Gakuin University
Japan
Contrastive discourse analysis reflexively done can help ensure effective results. Several interpretative problems,
however, stand in the way. One is that for cross--‐cultural situations, people tend to make culture the default
attribution for human behavior. Culture is thought the cause of nearly everything behavioral. People reason that
cultural difference is the manifest of intercultural relationships and so therefore, it must be culture (cultural
difference) that explains the behavior of foreign people (or texts). Overlay this tendency with cultural stereotypes
and a structural approach to language, a bedrock of even mainstream linguistics today, then contrastive discourse
analysis will likely produce confounded or noncomparable results. The antidote is cultural reflexivity or
contextualization by which observational or procedural biases can be ameliorated, but requires intermediate steps
for attainment. These intermediate steps involve certain principles for comprehensive discourse analysis and
demonstrated through example contrastive texts.
３９
Differing Cultural
Viewpoints that Contributed to the Construction of the United Nations
Declaration on Human Rights, 1946-1950, and the Assumption, Embedding and Further
Extension of These Rights at the 3rd and 4th United Nations Conferences on Women
(Nairobi
1985, Beijing 1995) and Their Corresponding NGO Conferences.
Erat, Katrhryn
USA
The committee that composed the Declaration of Human Rights was multicultural including among its members
delegates from China, France, India, Lebanon, USSR, and the U.S. Their cultures, experiences, and philosophical
predilections guided the discourse and decisions that constructed the declaration.
At the Women's Conferences and the accompanying NGO Conferences the attendees presupposed the
Declaration as a basis and with their cultural experiences regarding the status of and experience of women from
many geographies, economic and social situations, legal systems, religious backgrounds and educational levels
focused on actualizing the the Declaration's rights in these milieus in order to alleviate violence, expand education,
improve maternal and child health, improve the participation of women in the economic and political spheres, and
show respect and sensitivity to religion and freedom of expression.
The paper will expand on these three pivotal convenings separated by many decades emphasizing the cultural
viewpoints of different participants which ultimately led to the original Declaration of 1950 and the issues raised and
positions taken at the Women's Conferences in 1985 and 1995.
４０
积极话语分析视角下的基督教在华赈灾报道评价分析
Fang Ling（方玲）
贵州大学
China
积极话语分析提倡积极改革并提出和解决问题的方法，评价理论主要用于分析语篇中各种评价资源所表
现出的态度、观点和立场。本文从积极话语分析角度，以评价理论为框架，以 The Chinese Recorder 和 China
Daily 中有关对基督教在华赈灾的报道为具体语料，分析 The Chinese recorder 中 1931 年华中水灾，在华传教士
的救灾活动及 2008 年中国日报中基督教参与汶川地震赈灾及灾后重建的报道，从而对基督教会在不同历史时
期救灾活动的动机、特点、影响等进行对比研究，从态度系统中情感、判断和鉴赏三方面详细分析了语料中
所隐含的态度和立场，进而分析其报道中积极话语在增强基督教在中国影响力的作用与意义.
４１
Pragmatic Adaptations between Conversations and Contexts
As Perceived from Stage Directions of Death of a Salesman
Fang Ying (方颖)
上海外国语大学
China
Death of a Salesman by Arthur Miller is a classic masterpiece of American literature. This paper starts with an
analysis of the skillful design of its stage directions, which plays a critical role in the construction of the dynamic
contexts in the play. Then, with the pragmatic speech act assumption and, especially, the turn-taking model as the
theoretical perspective, and with the conversations between Willy and his elder son Biff which occur respectively in
Willy’s recollections and in the present real time as the samples, the paper analyses and summarizes the ways in
which the conversations adapt with dynamic contexts, focusing on the different choice of speech acts and the related
conversation features. Such pragmatic adaptations contribute to the success of the play in terms of its
characterization, the creation of its tragic atmosphere and the expression of its underlying thematic idea.
Key words: stage directions, dynamic contexts, turn-taking analysis model, speech acts, pragmatic adaptations
４２
Gendered Language Practices in the Global World: Female Experience of Moroccan Women in
Madrid and Catalonia Region
Fernández, Tulay Martínez
Universitat Oberta de Catalunya
Spain
Language constitutes both the medium of everyday communication and an important social and economic capital.
Spain, a multilingual country which has only few decades of experience as an immigration country is an interesting
research area to analyze language acquisition and social integration phenomenon not only for its multilingual
language structure and duality in second language acquisition in some autonomous states such as Catalonia, but also
for the recent challenges posed on the immigrant communities by the ongoing economic crisis, which triggers
reorganization of the family members’ roles in the immigrant families. Not surprisingly, this reality has an important
effect on language practices of the immigrant women, which is the main interest of this research. In this ongoing
ethnographical work realized in Madrid and Barcelona since 2011, I explore the complex language practices of
immigrant women of Moroccan origin and explain the ways that political economy, gender roles and language
practices intersect, trigger or hinder each other in the lives of these women.
４３
Language and Culture in the Light of Multiliteracies in Brazilian Education
Ferraz, Daniel
Faculdade De Tecnologia
Brazil
This paper aims at investigating language, culture, and multiculturalism in a language and culture graduate course
from a university in the State of São Paulo, Brazil. In the light of Luke (1997, 2000), and Freire (1999, 2000) we will
briefly present the theoretical framework by discussing how critical pedagogy, new literacies and culture interweaved
in this course. By analyzing students’ response papers we will discuss how 1. the reading and discussion of theories, 2
the interpretation of films, and 3. the interactions through the blogs enabled practices of multiliteracies which
re-visioned and questioned a monolithic vision of culture. Finally, in the light of Monte Mór (1991-1999-2007),
Menezes de Souza (2007), Brydon (2009), and Snyder (2008), we suggest that discussions on new literacies and
multiliteracies are essential if we are to discuss pedagogy, language, culture, and identity in both undergraduate
and graduate levels.
４４
Does China have science in the ancient time: A Question on Joseph Needham Question
Gao Jian
China
As an unprecedented leading scholar in the study of Chinese traditional thoughts in science and technology, Joseph
Needham is famous not only for his extraordinary introduction to the traditional Chinese thoughts in science but for
the very contentious “Joseph Needham Question”: Why did China fail to develop into a modern nation characterized
by science and democracy since technology and science had been very much advanced in ancient China?
Many scholars intend to make a satisfactory reply to “Joseph Needham Question”, while they forget to question its
validity. Can we label Chinese practical skills in the ancient society as the origin of science and technology although
they have much in common? To further this question, what perspective we shall take in cross-culture studies so as to
avoid being misled by stereotyped ideas and preoccupations? A historical and comprehensive view in cross-culture
studies is highlighted for an in-depth analysis of cultural differences.
４５
A matter of conception: Discourses of childbirth and communication in the maternity-care
contexts of New Zealand and China
Guo Shujie (Phoebe) & Munshi, Debashish & Cockburn-Wootten, Cheryl & Simpson, Mary
University of Waikato
New Zealand
In the midst of a changing demographic landscape in New Zealand, a significantly growing number of immigrant
Chinese mothers are going through childbirth in their adopted land. Drawing on the analytical frameworks of social
constructionism, postcolonialism, and Third-World feminism, this paper examines the discourses of maternity care in
New Zealand and China with a focus on culture and communication as crucial components of childbirth. A critical
discourse analysis of texts as well as discursive practices unearthed through longitudinal interviews with ethnic
Chinese mothers and their New Zealand maternity-care providers and observations of interactions reveals that the
discourses of maternity care are perceived differently within the New Zealand and Chinese maternity-care and health
systems. Whereas a medicalised childbirth and a cooperative doctor-patient relationship are valued in China, a
natural childbirth and a partnership-based health communication are prioritised in New Zealand. The findings lead to
a critique of New Zealand’s homogeneous discourses of childbirth and communication which do not leave much
room for other discourses and interpretations. The paper also provides pathways for the creation of a hybrid space
that accommodates different and alternative bodies of knowledge.
４６
Recognition, emotion and claim justification: A case study of Brazilian deaf people’s
storytelling about linguist rights on the internet
Maia, Rousiley C. M. & Garcêz, Regiane L. O.
UFMG
Brazil
Discourses on identity are specially based on emotion that affects individual’s cognition and reasoning capacities that
helps to politicize group identity and mobilization as well as engagement in political discussions. Our study focuses
on deaf persons, subjects who have been victims of stigmatization, who face language barriers and who struggle for
recognition of deaf culture.
This study, based on Axel Honneth’s theory of recognition, aims to explore how disrespected subjects articulate hurt
feelings through an “intersubjective framework of interpretation” and negotiate disagreement that often emerges
among members of groups when constructing “a shared semantics”. We advocate that Honneth’s understanding of
the role of emotion is compatible with discursive justification in the Habermasian fashion; and both theoretical
frameworks can be applied in conjunction in studies focusing on discourses and identity.
To develop this argument, we analyze storytelling about linguistic rights gathered in the website of the main Brazilian
organization for deaf persons (FENEIS) and the Orkut, an online social network. We examine the tensions underlying
the construction of “a shared semantics” from the perspective of both deaf social movement and individual
members of that collectivity. While storytelling on the website evinces a unified and coherent discourse about
injuries and possible solutions based on sign language, on Orkut, it raises moral disagreement and harsh concurrent
discourses among oralized deaf persons and those using sign language about linguistic rights. We conclude that
“feelings of injustice” and controversial claims for recognition require justification in different spheres.
４７
Language and Gender in the discourse of Indian TV Advertisements
Ghosh, Sanjukta
Deccan College Postgraduate Research Institute
India
The issue of language and gender in Linguistics, especially in Sociolinguistics and Discourse studies, has taken an
important place since its inception in 1975 through the works of Lakoff, Key and Thorne and Henley (Eds.). While the
early works focused on establishing a gender-specific trait of women’s language and identifying the role of language
in constructing and maintaining a difference between men and women, the research since 1990 took different angles
relating gender and other issues like ethnicity, social class, power and the situation of conversation. Following
Goffman (1977), Tannen (1994) claims that discourse and gender are not sex-linked but ‘sex-class linked’. The style of
individual’s speaking is identified with the class of men or women he//she belongs to. Therefore, the issue of
addressing the question of gender, speech and identity becomes more complex as women or men are not single
homogeneous groups.
There are some previous studies on gender reflection in the language of television advertising in some East Asian
languages like Chinese (Cheng, H., & Schweitzer J. C., 1996) and Japanese (Arima, A. N. 2003) and in English,
specifically with children’s advertisements (Fern L. Johnson and Karren Young 2002). However, much more works are
found on the advertising language of print magazines and sex roles (Das, M 2000, Frith, K.T., Hong Cheng & Ping Shaw.
2004). No significant study is done following this line in India taking data from Indian mass media languages,
especially the most popular form of mass media like television. Therefore, this paper seeks to find out how urban
Indian women are portrayed in Indian TV advertisements. The questions which are raised in this study are the
followings:
Is there a homogeneous urban Indian women group? The answer of this question will undoubtedly be negative. The
social class, education, economic background and power make them distinct classes. If so, what is the nature of this
socially constructed ‘sex-class linked’ gender?
Moreover, the situation where the language is used and the relation of the speaker to the addressee play important
role to determine the strategy used in a conversation. Therefore, the second important question is to find out the
alignments created in different conversational situations among the participants in each ‘sex-class linked’ gender and
the strategies used by them.
The data for this work is taken from various TV advertisements either through internet or from live recording from
TV.
We may categorize the advertisements which are aired on the television based on their major target audience. There
４８
are four distinct classes of advertisement found on Indian TV: they are female-oriented, male-oriented,
children-oriented and neutral. The female-oriented advertisements include the beauty and health care products,
products related to kitchen (from kitchen accessories to cooking oil and spices), cleaning products and child care
products. In these ads the main protagonist is generally a female and takes a lead role in the advertisement. In the
male-oriented advertisements like cars and car- accessories, bikes, different male beauty products etc. the leading
roles are taken by males supported by some female sometimes in some passive roles. The advertisements which are
specifically targeted towards children are health drinks, readymade fruit juice, instant noodles, some healthy and
attractive breakfast items, chocolates and some kinds of biscuits. These project children as their main consumers
with their supportive parents. However, some ads of chocolates and biscuits associate them with the whole family.
The neutral advertisements are for everyone in the family like tea and coffee, snacks, consumer products like
television, refrigerator, washing machine, air conditioner etc, (these ads are gradually disappearing from the
television except some new launches) and loan and insurance policy related ads that portray a mixed characters
consisting male, female and children.
These categorization has of course some exceptions where a detergent advertisement is not a woman-centric one
and takes a nice positive attitude towards removal of dirt (Surf Excel’s daag accheN haiN ‘stain is good’ slogan) or a
chocolate advertisement shows (Cadbury Gems) two old men enjoying exchange of toys like kids.
A very common prototypical portrait of a woman in these advertisements across the above-mentioned categories is
either as a responsible wife or a daughter-in-law or a mother taking care of the health of the entire family. The
typical ads are of cooking oil (Saffola), baby products (Johnson’s baby products), health drinks (Horlicks, Bournvita
and Complan), healthy snacks like soups (Maggie), healthy breakfast items for the family (Saffola oats) and especially
for the children (Kellog’s Chocos) and even warm underwear for winter care (??). Over the years, the women in these
ads have become more knowledgeable and health-conscious so that they are shown to compare the products in
terms of their composition and go for the best value product for their dear ones. The women of these types come
from educated, middle-class or high middle-class background as evident through their use of language and other
non-verbal actions.
Portraying women in these typical relationship roles is also extended to be found in an advertisement specially
targeted for small children (Cadbury’s Oreo). Here, a small girl is shown to follow the role and dress of her mother
when she offers snacks to her father putting a dupatta (a kind of stole used by Indian women) around her neck.
The ads of detergents and dishwashes portray a woman trying to establish her identity by superseding others in
cleaning either clothes or utensils. These women consider untidiness of their family’s garments as a failure from their
part. These advertisements portray women from different classes but they clearly do lack the sophisticated culture of
the first group. One particular advertisement also has a housemaid as the main protagonist of a dishwash bar (Expert
dishwash) who rudely compares of not having that particular brand of dishwash bar in a house with less social
prestige. There is also example of impolite verbal behavior of the women in one detergent ad (Rin) where whiteness
of the clothes is considered to be a mark of prestige in the society.
４９
Another common portraying of women as an object of beauty and sexuality is very common in the advertisements
related to skin care products and soaps. One interesting case of objectifying women is an advertisement of not any
beauty products but of a mango drink (Slice) where the advertiser does very subtle yet sensuous comparison of ripe
yellow mangoes with a woman’s body. The use of the word aamsuutra (literally doctrine of mango) in the ad is
phonologically closer to the name of the doctrine of sex of ancient India kaamsuutra and the ad exploits this along
with other non-verbal signs to create a sexy appeal. In these ads, the women on the screen have little to express
through verbal behavior and the voice-over is mostly a male.
However, there is also one more group of women seen in the advertisements that are more conscious about the
social and economic issues and can be considered as a representative of more empowered urban women. They as a
daughter and a wife teach the male member about the saving of fuel, though through a face-saving strategy not
directly attacking the male ego. Similarly, a modern young lady tactfully reminds her husband that riding three on a
bike is illegal (Tata tea) and it is his one of the small duties which he forgets to observe. One woman in a shop advises
another to bargain on the M.R.P of the object as part of consumer awareness campaign. One particular detergent
advertisement (Nirma??) shows that a group of women come forward with the courage to pull an ambulance stuck
in the muddy road getting all stains and staring at the dumb audience comprising mostly men. This is surely a
changing scenario of modern women who are stronger enough to supersede the men even in some odd job like the
one described above.
Young girls and ladies are also shown to be free in the ads of sanitary napkins against the restrictions which were
associated traditionally with the menstrual cycle of a woman by the society.
The conversational strategies used by different sex-class groups of women also exhibit clearly different situations.
The more empowered women mentioned above use more direct speech without hesitation but surely more polite
form of face-saving strategy while conversing with the opposite sex. On the other hand, the less sophisticated group
also has more impoliteness in the verbal behavior and goes for face-threatening strategy sometimes.
５０
Study Abroad Equals to an Efficient Intercultural Education?
Gonçalves, Liliana
Communication University of China
China
The answer to this question is, as you already guessed, no. “Intercultural competence does not automatically
increase by simply being in a foreign culture” (Behrnd & Porzelt 2011: 213). We would say it helps, but the
development of intercultural competence depends on many conditions and on many dispositions. The intercultural
competence is an individual capacity but influenced by factors like context, encounter situation, place, social status,
among others.
As Portuguese teachers in mainland China, how can we help our university students to take more advantage of one
year study in Brazil or in Portugal? Knowing that later on these students will be diplomats, translators and
interpreters, dealing with different cultures in their professional lives, we are aware that intercultural competence is
important “to perform effectively and appropriately when interacting with others who are linguistically and culturally
different from oneself” (Fantini 2006: 12).
In this article, we would like to analyze some Chinese university study abroad programs to Portugal and Brazil, taking
into consideration some studies already published concerning intercultural competence and study abroad. Our aim is
to verify if those programs provide students comprehensive accompanying measures before, during and after the
stay abroad. After this analysis, we would like (if relevant) to leave some suggestions to develop these students’
intercultural competence.
Key-words: intercultural competence; study abroad programs; Chinese students.
５１
The Ancient Interdiscursivity of the ‘Dance Conchera´ in the current Mexico
Valencia, José
National School of Anthropology and History
Mexico
Dance Conchera is a cultural practice that has its roots since time immemorial. However, with the arrival of the
Spaniards in America, their manifestation is interrupted by having to confront a markedly different context, mainly
because the Catholic Church considered it demonic and forbade it.
The Mesoamerican inhabitants had to find a strategy that succeeded in resolving its critical situation, because on the
one hand they wanted to hold their thoughts and ancient philosophy unless it was detected by the Christian
ecclesiastical authorities, and which on the other hand, letting them believe to the same that its evangelizing mission
had been achieved.
The strategy used turned to exploit the mechanisms of interculturalisation processes: interdiscursivity, intertextuality
and intersemiosis, especially the first one, because it can be seen in many of the verbal expressions that even the
dancers concheros, as in the case of their “alabanzas” or sacred songs, where is clearly exposed interdiscursively the
memory of an ancient culture.
This exhibition has as central objective to show how the cultural practice of ‘dance conchera’ managed to survive
until today, retaining much of its form and content pre-hispanic, thanks to the handling of an interdiscursivity,
because he managed to condense the thought and wisdom of the old Mexico with the speech of the Christian
institution, but, this has also developed an objective awareness thanks to its mostly artisanal production that has
kept it aside from a desperate consumerist dynamics of contemporary times.
‘Dance conchera’, thanks to its interdiscursivity, is held as an authentic alternative culture in Mexico.
５２
跨文化视角下的语言与思想不对等性研究
Guo Chunjie (郭纯洁)
南京航空航天大学
China
人类的语言能够在一定程度上反映人类的思想，但语言并不能表达思想的全部内容，语言与思想之间存
在着一定的差异。本研究通过有声思维实验，对英汉两种文化环境下语言与思想的不对等性进行深入分析，
试图发现不同文化之间语言对思想的表达在信息层次和认识机制上所存在的差异，从而更深入地认识语言的
本质、语言的发展以及语言对思想文化的影响。
５３
From the intercultural, to the transcultural: impact on the discursive practices
Haidar, Julieta
National School of Anthropology and History
Mexico
First of all, in this paper it seems important to consider the differences between multiculturalism, interculturalism
and transculturalism, since these concepts are used in various fields and involve different explanatory aspects.
Secondly, it is very important to stop us in the category of discursive practices, with which the discursive dimension
reaches another status in socio-cultural life.
Cultural research that go beyond the field of anthropology and integrate those of history, politics, the economy,
among others, the two first categories seeking to relate the different cultures, are those of multiculturalism or
pluriculturalism, that fail to discuss internal and external cultural heterogeneity. Subsequently, comes the category of
interculturality, in order to deepen the relations between different cultures, to reveal the conflicts and tensions that
are generated in these exchanges, with the intensification of migratory processes, from cultural, economic and
political globalization. But the category, that acquires greater scope for the analysis of these complex cultural
processes, is that of transculturation, which emerged in the 1990s, and remains so far, although still of
interculturality is the most widespread.
Secondly, intercultural and transcultural processes, it is essential to highlight the importance of discursive practices
and of semiotics, integrating the category of the Tartu School of total translation, with which both Lotman, and Torop
proposed that all cultures live in an ongoing translation process, so they can be intelligible. In addition, it is important
to highlight the nature of practice in speeches, since with this category they produce and reproduce actions,
reactions and relationships of all kinds; hence its centrality in inter and transcultural relations.
５４
A Dream in Chinese Reality TV
Cheng Han
Zhejiang University of Media and Communication
China
The Exchange Programme is a successful modification of the western Reality TV format. Produced by Hunan satellite
television, it takes as its backdrop the rural-urban divide in China. Categorized as “life experience Reality TV”, The
Exchange Programme juxtaposes urban and rural youth by arranging for them to experience the life of their
counterpart for seven days. The show aired from September 2006 to April 2008, and featured four independent
stories in each season. The show then came back for a fifth season in Jan 2012.
In giving the urban participant a leading role to play, the editor of The Exchange Programme positions it as“a story
about an urban youth’s transformation in a village, meanwhile it gives us a vivid impression about other [i.e. rural]
youths.” Interviewed by the programme makers, Cheng Manli, associate dean of News and Communication School,
Beijing University, believes, “It is a good model we could use for student education, including family education,
school education and other deeper levels.” Meanwhile, Wang Xiaohong, associate dean of Television and News
School, Communication University of China, comments, “I like this programme very much, from lots of different
perspectives, it represents media responsibility.”
This paper will analyze the portrayal of urban youth in The Exchange Programme and the way their identities are held
to be representative of modern city life in China. What actually are the “deeper levels” of education on display here?
What kind of“media responsibility” exactly is at work? Through an examination of how the cultural identities of
urban youth are constructed, I will argue that the“rediscovered” poverty of rural areas is presented as a form of
punishment and heart-rending pathos with which to physically and emotionally affect urban youth (and audiences),
and contribute to their transformation. In this way, I will show how The Exchange Programmeendeavours to
persuade urban youth to docilely accept the discipline and the education of school, serving as it does as a
representative of modernization. If the fantasy of urban youth is to be “modern, moral and disciplined”, then by
presenting this ‘myth’ as an assured future the programme can be seen as functioning to maintain the legitimacy of
Neoliberalism in present day China. Within the context of those contradictions and struggles between capitalism and
communism that are currently facing the Chinese government, the programme can also be held as allegorically
revealing the changing “hybridity” of the city, with the latter becoming a battle field, a “third space” of culture and
discourse, in which the country acts as the nation’s “original culture”.
５５
Types, nature, bases and dissolution of special interest groups’ hegemonic discourses in
contemporary China
Han Jiu-quan
Hebei Agricultural University
China
In recent years, special interest groups’ hegemonic discourse in contemporary China casts a great threat to the
Chinese harmonious discursive construction. Under this setting, this paper attempts to study the hegemonic
discourse from the following aspects: 1)it can, methodologically, be classified into six types; 2) its nature has western
linguisitic-cultural-philosophical features;3)it survives on certain ethics, power system, social-cultural soils including
that of media; 4)it could get to be dissovled if some proper countermeasures are taken.
Key words: contemporary China, special interest group, hegemonic discourse, survival, dissolution
５６
A Comparative Study of Language in Governmental Press Conference :Discourse
Perspective
He Shuxun
Shangluo University
China
The study is devoted to the research on thelanfguage differences in China and American governmental press
conference .Due to different political, historical and philosophical tradition, the language and its discourse features in
two countries vary greatly. Based on authentic data collected from both countries, the study scrutinizes its cultural
differences and underlying causes, and a comprehensive way of reducing cultural conflicts and effective mutual
understanding is given.
５７
Discourses at translational risk
Heller, phil. Lavinia
Johannes Gutenberg Universit
Germany
Discussions on power and sovereignty, especially in the context of Postcolonial Studies, have shed new light on
translation and stimulated a critical debate in Translation Studies about the role of translation in building hegemonic
discourses. In this context it is generally assumed that translations carry concepts, ideas, worldviews, values, etc., and
thus has a strong impact on the target systems' discourses. According to this assumption, the directions of
'translation traffic' are seen as an indicator for intercultural power asymmetries, as socio-cultural systems that export
a lot of texts through translations have a potentially better chance to claim the validity of their world view than
systems that are exposed to a strong translational influence from outside. The aim of this paper is not a sweeping
judgement of the perspective on the connection of translation processes and power relations. However, I will argue
that more often than not such perspectives implicate a quite simplistic idea of translation between discourse
traditions, as if translations pack in a discursive item from a steady socio-cultural system A and deliver it to a highly
permissive system B, where it unrestrainedly enfolds its influential power. In this study I want to promote a pragmatic
notion of translation and argue that translation does not actually impose specific worldviews, concepts and methods
from one discursive system to another, but rather puts them forward for discussion allowing thus – whether willingly
or unwillingly – the translated matter to be recontextualized and renegotiated in terms of another discourse tradition.
In this light it becomes apparent that the export of ideas and concepts is at least as 'risky' as its import, as the
multiplication of perspectives and voices always gives way to new claims of definition and validity. In this view,
translation should also be considered as a potential challenge of supremacy.
５８
Discourse Practices of a “Cool” Black Girl: Breaking Through Boundaries
of Ascribed Identity
Howard, Arianna M.
The Ohio State University
USA
Studies of the discourse practices surrounding (working class) Black girls point out that they are socially positioned or
constructed as “at-risk,” aggressive, loud, and underachieving and that such labeling perpetuates negative
consequences (Koonce, 2012; Richardson, 2009; Fordham, 1993). As such recent scholarship focuses upon activities,
supports or conditions which enable resiliency (Winters-Evans & Esposito, 2010; Rise Sister Rise, 2011; Winn, 2011).
The present study contributes to this line of work by examining the discourse practice of an “at-risk” adolescent Black
girl as she negotiates ascribed identities in a race-gender specific afterschool club dedicated to the development and
promotion of critical literacies of Black women and girls. As a critical discourse study, the focus of the present
examination is on the ways she makes language, communication and other acts of identity work to reconstruct,
deconstruct, maintain, or resist identities to build solidarity and status within the group. Gee (1996) calls this
recognition and enactment work.
Data is extrapolated from transcribed videotaped group discussions and
interview data. Using principles of critical discourse analysis (Fairclough, 2001; van Dijk, 2001; Gee, 2004) this
research examines the participant's negotiation of dominant and local discourses surrounding the ascribed identities
of being a Black girl. As she discussed lived experiences of violence, the participant co-constructed and contested
others' ascriptions of identity. This research shows how ascribed identities serve as boundaries (Sutherland, 2005)
and how discourse practice enables negotiation of those boundaries as the participant discussed everyday texts.
５９
Translating Humor in U.S. Sitcoms: Grammar, Culture and Politics
Hsiao, Chi-hua
University of California at Los Angeles
USA
In this study, the translation of humor is explored in the context of an underground network of Internet-based
amateur translators in China. Informal volunteer subtitle groups emerged in the mid-1990s and began catering to the
younger generation’s thirst for U.S. popular culture and media. These translators are dedicated to unofficially
disseminating U.S. media programs to Mandarin speakers in China, Hong Kong, Taiwan and elsewhere. Volunteer
groups add Chinese-language subtitles to programs, post the shows online for free downloads and provide a network
for online interactions. The
“undergroundness” gives rise to some unique properties of the translation work done by the subtitle community;
therefore, I explore how subtitlers and audiences use humor translation from U.S. sitcoms as a discourse of
self-expression and as an ideology. I illustrate the dynamic between subtitlers and audiences, particularly how they
construct subtitles as a contested site to articulate ideal types of Chinese humor that fit into the social-structural and
cultural conditions of contemporary China.
The evaluative discourse taking place on the Internet is ‘dialogical’ in that it allows discussants to enter the discussion
at any time, making the speech timeless but also ideology laden because they appreciate the translation text from
their own perspectives. The discourse is also “moral” because discussants usually position themselves as the
authorities who have authentic knowledge about translation, and they therefore “discipline” others on the right ways
of translating and reading humor. Moreover, the discourse is indexical, as discussants authenticate their cultural
identities by taking identical or distinctive stances. The online discussion forum provides a social space and invites
viewers to develop their theories of humor translation. This “zone of contact” (Pratt 1987) builds a community in
which audiences accept, refuse, or debate an array of alignments with, orientations towards, and adjustments of
humor translation. The evaluation discourse also reveals an implicit claim of translation sovereignty so that when a
translation is framed in the medium of U.S. sitcoms, subtitles are more likely to reflect social and political conditions
than to be truthful translations. Subtitlers and audiences justify their autonomy by claiming that by providing
appropriate humorous effects and promptly addressing a particular social-historical moment, the subtitles satisfy
audiences’ reasons for viewing the sitcoms. Such a right to translate and interpret humor is not merely about
translation; it is more an expression of sovereignty that itself constitutes a new kind of cultural production and
identity.
６０
The Cultural Transformation of Chinese ‘Minority Films’
Hu Puzhong
Capital Normal University
China
It seems that Chinese ‘minority films’ should be named ‘minority-themed films’, if we are to consider what the term
‘minority film’ means exactly in western countries. But before the ‘minority film’ meeting the western criterion has
been produced recently in Chinese cinema, the name ‘minority films’ has been used for several decades, during
which almost all films concerning the ethnic minority, especially those with the setting of minority areas, have been
called ‘minority films’ since the early 1950’s. It was not until 2004 that the minority films with modern academic
meaning seemed to appear. Some of these films were alleged to be made to protect the marginalized ethnic minority
culture, and more meaningfully, they were directed by the newly emerging young directors with non-government
background and increasingly clear self-identification in minority culture. So, at present, the word ‘minority film’ can
refer to the minority films which accord with the mainstream modern academics of film studies, and it could also
means those minority-themed films which serve the dominant culture and conform to its own tradition since the
early 1950’s. Both two kinds of film have increased greatly in quantity in last decade, and some of them have won
great social attention. This article will focus on some problems including the cultural logic behind the prosperity of
the minority films, the discourse trajectory of ‘films in mother tongue’, and the cultural operation of the newly
organized event ‘Beijing Minority Films Exhibition’, etc, and try to explore the discourse transformation for the
Chinese ethic minority films in China today.
６１
On the Dilemma and Path of Enhance the Cultural Consciousness in Contemporary China
Hu, Wen-Juan & Deng Yong-Fang
Jiangxi University of Science and Technology
China
In contemporary China, Cultural Consciousness has already become one requirement of modern transformation,
however, it is faced with multiple difficulties during improving the level of Cultural Consciousness,such as difficulties
from culture in the process of modernization, cultural inferiority be brought by cultural globalization,the influence of
the western peaceful evolution and culture subject with low level of education. For these problems,we can explore
the path to improve the level of Cultural Consciousness by speeding up the modern transformation of traditional
culture, developing cultural industry, shaping socialist core value system and developing education , etc.
６２
Impeachment Trial: A Critical Discourse Analysis on Newspaper Editorials
Ingilan, Sajed S.
University of Southeastern Philippines
Philippines
This study entitled “Impeachment Trial: A Critical Discourse Analysis on Newspaper Editorials” aimed to determine
the discourse dimension and genre of the three local newspaper editorials in Davao City, Philippines, based on the
criteria provided by Teun Van Dijk and Norman Fairclough. This paper used qualitative – descriptive design in
analyzing the three local newspaper editorials from Mindanao Daily Mirror, Sun Star Davao and Mindanao Times that
discussed the controversial topic of the Impeachment Trial of Chief Justice Renato Corona. The researcher gathered 9
articles randomly selected from each of these newspapers within May 2012 issue. After the analysis of the corpora,
findings revealed that the access of settings happened in the Senate where Chief Justice Renato Corona was being
accused. The main participants of the three local newspapers are the Senator Judges which described as the
powerful groups in the text and encode the positive stance while the accused Chief Justice Renato Corona was the
powerless actor of the text which encodes the negative stance using the categorical assertions of lexico grammatical
features. Furthermore, the participant’s positions and role of the three local newspapers particularly the Senator
Judges have the power and authority to control the Impeachment Trial of Chief Justice Renato Corona. Moreover,
genre provided by Fairclough’s concluded that the opinion sections of the three local newspapers conveyed their
message through argumentative genre which is logical rather than emotional. It is then recommended that the
results of the = study could be introduced to the students understanding language that give reflection to the study of
discourse and power relation within the language. Editorial readers and student publication writers dealing with
newspaper writing could have a better knowledge and understanding on what writing genre will be used, whether it
is in narrative or argumentative form. Teachers of Mass Communication and Journalism subjects could introduce
critical discourse analysis in the writing perspective of their classes. Moreover, it would be helpful to the students in
analyzing a specific issue surrounding the society with the topic of power relation in CDA. Lastly, Critical discourse
analysis could be suggested in the curriculum of the academe wherein topics such as power relation within the
language can help better understand the issue especially in language and philosophical courses.
６３
话语历史分析视角下的翻译意识形态研究
Jia Huanjie (贾焕杰)
近年来，批评话语分析学者开始使用不同的视角对翻译文本中蕴含的意识形态和意识形态影响下文本的
生产进行了阐释。沃达克的话语历史分析方法注重文本生产和文本阐释的语境因素，该方法论对于影响翻译
过程的宏观社会历史因素有很强的解释力。本文将翻译行为视作一种在特定社会文化语境下文本之间与社会
之间意识形态的遭遇，以译者即调解人的视角阐释性的解答了文本产生的历史背景以及译者翻译策略的选择
的意识形态原因。
关键字：话语历史分析；翻译；意识形态；调解人；语境化
６４
The Visibilty of Turkey's Foreign Policy to The Public in Turkey: Discourse Analysis on
Turkish Foreign Policy in The Turkish Parliament
KELEŞ , Dilek
Ankara University
Turkey
Democracy has always been a topic of discussion in Turkey. Even though, there has been an effort to bring
democracy into force from establishment of the Republic to present, different goals were pursued from democracy in
the Single Party Period which is between years 1923-1946. With transition to a multi-party system in 1946 Turkey
took a step to the direction of democracy but many issues which have been discussed on have continued to exist as a
problem. During this period, as the main goal was ensuring the continuity of the regime, sometimes oppressive
regime was applied by the government to prevent opposing views. The opposing views were mainly the views of
media, universities and leftist movements. In this period when freedom of expression have been restricted, the
policies about agenda have been sometimes conducted confidentially. Hence, possible reaction of public about the
foreign policy has been prevented. Until the 1960s foreign policy was a topic which was unknown by the public.
1960s indicates a different period in Turkey’s history of democracy. These years will have been a different period in
which democracy gain functionality ever been before. The 1961 Constitution which is a product of this period and
brought some important advantages for the rights and liberties of a citizen was a progressive and useful one for the
leftist view. Some leftist parties were founded and improved due to the Constitutional arrangements for the
possibilities of organizing, thinking and expressing freely and to the Constitutional assurance given for the political
parties. Thus various segments of society especially some intellectuals took part in social and political life via
establising an organization and political parties. Turkish Labour Party which was the one of these parties, contributed
to the living of a different period in Turkey. TLP asserted different aspetcs about the country’s agenda and pioneered
the discussion of some issues in the public sphere.
Foreign policy was the main issue of them. With TİP, “for the
first time a political party was opposing to the traditional line of foreign policy by its manifesto in Turkey, and was
recommending a new way for managing the foreign policy” (Fırat, 1997: 98 – 99)
The main aim of this study is to search how the Turkey's Foreign Policy have been visible to the public in Turkey and
how the TLP carry out a discourse in the Turkish Parliament. The study will base on the communication studies
perspective. The methodology of this research is discourse analyses which Teun Van Dijk will take as a reference
during the analysis and research categories will form on the basis of themes and linguistic features will highlight in
the speeches of the deputies.
The study composes of two main sections. In the first section the evolution of democracy in Turkey, foundation of
TLP and TLP’s contribution this process will review. In the second section analysis on the way in which the TLP raised
political opposition on the Turkey’s foreign policy is presented.
６５
Discourse with the Future in Tswana Marriage
Kezilahabi, Euphrase & Seloma, Pearl S.
University of Botswana
Botswana
The paper discusses an important marriage event in Tswana society – the time when the bride is brought to the
in-laws. Two scenarios are given as a setting (i) a couple in which both are of the same age group and same culture
(ii) and one in which the bridegroom is older and of a different culture. In both scenarios, there is a “crossing over”
for the bride.
The paper then discusses two styles of discourse that take place during this event (i) the
external/verbal discourse that may include ceremonial “jargon” and dances (ii) the internal psychological and
emotional discourse that take place within the mind and heart of the bride. We call this “discourse with the
future.” Researchers have dealt with the first one extensively but few have examined the second type of discourse.
In the first one the paper analyses the metaphorical and symbolic language used in this discourse. In the second
the dreams (expectations), fears, doubt, “for better or for worse”(to borrow the Christian concept) are discussed
with an attempt to unravel the idea of future time and the meaning of life in a gendered world.
６６
Is Discourse Analysis Fit For the analysis of Intercultural Dialogues? Readjusting the Notion
of “Alterity”
Koren, Roselyne
Bar-IlanUniversity
Israel
The purpose of this paper is to re-examine the concept of the interlocutor as it is presented within the definition of
the subject and the Other in some major texts of Discourse Analysis in France (Maingueneau, Chareaudeau). In these
works, the other is not an equal party [an alter-ego] but rather an instrumental “ anti-model” or “anti-guarantor”,
who must identify himself with the speaker’s point of view if he wishes to be accepted and integrated rather to
remain outside the subject’s group. Within dialogue, he is thus a target of discursive strategies which try to
“incorporate” him, namely to master him. However, if an intercultural dialogue is called for, we need to readjust
these conceptions of the subject and the Other in discourse. My contention is that Perelman's New Rhetoric could
contribute to the readjusting of this coercive conception of dialogue. This work provides a framework within which
the one and the Other are conceived as alter-egos, each of them in turn playing the role of a judge who determines
the relevance of the speaker's opinion and of his axiological rationality. The Other thus plays a fundamental role in
the light of an ethics of discourse, namely in a common existential questioning on what counts and makes sense for
each other. This allows for the equality of freedom of thought and expression as well as for solidarity between the
interlocutors who share a common interest and responsibility for the success of the dialogue (the success depends
on the accountability for mutual comprehension and the right of every speaker to disagree and negotiate the gap
between the interlocutors). This principle of verbal interaction will be demonstrated through the analysis of a
dialogue between two officers – an Israeli and a Palestinian, Ibrahim Souss and Zvi Elpeleg, edited in 1993 by the
French journalist Eric Rouleau: Dialogue between Israël and Palestine (Paris, Plon).
６７
Formation of Literary Standard in American English and Cultural Factors
Kristberh, Roman
Institute of Economics & Information technologies
Ukraine
The formation of the American national literary standard had been completed by the mid-1880s. The major historical
events in the 19th century – the Westward Expansion and the influence of the Frontier, immigration to the United
States, the Civil War and its consequences served as crucial factors in this process. The analysis of American luterary
sources from 17th through 19 th cc., especially those of foreign travelers to the USA and American literatti support
the evidence that only by the end of the 19th c. Amercian English had come into its own.
６８
A tentative analysis on non-interrogative use in interrogative sentence patterns between
Chinese and English language.
Kuang Guiyang
Hubei university of technology
China
there are many interrogative sentences in both modern Chinese and English languages, but they are frequently used
in non-interrogative ways, their meanings are more than meets the eye. Some people put such kind of
non-interrogative sentence pattern into rhetoric question category, it is not right. Its meaning is beyond the
boundary of rhetoric question pattern. Moreover, in both Chinese and English languages, there are similarities and
differencialities in non-interrogative use in interrogative sentence patterns. This paper deals with the
non-interrogative use in interrogative sentence patterns in a pragmatic analysis perspective, so as to give a deep
understanding of it.
６９
Necessities of Developing Diverse Cultural Potentials in Academic Discourse
Kuhi, Davud
slamic Azad University
Iran
The absolute hegemony of international code of (academic) communication has resulted in the development and
spread of the discoursal voice of the culture form which historical English has emerged, and, as a consequence, any
violation from the generic conventions and thinking patterns born out of such a discourse has resulted in the
deprivation of non-native thinkers form active participation in production, publication and distribution of their
academic findings. The argument in this paper is based on the proposal that if some of the formulated, standardized
patterns of the production of academic knowledge are to be challenged and a new movement towards scientific,
academic pluralism is to begin, development of a wider atmosphere for a better treatment and acknowledgment of
cultural-historical voices of thinkers of different ethnic, cultural backgrounds seems inevitable. This approach
necessitates some different, non-conventional ways of defining the role of language in general and English in
particular in academic communication. Our conception of 'international' in this proposal is the development of a
virtual code which possesses the capacity of reflecting and encoding various national-cultural discourses within
international academic communication. This multi-voiced English would encourage alternative ways of thinking
about and understanding the realities of the world, discourage its users from non-critical reading of the superficial
patterns of texts, and develop the understanding of its users about the underlying ideologies of discourses shaping
and constructing the realities of our world.
Key words: Academic English, Discourse, Scientific Pluralism, Virtual Language, Multi- voiced English
７０
Decoding discourse on the Self and the Other in the Chinese official media narratives about
diplomatic standoffs with the foreign Other
Lut Lams
Catholic University of Leuven
Belgium
At times of destabilizing events in a community’s history when the national Self is perceived to be threatened by
external as well as internal forces, attempts are being made at reinforcing sensations of shared values and
cultural/national identities. This seems endemic of any society where discourse plays a facilitating role as binding
force of common cultural values, histories and political interests. Examples of such critical moments for China are not
only internal schisms interrogating the sense of the unified Self, but especially conflicts with a foreign outsider, such
as the comparable incidents of the 2001 diplomatic standoff with the US following the spy plane collision near
Hainan Island and the 2010 conflict with Japan concerning the Chinese fishing boat collision with the Japanese
coastal guards in the disputed waters of the Tiaoyutai Islets. Since these events are quite comparable in nature, as
they involve issues of sovereignty and responsibility for the incidents, this paper sets out to trace discursive patterns
concerning positioning the Self and the Other in Chinese media narratives during both conflicts.
The paper attempts to map similarities between findings from two separate studies about media stories on these
international incidents and to indicate continuity and consistency in Chinese official discourse over the last decade
when it concerns sensitive matters, such as sovereignty. Using insights from Social Representations Theory, Language
Pragmatics and Critical Discourse Theory, these studies analyzed linguistic tools of alienation and empowerment in
the Chinese official press narratives. The corpus for the 2001 collision comprised the Chinese-language Renmin Ribao,
its English equivalent The People’s Daily and the English-language China Daily. For the 2010 case study, ideological
positioning was traced in the articles from the Renmin Ribao, the People’s Daily, as well as the South China Morning
Post. The latter study also examined the Japanese English-language media for reasons of analytical comparison.
Results suggest that positional superiority, as detected by Edward Said in Western notions about the Oriental Other,
is inspired by national interests rather than mere culturalist ethnocentrism.
Keywords: Pragmatics;
Discursive practices; Antagonistic portrayals; Othering; Alienation; Empowerment; Chinese
official media; China Daily accounts; Spy plane collision; US/China diplomatic standoff; Tiaoyutai fishing boat incident
７１
Perception of British Mainstream Media of the Image of China
Lan Jie (兰杰)
Xinjiang University
China
Throught the history,the contact between Britain and China,as well as Xinjang is frequent. From the Qing Dynasty to
the period of the Republic of China, Britain had established a lot of relationship with China and Xinjiang in terms of
politics, economics and culture, and had done some research on both China and Xinjiang. Although such research
contained some facts, it is biased or discrimiting due to many influencing factors which still affect its perception of
China and Xinjiang.
７２
Re-thinking Intercultural in Teacher Education
Layne, Heidi
University of Helsinki
Finland
In this paper intercultural education context is important in the area of university pedagogy, especially in teacher
education for diversities, and in higher education policy making.
Abdallah-Pretceille (2006) challenges the
traditional view of culture as knowledgeable, and states, that interculturalism is hermeneutic. Intercultural education
and competency is traditionally seen as something that can be taught, developed and measured, and based on the
knowledge, understanding and sensitivity towards people from other cultures. By interpreting student teachers’ and
teacher educator’s interviews, and two research reports for multicultural projects in early childhood education this
paper discusses the possible new trajectories of intercultural education applying postcolonial thinking, critical
pedagogy, and feministic intersectionality studies in re-thinking the categories of intercultural competences in
education.
７３
Hospitality Discourse in Diaspora Literature
Lee, Melissa
Chinese University of Hong Kong
Hongkong, China
This Paper investigates the discourse of hospitality, translation and cultural hybridity found in in Asian diasporic
literature and visual culture. My purpose is to reveal how these themes both define territorial boundaries as well as
create active modes of communication that express complex immigrant subject positions. Situations of hospitality in
Diasporic novels are given new meaning as a focus of transcultural relationships, capable of fostering unlikely
community bonds for immigrants in new countries that create active modes of communication. Definitions such as
"guest," "captive," "host," and the root of the word "hostipot" will also be discussed in relation to Diasporic
scholarship. This paper looks at the Derridean nature of hopsitality and how the root of the word (both hospitable
and hostile) plays a strong role in immigrant and nationalistic tensions between the host country and the immigrant
guest narrative.
７４
Exploring medical interaction at a micro level:
Turn organization in doctor-patient conversations
Li Fang (李芳)
Peking University
China
Institutional talk has attracted great attention in the field of language and discourse study. Medical interaction, a
typical form of institutional talk, has been studied from many different perspectives. In this paper, the author focuses
on the turn taking and turn organization system of doctor-patient conversations at a micro level. Conversations
between a doctor and her patient in a public hospital in Beijing were audio-recorded, which were then transcribed
for data analysis. Based on Harvey Sack's turn taking rules, the paper analyzed the turn structures, turn types and
turn transition of the doctor-patient conversation. The turn structures and types of each phase of the conversation
are firstly analyzed, followed with a synthesized discussion on the turn organization of the conversation as a whole.
Similarities and differences between the doctor's and patient's turns are discussed, out of which several findings on
the feature of doctor's and patient's participation in the medical interaction are generated. The paper has revealed
the asymmetrical power existed between doctors and patients through exploring the turn taking system and its
relevant features of the doctor-patient conversation in specific and medical verbal interaction in general.
７５
Ideologies of language and learning Chinese in the Netherlands
Li Jinling
Tilburg Univeristy
The Netherlands
Based on ethnographic observation and interview in and around a Chinese complementary school in the
Netherlands,this paper aims to disentangle the complexities of being, knowing and learning Chinese in the
Netherlands, with respect to the internal diversity within Chineseness, its relation to local Dutchness and its
functioning within, or upscaling into, larger categories of Asianness. This paper shows that Chinese-Dutch youth
embody complex polycentric communicative and identity repertoires that cannot in any meaningful way be
understood as either Chinese or Dutch, but as Chinese and Dutch, Western and Asian as well as smaller scale levels
(e.g. Eindhoven or Wenzhounese) at the same time. Presented with the challenges and opportunities of globalisation,
Chinese for Chinese-Dutch youth, is something in between a language of heritage, a language of leisure (e.g.,
holidays) and a language of career perspectives.
The overall picture of multilingual identity that emerges is one of intense polycentricity: Chinese youth in the
Netherlands organize their identity work in relation to a number of simultaneously occurring but context-specific
‘centers’ of language and identity – Dutch, PRC, regional, age, gender, etc. – which provoke differing, sometimes
conflicting orientations towards complexes of legitimacy and authenticity with respect to Chinese-Dutch identity.
７６
English, media and imagined community: A study of English’s influence on the daily lives of
Chinese people
Li Songqing
Xi’an Jiaotong-Liverpool University
China
The popularity of English in China is amazing. Extensive studies have been conducted to explore English teaching
and learning in China. By contrast, observed in the linguistics literature of English in China only a few studies are
concerned with the indigenous variety of Chinese English, discussing distinctive features at the levels of phonology,
lexis, grammar, and discourse. Even less is the attempt to study the increasingly influence of English on the daily lives
of Chinese people. The goal of this study is to present a sociolinguistic profile of the role English plays in the daily
lives of Chinese people. To this end, it examines English in Chinese advertising by documenting how English is
utilised to construct an “imagined community” (Anderson 1983), to which Chinese people have a personal sense of
attachment or whereby collective identity of Chinese people is ascribed. Data collected for this study were confined to
print commercials appearing in magazines and newspapers of mainland China over 2007, just one year before the
Beijing Olympics. Despite the language rule restricting the use of English words in media predominant in Chinese
(BBC, 21 December, 2010), ads aired and printed in China increasingly contain English words, resulting in greater
bilingual creativity. As a major force in the ongoing societal reproduction, naturalization and reinforcement,
advertising inherently reflects and constitutes the current trends, and value and belief systems of a society. And the
social circulation of advertising discourse itself provides a precondition necessary for the construction of community
in large-scale societies (Anderson 1983; Habermas 1989).
By analysing lexical and discourse features of English used in Chinese advertising, I argue that there are four groups
of linguistic resources of English contributing to the creation of an imagined community for Chinese people:
geographic or territorial units in the foreign world, emotion discourse of Anglo-America, discourses of success, and
transnational feminism and masculinism. Despite the fact that Chinese advertisers draw upon resources from various
discourses, they don't adopt them in their entirety but rework and combine them to construct an imagined Chinese
people community with its own distinctive style. This underscores the agency of language users, which is to be
discussed and made explicit in the perspective of socio-cultural ideologies.
７７
字母词的汉语化研究
Li Xiaona (李晓娜)
2012 年 7 月，由商务印书馆出版的《现代汉语词典（第六版）》收录了 239 个字母词，这件事情引起百余
名学者联名举报《现代汉语词典》违法。这些学者指出，这对汉语纯洁和汉语安全造成了威胁，是汉字拉丁
化百年以来对汉字最严重的破坏。
《咬文嚼字》总编郝铭鉴认为，“当下可以说是一个汉语新旧碰撞、中西交融
的‘过渡期’或者‘混乱期’。在这个特殊时期中，我们对于外来词的进入不妨适度宽容，但同时更应抓紧时间、
组织力量，逐步地把它们‘汉化’，转换成汉语用词。”
由此可见，字母词的汉语化研究不能等闲视之。字母词可以有不同的分类法。本文按照字母词在使用中
的汉语化程度将之分为三类：1. 未汉语化，即在使用中总是以字母词出现， 如 DVD、MP3、CT 等；2. 半汉
语化，如 IC 卡、ATM 机、AA 制等；3. 已汉语化，即字母词和对应汉字词语并行存在，如 WTO（世贸组织）、
TV（电视）
、OPEC（欧佩克）等。
本文将对现汉收录的 239 个字母词按照上述分类方法进行分类比较研究。1. 对于尚未汉语化的字母词，
分析它们汉语化的可能性和途径；2. 对于半汉语化的词语，分析它们的构词特点和规律，探讨全汉语化的方
法；3. 对于已汉语化的字母词，分析它们与汉语对应词语并行出现的原因，总结它们汉语化的进程，借以推
动前两类词语的汉语化。
７８
A Comparative Study of Marriage, Sexuality, and Maternity in Dystopias The Handmaid’s Tale and Raise the Red
Lantern
Liang Ying (Lillian)
Beijing Foreign Studies University
China
Dystopia is an imaginary place or condition in which everything is as bad as possible. Feminist dystopias emphasize
the bleak notions of use and abuse of women. This study compares Canadian author Margaret Atwood’s The
Handmaid’s Tale (1986) and Chinese author Su Tong’s Raise the Red Lantern (1996), two women’s dystopias that
share very similar story lines and themes. Both delineate in chilling details the virtual enslavement of women. The
paper focuses on marriage, sexuality, and reproduction motifs in the two works. Raise the Red Lantern depicts the
inescapability of the old family and marriage system. The grim Handmaid focuses on maternity, which is both wish
(Handmaids are discarded after three unsuccessful attempts at pregnancy) and fear (the baby, unless deformed,
becomes the property of the Handmaid’s Commander and his wife). The study observes that in women’s dystopias
marriage removes women from utopia and love, and through marriage the heroines’ identity, freedom, and voice are
lost. Marriage is a major source of destruction or at least a great watershed of women’s lives. Dystopias also ritualize
sexual intercourse and suppress women’s sexuality. Both works express female fears of sexual violence or
imprisonment. As for maternity, dystopias make maternity a fear and disentangle the biological mother from the
function of mothering. Both Handmaid and Raise the Red Lantern describe a woman’s forced entry into a dystopian
space --- to reproduce. Both worlds are obsessed with female body, its reproductive system, and women’s reduction to
mere functions to reproduce. When postmodern feminists argue for the hope that women are the sole arbiters of their
reproductive functions, Atwood and Su put the subject into a fantasy land and respond: “not yet”.
Key words: dystopia; sexuality; reproduction.
７９
“Bohemia” in the discourse of Taiwan students in Prague
Lin Melissa Shih-hui (林蒔慧)
Chengchi University
Taiwan
This paper is going to utilize critical discourse analysis (CDA) to disclose the relationship between the lexical or
textual devices choice of the term “Bohemia” of the Taiwan students who have studied or currently study in Czech
Republic during the year of 2012 to 2013, and how they try to re/construct the ideology of “Bohemia” in their
interviews.
Discourse is the reproduction of existing social relations and structure, and aspects of texts are of ideological
significance (Fowler et at. 1979; Hodge & Kress 1988). In the past decades, critical linguistics and critical discourse
analysis have made significant contribution to illuminating the relationship between language and ideology in
discourse (Fairclough 1995; Fowler 1991; van Dijk 1988, 1991). In critical discourse analysis, Fairclough followed
systematic linguistics (Halliday 1978) in assuming that language in text always simultaneously functions ideationally
in the representation of experience and the world, interpersonally in constituting social interaction between
participants in discourse, and textually in tying parts of a text together into a coherent whole and tying texts to
situational contexts. (Fairclough 1995)
The term “Bohemia” originally means a historical region in Central Europe, occupying the western part of current
Czech Republic with its capital Prague. In a broader meaning, it often refers to the entire Czech territory. However,
most of the impression about the term “Bohemia” is based on the so-called Bohemianism, which indicates the
practice of an unconventional lifestyle, first emerged in France in early nineteenth century, and at the same time was
used as a common term for the Romani people in Europe. Nevertheless, for Taiwan students who have studied in
Czech Republic the term “Bohemia” might have different connotation in their discourse.
In this paper, the analysis will focus on how and what the Taiwan students talk about and evaluate the term
“Bohemia”, within their experiences and the social and cultural situations. This paper will start with the textual
devices which convey the term “Bohemia” in the interviews of the Taiwan students, in the form of lexical cohesion
(word repetition, synonyms, opposite and related words etc.) and other kinds of cohesion (substitutes, ellipsis,
reference words etc.), and on the other hand to investigate how ideological positions of “Bohemia” are reflected
through their choices of text devices.
８０
我国政治领域中男女话语对比研究-以李肇星和傅莹答记者问的话语为例
Liu Huixia (刘慧霞)
中国矿业大学
China
随着时代的不断发展进步，越来越多的女性活跃在社会生活的各个领域，尤其在政治领域中，她们扮演
着与男性相当的角色。但女性的处事方式特别是话语表达与男性有着很大的不同，这也引起了语言学界的广
泛关注。本文主要涉及政治领域中男女话语特点的差异，以最近两任新闻发言人李肇星 2007 年 3 月 5 日和傅
莹 2013 年 3 月 5 日在人大代表会中答记者问的话语为主要语料，从语言学的角度对着两位发言人的话语进行
分析，从语音、语调、语气、词汇、句法等方面对两者的语言特点进行对比分析。通过分析发现新时代的女
性话语柔中带刚，语气上也不乏亲和力等特点，进而发现我国政治领域中男女话语的异同，这能为社会各个
领域的交流合作具有一定的借鉴意义。
８１
Reconsidering interpreting training models in light of divergent contexts
Liu Jie
Utrecht University
The Netherlands
For the past 60 years, the ‘Paris School’ based on the work of the École Supériere d’Interprètes et de Traducteurs
(ESIT), endorsed by the International Association of Conference Interpreters (AIIC) has been the dominant model for
the training of interpreters in the West. Many of the world’s interpreting training programmes have been inspired by
and owe their success to the Paris School model of training. It is without doubt that the ESIT/AIIC approach has been
truly influential in the training of interpreters. However, it must also be acknowledged that these training models
were both produced out of and with Western social, economic and cultural conditions in mind. Yet within the past 20
to 30 years, the world has seen many economic changes – the economic centre of gravity has begun to shift from the
‘old’ developed Northern America and Western Europe to new centres in South America, the Middle East, and East
Asia. With that in mind, few studies have considered whether the ESIT/AIIC model of interpreting training is the
optimum choice or still relevant for environments with large numbers of ‘developing economies’[1] such as Brazil,
India, or China with very different kinds of demand produced by their involvement in emerging international markets
(Gile 2006; Mu and Wang 2009). Such rapid and intense changes in the structure of global economic relations may
require a reconsideration of some of the ‘one-size-fits-all’ interpreting frameworks currently adhered to. Indeed,
rather than being universally applicable, it may be that interpreting models influenced by the likes of the Paris School
require a reconsideration on more nuanced reappraisal of context.
This reappraisal is performed in this paper by honing in on contextual conditions in China – one of the biggest
developing economies in the world. A major argument put forward in this paper is that interpreting models should
not be shaped by universal laws, but actually should be more receptive to very context-specific conditions, thus
retaining an element of flexibility. Good interpreting training models should be shaped by both the contextual
demand for skills (which are informed by economic organisation and the opportunities offered in such an economy),
and the contextual supply of skills available at the local level. These points are put forward in this paper through an
explicit focus on conditions in China, where the diversified interpreting market (quite different from that in Europe),
different institutional foundations for interpreting, and generally lower levels of proficiency in students’ ‘B’ languages
really tests the wider feasibility of the Paris-School influenced training models.
The paper goes through a number of logical steps. First, the development of interpreting training models over the
past 60 years is elucidated upon with particular focus on the core principles and application of the key ‘European’
８２
models such as the ESIT/AIIC, and its embedded European context. Discussions also touch upon some representative
home-grown Chinese interpreting models such as the Xiada and the Guangwai. An emphasis is put on how important
and influential these models have been to the discipline. In the second section, focus is turned to the issue of context.
In part A, the dimensions of ‘context’ are explained for interpreting, divided into three sections; ‘micro-linguistic’,
‘training/teaching process’, and a ‘macro-historical’ context. In part B, the situation in China is considered with
respect to these three dimensions of context. In the third section, the principles and application of the ESIT/AIIC and
the Xiada model of interpreting training are assessed in light of the specific conditions present in modern-day China.
It is shown that while these interpreting models have their undoubted strengths, they are also problematic when
applied to ‘alien’ environments. In fact, the specific conditions in China call for a different approach. In section 4, a
general conclusion is given, criticizing the application of theoretical models in the abstract, and suggesting that all
models, however theoretical, must be flexible and fluid enough to account for divergent social, economic, and
cultural contexts. In that respect, the dominance of the Paris-School inspired training models is brought into
question.
８３
美国主流报纸中的中美贸易争端文本解读
Liu Na (刘娜)
China
本文是一项基于语料库的话语分析研究。运用“英语专题研究语料库”对美国主流报纸自 2009 年以来的中
美贸易争端文本进行话语分析。重点考察（1）分析美国主流媒体对中美贸易争端报道的基调，通过具体例证
结合文本语境和社会文化语境，分析美国主流媒体进行中美贸易争端报道时的关注点选择、主题选择和词语
运用，并通过其内容分析揭示文本报道的政治立场、态度和信念；（2）分析美国主流媒体报道中美贸易争端
的意识倾向性，通过定量语料案例研究，分析媒体报道的话语主体，主体间的关系，并根据新闻体现的基调
和内容分析美国主流媒体的话语策略及其蕴含的意识形态；（3）分析美国主流媒体与中国形象的关系，通过
文本解读，了解经济争端中美国媒体眼中的中国形象，探索研究被美国媒体所塑造的中国形象的意义和问题，
并进一步对产生的这些形象进行深层次的思维范式探究。
８４
Pleasure of Korean drama: Constructing ‘Asian-ness’ between the Ideology and Subversion
Liu Xiaodan (刘小丹)
Zhejiang University
China
This paper is based on a recent audience investigation in which the idea of 'Asian-ness' forms the basis for an
evaluation of Korean dramas. Situating the TV dramas as a product of modernity — of modernity’s experiential
qualities, its ideological fluctuations, and its cultural anxieties -
I argue that 'Asian-ness' here responds to the
construction of a 'nostalgic structure of feeling'. It is through this structure of feeling that an alternative modernity
that is significantly distinct from that of the capitalist west is being culturally reinvented and reimagined by audiences
in China via these Korean dramas.
８５
Multicultural Discourse Analysis of Business English Negotiation
Liu Xiulian
Jianghan University
China
The globlization promotes the corporation in international trade. And business negotiation plays the key role in the
success of the bilateral or multilateral trade. Although business people come from different countries or nations in
which their cultures may be quite different from each other, all of them concord on the purpose of the trade, namely,
profiting from the trade. They negotiate in a variety of situation from daily transactions to corporate mergers.They
negotiate buying and selling prices, payment terms as well as packing and shipping. The effective negotiation can
speed up the trade between the two sides. Of course, business negotiation involves a lot of professional and
communicative skills. Business people have to consider not only the professional etiquette, but also the
interpersonal principles in order to create win-win situation. However, it shows a special way in the use of language.
And the discourse used in the negotiation is quite characteristic. This research explores how people use language to
achieve what they expect from the perspective of discourse ,such as discourse style, discourse mode, discourse
quantity and discourse strategy. Especially, it attempts to expound how people from different cultures use English to
develop their negotiation style and strategy for win-win one, which is very helpful in the teaching of Business English
and the cultivation of business negotiation talents.
８６
Gender Sensitivity: A Study of Political Discourse with Reference to the Delhi Gang Rape
Case
Lokhandwala, Munira
University of Pune
India
The Delhi Gang Rape case of 16 December 2012 got unprecedented publicity in both the print and electronic media.
The victim, a 23 year old young physiotherapy student remained in a critical condition before she succumbed to the
brutal injuries inflicted on her. The publicity that the episode generated put pressure on both the police as well as the
politicians who had to answer persistent journalists as well as respond to the public outrage that took the form of
demonstrations and protests all over the country.
The knee jerk responses of many public figures reflected the extreme insensitivity and blatant anti- feminist stance.
These responses drew a lot of criticism. For example, the Congress chief of Andhra Pradesh, Botsa Satyanarayana’s
responseto the incident (gang rape), was, "Why was she roaming outside late in the night"? He did not seem to be
particularly concerned about the condition of the victim, who died a few days later, or how extremely unsafe the
national capital was for women. Satyanarayana to justify his insensitive statement added, "Do we roam in streets at
midnight as we got Independence at midnight? It would have been better if the girl did not travel by a private bus at
that time". On the other hand the chief minister, Sheila Dixit felt that she could not gather the courage to visit the girl
in hospital and called Delhi the ‘Rape Capital’. She was among the few voices that showed sensitivity towards the
victim.
This paper will attempt to pragmatically analyse some select statements made by politicians and public figures which
reflect the masculine assumptions and gender stereotyping. This is very evident at the metadiscursive level in the
terms of patterns of discourse representation. The attempt by the political statements issued by some leaders
attempted to be sympathetic towards the rape victim but inadvertently end up being typically chauvinist.
８７
英语霸权地位的话语构建---以中国英语教学及考试大纲为例
Ma Ying (马瑛)
China
随着经济、技术全球化的推进，世界越来越明显地朝着经济一体化的方向发展。与欧美国家经济称霸局
面同时出现的是语言领域的霸权主义。不可否认，强有力的经济政治后盾是英语帝国主义泛滥的始作俑者。
但是，英语霸权地位的确立在很大程度上离不开话语的构建。本文以中国学习者在学习和工作中碰到的与英
语相关的大纲或考纲为切入点，拟从宏观和微观两个角度分析这些“国字头”公文中，话语是如何一步步构建出
英语高高在上的地位的。
８８
人权话语交际中的翻译：异质他者的文化与意识形态焦虑
Ma Yujun (马玉军)
杭州电子科技大学
China
人权是一个在理论和实践领域都得到了广泛使用的概念，而且作为一种新的社会理想已经成功波及到了
全球。中国在该领域已经并正在积极展开和世界各国的对话和交流。中国人权话语发展迅速，它创造和批判
性地回应了以美国为中心的西方人权话语霸权秩序，丰富了世界的人权话语内容。翻译作为人权话语交际的
重要途径，是中国人权话语走向世界的桥梁。翻译是人权交流强有力的媒介，完全可以展开新的文化和政治
空间，撼动种族霸权身份和权威。来自异域的文化和意识形态影响足以导致社会和政治的变更，目的语系统
又很难避免文化和意识形态的混乱和骚动。譬如西方他者，会被用来作为普遍特征强加于某一本土文化，后
者则被迫适应陌生的文化和陌生的思维方式。翻译中强制文化输入被认为是一种入侵，许多翻译的争论往往
围绕异质他者的构建力和破坏力来进行的。然而翻译的核心问题之一是对异质他者的文化焦虑和矛盾心理，
在构成翻译基础的文化政治中，译者他者性在本质上被具体化。尽管说翻译意识形态无处不在有些言过其实，
但它显示出一种主要跟语言和艺术息息相关的倾向，并且对翻译的需要同目的语言系统的政治或文化关注密
不可分。事实是，在译者他者中理应找到现代性、合理性、普遍性等所有这些可取的成分。因此，同中寻异、
异中觅同，就变得颇有意义了。另外人们本能的将自我和他者理解为对立的两级，对他者的不信任是普遍的
和自然的。但是在人权交际中，自我和他者间断然划分是陈腐和不切实际的，对自我的去中心化和废除有助
于我们意识到多样性的存在，还可以积极展开自我和他者间的对话和互动。无疑，翻译领域中自我和他者对
话模式意义重大，应当深入研究。在评论对话伦理特性时，尼隆（Nealon）鲜明地指出：“如果社会空间被理
解为话语间的丰富对话，而非为了取得认可和统治的争斗，那么他者就不一定是具有权威性的和敌对的力量
了。”因此，在人权话语交际中，译者的一项绝对紧迫的任务就是为他者留出或是创造空间，把他者的视角显
化，并且应当以开明的思想和不带个人批判的眼光来看待中心/边缘的问题。 把自我放逐他乡与他者直接接触，
以便于发现、理解和丰富自我。
８９
中央媒体中的新疆多元文化传播
Mailihaba Aolan (麦丽哈巴·奥兰)
浙江大学外国语言文化与国际交流学院
China
新疆文化资源丰富，具有多民族、多语种、多宗教的多元文化特色。媒体是文化最重要的传播者。人类正是
通过使用、控制传播媒介，才使得文化得以传承、共享、发展、延续。本文收集了 2012 年人民日报中以新疆
为主题的报道，分析了中央媒体中新疆多元文化的传播情况。2012 年有关新疆的报道有 25 篇，但其中没有一
篇是以文化为主题的报道，不过零零散散涉及新疆文化元素的报道有 19 篇，占总数的 76%。19 篇报道中的新
疆文化元素涉及生产生活方式、民居、制度、交通、通讯、民俗、历史、宗教、生态、艺术（展）
、典籍、双
语教育、休闲娱乐、校园文化、社区文化、军民共建文化、群众性文艺活动/社团协会、科教文卫三下乡、宣
讲宣传、文化资源整合、文化干部培训等 21 个方面共 111 频次。根据国家民委民族问题研究中心编著出版的
《新疆文化知识读本》
，新疆文化的基本类型分为绿洲农耕文化、草原游牧文化、屯垦文化、宗教文化和城市
文化等五大类。2012 年人民日报对新疆文化元素的报道涉及以上 5 种文化类型。在对数据进行分类的过程中，
笔者发现有相当一部分的文化活动是在政治活动的大背景下开展的，这类政治文化的比例约占 40%。还有一些
文化元素类型特点区分不够显著，占 18%。人民日报对新疆文化的传播特点体现在：文化传播政治化的特点明
显；政治化的宗教文化传播；只报道结果，缺乏文化内容传播；现代文化元素传播不平衡；地域特色不突出。
笔者建议人民日报驻新疆记者站能够密切联系新疆的文化工作者和研究学者，以通信员的形式约稿通讯报道，
有计划、全方位地跟进传播新疆文化发展、研究的最新进展与成果，向全国广大受众呈现传统与现代相契合
的、立体的新疆文化生态。
关键词: 媒体；文化；传播；新疆
９０
男性气概笼罩下的多重身份---整形科医生叙事话语中的身份构建
Mao Yanfeng (毛艳枫)
China
The doctor-patient relationship has been a hot topic for social concern and studies. However, there is hardly any
focus on doctors’ identity. By using discoursive analysis, the paper analyzes and interprets a plastic surgeon’s
narrative discourse from an interview in order to find how the interviewee constructs his identity and understand its
social meaning. It is discovered that the interviewee adopts various discursive strategies to construct four integral
social identities: patients’ “savior”, colleagues’ “leader” and “competitor”, friends’ “mutual helper” , and family’s
“protector”, which all deliver strong masculinity.
９１
The Interactional Construction of Ideological Dilemmas in Political Arguments
Mayes, Patricia
University of Wisconsin
USA
Many have suggested that public discourse in America has become increasingly polarized in recent years, and indeed
turning on a television or googling a political issue seems to justify this assertion. Still, some would argue that this
very division is the essence of human reasoning and a resource or starting point for creating new arguments.
Indeed, this binary may be a point of departure for displays of human epistemology and perhaps even a locus of
change. Yet what remains unclear is whether such polarization is simply a construct of the media, or whether
ordinary people are also involved in creating and maintaining the purported polarization, and if they are, how does
this occur in face-to-face interaction.
I investigate this question, using Michael Billig’s, notion of ideological
dilemmas, longstanding, naturalized ideological constructs, understood in opposing terms (e.g., freedom versus
control or justice versus mercy) that function as resources for debating, thinking, and even interacting on a casual
basis. These ideological dilemmas can be understood as, on the one hand, preexisting (or structured), and on the
other hand, emergent. While the relationship between structure and emergence has long been debated, there
seems to be a growing interest across disciplines in examining how culturally bound constructs such as ideology and
epistemology emerge and reemerge in ways that connect the micro and the macro. Here I examine the practices of
ordinary citizens engaged in political arguments in order to examine how such longstanding ideological dilemmas
emerge and reemerge in this micro-level interaction. My goal is to analyze current claims of polarization in light of
the interactional construction of these longstanding, common sense oppositions in a way that will lead to a more
nuanced understanding of conflict and challenge the binary construct of two opposing but “equal” sides.
９２
The Arab “Spring” and “Street”: Political Metaphors in Global News Media
McCarthy, Wil
Zayed University
United Arab Emirates
Metaphor is an integral part of communication and an indication of how people think and act. The news media often
uses metaphor to relate or simplify a phenomenon, which can be indicative of underlying assumptions and prejudice.
The public mind can be shaped and influenced by these metaphors causing prejudgment and stereotyping,
particularly of other cultures.
This paper focuses on the origins and usage of two political metaphors commonly used in global media: “Arab Street”
and “Arab Spring.” Through a quantitative analysis of the use of the terms in the New York Times, BBC News and
other English language media, only Arabs are singled out by ethnicity to refer to their public’s viewpoint. In Arabic
language media, the word “street” is also a metaphor for public opinion but is applied to any country or ethnicity.
In a qualitative analysis, an examination of “Arab Spring” illustrates that the term is chronologically inaccurate,
coined by Western media, and laden with historical meaning and expectations. While language can be interpreted
connotatively or denotatively, the scrutiny of these two popular metaphors used for Arabs speaks to a hidden bias in
English-language news media.
９３
An inter-varietal study of the current discourse of NGOs addressing corporate social
responsibility in China
McKenny, John
University of Nottingham Ningbo China
China
NGOs and the Language of Corporate Social Responsibility (CSR) Research Project
Dirk Moosmayer (Nottingham University Business School China), John McKenny (School of English, UNNC), Dawang
Huang (Faculty of Foreign Languages, University of Ningbo), Susannah Davis (Centre for English Language Education,
UNNC)
We wish to submit a conference presentation to your conference investigating the interplay of ibldiscourse and
corpus analysis applied to the study of the language of multilingual CSR campaigns focusing on Chinese and English
language
corpora. We would hope to contribute to the debate about the extent to which corpus methodology can
support and strengthen discourse analysis, including critical discourse analysis. Part of our presentation will assess
the utility for discourse analysts of text retrieval suites like Wmatrix 3, Wordsmith 6 and Concgram.
Background
In recent years it has become commonplace for nongovernmental organizations (NGOs) to carry out campaigns for
corporate social responsibility, and many companies have become adept at responding to the claims and concerns of
civil society groups. CSR issues have been extensively studied in Western contexts, but less is known about CSR in
China.
Goals
The goals of this project are to contribute to the understanding of CSR campaigns by using linguistic methods and a
comparative analysis to explore both how Chinese and international NGOs speak about CSR to different audiences,
and also how Chinese and Western companies respond to these campaigns.
We focus on two case studies. In the Apple case, we document how a group of Chinese NGOs undertook a
campaign for CSR at Apple in 2011, achieving international visibility and changes in Apple policy. We compare the
discourse and language of the Chinese NGOs with that of international NGOs such as Greenpeace and the Good
Electronics coalition, which have also run campaigns for CSR at Apple in recent years. In our second case we examine
how Greenpeace targeted a major Chinese brand, Ningbo-based Youngor, in a 2011 report calling for environmental
responsibility in the global textile supply chain. We focus on the language of Greenpeace’s campaign and of
Youngor’s response. We also compare the ways in which Greenpeace talks about environmental responsibility in the
９４
textile supply chain with the approaches taken by the Chinese NGOs, who launched their own campaign in this
industry in 2012.
Methods
In our research, we will:
iscursively and linguistically frame their campaigns for CSR and how the companies
respond, producing a microhistory of each case
and methods to study language use in these campaigns, showing how discourses are
constructed, and how they develop and are contested
differences in the ways the various concepts and ideas are expressed
they construct their texts
９５
'Politics is a do or die affair': Political discourse in Nigerian Editorial Cartoons
Medubi, Oyinkan Christiana
University of Ilorin
Nigeria
Nigeria, a multilingual and multicultural nation of over one hundred and sixty million people, practices a democracy
that tries to reflect its unique experiences which include both pre- and post-colonialism. As a result of these
experiences, the nation's political culture is often portrayed through various media segments such as news reports,
commentaries and political or editorial cartoons as being crisis-ridden, unstable and violence-prone. Among the
media segments, however, political or editorial cartoons appear to provide a more readily available site where
interactions constitute national discourses that can be unpacked as cultural artefacts. This study is designed to
highlight the strategies employed in political cartoons by cartoonists to portray this culture and represent the
national discourses which inspire or reflect the varied crises. The purpose is to find out how these discourses
constitute the Nigerian national political life. In order to do this, the study employs discourse elements on thirty
sample political cartoons randomly chosen between January and December of 2011 and 2012 from two Nigerian
newspapers, The Punch and The Nation. From the analysis, the study is able to find that the political arena is
perceived as a theatre of war, not where ideas contend but where personal wills collide, making political discourses
to be confrontational, provocative and desperate. The study concludes that, through the use of discourse strategies,
political cartoons adequately capture the political culture of Nigeria to show a silently imploding country whose
sovereignty is under siege from its own political class.
９６
The Application of DHA-CDA in Analysing Classical Chinese Confucian Discourse
Yang, Mei
Jilin University
China
Confucian thinking is the foundation of Chinese philosophy. To understand Confucianism, it is important to analyse
classical Confuican works, sayings and discussions by three founders in the Spring and Autumn Period (722-481 BCE)
and the Warring State Period (480-221 BCE) : Analects 論語, Mengzi 孟子 and Xunzi 荀子.
The traditional method in analysing the works above is discourse analysis which mainly focuses on text itself.
However, contemporary China has experienced quite a radical change since Xinhai Revolution in 1911. It also marked
the re-examination of Confucianism, i.e. the development of New Confucianism. New Confucianism needs to spur
China to fit modern and global context. Thus the analysis of Confucian classics should fully consider the historical and
socio-political contexts in their historical periods. This can help the analysts understand why the texts originated in
that context and what the philosophers wanted to express more sufficiently. This is meaningful in re-examination of
Confuican thinking in contemporary China. For this purpose, I attempt to explore the application of
Discourse-Historical Approach in Critical Discourse Analysis (DHA-CDA) to the analysis of Confucian classics for the
development of study of Confucianism. It analyses the openings of Analects 論語, Mengzi 孟子 and Xunzi 荀子 from
concordance analysis to examination of their historical and socio-political contexts. It can make contributions to
study of historical documents in China.
９７
基于语料库的美国《涉及中国的安全发展年度报告》研究
Mei Zhaoyang (梅朝阳)
第三军医大学
China
This paper contrasts Military Power of the People’s Republic of China from the year of 2000 to 2009 and Military and
Security Developments Involving People’s Republic of China from the year 2010 to 2011 with corpus analysis. It
distinguishes the new reports’ differences from the old ones and tries to explore American’s discourse colonization
and discourse hegemony through corpus software WordSmith 4.0—Keywords and Concordance analysis of high
frequency words. The significance of the study is that it enlightens military texts will influence audiences’ viewpoints
and provides a new perspective for strategies replying American media war.
９８
“Tlatelolco City”, habitat and interdiscursivity of three cultures
Márez Tapia, Miguel Angel
National School of Anthropology and History
Mexico
“Tlatelolco City”housing complex that is located in Mexico City’s downtown built in the sixties of the twentieth
century. Tlatelolco is emblematic of this country’s history, here stood the twin city of Tenochtitlan of the Mexica’s
empire, the last bastion of resistance in the Spanish conquest and was very relevant to Christian evangelization
through the College of the Holy Cross in the sixteenth century to host the administrative powers of the Indian
Republic in Spanish colonial times.
Three cultures symbolized by a square, the Mexican government made use of this space for the construction of a
habitat that represented an ambitious political project for the sake of legitimacy, making it a space power and
glimpse the symbol of modernity for the entire nation. Only four years after it opened, the student movement of
1968 would appropriate the original speech that had been impregnated by the government, transforming the place
into a discourse of resistance and protest movements.
Fifty years after its inauguration, this paper aims at analysis of interdiscursivity that is present from a synchronic
and diachronic temporality, the hegemonic discourse of power and resistance, the tension between tradition and
modernity
９９
A Critical Analysis of EFL the Teacher’s Classroom Words from the Perspective of
Systematic Functional Linguistics
Molan, Fan
Systemic functional linguistics (SFL), first founded by Halliday in 1920s, covers the three major perspectives:
discourse itself and cognitive and socio-cultural ones which are widely adopted in discourse analysis (DA). Halliday
re-interpreted the function of lexical grammar and classified it into three categories—ideational, interpersonal and
textual function. This paper takes college English teacher’s classroom words as discourse resource, and makes a
critical analysis from the socio-cultural perspective of SFL. The empirical study on this matter shows that college
English teacher uses 1) the first-person singular pronoun “I” to express himself, 2) modal verb “will” or “should” that
indicates the speaker’s (the teacher’s) attitude and judgment, 3) imperative sentences to give his demand or
requirement; 4) rhetorical questions when questioning students’ answer or understanding, and 5) anaphora. The
conclusions drawn from the analysis from the systems of mood, modality are as follows: the choice of pronoun, form
of lexical grammar and pattern stresses the teacher’s personal viewpoint and its importance, indicates his identity of
teacher and representative of power or authority of knowledge who is more likely to control the classroom and
dominate teaching, and, to a certain degree, exerts a negative influence on students’ motivation, enthusiasm,
making them worried and anxious and lack in confidence, and likely makes students form a habit of accepting others’
(teacher’s) attitude and viewpoint passively. This paper ends with some constructive suggestions on how to
effectively choose and use classroom words to college English teacher: to use plural pronoun “we” or passive voice
instead of “I” to weaken the teacher’s subjective conscience, to choose interrogative sentences, “Can you…?” or
“Would you…?” instead of imperative sentences to convey the teacher’s negotiable attitude towards students, and to
make positive evaluations even to use formulations to encourage students to express their own ideas and thoughts.
１００
The intersection between Interculturalism and
interdiscursivity, in the Indigenous
Peoples of Mexico
Montoya, Amalia
National School of Anthropology and History
Mexico
This presentation pretends to be a contribution from social anthropology about the intersection between
interdiscursivity and interculturality, framed in the study of the “Originary towns and boroughs” (pueblos y barrios
originarios) of Mexico. The interdiscursivity is shown by several specialists (Foucault, Bajtin, Kristeva, Haidar) as “the
creation of texts/ discourses from former ones”. This multiple view is a social, historical and cultural construction of
different societies, from where it detaches the urgent need of a conversation or dialogue among humanity or, if it’s
worth saying, among the different towns and cultures. Subject –nature – society – culture are concatenated and
interrelated concepts. That is why the intercultural phenomena earns discursive sense not only on what is shown by
the multiculturality theorics (Kymlicka, Taylor, etc.) whom reduce the interaction and diatopic dialogue (Panikkar,
Vachon, Nicolai) among cultures to the mere cultural coexistence; in other words, what Ordónez (in press)
denominates “theorethical aritmethic”. The interculturality in the other side, represents a complex “cultural algebra”
where the towns and cultures dialogue and establish cultural and identity interconnections. The ethnicity as an
alterity field presents itself as a web of complex social relations, social imaginaries and social organization of sense,
historically and in concordance
with social structures. Following Haidar’s model of discourse analysis and culture
semiotic, we can go beyond the interdiscursivity’s functionality and reveals its materialities (pragmatic, cultural,
cognoscitive, unconscious and aesthetics).
１０１
Proposal of Individual Communication Multicultural discourses in Brazilian portraits:
reframing concepts
Mor, Walkyria Monte
University of Sao Paulo
Brazil
Two portraits of multicultural discourses have called the attention of researchers mainly in the areas of education,
languages and social sciences in Brazil. The first refers to the broadening of international relations between Brazil and
other countries; it is identified as an ethnic cultural issue, of political, economic, social and educational implications,
though. It involves the exchange of students, academics and specialized workers and concerns about what is
convergence and divergence in the participation requirements within different cultures and societies. The second
picture refers to access enhancement of disadvantaged students to public universities through quota-based policies;
this one is perceived as a social cultural issue. The participants are usually black students as well as public state
school students who have been surveyed as the ones who have less condition to pass entrance exams to universities
due to the education quality they are offered.
This presentation discusses the analysis of the two portraits focusing on conceptual frames that challenge the
Brazilian society in its relationships, in face of new scenarios presently seen in the country. The selected concepts for
this paper, built according to the concepts of literacies, language and culture, are: 1) heterogeneity and difference
(PENNYCOOK 2007, 2010; GEE 2011, KRESS 2005, 2010; HORNBERGER AND MCKAY; BIESTA 2009; HALL 1992)
considering the cultural changes in societies and the influences of the ‘multi’-built perspectives; 2) active citizenship
(KALANTZIS, COPE 2008, 2012; LANKSHEAR, KNOBEL 2011; BIESTA 2010; FREIRE 1967, 1987, 2001), as an expanding
possibility to the well-known concept of citizenship that reassures rights and responsibilities and as a response to the
new sorts of relationships of the current times.
１０２
方言微博文化分析
Mu Yan & Wang Nanbing (牟岩 & 王南冰)
烟台工程职业技术学院
China
方言微博作为一个微博现象，包括“用方言写微博”和“用微博写方言”两种情况。
所谓用方言写微博，就是用特定地域的方言来叙事抒情说理。这种微博的特点是无论词汇还是语法习惯都与
方言一致，当地人一看就明白。
所谓“用微博写方言”是一种风行一时的 “微博体”。 这类微博通过方言语汇勾连起人们对某个地域的认同
感，展现出各地域方言的文化特色，引发网民热烈追捧。
“以方言写微博”无固定格式，有时纯用方言，有时是普通话与方言词汇混用；在使用方言词汇时，多以音
借字，汉字的表意功能弱化。
“用微博写方言”作为一种流行的微博体，其格式比较固定，通常由几个相同结构的句子聚合成一段话，基
本句式是“在……（地名）
，有种……（普通话发音），叫……（方言发音）”，普通话语法格式与方言词汇并
用，其中说到方言词汇时，基本是采用以音借字的方式，汉字只有记音作用，表意性弱化。
微博中的“撑粤语”之争、挺沪语风波以及“拯救四川话”、“拯救武汉话”等等论争中，矛头直指普通话。
微博中的“保护方言”行为意味着方言区的觉醒。方言微博和微博体，也说明了一种“方言自觉”。
我们认为，推普和保存方言二者本应并行不悖。推广普通话，是要实现“语文现代化”
；保护方言，则强调文
化多样性。二者之争，是文化多样性与统一性相融合的问题。事实上，语言与文化有着密不可分的关系，尊
重语言多样性就是尊重文化多样性，都是民族生存与发展的精神根基。
１０３
Keeping the floor – a comparison between French and Swedish communicative strategies in
the European parliamentary debate
Norén, Coco & Josserand, Jérôme & Melander, Björn & Nyroos, Lina
Uppsala University
Sweden
In the European Parliament, the members (MEPs) have to meet over boundaries of language and culture. National
rhetorical traditions are reflected in linguistic forms as well as interactional patterns.
The parliamentary debate is a practice strictly governed by rules, in particular regarding speech order and speech
time. Our previous research has shown that French MEP’s do not exceed speech time more often than Swedish, on
the contrary to what one could expect from cultural stereotypes. However, if considering nationality and gender, it
shows that Swedish men exceed time more often, but shortly, while French women exceed rarely, but when they do,
longer (Melander, Josserand, Norén & Nyroos, forthc.).
Taking those results as a point of departure, the aim of this presentation is two show how MEPs use different
strategies to keep the floor, once their formal speech time is ended. Those strategies fall into several categories: the
use of textstructural expressions first- second-third, expressions projecting conclusion I’m concluding, finally, terms
of address Mr President, gesture and gaze, and finally pitch. We will argue that French and Swedish MEPs differ in
their preference of strategies, although the individual variation is strong.
The data consist of two sets: interviews with MEP:s and the corpus C-ParlEur, consisting of all French and Swedish
speeches during the debates in the European Parliament 2006–2008.
The analysis will draw from French textlinguistics (see Adam 2008, 2011) and studies on gesture (Kendon 2004) and
body language.
The study is carried out within the frame of a larger project ComParE – comparing parliamentary discourse in Europe,
funded by the Royal Swedish Academy of Letters and Uppsala University, aiming to investigate rhetorical and
interactional patterns in the European Parliament.
１０４
Myth and Representation of China in the Nigerian Media
Omoniyi, Tope
University of Roehampton
UK
Media representations of China as the next leader of the global economy taking over from the United States of
America are rife in the West and increasingly in the developing world. The Human Development Index and the World
Bank Report provide statistics that seem to legitimate these representations. The growing investment and therefore
impact of China in the economies of countries such as the Sudan, Nigeria and Ghana among others in Africa provides
a frame for exploring the discursive representation in the media. The Confucius Institutes increasingly spreading
around the African continent and the emergence of Mandarin in the educational curriculum are cultural
concomitants of Chinese emergence and presence which complement Chinese involvement in regional economic
development. This presentation will explore Roland Barthes' theory of myth and how it may help our understanding
of current representations of China in the Nigerian media.
１０５
Discourse on ‘Intercultural’ Communication on YouTube: Is Inter- too much?
Machart, Regis & Neo, Lim Sep
Universiti Putra Malaysia
Malaysia
Since the 1980s, the French researcher Martine Abdallah-Pretceille (1996, 1998, and 1999) has been pledging for an
original approach to intercultural studies. She is in favour of a “humanism of the diverse” (2003, 2012) respectful of
the individual who should not be entrapped in a particular culture and whose identity is situated and intersubjective.
The notion of intercultural relies on the concept of ‘culture’ which has been largely criticised in academic circles and
most researchers now refute the existence of ‘a culture’ (Dervin 2012). Yet, ‘intercultural communication’ recently
spread widely over the academic world as well as in the private sector ‘because of’ globalisation. Researchers and
consultants intensively make use of the Internet to defend their conception of or exemplify what interculturality
means, and the term appears to be polysemic if one compares the available documents. Bauman (2004) opposes a
solid (static) to a fluid (intersubjective) approach to the concept of identity, to which Dervin (2012) adds the Janusian
approach, whereby people claim not to be culturalist (seen as reductionist) but yet refer to culturalism or
essentialism in their discourse. In this contribution, we will analyse the discourse on ‘interculturality’ in fifteen videos
found on YouTube promoting intercultural communication/intercultural training. The documents in French, English
and German present scholars, consultants, scholars-cum-consultants and scholars-cum-authors developing or
exemplifying their approach to interculturality. The content will be analysed using the theory of
énonciation(Kerbrat-Orecchioni 1980) and we will show how the term most of the time is used in a very culturalist
sense which is very different from Abdallah-Pretceille’s “humanism of the diverse”.
１０６
Translation and marketing policies: How Chinese food products are selling in Barcelona
Molina, Lucia & Santamaria, Laura & Wu Sian-Huang
Universitat Autònoma de Barcelona
Spain
In this presentation we will show how success of food products trying to reach new foreign markets depends on how
these items are presented in the target culture. There are different factors to be taken into account and translation is
without any doubt among the most important ones. As it was proved in Fox (1995) "competent translation ensures
the successful entry of a company's goods into a foreign market; incompetent translation spells disaster".
While Fox (1995) studied how British food had problems to break into the food market in Barcelona due to
translation, we will focus on the translation strategies followed by Chinese food products in different shops in
Barcelona. Our aim is to describe the translation method used (explicative translation, literal translation, iconic
translation, etc.) and to explain its intention. We depart from the hypothesis that the translation methods applied
are based on two fundamental axes: one is the linguistic policy of the target country (Catalonia in this case) and the
other is the target customer.
The first one, linguistic policy, is a fixed element and thus common in principle to all translations. The second one,
nevertheless, is multiple and dynamic; the two poles apart are the Catalan (or Spanish) clients, who are not familiar
with the Chinese culture, and the Chinese clients who live in Barcelona and buy commodities from their country; and
in between one can encounter a wide range of clients, i.e. translation users.
１０７
The sirenidad, visual metaphor for translation intercultural and interdiscourse on the
border mexican aesthetic dialogic
Oñate, Marisol Cárdenas
National School of Anthropology and History
Mexico
This study analyzes one of the largest practices of intercultural sociocultural condensation of the state of Oaxaca: the
popular creative production.
Mexico is recognized internationally for her ancestral legacy prehispanic live a place of reproduction of
multidimensional aesthetic meanings-rhetorical that built the current identity, from the complexity of the “aesthetic
ritual”, category of articulation in transdisciplinary continuum that we propose.
The ritual allows you to sort, play, update, recreate the representations symbolic and social relations in a community
specific space-time: the feast. There are re- built the ethnic identity, one of the dominant in this area. The paint is
ritual as it works as a mechanism of translation of their worldview through the visual discourse of a type of painting
developed in popular fabric of blanket where recalls memories, stories, myths, imaginary creations that express their
particular way of seeing, feeling, painting in the world, your world. This sui generis form of painting is another way to
re-production of the tradition, this time through a film tape as a scene of visual narrative.
The marmaind is there one of the characters that condenses speeches intercultural, intergender and interaistetics
western heritage and the legacy of prehispanic deities that are crossed in this character. The gaze from which is
appropriated by this icon the artists what we will see, in the form of female self-representation.
It is the peculiar development of discursive strategies of emancipation and empowerment visual from where
subverts the imaginary malignant female of this symbol in the discourses of everyday living. Correlates as the musical
discourse and oral will examine the mechanisms of this insurgency nomadic of visual memory.
１０８
Achieving Credibility in Quasi- Judicial Discourse: A Genre Analysis Approach to the
Report of the Commission of Enquiry into Post-election Violence in Kenya
Orwenjo, Daniel Ochieng
Kenyatta University
Kenya
This paper assesses the strategies used to achieve credibility in written judicial discourse by analysing the Report of
the Commission of Inquiry into Post-election Violence in Kenya (also known as the Waki Report of 2008). It is argued
that Commission of Inquiry Reports, as texts, essentially constitute distinctive genres with particular defining
characteristics. One such characteristic which sets them apart from other related genres-other types of reports-is
the fact that Commission of Inquiry Reports have an inherent credibility and acceptability burden imposed on them
by virtue of the fact that the authors of such reports would naturally expect the appointing authority, other
stakeholders and other people that the report touches on to believe, accept, adopt, and implement its findings.
Genres are conceived of as texts constituting particular conventions of content (such as themes or settings) and/or
form (including structure and style) which are shared by the texts which are regarded as belonging to them. Genres
comprise a set of communicative events, the members of which share some set of communicative purposes (Swales,
1990). Exemplars of a genre exhibit various patterns of similarity in terms of structure, style, content and intended
audience. Using the Genre Analysis Approach outlined by Swales (1990), the Waki Report was analysed with a view
to finding out the inherent features within it that could be constitutive of a genre. The paper concludes that the
report of the commission adopts certain linguistic and formal strategies reflective of its generic class in an effort to
achieve credibility but fails in this endeavour due to certain extraneous factors.
１０９
Novel as a Site of Conflicting Discourses— A Discursive Analysis of Richard Wright’s
Native Son
Pan Runrun
Zhejiang University
China
One of the most controversial novels in the history of American literature, Native Son (1940) has since its birth
incurred a multitude of polemical and often opposing critiques. The protagonist Bigger Thomas, an uneducated
young black man who accidentally killed his white employer’s daughter, is regarded by some critics as a victim of
racial and social injustice, and thus the book itself is reduced to an exemplary naturalist and protest manifesto.
Whereas some others denote in him a spirit of existentialism and idealism which transform him into a rebellious hero
who, with pure self will, is able to transcend his mundane milieu and mental sufferings. There are also lengthy
articles and books dealing with religious issues as well as the undertones of Marxism in the novel. The proliferation
of diverse approaches to Native Son is a conspicuous demonstration of how a novel turns into a site of conflicting
discourses when critics as professional readers bring their own expectations and tools in the process of coding and
decoding of literary works. To borrow a term from French philosopher Michel Foucault, “discursive formation” is
prior to the generation of specific meaning either in the form of truth or opinion. This paper is intended as an
analysis of the how those conflicting discourses, such as religious, philosophical, political and racial discourses, are
created as the novel is scrutinized from different perspectives, which inevitably presume a inherent and coherent
structure of meaning veiled in a certain layer of the text. It is found that meaning is a play of combination involving
both context and text, both the author and the reader.
１１０
Caste Consciousness and Gender Discrimination in Indian Society as Reflected in Arundhati
Roy’s The God of Small Things
Patil, Nivrutti
A. T. College
India
Mahatma Gandhi asserted that untouchability is a crime against God and man. Indian society has radically changed
since then but still the age old discrimination of man on the basis of his caste remains a distinctive mark of social
scenario of India. Another marked feature of Indian culture is the subordinate position of women in comparison with
men. These two evils have very badly degenerated Indian social fabric. These evils have been very powerfully
portrayed in Arundhati Roy’s Booker Prize winning novel The God of Small Things. This novel presents realistic picture
of the horrible social and cultural conventions of the country. The two protagonists of this book, Ammu and Velutha,
are mercilessly crushed down by the two age-old sins. Ammu hails from a high class / caste society of Syrian
Christians of Kerala, the South Indian state and Velutha is from the downtrodden untouchable caste. The family of
Ammu and the society at large act against the love between them. Ammu’s parents and relatives have different sets
of code of conduct for men and women of the family. Women are not allowed to have independent views on / of
their own love and marriage. They have no choice but to follow the traditional laws in this regard. Ammu defies
these inhuman conventions and marries a man of her choice but unfortunately her marriage does not last long and
she returns to her parents as a divorcee. Indian society has no provision to permit women to share the inherited
property of her parents; only male heirs share it. Her brother, Chacko, is a glaring contrast to her. He can marry any
woman he likes and he can also be allowed to have illicit relations with women of any caste and class. A divorcee like
Ammu is shunned from loving a man from a low caste. Her lover, Velutha, is killed by the brutal attack of the police
on false complain and abandoned Ammu dies very pitiably in lonely and shabby lodge in a city. Perhaps, globalization
will help India to absolve herself of these deadly practices.
１１１
Semiotic-discursive intercultural practices between graffiti writers from Mexico City
Pedroza, Marco Tulio
National School of Anthropology and History
Mexico
Graffiti writers make a global culture that expanded along with its semiotic-discursive practices, from the city of New
York then to the 1970s. Currently in Mexico City, the culture of graffiti writers has a history of more than 20 years.
Such culture, as other societies and cultures, has a structural condition that constitutes by historical dimensions,
political, artistic, religious, economic, psychological, etc..., that is to say, is multidimensional. To access these multiple
dimensions is essential to include information about semiotic-discursive practices, the local and the global context,
as well the intercultural and the complex in the graffiti writers.
The knowledge about information or isolated elements is insufficient, in any multicultural analysis the information
and the elements should be placed in their contexts. From this perspective, we propose the global as the relationship
between the whole and its parts, the global culture of graffiti writers is present within each subject that makes up
that culture. The intercultural is one of the characteristics of complex units as subjects, society or culture. The subject
takes various structural places, which are socio-historical-political-cultural-artistic. In this paper we analyze the
classification systems used by graffiti writers, highlight the importance of migratory and cultural flows necessary for
the conformation of their culture. We also discuss the conditions of production, circulation and reception of
semiotic-discursive practices, and some aspects of the constitution of identity of the subjects, by analyzing their
social formations, ideological and semiotic-discursive, which impact the imaginary formations.
１１２
Framing and reframing Pirin paran katayabira online: The construction of Okinawan and
Japanese language ideologies on the participatory web
Petrucci, Peter & Miyahira, Katsuyuki
Massey University; University of the Ryukyus
New Zealand
In the past decade speakers of the Ryukyuan languages have viewed the participatory web as a key space for the
articulation and advancement of their rights as a threatened linguistic minority. One especially innovative and
popular example of this is Pirin paran katayabira (‘Let’s chat’), a series of four short videos about Uchinaaguchi
uploaded to Okinawa Broadband TV in 2007 and to YouTube a year later. Produced and presented by Okinawan
language rights activist Byron Fija, the introductory language lessons are premised on two core beliefs. First, in order
to prevent Uchinaaguchi from disappearing, it is imperative to raise young Okinawans’ interest in the ancestral
language. To this end, and much like a Japanese quiz show, the online videos use quirky production features to catch
the viewer’s attention, including multi-coloured subtitles for Fija’s Uchinaaguchi text, anime images of the presenter
and background sounds. Also, accompanying Fija is Sugiko Moromizato, a Japanese-speaking woman who, with
passive ability in Uchinaaguchi, typifies the younger Okinawan population the videos are attempting to target.
Second, a crucial step for safeguarding and strengthening the status of Uchinaaguchi in Okinawa and Japan is to
convince people that it is not hogen (dialect) but rather gengo (language), a complete system of communication
whose disappearance would represent an explicit threat to Okinawan identity. As Fija has warned in an interview
with The Japan Times, ‘As long as we keep labeling Uchinaguchi as a dialect or an inferior form of language, we are
treating ourselves like second-class citizens’ (Mie 2012).
This presentation draws on multi-modal discourse analysis to examine the construction of Okinawan and Japanese
language ideologies that frame the Pirin paran katayabira series. Although on the surface the original videos are
meant to teach ‘correct’ Uchinaaguchi expressions, Fija and Moromizato’s catchy bilingual presentation of the
material, together with subtitles provided to translate spoken Uchinaaguchi, carefully position the language as
distinct from and, in the videos at least, dominant to Japanese. In the opening lesson, for example, every time Fija
utters the designation Uchinaaguchi, a colourful and enlarged subtitle – ‘¤¦¤Á¤Ê©`¤°¤Á (›_¿IÕZ)’ (Uchinaaguchi
(Okinawa language)) – appears on the screen, thus legitimating its status as a language. Or, when new expressions
are presented, they are frequently written in kanji with furigana (a small hiragana supertitle), a combination that
signposts kanji as an appropriate script for Uchinaaguchi. Significantly, when an English version of Pirin paran
katayabira later appears on YouTube, the legitimation of Uchinaaguchi as a language is maintained by means of a
clever multi-modal approach to screen translation: English subtitles preserve Fija’s Uchinaaguchi voice whereas a
dubbed English voice all but erases Moromizato’s Japanese.
Because it appears within the interconnected borderless space of web 2.0, Pirin paran katayabira cannot be fully
appreciated without an examination of viewer commentary ensuing from the series. The presentation therefore
１１３
continues the analysis by considering two kinds of viewer data: written comments and YouTube video responses. In
both cases, those posting comments are acting as mediators between Okinawan language activists and a growing
global audience interested in Okinawan language and culture. But it is not necessarily the case that commentary
reflects the same ideologies espoused by Fija. For instance, in one thread of written postings to the YouTube version
of the series, viewers use ‘relationship examples’ like Norwegian and Swedish, or Afrikaans and Dutch, to argue that
Uchinaaguchi and Japanese are separate languages or dialects of the same language. Turning to YouTube video
responses, these are of particular interest because they feature unknown people from outside Okinawa giving
Uchinaaguchi a go. As with the original videos, these careful Uchinaaguchi performances, together with their
subtitled translation, are imbued with language ideology. Moreover, these extraordinary efforts in the language
generate further viewer commentary, including some from proficient speakers of Uchinaaguchi. The participatory
web, then, serves as a platform through which the language ideologies embedded in the Pirin paran katayabira series
are circulated, applied, resisted and reworked.
Pirin paran katayabira and the commentary resulting from it show the promise that digitized communication
technologies hold for recognising Japan’s endangered languages and encouraging a globalised ‘wired’ campaign for
their maintenance. It remains to be seen, however, whether the Okinawan discourse spaces emerging out of the
participatory web help define the Ryukyuan languages along the lines advocated by local language activists and
educators or whether they introduce different forms of designation and legitimation.
１１４
'Silence is a prayer': Japanese Discourses of Spirituality
Petkova, Diana
Sofia University
Bulgaria
This paper presents the findings of an ethnographical research done in the region of Osaka, Japan. 27 Japanese
informants were interviewed with face-to-face interviews recorded on tapes. They were asked about their personal
beliefs and spiritual practices and experiences. It was found out that Japanese discourses of spirituality often dwell
on silence as a means of communicating the deepest personal emotions and psychological sensations. It was also
discovered that some specific cultural concepts in Japan, such as ‘giri’ (obligation), ‘ninjo’ (individual inclinations
related to universal feelings’, ‘hadji’ (shame), ‘face keeping’ and ‘face saving’ are not only influenced by religious
beliefs, ideas and teachings, but often also communicated by silence. The paper will investigate the particular
Japanese understanding of universal concepts, such as ‘life’, ‘death’, ‘happiness-unhappiness’, ‘suffering’, ‘destiny’, etc.
It will also outline the important role that silence has in Japanese culture as a way of communicating intimate
feelings.
１１５
Representing Migrants in Museums. A multimodal Contextualisation Analysis of Knowledge
Constructions at the Intersection of Institutional, Academic and Public Discourse in France and
Germany.
Porsché, Yannik
Johannes Gutenberg University Mainz / Université de Bourgogne;
Germany
This paper presents a case study that deals with a binational museum exhibition on immigration which was produced
by four institutions in France and Germany: the Cité Nationale de l’Histoire de l’Immigration and the Goethe Institute
in Paris and the Deutsches Historisches Museum and the Kreuzbergmuseum in Berlin. Multicultural dimensions of
the study include the collaboration between the institutions, the production and reception of the exhibition in both
countries and the different linguistic, cultural, institutional, academic and political contexts. The study approaches
questions of knowledge and memory construction by asking how national and European images of the Self and the
Other are produced in epistemic cultures of the global culture industry and what effect they have on the political
recognition and the integration of immigrants in European society. Additionally, notions of representation and the
public are dealt with as methodological and theoretical problems.
A microsociological contextualisation analysis is put together as a methodology which selectively combines elements
of pragmatic interaction and discourse analyses as well as ethnographic methods. The analysis focuses on the
interaction between the museum as an institution and the general public by means of ethnographic observations
and recordings of interactions in the museum (guided tours, the educational program, interviews, exhibition
openings and auditorium discussions as well as guest book entries, work documents, publications and the press). In
interactions discursive and material practices function as enabling and constraining context which participants
simultaneously refer to and (re)produce in talk. The simultaneous references to and construction of discourses is
accomplished by multimodal contextualisation cues in talk, which serve as a methodological anchor point for this
analysis.
Results of the analysis show that not only does the content of the exhibition in question deal with public negotiations
of immigrant representations, but the museum work and reception itself constitutes an asymmetrical, cross-cultural
stage for negotiation. The analysis shows firstly what has been said about, in and through the museum, secondly to
what extent and how immigrants are themselves speaking or are talked about and thirdly how subjects are thereby
positioned in relation to each other and to the national public. The study thus investigates how the global and the
local intertwine when meaning, cultural knowledge and memory are constructed, translated and negotiated in
multicultural contexts.
１１６
On Verbal Expression of Threat in Pedagogical Discourse
Pshenichnikova, Anna
Far Eastern Federal University
Russia
Pedagogical discourse belongs to a family of formalized institutional discourses with communicants’ speech patterns
regulated by speech codes of represented social institutions. Speech of teachers and students reflects their status
inequality; the discourse main purpose (to transfer knowledge, social norms and values) empowers a teacher to
direct and control students’ activities. Consequently, pedagogical discourse is rich in stereotypic set phrases,
traditionally directive, that realize strategies of control and subordination. However, analysis of teacher-student
dialogues, selected from school-novels, shows that a teacher’s speech includes other means of exercising regulative
functions in pedagogical discourse such as a threat, an insult, a sneer, etc.
A speech act of threat (a menacive) constitutes an act of verbal aggression on the part of an addresser, aimed at
influencing addressee’s actions through a prospect of causing intentional harm to an addressee. Utilized by a teacher,
a menacive usually implies a distinct negative evaluation of student’s actions and an instruction for a student to act
differently.
This study focuses on linguistic aspects of realizing menacives in pedagogical discourse. We shall analyze verbal
means employed in school-novel dialogues to formulate a threat, to intensify it, to lessen its effects on an addressee,
or to make a threat altogether vague and implicit. We shall also try to find out in what communicative situations a
menacive is commonly found and whether its use proves effective in regulating educational process.
１１７
Cognitive and Pragmatic constraints on Topic chai
Pu Ming-Ming
University of Maine
USA
The present study investigates the occurrence and distribution of zero anaphora, especially in the form of a topic
chain, in Chinese and English narratives, and explores the relationship between cognitive activities and reference
tracking in discourse. It argues that the use of topic chain is determined, to a great extent, by general cognitive and
pragmatic constraints rather than language-specific factors. Although topic chain is generally considered to be a
common discourse device unique to topic-oriented languages like Chinese, it is often found in subject-oriented
languages like English as well, so long as the conditions that warrant the occurrence of zero anaphora are satisfied.
The study first discusses cognitive activities underlying reference tracking and explicates how the syntax of reference
is a function of the cognitive accessibility of a given referent in discourse processing, and how pragmatic and
discourse factors contribute to the cognitive accessibility of the referent. The study proposes a cognitive-functional
principle to account for the occurrence and distribution of zero anaphora: The more accessible the referent, the less
explicit the coding form. In discourse realization, the degree of cognitive accessibility is represented by the degree
of thematic coherence: The more coherent the discourse segment where a referent occurs, the less explicit the
anaphoric coding of the referent. More specifically, a topic chain would be used in a span of discourse where there
exists maximum thematic coherence, i.e., where no discontinuity of any kind occurs and where a local, topical
referent persists and recurs.
The study demonstrates that, with experimental and text data of Chinese and English, topic chain is indeed triggered
by maximum thematic coherence and blocked by any kind of thematic discontinuity, albeit some language-specific
differences in morph-syntactic marking and clause conjoining and chaining. As a result, the distributional patterns
of zero anaphora are remarkably similar between Chinese and English discourse.
１１８
Moral and Ritual Meanings Embedded in Cultural Landscape An Exploration of Chinese
Indigenous Discursive Practice in Dong Wu Mount Village
Qin Bailan (钦白兰)
Zhejiang University
China
Landscape, as a discursive field, is shaping cultural geographers’ new understanding of geographical places as texts,
perceptions and modes of thinking. Beyond that, an emerging discipline called spatial humanities transcends
geographical and historic boundaries. A key notion like deep mapping favors fragmental texts regardless of spatial or
temporal concepts. Following this latest academic trend, my study takes an inquiry into corresponding Chinese
indigenous way of viewing landscape as discourse and find more for responding to deep mapping. To achieve that
goal, Chinese local gazetteers and empirical data (visual or oral) from fieldwork are sources of texts for showing,
interpreting and analyzing. Three general questions considered are 1) What methodologies can be identified for
interpreting landscapes? 2) In what way does the landscape morally and pedagogically make sense in Chinese local
gazetteers? 3) How can we understand Li (ritual) as geographical model for pedagogic intelligibility? 4) What order
could be identified for the arrangement of fragmented texts?
This study is privileged under a cultural landscape research in a Chinese village called Dong Wu Mount (DWM), the
only un-relocated village stands in the middle of chains of mountains, high and low. In the name of urbanization and
development, surrounding villages are all relocated or under reconstruction and traditional family-based human
relationships are broken. In the interest to rediscover layers of cultural meanings for this place, we had on and off 10
months of data collection (Chinese local gazetteers, family genealogy book and fieldwork notes) and find striking
cultural methodologies and discursive strategies taken by Zhang Dao, the editor and compiler of Ding Xiang Xiao Shi
(定乡小识). At a practical level, scientific and esthetic discourses lead a dominant role in representing cultural
landscape around Hangzhou. Chinese local gazetteer, characterized in
its fragmental records through times, thus offers valuable texts for us to address issues like discursive practice,
cultural approaches to discourse, discourse as ways of thinking, relationship between discourse and the re-making of
a place, and so on so forth. In respect to deep mapping, a case of remaking landscape for DWS is showed in light of
Chinese “Shu Er Bu Zuo”(述而不作) for rethinking the order of the open and multi-voiced texts.
It is found that Zhang Dao used a cultural term called Lu to arrange its data obtained from various historic texts and
oral texts from the local people. Speaking for itself as a Chinese cultural term, Lu refers to a way of outlining patterns
to present the data, where ritual meanings embedded concerning kinship relations are addressed by a traditional
Chinese way of thinking called Ju Zheng(居正). The cultural approaches taken by Zhang could be conceived as a
fusion of anthropological fieldwork, discourse analysis, and historic perspective. In light of Zhang’s discursive cultural
approaches, this paper is to show Xu Jia Mount as a text of understanding Chinese perspective of view landscape.
１１９
Then Zhang Dao’s cultural approaches are identified as a Confucian way to collect data emphasizing both historical
texts and cultural memories called Wen Xian Hu Zheng(文献互证). And a visual representation of moral meanings
offers alternative ways to deep mapping structure. Hopefully, such Chinese discourses towards landscape could open
a door for more cultural-and-discourse consciousness understanding of landscape and foster a deep cross-cultural
academic dialogue between the EAST and WEST.
１２０
Discourses and practices around the local conception of territory in the Mexican state of
Guerrero
Ramírez，Rodrigo Armada & Zamora，Ana Karina Pérez
National School of Anthropology and History
Mexico
Several indigenous peoples living in the Mexican state of Guerrero. Today some of these young people, are
consolidated discourses and practices for environmental restoration and natural resources to make them territory
that is structurally linked to their culture and worldview.
These young people are being educated at a university that offers multiculturalism as a way of understanding and
exchange, the basis for the promotion of this multiculturalism is the preservation of their territory where they can
apply
their culture and practice their worldview.
Culture-territory-worldview are discursive and practical space for the production and reproduction of semiosis, it is
captured in the ideas that these young people have to retrieve the food sovereignty and autonomy in their territory,
suggesting the recovery of land culture by agro ecological practices. For these forms of cultivation is necessary that
the community has sufficient water to retrieve their land fertility; water quality is at risk due to the projection of a
gold mine open pit that threatens to end water sources in the region, coupled with this, these people are working in
their territory and resources maintaining their culture and worldview which consolidates a way to recover the land
infertile, to recognize the importance production of its form as sustaining a particular way of life and are the
knowledge and skills of its original people in dialogue with other cultures which help strengthen this very difficult
process.
１２１
On the Inequality of Discourse Power
Ren Mingjing
Harbin Institute of Technology
China
Both sides in the communication command the discourse differently because of their different statuses. Complex
differential power relationships of discourse extend to every aspect of our social, cultural and political lives. Based on
the theoretical framework and research methods of Fairclough’s and Foucoult’s studies on critical discourse analysis
(CAD), this paper analyzes the power relationships of discourse from the perspective of sociology, taking the
classroom discourse, media discourse, trial discourse, medical discourse, etc. as the examples, and proposes that the
power of discourse has the following characteristics: being institutional, covert, and variational, aiming at finding out
the ways in which the person with superior power tries to cover up the unequal relationship, such as
conversationalization, informality, involvement, and use of indexical information, so that it can help realize the
essence of the power of discourse clearly in order to avoid using the biased language in the harmonious society.
１２２
Discourses of Sexuality and Desire Among African American Girls
Richardson, Elaine
The Ohio State University
USA
This paper examines a narrative of sexual harassment, by an 11 year-old, “Bria,” who managed to ward-off unwanted
and inappropriate sexual advances by older boys while riding the bus. By simply being a “big” Black girl in an
impoverished public space, she is targeted or read as being sexually available to boys. Bria and her peers (and the
adult mentor present) unequivocally read this interaction—the boys’ advances and Bria’s response—as sexual
harassment. In this case, the community of Black females read a Black girl’s sexual agency and sexuality as
un-projected and thus, worthy of honor, empathy, and undivided attention—aspects of what Staples (2012) calls
“literate witnessing,” compassionate empathetic acts of sense-making and assessment of experience. These acts
occur in relation to shared experiences, testimonials, or perspectives and are incited by participation in purposeful
communal reading, writing, speaking, and listening that attests to truth, strong emotions, hardship, or negating
behavior as a part of affirmation, healing and self-recovery. Examination of another narrative from an 11-year old girl,
“Assata,” asserts her sexuality. Juxtaposition and critical analysis of the differential discourses invoked by the two
shared narratives allow us to examine the lived experiences of Black women and girls in relation to dominating
discourses, as Black women and girls’ sexual agency and desire figure prominently in larger economies of power,
knowledge and society. Hill Collins (1991) argues that it is imperative that Black females explore their embodied
knowledge for the purposes of self-validation and to create new knowledge about for their collective empowerment.
This work explores these ideas in developing critical discourse practice among young Black girls in a race, class and
gender-specific afterschool program.
１２３
Construction of Otherness in policy discourses and practices of primary education in
Finland
Riitaoja, Anna-Leena
University of Helsinki
Finland
In my presentation, I will consider how Otherness in constructed in the Finnish national core curriculum texts and
discursive practices and organisational orders of two primary schools (age 7–12) in Helsinki, Finland. I analyse how
differences are made and ordered in hierarchical categories, how the divisions of normal/deviant and ordinary
/different (or special) are constructed, and how such divisions work as tools of normalisation and as the basis of the
organisational orders of the everyday life of schools. I examine how categories like “race/ethnicity”, social class,
gender, worldview, student/teacher, student with “special needs,” student with an “immigrant background”,
a ”good”/”bad” student, and place of living work as categories that divide students and adults in different groups in
mental space.
The analysis is based on an ethnographic data that are produced in two primary schools in Helsinki, Finland in the
spring of 2008 and 2009. The data contain participant observation in the two research schools, interviews at national
and local levels as well as national core curriculum texts in 1970–2004.
I see othering as a difference-making process that is related to the systems of knowledge and results in asymmetric
positions and (power) relations. In my study I have analysed asymmetric positions taking place in four inter-related
levels: epistemological, discursive, social and/or material level.
Instead of considering Otherness as a fixed position resulting in binary categories of “us” and “them,” also criticised
in recent research literature (e.g. Dervin & Gao 2012), I approach Otherness as contextual, relational and
intersubjective difference-making process. This means that Otherness is something that is constructed through a
certain discourse in a specific moment and place while in other situation such kind of othering may not take place.
Otherness is also intersectional meaning that distinctions on “ethnicity/race” or “culture” are related to distinctions
on nationality, gender, social class or worldview. Also the notion of a “good” teacher or a “good” student may
contain marks from other signifiers like “race”, class or gender. In this sense, one could talk about multiple
Othernesses that conceptually differ from the notion of the “cultural” or “ethnic” Other. As the social categories
(e.g. nationality, language, gender, social class, religion) are also losing their significance as signifiers of certain
positions or identities (see Gillespie, Howarth Cornish 2012; Abdallah-Pretceille 2012) special attention is paid on
contextual reading of the data.
Based on my results I propose that more attention should be paid to the systems of knowledge that enable
difference-making and categorization processes to take place. Instead of concentrating on the equality between
people placed in social categories it would be important to consider how such categories are made and what are the
possibilities to construct them otherwise. Instead of chasing conceptually vague notion of an equally multicultural
１２４
society or education it should be considered how the “multicultural” itself may become a marker of difference and
exclusion in the Finnish society. More attention should also be paid on the discrepancy of the functions of education
systems in the nation states and the ideals of multicultural education for social justice.
In my presentation, I will offer both theoretical and empirical viewpoints that come together in data excerpts
analysed through discourse analysis and postcolonial, poststructural and feminist readings. The presentation draws
from my PhD study that is submitted for the external evaluation process in December 2012.
１２５
Interdiscursivity and cultural dialogue in safeguarding Intangible Cultural Heritage
Rivera, Rafael Osorio
National University Autonomous of México
Mexico
The Intangible Cultural Heritage (ICH) is in all states of the world, representing the cultural diversity that humans
reproduce. The ancestral knowledge, teaching technique and value of significant experience in thelearning process,
are part of the ICH, as tostreng then intercultural dialogue, be recognized and safeguarded, the modern state, either
Mexico or either LatinAmerica or the world will perform better in side and outside, and that culture as a resource for
comprehensive development has become one of the priority issues in the debate on heritage lately, cultural
manifestations valued by communities national and international now have a forum where participant store cognize,
strengthen and share knowledge, recall that UNESCO is where the concept is built collectively epistemological and
international ICH(UNESCO); however, the complexity is due to Heritage study from the local, regional and
incorporating the intercultural dialogue.
Cultural manifestations should be safeguarded by the owners of culture, the community in many occasions is
multicultural, local government and federal, this joint effort will be recognized as a national intangible cultural
heritage and then with an adequate registration to UNESCO, to obtain international recognition and then compete
for national and international funding. All the above process contains various official and institutional discourses and
several crossings are present, culture, diversity and heritage are some concepts that are keyplayers in
interdiscursivity, intercultural dialogue and the ICH; this work will present the main junctions and its implications in
the process safeguard the intangible cultural heritage.
１２６
See men shredded, then say you don’t back war: Rhetorical Maneuvering in Opinion Press
Argumentation
Sahlane, Ahmed
King Abdulaziz University
Saudi Arabia
In the US run-up to the war against Iraq in 2003, the pro-war U.S./British opinion press resorted to the ‘human
rightist’ rhetoric in an attempt to legitimise the US unilateralist decision to attack Iraq. The U.S.-British pro-war
arguers sanitised the U.S. potential invasion of Iraq by adopting a ‘subservient’ role and by uncritically endorsing the
U.S. official standpoint about the ‘Saddam Peril’ and the Anglo-American ‘humanitarian’ mission in Iraq through the
systematic muffling of opposing views of the anti-war camp and the demonisation of the mounting global anti-war
political dissent. The US/British pro-war discussants tried to cast doubt on both the motivations and identity of the
protestors by categorising peaceful protest within the discourse of ‘deviance,’ ‘ignorance’ and ‘incivility.’ Therefore,
anti-war protest was trivialised, disparaged and depoliticised. Anti-war political protest was relegated to the realm of
‘disorder,’ ‘spectacle’ and ‘violence,’ despite its global geopolitical reach. This paper examines how ‘strategic
manoeuvring’ functions rhetorically in opinion press instrumentalised moral reasoning.
１２７
Interculturalism in the conurbation area of the city of Puebla, Mexico: socioreligious identity
in Santa María Xixitla boroughs (barrio), San Pedro Cholula, Puebla
Sánchez, Verónica
National School of Anthropology and History
Mexico
The urban context is an space of cultural diversity which contains events as boroughs (barrio) identity, like the case
of the city of San Pedro Cholula. It are based on a specific religion, a result of the amalgamation of the Catholic
religion, the system charges and ritual.
In this socioreligious area coexist elements colloquially understood as "traditional" and "modern", with elements
prehispanic, colonial and contemporary, which are interspersed in conjunction in rural and urban areas, some of
them preserved, and other transforming to bring its persistence.
This local specificity culture contains discourses and semiosis of various types, highlighting the first of oral language,
and in the second the visual, auditory and taste, which coexists with a metropolitan culture here defined as that
results from the urbanizante global Western hegemony, both may be in conflict or in harmony, as applicable, so that
such specificity cultural, within this context can be, depending on the situation in parallel or alternative, as has
sometimes asymmetric bias, although in others manteining a continuum within the urban, social practice that can be
glimpsed as inseparable, which consequently leads to multiculturalism, thereby granting him a unique social group
that plays it, which from this perspective could be defined as socioreligious community.
That is why in this essay are intended analyzed through ethnography interdiscursive, intertextual and intersemiotic
elements in socioreligious community formed by the ten boroughs (barrios) of San Pedro Cholula, focusing
specifically on the Santa Maria Xixitla to understand from the complexity different forms of multiculturalism that the
social group has in the urban environment and its implications with respect to the local identity.
１２８
Looking at Multilingual and Multilingual Classroom Discourse
from the Ethnography of Policy Perspective
Saxena, Mukul & Martin-Jones, Marilyn
University of Nottingham Ningbo & University of Birmingham
China & UK
The ethnography of policy is a distinctive and growing tradition of research on multilingual and multicultural
classroom discourse. This paper will first provide an overview of two broad generations of studies: a first generation
of research in multilingual and multicultural classroom contexts that grew out of the field of linguistic anthropology
in North America; a second generation of studies, emerging from the early 1990s onwards, that developed critical,
interpretive approaches to the study of multilingual classroom interaction. The second generation studies were
conducted in a wider range of research sites and they were explicitly framed with reference to language-in-education
policies. This paper, then, presents case studies from Europe and Asia and argues that they represent a third
generation of studies that are opening up new epistemological spaces at the interface with other fields of research,
such as multimodality in classroom interaction or ethnography of language policy, while building on the robust
foundation of first and second generation research.
１２９
Chinese Students Writing in English. Discourse Analysis of Textual What Students Can
Learn within One Semester of Teaching Writing
Smerdov, Igor
Guangxi University
Aiming at describing the details of the process of spicing up the traditionally boring course of English Creative Writing
with the purpose of preparing students for national exams, this paper falls into the rubrics of the naturalistic inquiry
which works with naturally occurring settings and groups and “a situated qualitative research” supported by the
quantitative data analysis obtained from the experiment with teaching and the results of thematic, textual, stylistic
and narrative analyses of the 20 participants’ essays. The paper is in line with the current trend of the embedded
one-shot case studies conducted by internal observers at the grass root level and also encouraged by an obvious shift
in the ESL teaching paradigm from teacher-centrism to learner-centrism. Visible results are not impressive, but worth
noticing: 1) students learned to use real life examples, learned how to use specific and real-life experienced based
examples making their writing more vivid, but they didn’t develop this habit and the use of real life situations and
personal experience is still minimal and insignificant in their writing. 2) they significantly reduced their first language
influence and stopped using rhetorical questions and repetitions after the month of training. 3) they started giving
personalized reasons as supporting ideas, started expressing the main ideas in the first sentence rather than at the
end of the first paragraph and started using synonyms and rephrased topic sentences. 4) they started using synonyms
and rephrased topic sentences at the end of essays.
5) after 4 months of training, they started paying attention to
the provisional reader and started explaining major points and commenting on them in detail.
１３０
On Goal Equivalence in Translating the Discourse Markers in Courtroom Interaction
Sun bingwen & Xiang feipeng
foreign languages school, CCNU
hubei university of technology
China
Discourse markers such as “well”, “now” and “you see” are common in everyday oral communication, yet often
ignored and misinterpreted by court interpreters. In the interpreting process of discourse markers, as far as the
courtroom interaction is concerned, strategy is the linguistic surface representation, goal is the inner motivation. This
paper will present the results of a data-based study of courtroom interpreting focusing on the use of discourse
markers in courtroom interaction. The data consist of ten cases in china, which were audio-taped and later
transcribed by the author. This research first propose “Goal Equivalence” principle from the pragmatical and
philosophical perspective of interpreting strategies. This new approach aim to achieve equivalence of illocutionary
force, to match the level of coerciveness in lawyers’ questions, level of politeness, or equivalence of register in the
testimony.
This paper will address three major questions: 1 how discourse markers are defined and classified in courtroom
interaction, according to their pragmatic functions? 2 whether or not “Goal Equivalence” approach is adequate and
appropriate for the above-mentioned pragmatic functions? 3 what are the possible interpreting strategies for
discourse markers in courtroom interaction? How these strategies represent various perspective of
“Goal
Equivalence”?
１３１
Gender and Discourse: On the Role of Gender over the Discourse of Compliments-Giving
Suo Chengxiu
Zhengzhou University
China
Complementing is a universal speech act that we experience—we give and receive complements—every day in our
daily interpersonal communication. However, the effect of gender upon compliments-giving has rarely been
documented by studies pertaining to the speech act of complimenting. Research in this line is mostly contrastive and
cross-cultural communication studies that focused on how people from two different cultures respond differently to
compliments. To examine how gender affects our act of giving complements, this essay documents a field report
study that is designed in the form of a written, scenario-based survey. Two broad research questions to be answered
are as the follows: Q.1 “Is gender an important factor in terms of the amount of compliment-making?” and Q.2 “Is
gender an important factor in selecting the topics/themes of complimenting?” Under Q. 2 are two specific questions:
1) “What are the most favorite topics/themes of compliments found in female-female talk, in contrast to the most
favorite topic of compliments observed in male-male talk?”; and 2) “In mixed-gender male-female talk, what are the
most common topics that a female speaker tends to compliment her male listener, and what topics/themes a male
speaker might compliment his female listener?” The hypothesis of the author is that there is a distinct gendered
difference—both in terms of the amount, and in terms of the topics/themes of complementing. To limit the potential
impact out of other variables (e.g., different cultures, nationalities, races, education, age, or profession), the author
limited her human consultants to college undergraduates studying at a mid-Western public university in the U.S. and
all her human consultants were born and grew up in the U.S.
Results of the survey have provided strong evidence
to support the abovementioned hypothesis: there is a substantial gendered difference in terms of the discourse of
compliments-giving.
１３２
All the fuss about that chocolate girl: Contemporary Chinese race talk and attitudes towards
interracial relationships
Tang Qi & Yu Jingcao
Tennessee State University & University of Electronic Science and Technology of China
USA & China
In the past three decades, China has undergone unprecedented historical changes since it opened up to the world,
embraced and became more and more integrated into a market-driven global economy. The increasing contact with
the outside world has exposed the once highly homogenous Chinese society to a greater cultural and racial diversity.
Yet, the research on Chinese attitudes towards racial and cultural differences has been noticeably scant. In order to
close this gap our study investigates the nature and contour of the evolving racial attitudes and expressions in China,
a country whose population accounts for a quarter of the world’s population. Informed by critical race theory, we
trace and document the most salient racial sentiments expressed in popular Chinese online forums on hot-button
race-related issues in general, and on interracial relationships in particular. Critical discourse analysis has been used
to identify the most prominent themes and discursive strategies that appear in those online race talks that reveal
Chinese public’s ambivalent attitudes towards Asian/Caucasian and Asian/Black interracial relationship. In the
process we revisit the history and cultural roots of those discourses as well as discuss how those race talks provide a
frame of reference to an authentic Chinese racial, cultural, and national identity.
１３３
The Janus face of the British media human rights discourse
Teubert, Wolfgang
University of Birmingham
UK
How can two contrarian sets of beliefs be convincingly justified by arguments? I will investigate the role arguments
play for the formulation of attitudes about human rights. The typology of arguments used in public (media) discourse
and the aspects deciding over their success (e.g. repetition and novelty) has so far been widely overlooked in
discourse linguistics. As I will show, it is neither factuality nor rationality or logic determining their success of
arguments but the way they are intertextually embedded in generally shared underlying attitudinal statements.
Over many decades now, the western human rights discourse has had the aim to morally discredit countries whose
governments were considered unfriendly towards western interests. Outcry after outcry have been reported for the
denial of the right to freedom of expression of dissidents, or the suppression of regional autonomy movements in the
name of the right to self-determination. It is argued that (these) human rights are universal and have to be applied
globally. These alleged violations of human rights habitually make front-page news in the case of countries not
popular with those who determine the content of western media.
In Britain, there is another side to the human rights issue. Important high circulation newspapers such as the Daily
Telegraph, the Sun or the Daily Mail have been supporting the battle for the repeal of the Human Rights Act, which
obliges the British courts to adhere to the European Convention of Human Rights. Often, decisions by the European
Court of Human Rights ruling that Britain was violating human rights, have been rejected because such rulings are
said to be contrary to the British legal culture, to her heritage and to her moral values. It is argued that a specifically
British Bill of Rights should replace the Human Rights Act.
The human rights discourse of China Daily holds up the universality of human rights and claims that Chinese human
rights policy is holistic and does not distinguish between different cultures. Thus it avoids the obvious contradictions
we find in British media discourse. My comparison of the arguments employed by China Daily with thise of the
British media will shed light on the way how the apparently contradictory British belief in the universality of human
rights can be reconciled with the belief that the human rights applicable to Britain should reflect specifically British
values.
１３４
Changing role of discourse markers: Evidence from corpus-based contrastive study
Thakur, Anil
Banaras Hindu University
India
Corpora are generally linked to NLP and language technology applications. This is largely true since most of the NLP
and language technology systems are being designed within corpus-based framework and also the popularity of
corpora has been generally linked with it. However, the domain of the use of corpora has multiplied and researchers
are still exploring newer domains of application of corpora. The use of corpora for contrastive study, particularly for a
pair of languages in the domain of language teaching and translation is being well recognized in the literature on
corpus study, language teaching and linguistics. For linguistic analysis of a text and its validation, dependence on
corpus is continuously increasing. In this paper, we examine some interesting data types to show the significance of a
good corpus for Hindi-English machine translation and language teaching.
One of the challenging issues in both language teaching and machine translation is to obtain a comprehensive
account of divergences between a pair of languages. Our traditional grammars are quite inadequate with respect to
provide a comparative account of various linguistic construction types. The nuances of subtle meaning differences
and consequently the need for accurate classification of various lexical items in a language are being recognized as a
challenging issue in both second language teaching and machine translation. For both teaching and linguistic analysis
of different uses of a lexical item as well as for determining its exact tag and meaning is greatly facilitated by using
corpora. A non-corpus-base analysis and teaching has high chance of ignoring a number of nuances of linguistic data.
１３５
Indian Political Discourse:Analysis of Statements Made by Some Indian Political Leaders
Thorat, Ashok
Institute of Advanced Studies in English
India
In the last few years India witnessed an unprecedented turbulence, inside and outside Parliament, which was related
to the issues of corruption and crime. At the same time, bomb blasts in the cities like Mumbai, Hyderabad and Pune
generated a lot of heat. The politicians in the opposing and the ruling parties were engaged in attacking and
defending, exposing and explaining. The statements made by party spokespersons and individual leaders often added
to the confusion. Some of the statements were amateurish and politically incorrect, so much so that a senior
minister in Maharashtra lost his ministry after he made a statement on Mumbai bomb blasts.
Now that the general elections are round the corner, some political actors are trying to publicly introspect, confess or
repair and consolidate their respective positions. Their statements – both prepared and impromptu - present
interesting pieces of political communication. Well-planned, politically correct statements are strategically loaded
with multifold messages whereas the amateurish and politically incorrect statements bring to the fore the clownish
side of some leaders.
The author has selected some highly marked statements of senior Indian political leaders for analysis. The examples
chosen are related different issues and problems and to leaders from different political parties. These instances are
analyzed using the author’s insights into the Indian political scenario, the features and nuances of the Indian political
culture and the socio-cultural contexts. An attempt has been made to show how these speech acts are structured,
expressed and what kinds of possible effects or influence they may have on the political cognition of the Indian
public at large.
１３６
Multicultural Discourse in Translating for Children
Todorova, Marija
Hong Kong Baptist University
Hong Kong,China
Despite the increased production and attention to children’s books, their English translations are still highly limited in
number. This is, of course, part of a larger constellation in the field of children’s literature in translation, characterized
by a general “lack of translations and a historical resistance in Britain toward the languages of the European
continent”, as Gillian Lathey (2001) poins out. Since the books children read help, at least in part, form their
perceptions of other cultures, the lack of translations that come from different cultures poses serious constraints on
the potential for meaningful cultural exchange in English speaking countries. Another quite significant aspect of the
translation of books for children is the selection of actual titles to be translated. Children’s books can either keep
with the dominant discourse of stereotypical images or challenge these stereotypes and create new modern images.
Therefore, the selection of children’s literature to be translated needs to be based on critical insights so as to prevent
further perpetuation of negative images and to enhance those which are positive. Clare Bradford in Unsettling
Narratives (2007) acknowledges the importance of publishers to the formation and dissemination of texts, drawing
into the discussion social and political factors which have an impact upon language and text. The question whether
literature should be just a reflection of society or try to improve it is one of the oldest points of contention in literary
studies. This is especially important in the field of children’s’ literature, having in mind its character, which is primarily
educational. Authors of children’s books often transfer to their readers the values that society wants to see promoted,
even when that means indoctrinating them.
With this paper, by applying textual analyses on a number of translated texts for children from Western Balkans in
English translation, I will try to examine whether common assumptions about "small cultures" have remained
unquestioned in the dominant discourse. I will also look at the publication trends of English language translations for
children, drawing again on the example of the Western Balkans.
Bearing in mind the specific role and function of children’s literature, as a source of cultural models as well as one of
the key factors in the production of identity of young people, this field of cultural production is called upon to take a
leading role in defining multicultural values, respecting differences and their treatment as something natural and
productive. They must be understood as the first and necessary step in the building of a society which is not only
multicultural, but intercultural, a society which actively promotes the values associated with the culture of peace.
１３７
A corpus-based discourse analysis of mental depression in British and Chinese news
Wang Fang
University of Birmingham
UK
This research investigates the social construction (Burr, 2003) of an increasingly relevant aspect of social life, namely
mental depression, in Western and Chinese news media in the last two decades, aiming at delivering a contribution
to people’s understanding of the link between the discourse and the social reality of depression. The theoretical and
methodological framework applied is corpus-based discourse analysis.
Discourse in this study is understood as “the totality of all the texts that have been produced within a discourse
community” (Teubert, 2005, p. 3). The special discourse I analyse is represented by two diachronic corpora consisting
of articles in which the lexical item depression or 抑郁症 (yiyuzheng, ‘depression’)occurs in British and Chinese
national newspapers from 1984 to 2009. Both corpora have a diachronic dimension, which is analysed by dividing
them into phases. Traditional corpus linguistic approaches such as frequency, collocation and key word analyses are
complemented by a targeted analysis of the paraphrastic content expressed in the context of relevant key words. This
new approach highlights the ways in which meaning is continually re-negotiated.
My findings suggest that in the British corpus, there has been a circular movement in the construction of the
meanings of depression, swinging between a psychological problem that needs psychotherapy and a biochemical
condition that needs pharmaceutical intervention. My Chinese corpus, on the other hand, constructs ’抑郁症’
(yiyuzheng, ‘depression’) as a problem that is normally caused by external social factors, and therefore psychological
support and improvement of the social environment have been represented as more helpful than medical treatment.
The contribution of this research is threefold: firstly, from a methodological perspective, it shows how to do
corpus-based discourse analysis; secondly it argues that the diachronic dimension of discourse must not be
overlooked when studying meaning; lastly, it shows that our concept of depression is socially constructed
independently of the question whether there is ‘really’ such a thing as depression.
１３８
.对美国主流媒体文化和霸权的分析——以钓鱼岛事件为例
Wang Guiyun (王桂云)
中国矿业大学
China
近段时间以来，钓鱼岛事件成为全球关注的话题，同时各国媒体也对此进行了大量的报道。本文从美国
主流报纸《纽约时报》、
《华盛顿邮报》
、《今日美国》以及《洛杉矶时报》各选取三篇关于钓鱼岛的报道约为
二千个单词，分别从预设、分类、情态以及引语等方面进行分析，以此揭示文化和话语霸权如何通过语言得
以体现。为使结论更加具有说服力，本文将采用量化分析的方法，通过数据统计展示结果。本文第一部分简
单的介绍了文化与话语霸权；第二部分是主体部分，从预设、分类、情态以及引语这四个方面对所搜集的新
闻案例进行具体的分析，并给出量化分析的数据结果，看文化和话语霸权是如何在看似公平、公正的新闻报
道中如何“巧妙地”得以进行的；第三部分以上通过量化所得出的结果进行总结得出启示，并指出本文存在的不
足之处。
１３９
Reference, Presentation and Positioning in Said's Orientalism
Wang Guofeng
Ningbo Institute of Technology, Zhejiang University
China
The referential connotations of the personal pronoun subject “we”, as well as its possessive adjective and pronoun
forms “our” and “ours”, may vary according to cultural context. In the context of Said’s work, Orientalism, these
forms are sometimes used to refer to some or all Arabs, and at other times to some or all Americans. Said also uses
“we”, in quotation marks, to refer to the American government or the mainstream American media. These forms of
reference serve to illustrate Said’s dual identity as an Arab and an elite American scholar, which in turn informs his
positioning. His frequent use of “we” and “they” provides ammunition for critics of Said who see a prejudicial bias in
his representations of oriental and western culture. This essay analyzes the patterns of usage of Said’s references to
refute criticism of his alleged bias, and suggests that he instead uses them intentionally in Orientalism to portray a
worldview free of prejudice and discrimination. Said’s very personal style of narration may well originate from his
cross-cultural history, as well as from his agonizing early-life experiences of personal loss which resulted in an
ambivalent sense of belonging. The occasional use of “they” to refer to Palestine or Palestinians may indicate that
Said feels himself to be an outsider in the ongoing conflict between Israel and Palestine, whereas his use of “they” to
refer to American academic circles, mainstream media, and government may seem to indicate a cultural aversion to
these entities. This essay provides many examples that reveal how Said’s personal history influences his use of
referential forms in Orientalism, and how these forms position his literary persona, which simultaneously presents,
embraces, and reflects differing views while positing a world free of cultural bias.
１４０
Collision and Integration of Oriental and Western Discourse:Interactive study on Pa Chin
home and abroad
Wang Miaomiao
North China Electric Power University
China
There always have been differences between Oriental and Western civilization since ancient times. And so have been
the communication and collision between Oriental and Western culture. However, communication and integration,
peace and development are the theme of our times. The paper tries to take the study on Pa Chin home and abroad
as an example, using the variation theory of comparative literature to contrast and compare differences and
similarities of the study on Pa Chin in the oriental discourse and the western discourse to find out the heterogeneity
and variability as well as the interactive study on Pa Chin home and abroad in mutual emulation and to explore the
reasons for the heterogeneity which arises from that. It intends to provide scholars home and abroad with more
rational, objective, scientific research to restudy, reread and reinterpret Pa Chin in order to head the significance of
his works to a multicultural complicated contemporary understanding. And make it academically a communication
between the study on humanities and the overseas sinology, which has played a positive role in promoting
interaction between oriental and overseas sinology. Meanwhile, it is expected to become a window through Chinese
culture and academic to the world. It is expected to become an interactive platform between Chinese Humanities
and overseas sinology. It is also expected to contribute some important academic significance and application value
to the communication and integration between the oriental and western culture and civilization.
１４１
China and Its Angry Youth’s Dual Identities in the Anti-Japanese Protests 2012
A Discourse Analysis on Typical Cases
Peng Wang
University of Bristol
UK
This article carefully selects and analyses three typical cases focus on the interaction between Chinese official
discourse and the voice from grass-roots during the Anti-Japanese Protests 2012. It demonstrates that at the level of
national identity, China is a ‘victim of war’ according to its bitter memories of the past century with Japan, which has
been represented by official ‘humiliation’ discourse and strengthened by popular culture. But the rapid development
during the recent thirty years has also offered China new identities - a (re) rising power in East Asia. This identity
conflict makes China confused both at home (propaganda) and abroad for its role definition in the changing global
arena, intensifies the regional security dilemma, and puts sands in the wheels of China’s ‘Rising Strategy’ and
cooperation with Japan. While at the level of domestic public sphere, there is an extremely active but marginalized
group, ‘angry youth’, who are both self-claimed ‘patriots’ with strong xenophobic emotion that derived from ‘victim’
national identity and self-mocking ‘losers’ sharing a certain degree of failure mentality. Their dual identify combines
superiority and inferiority and causes widespread public anxiety and extreme behaviors that erupted in the event. It
reflects their deeper ambivalence and complex strategy profile, including face-saving, approval seeking, risk averse,
venting anger upon society (rather than Japan), and so forth. A comparative study also shows their discourse various
from previous counterparts in the late 1980s and 1999 ‘U.S. bombing of Chinese embassy’ event. In sum, national
and social identities are complex and significant concepts which have far-reaching influence on Chinese foreign policy
and domestic social stability and development. Only by reconstructing social justice, abandoning hatred-driven
patriotism education, developing youth’s identity and affinity with society, is it possible, over time, to reconcile the
self-contradictory discourses and construct a harmonious society at home and abroad.
Keywords: discourses analysis; victim of war; rising power; angry youth; loser; patriots
１４２
The Influence of Confucianism in Xinjiang
—An Exploratory Study of Discourse Analysis
Wang Xiaoling
Shanghai International Studies University; Beifang University for Nationalities
China
Culture influences our lives through an invisible way. Nowadays, while the frequency of Confucius doctrines’
appearance is not like what it was 500 hundred years before, its effect on modern Chinese life can not be denied.
However, as is like fish cannot feel the existence of water, people living under the influence of one certain culture
cannot accurately describe it. To realize the rejuvenation of Chinese nation, we need to find the source of vitality of
Confucianism, which is the essence of Chinese culture. The present study argues that the most powerful elements of
Confucianism may be found through its influence on a different culture, for example, the ethnic culture. Therefore,
the purpose of the study is to find the influence of Confucianism in Xinjiang Autonomous Region.
Intercultural contact between Confucianism and Xinjiang culture has been a long history despite linguistic, religious,
social, etc…. differences between them. The historical study on cultural exchange between them will be provided as
the preliminary study. Then, through the discourse analysis of several popular TV series in Xinjiang Vygur
Autonomous Region, and their effect upon Xinjiang audience, the study tends to find values which are embedded in
the TV series and identified by Xingjiang people. Caution will be given to the age, linguistic competence, region,
educational background of the sample.
The present study is an exploratory examination toward the finding of the influence of Confucianism in Xinjiang. The
limitation of the study will also be discussed.
Key words: discourse analysis; intercultural communication; Xinjiang; cultural exchange
１４３
还原事实还是迎合大众：论媒体话语权的归属
Wang Ying (王颖)
城管与商贩之间的矛盾冲突屡屡现于报纸和网络，而网络媒体则以其时效性、传播范围的广泛性和受众
的年轻化，在此类新闻的报道中占据着主要地位，甚至能够主导社会舆论的风向。因此，网络媒体在报道相
关新闻时，其立场和倾向性对维护社会团结，缓和社会矛盾有不可忽视的作用。本文以“广州城管掐女商贩脖
子”和“70 岁老人遭南京城管殴打，躺地拒送医”这两个事件以及新浪网的相关报道为例，使用系统功能语言学
视角下的语态分析对相关报道的主动语态与被动语态进行批评话语分析，并对网络媒体的话语权归属问题进
行分析研究。
１４４
Measuring the Effectiveness of China’s Soft Power:
A Critical Discourse Analysis of the Confucius Institute Project and its Implications for
Foreign Policy and International Relations
Ian Weber
The usual distinction between hard power and soft power is that the behaviour-changing ability of the former relies
on coercion and the latter on attraction and persuasion. According to Joseph S. Nye, hard power resources include
coercive capabilities, such as military and economic means whereas soft power resources are based on culture,
values and institutions. It is to this end that the Chinese Government launched a range of initiatives that utilise soft
power to attract international support through subtler positioning of its culture within education frameworks. This
paper critically evaluates the strategy employed by the Chinese Government to expand its international reach and
influence through soft power that projects global cultural leadership by establishing hundreds of Confucius Institutes
worldwide.
Confucius Institutes are a core component of China's soft power strategy, or campaign to increase its influence and
accomplish its goals through the appeal of its language and culture. Although there are an increasing number of
studies published on China’s soft power, few attempts have been made to assess the Confucius Institute Project’s
contribution to achieving China’s goals of increasing its influence in world politics. This paper aims to address this gap.
It begins by defining soft power and how this concept is seen by China as a component of its foreign policy and
international relations strategy, then outlines the current scope, extent and objectives of the Confucius Institute
Project. The paper argues that China has successfully established Confucius Institutes in an impressive array of
countries and regions, but the actual influence and benefits China derives from this project are currently limited to
shaping preferences in language learning and attitudes towards China.
To test this assumption, the study conducted a critical discourse analysis of published academic articles on China’s
Confucius Institute Project. An initial search on Google Scholar retrieved 6,440 articles, published from 2002-2012
using the keyword “China”, “soft power” and “Confucius Institutes”. To increase the manageability of the study, an
equal-probability strategy of systematic sampling (every 10th article in the frame was selected, where k, the
sampling interval, is calculated as: K=N/n, where n is the sample size and N is the population size) was employed.
Sample documents (n=644) were then coded to identify the discourse themes relating to the two critical criteria –
influence and benefits – emerging within the content of each of the sampled articles. The themes were then
compared and contrasted against the objectives of the Confucius Institute Project to reveal whether the institutes
have contributed beyond the core aspects of shaping preferences in language learning and attitudes towards China.
Results of the study will be presented, analysed and discussed to reveal the implications of such initiatives on China’s
foreign policy and international relations strategy.
１４５
Ethnocentrism and scientific power structures in intercultural research collaborations:
challenges of Sino-European joint projects
Doris Weidemann
University of Applied Sciences of Zwickau
Germany
While international business cooperation has been intensively studied in recent decades, comparatively little is
known about the practice of intercultural science collaborations. Apparently, the assumption that ‘rational’ scientific
thinking and action is unaffected by cultural factors has prevented a systematic analysis of intercultural science
communication. Yet, experiences from international research projects show that international research cooperation
holds considerable challenges on an intercultural level as well as concerning the effects of global scientific power
structures. Postcolonial studies and indigenization movements have heightened our awareness of the implicit
Eurocentrism of social theories that spread from Western countries to science communities worldwide. Global
science structures have been called “hegemonic” or “imperialist” as they reflect the US economic, political, and
military dominance in the postwar era. The terms also refer to the ways in which participation in international
science is regulated, i.e. which topics are given an international agenda and whose voices are silenced.
The presentation asks if and how ethnocentrism and scientific imperialism that have been described on a structural
level manifest themselves on the level of individual scientific cooperation, especially in European-Chinese
interactions. Cultural psychological case studies will be presented showing that even experienced and
well-intentioned researchers cannot always avoid ethnocentric biases and sometimes (unwillingly) reproduce global
power structures in the microcosm of specific projects. Finally, ways for improvement are given some thought: How
can an equal intercultural dialogue of researchers be established? What kind of (intercultural) competences do
scholars need, and how can young researchers be trained?
１４６
语言否定性与《狂人日记》的诞生
Wen Guiliang (文贵良)
华东师范大学
China
一般说来，
《狂人日记》被认为是中国现代第一篇白话小说，然而如何从文言——白话的转型这一语言的
角度描述《狂人日记》的诞生，鲜有让人满意的探求。本文试图从语言否定性的角度探讨《狂人日记》发生
的语言机制。第一部分描述《狂人日记》诞生之前鲁迅的语言意识可能隐藏着语言不可信任的部分。鲁迅听
章太炎文字课程可能获得一种暗示，语言的诡伪成为一种语言的集体无意识。他翻译安特莱夫的《谩》时所
体味的那种语言的欺骗性可能回应着语言的诡伪这一集体无意识。他创作《怀旧》时，对以“解”“注”“疏”等形
式呈现的书面文言的庞大的阐释系统则表示了拒绝与警惕。鲁迅这种语言的结构笔者称之为语言的“谩-诚”失
衡。第二部分从语言否定性出发，揭示鲁迅创作《狂人日记》的语言发生机制。鲁迅在语言的否定性场域中，
通过言说即小说写作，把自己委托给绝望。语言的否定性场域即鲁迅意识中语言不可信任的语言本我，它决
定着《狂人日记》的意义走向。它把语言自我所实践的确证绝望的言说/小说创作，置于不可信任的语言本我
中，从而显示语言自我的言说/小说创作自身的不可信任，由此彻底地把创作者鲁迅委托给他自己所设想的存
在而不可确证的绝望。这是鲁迅创作《狂人日记》的语言发生学机制。第三部分描述语言否定性如何在文本
的白话与文言的包孕与搏杀中得到呈现的。在白话日记中，狂人白话切开文言书面系统这一坚硬的肿瘤，又
斫碎日常白话这一柔韧的铁幕，最后它又以其锋利刺向自身。当狂人回到文言世界，一方面小序文言否定白
话日记的正当性，另一方面又以供医家研究的隐喻方式暗含着白话日记的某种合理性。因此，狂人白话与书
面文言、日常白话处在多重的相互包孕和多重的相互搏杀之中，于是《狂人日记》得以诞生。
１４７
A Cultural and Discourse study on Corporate Annual Reports in Hong Kong
Womg Pui Kwong
City University of Hong Kong
Hong Kong, China
Today’s world has become a ‘consumer culture’ and Featherstone (1991) points out that many of our consumer
activities, whether in business or in other professional or institutionalised contexts have to some extent been
influenced by promotional concerns. Cultural reflexivity indicates that Chinese culture and Western culture have
different views on the promotion strategies. Confucius said, “The gentleman is ashamed of his word outstripping his
deed.”
As regards the issue of interdiscurvisity as appropriation of generic resources, Bhatia (2010) notes that expert
professional writers constantly operate within and across generic boundaries. The result of this has seen the
emergence of new, but essentially related forms as well as and/or hybrid (both mixed and embedded) forms. This has
thus enabled them to give expression to certain private intentions while at the same time using conventionally
acceptable communicative practices and shared generic forms
The main purpose of corporate report is to inform their shareholders about the performance of the company,
including its successes and failures. However, they seem to be changing in their function from ‘informing and
reporting’ to increasingly ‘promoting’ the companies by underplaying corporate weaknesses (Bhatia 2010).
This paper examines how companies exploit the use of linguistic and generic resources in company annual reports to
achieve their private intention and to promote their companies. It analyses a corpus of six million Chinese characters
company annual reports in Chinese of 15 corporations in Hong Kong. It also compares cultural reflexivity between
Chinese culture and Western culture on the discourses strategies for promoting the company’s images. The results
indicate that by using discourse strategies, company annual reports present a positive slant when interpreting or
explaining company performance or prospects with the view to making these appear more acceptable.
１４８
Pespectivation in cross-cultural media discourses
Wu Qiong
‘Perspective’ refers to a position from which an object or an event is seen or perceived. Perspectivation is an
omnipresent feature of any linguistic realization. Media reporting is no exception. Rather than reflecting objective
reality, news is a socially constructed product, largely depending on the reporter’s perspective. All news products are
perspectivized based on a choice system extending from choosing (or not) a certain word, a certain linguistic
structure to a macro-topic, which can result in the same event being presented completely differently, in particular
when reported from different cultural contexts. In recent decades, most of researches on media discourse have been
conducted within the framework of critical discourse analysis (CDA). In claiming that texts are multiply implicated in
their social contexts and, thereby, come to shape various forms of knowledge and identity, CDA has been
instrumental in developing a more dynamic and ideologically-sensitive mode of inquiry into the media. However,
CDA has been frequently criticized for its theoretical inadequacy in elaborating the relationship between discourse
and society. Many scholars admit that major difficulties of operationalizing the CDA research process are usually
related to this problem. Perspective, taking its root in social cognition, demonstrates its theoretical potential of
combining the cognitive, social and linguistic dimensions and can be alternatively, but conveniently and heuristically
used as a cognitive device to mediate between mental construct of social representations and discourse
representation. Therefore the integration of the concept ‘perspectivity’ into CDA can enrich its theoretical formation
and provide a more rigorous analytic framework for explicating the complex relationship between discourse,
ideology and culture.
Based on Graumann’s concept of perspectivity, we replenish the concept by drawing insights from philosophy, social
science and more recent developments in social psychology, emphasizing its inherent properties: a perspectiveis
relational, being oriented towards other subjects and objects; relative, being one perspective amongst others; social,
being against a social context and discursive, being implicated in discourses. This conceptualization entertains a
structural approach to the coming together of a multitude of perspectivation in relation to a particular social object
or event. It opens space to understand how individuals as members of groups may develop points of view in terms of
social representations that are available to them by virtue of their membership of that particular group. Such a
conception allows for the analysis of the encounters between different points of view based on divergent
backgrounds of social representations. In this sense, perspective can accommodate a cross-cultural analytic
framework where how the same event is represented in different media can be compared and contrasted and as a
consequence reveal how the same event is socially and culturally mediated to turn out totally different images for
the audience.
Three types of perspectives were then identified in the course of the study, similar to Sammut’s categories (2009).
For the purposes of this inquiry, we define the first type perspective as monological, corresponding to personal
perspectives; the second type as dialogical, corresponding to interpersonal perspectives; and the third type as
metalogical, corresponding to comprehensive/broad perspectives. Monological perspectivation are ego-centered,
１４９
directing toward its referential object and constitutes the ultimate semantic authority within the limits of a given
context. They can be defined by a set of parameters, such as space and time, perceptual cognition towards social
actors and social actions, and evaluations (attitudinal positioning), etc. Dialogical perspectivation involves the
process of negotiation and contestation of different perspectives. The dialogicity of perspective can be examined
through intertextual practice. Metalogical perspectivation entertains the logicality of the abstract social structure
within which a subject positions himself functionally for achieving global coherence of discourse. Control over
discourse topics feeds into the metalogical perspectives immensely which in turn helps to control the available ‘texts’.
The three layers of perspectivation demonstrate a systematization of the interconnectedness of micro/meso/macro
level of analysis. The methodologies proposed for explicating each type of perspective is an attempt to put together
the varied linguistic theories for a more valid analysis of the data. The analytic framework thus established can bring
to light the general structure of perspectivation in discourse representation. The network design and
interconnectedness of various levels of analysis affords rich linguistic resources for unraveling a mystic picture of
perspective-grounding in media constructions of the same social events in different cultural contexts.
Based on the analytic framework outlined, an empirical study is conducted to show how the same social event is
perspectivised and mediated across cultures. For this purpose, a specific media event is selected. We rivet our
attention on cross-cultural disaster reporting, as the media’s role in the construction, representation and framing of
tragic events forms an important component of our mediated modernity. Through the empirical study, we show how
the reporting of suffering in different cultures is influenced by their respective perspectival strategies at monological,
dialogical and metalogical levels and how those strategies open up public spaces for manipulation of power and
appropriation of cultural codes. The empirical study also demonstrates the value of a contrastive study. We show
that a comparative perspective on the discursive practices and strategies with which participants construct culturally
specific media discourse can enrich a ‘phenomenology of media language’ that provides a way for us to investigate
the connection between language, media and the world.
Key words: perspective; perspectivation; media discourse; ideology; cross-culture representation; contrastive analysis;
monological perspective; dialogical perspective; metalogical perspective
１５０
Discourse, Memory and Immigration
Xia Cuijun
Zhejiang University
China
Racism and anti-immigration discourse has been to some extent normalized and “democratized” in European and
national discourse. Chinese immigrants in Europe as an “imagined community” are frequently in potential or real
antagonistic relations with so called “mainstream society”. The condition sharply worsens whenever economic,
financial or other crises occur. Most of the researches on Chinese immigrants focus either on how they struggle in
multicultural receiving countries or on how they influence the development of their homeland. Their pasts and
memories, their homelands and the stories related to their places, which is essential for Chinese peers and foreigners
to understand this group of people, are largely neglected.
In my ethnographic research, I choose to focus on a small mountainous village in Qingtian, a famous homeland of
overseas Chinese in Zhejiang Province. Ninety percent of the population of the village is of Wu Clan and two thirds
are abroad with overwhelming majority in Europe. The generations of Wu Clan have witnessed those important
historical periods which are specifically significant for homelands of overseas Chinese: The Civil War, The Building of
the people’s Republic of China, The Cultural Revolution, The Reform and Opening up and recent European Financial
Crisis within the context of China’ rise. The corresponding historical pasts of the Wu Clan has been represented and
reconstructed through individual and collective memory and its nowadays condition and status presented through
participant observation. Using Critical Discourse Analysis and narrative, the article analyzes how “history” as a kind of
discourse is constructed and brings people holistic views of Chinese immigrants thus promote better understanding
and harmonious relationship.
１５１
More Similarity, Less Difference
xiawenxu
The multicultural issues, if not carefully dealt with, can easily lead to world troubles such as wars and ethnic disputes.
The initial end of multicultural discouse is to assist different cultures to understand each other better. Putting much
more emphasis on cultural difference than similarity, current multicultal discourses apprently works less effectively.
Dispalying cultural variance may remind people to appreciate different culture’s merits and advantages, but also
could arouse the desire of competition. The world has stuck in such dilemma: ideology rivalrousness is more
appealing than universal values such as love and peace. Nevertheless, it is ridiculous to judge a culture is super or
inferior since every cultral entity enjoy its uniqueness. Thus, a way to promote understanding and harmonious
coexistence of different cultures is trying to find the similarity in them. Communication do not necessarily depend on
language because people still have emotions and perceptions. The body language smile and the freindship it
communicates are shared by all the human beings live in the planet. Another example is art and literature, the ways
of expression might vary, but the values and beauty they reveal are equally powerful to a Chinese soul or an
American mind. The suggestion is, during a multicultural discouse, the first thing is to set a goal, as to how to reach it,
that is where cultural entities show their difference. And what has to bear in mind is to stick to the goal but not the
ways to get to it.
１５２
Semiotics on Display: Identities and Semiotic Landscape of Shanghai
Xu Jiayan & Li Songqing
Xi’an Jiaotong-Liverpool University
China
Linguistic landscapes (LL) nowadays are more often than not the consequence of a material construction that
requires a wide variety of resources restricted not to languages only. Researchers agree that linguistic landscapes are
not simply physical public spaces but are instead subjective representations for communication (e.g. Lado 2011;
Leeman & Modan 2009; Lou 2012; see the collection in Shohamy & Gorter 2008). Attention of LL researchers has
been brought to how semiotic resources including language, visual images, architecture and the built environment
are used as sign, resource and practice in the public space for the construction and representation of a place.
The purpose of this study is to examine the semiotic landscape of Shanghai and its role in constructing multiple
facets of this city, presumably being a window of China to foreign visitors, a most modern city of China to domestic
visitors, and a dynamic community to local residents. The study meanwhile aims to discuss if target audience is the
determinant factor in the practice of semiotic landscape on display in different places. To this end, a contextualized,
spatialized and identity-oriented approach to semiotic landscape will be developed. Data will be collected from three
specific public places---international airport, railway station, and metro in Shanghai---that presumably target
different social groups of foreign visitors, domestic visitors, and local residents. The significance of this empirical
study is twofold: First, it will shed lights on the role of landscapes in constructing and representing a city to different
groups of audience; second, it may lead to a greater understanding of the sociopolitical meanings of semiotic
landscapes.
１５３
从态度系统看刘姥姥二进大观园话语评价意义
Yang Hong (杨红)
曹雪芹在《红楼梦》中对刘姥姥不惜泼墨，大书特书，足见刘姥姥在书中的地位。评价理论是人际功能
的重要组成部分，本文主要从态度系统来分析“刘姥姥二进大观园” 刘姥姥话语的评价意义。研究发现：刘姥
姥二进大观园时善于运用鉴赏和情感子系统表达积极肯定的评价意义，迎合了贾母等人爱慕虚荣的心理，构
建了适宜的人际关系，从而达到“满载而归”的交际目的。
１５４
A Critical Discourse Analysis of Sino-Us Trade Dispute on Auto Parts：A Case Study of a
Letter Addressed to President Obama by the Congress of the United States
Yao Wei
Jiangsu University
China
On March 16, 2012, a group of 188 Senators and Members of Congress have sent a letter to President Obama to
encourage him to take action against China’s auto parts for protecting U.S. production and jobs. Based on this letter
employing Normal Fairclough's three-dimensional model of CDA and incorporating the idea of Halliday's
metafunctional grammar as the theoretical framework, this paper tends to make a critical discourse analysis and
reveal the hidden political purpose and ideology in the letter. Besides, the relations between discourse, ideology and
society will be further discussed.
１５５
The Analysis Of the Connotation and Inscape of the Rural Cultural Soft Power
Xianchao Deng1
Xiangyu Yao1
Jiangxi University of Science and Technology
China
Rural cultural soft power is not only an important part of comprehensive strength of rural area, but also an
embodiment of the national cultural soft power in the countryside. In addition, it’s also the cultural and spiritual
force to promote the rural development. In the practice of cultural construction of new countryside reform and
development, the inscape of rural cultural soft power represents five elements in the follows: the rural culture
cohesion based on the nuclear socialist value system, the rural cultural guarantee based on culture commonality, the
rural cultural productivity based on operative culture industry, the rural cultural attraction based on cultural
innovation of regional characteristic and the rural cultural influence based on culture transmission and exchange.
This five elements cannot be separated from each other and they can promote each other in the process of the grand
cultural development in countryside.
Key words: Rural cultural soft power; Connotation; Inscape; Analysis
１５６
Capital, power, and discourse strategies: A critical analysis of badminton match throwing in
2012 London Olympic Games
You Zeshun
Fujian Normal University
CHina
The badminton match throwing scandal in 2012 London Olympic Games has triggered a discourse struggle between
International Olympic Committee (IOC), World Badminton Federation (WBF), National Olympic Committees (NOC),
coaches, athletes, and spectators. It ends up with the disqualification of four pairs of women’s doubles from the
badminton final competition. The article, by integrating Bourdieu’s “field” and “capital” into Fairclough’s
dialectical-relational approach, analyzes the embedded power relations between actors in the field, the discourse
strategies they use, and the results of the discourse struggle so as to show: 1) what the field of “Olympic Games” is
like; 2) how each actor’s capital helps construct its position and power in the field; 3) what discourse strategies are
used by each actor to manipulate power; 4) how the actor’s capital influences its power struggle; 5) why different
actor chooses different strategies and what social consequences it brings about. The data consists of articles from
four UK media: Guardian, Sun, Independent, and BBC, retrieved with such key words as “badminton”, “women’s
double” and “London Olympic”. The textual analysis is not a thorough content analysis by one which focuses on only
the discourse of the actors presented in those articles.
Keywords: capital; field; power; CDA; discourse strategies; badminton match throwing
１５７
The discursive construction of national identities of Japan and China: A critical discourse
analysis on the news headlines of Japanese Newspapers
Yuan Yuan (袁园)
Zhongnan University of Economics and Law
China
Informed by critical discourse analysis, this study investigates how ideology and national identities are
discursively constructed and reproduced in news discourse. Based on qualitative and quantitative
analysis of a corpus of 192 Japanese news headlines related to sovereignty issue of Diaoyu Island,
collected between March 1 and March 31 from the three representative Japanese newspapers: Asahi
Shimbun, Sankei Shimbun and Yomiuri Shimbun, this study reveals two main national identities which
discursively constructed in the news discourse: (a) China as uncivilized invader; (b) Japan as modest,
calm and strong victim. The results demonstrate that although the newspapers claim objectivity in news
reporting, these three newspapers adhere to official narratives and purposely represent the Japanese
government’s’ ideology on the East China Sea incident issue.
Keywords: Critical Discourse Analysis, National Identities, Ideologies, Japanese Newspaper
１５８
On Dynamics of Consultants’ Identity Construction in Chinese Business Phone-in
Yuan Zhou-min
Zhejiang Universty
China
Abstracts: Business consultation is realized into four stages: consultation initiation stage, question construction stage,
question solution stage and conversation closing stage.
business consultant constructs different pragmatic
identities, namely, expert identity, peer identity and sales representative identity, which manifest a variety of
linguistic features and interpersonal function. With the passage of conversations, the consultant constructs
appropriate pragmatic identities under which different pragmatic functions are performed to facilitate the successful
business deals.
１５９
“中国话语”研究述评
Zhan Quanwang (詹全旺)
安徽大学
China
“中国话语”研究经历了萌芽、起步、发展三个历史阶段。研究队伍从小到大，从分散到团队；研究方法从
单一走向多元，从简单走向系统；研究成果从少量到众多，由粗浅到深入。经过多年的发展，“中国话语”研究
已经形成了跨学科、多分支的理论体系，其重要性受到学界的日益重视。在新的历史时期，我们回顾“中国话
语”研究的发展历程，总结其历史经验，反思其存在的主要问题，对“中国话语”研究的继续发展具有重要的理
论意义。
１６０
Metaphorical Discourse in the Works of W.E.B Du Bois
Zhang Jingjing (张静静)
Zhejiang University
China
The Negro, as W.E.B Du Bois wrote in The Souls of Black Folk, “is born with a veil, and gifted with second-sight in this
American world”. Gifted with double consciousness, African Americans are metaphorical masters like “the signifying
monkey” whose culture and discourse are constructed by senseful metaphors. Metaphor which has been so
accustomed to social life for African Americans is the soul and spirit of literature beyond doubt. Some of the
metaphors have been acknowledged collectively in African American literature such as “mule” and “swamp”. Du
Bois’s most famous metaphor is “the veil” which separates the black from the white in The Souls of Black Folk.His
metaphorical discourse exists not only in his non-fictional writings but also fictional writings such as “swamp” and
“silver fleece” in his The Quest of the Silver Fleece. As a well-read scholar who is keen on philosophy, history and
literature, he is familiar with lots of historical anecdotes, ancient Greek Myths, the Bible as well as black folklores,
and could use them aptly in his own writing with the wisdom of metaphor. To have a well-founded interpretation of
Du Bois’s enigmatic metaphorical discourse is to have a better understanding of the “propaganda” he tries to convey
in art.
１６１
全球化背景下的亚洲现代化和亚洲价值观研究
Zhang Shengyong (张胜勇)
德州大学
USA
在新形势下，全球主义愈演愈烈，给包括亚洲在内的各个区域带来深层次的影响，本文探讨了全球化下
亚洲国家的现代化进程以及对传统价值观的冲击，以及一种全新文化的应运而生。本文也试图回答：一个全
球的科技社会是会继续推动人类文化价值观向更好发展，还是带来伤害？中国高速发展的现代化对现在的西
方科技社会而言，是会带来合作，还是竞争，抑或是冲突？等一系列问题。
１６２
A Discourse Analysis of Business Negotiations
Zhang Ting (张婷)
上海外国语大学
China
Business negotiations play an important role in international transactions. A large part of research in China has gone
into the study of negotiation tactics or cross-cultural problems in negotiation activities. Fewer papers have taken
business negotiations as the subject of discourse analysis. Since a business negotiation can be regarded from
theoretical and practical point of view as a good example of verbal interaction and a specific social activity in which
the participants are engaging, it can certainly be explored within the field of discourse analysis, which focuses on the
language used in the situation network. A business negotiation is a process of achieving mutual goals by negotiating
parties. It is a strategic interaction in which each party modifies its own goals and coordinates them with the
modified goals of the other party. The structural organization of the discourse of a business negotiation is usually
topic-oriented. The social interaction of a business negotiation can be described as an ordered sequence of thematic
episodes linguistically realized by topic-oriented discourse transactions. Based on the available role-play data of
business negotiations, the article intends, by mainly making use of Halliday’s systematic-functional approach to
discourse analysis, to discuss the discourse structure of a negotiation, the choice of language patterns during a
negotiation, and the language strategies used by the participants of a negotiation.
１６３
Women, Metro, and Netizens: Marketing Sex and Changing Cultures
Zhang Wei & Kramarae, Cheris
Peking University & University of Oregon
China & USA
We explore social media dynamics in a recent, highly contested discussion. We analyze the communicative acts,
performed by diverse groups of actors, in the interactions around the Shanghai No. 2 Metro's dress suggestion for
women, investigating how multiple parties employ symbolic resources and strategies to gain and sustain attention.
We locate our analysis in the political, social-economic, and technological context in China as well as global feminist
activism. Our findings suggest that social media participation in gender media events in China has the potential of
enlarging attention to local events and actions regarding sex and gender, mobilizing symbolic resources for the
promotion of gender equity, and strengthening (trans)national feminist networks in China.
１６４
实验性民族志话语表述中的女性主体经验
Zhang Xiaojia
Shanghai International Studies University
China
本文认为， 民族志话语表述的变化过程可以反映出知识生产中的写作者如何表述自我主体性。女性主义
民族志中关于自我表述的部分，挑战了经典民族志中尽力避免自我意识投射的研究方法。 小说、自传体、传
记、生命史等文体同论述性学术写作一起为阐释文化意义而服务。在重新检验关于科学与艺术、真实与虚构
等问题时，许多声音认为应将民族志作者的意图、年龄、社会地位及文化背景考虑进入他们建构文本的方式
中，研究者与研究对象两者主体间相互情感的投射，正是人类学田野工作研究的意义所在。而女性人类学家
在民族志写作技巧创新中， 结合女性视角看待关于主体与客体、自我和他者以及西方非西方文化等二分法中
的既有认识论， 使得民族志话语表述更具有反思性、美学意义及政治隐喻。
关键词：民族志话语表述，女性经验、文体
１６５
Transforming discourses as remaking local heritage：History, narrative, place-making of Gu
Pan Chi, Qufu
Zhang Yingchun
Institute of Cross-cultural Studies, Zhejiang Province
China
This paper presents a detailed analysis of the changing discourse of the place-making of Gu Pan Chi(Ancient Pan Pool,
古泮池), Qufu, an important cultural heritage listed in the renovation scheme of a world bank project in Shangdong
Province. In doing so, the author believes that an indigenous perspective emphasizing the importance of local value
and way of thinking in various cultural traditions could complement the mainstream discourse studies powered by
western-oriented notions, analytical framework and ideology.
In this paper, the author adopts a three-dimensional analytical framework combining the methods in areas of
discourse analysis, ethnography fieldwork and historical textual interpretation in exploring the place-making process
ofGu Pan Chi. By tracing its historical source of meaning and analyzing social functioning of discourses in various
historical epoch, the author views that the cultural heritage in discourse of indigenous tradition could be an
alternative way of thinking for the present materiality in use of heritage and mostly importantly, as the source of
meanings for contemporary pedagogy and way of governance.
１６６
Science popularization or colonization?: A study of the structure of online science news
Zhang Yiqiong
Guangdong University of Foreign Studies
China
As digital technologies rapidly evolve, they change how information is presented, transmitted and shared, and
concomitantly the discourse in use. Digital media are having a pervasive impact on science news as a type of
popularization with regards to representational practices and information accessibility. Institutions can now bypass
the mass media and communicate directly with public to address their growing publicity demands.
This study adopted a genre approach to examine the structure of the verbal story of online science news. 270 pieces
of news from institutional and mass media websites was analyzed. It is found that the structure of research articles
(Introduction, Methodology, Results, and Discussion) has been recontextualized explicitly in online science news to
develop the news lead. The recontextualization of the structure of research articles suggests that the power of
academic discourse is permeated into popularization in the digital age when institutions starting to popularize
science on its own. I shall argue in my presentation that science news has moved beyond popularization into
colonization.
１６７
谈文化因素对语言学习的制约及应对策略
Zhao Dongmei (赵冬梅)
高丽大学
韩国
提高二语学习者的语言能力，词汇积累和句法结构知识的获得当然是非常重要的。但是我们也会发现，
当学生的学习进入到一定阶段，二语能力有了很大提高，基本的句法知识都已经把握之时，一些因文化因素
导致的理解方面的障碍仍然是难于克服的，在一些水平很高的二语使用者身上这些问题仍然存在。
本文将从《金瓶梅词话》的几种韩文译本——如金东成本（1962）赵诚出本（1971，1993）、朴秀镇本
（1992—1993）
、康泰权本（2002）等——对小说第七十三回的一句歌词“他为我褪湘裙杜鹃花上血”的误译谈
起，说明即便是汉语水平极高的专业人士，对这种负载了极多文化因素的句子也是难以领会的。这就使得我
们对文化因素对语言学习的制约有了更具体、更深入的认识。
由此，本文在对文化因素对语言学习产生的诸多制约作用进行探讨后，提出一些应对策略，以期在教学
内容的设置、教学环节的互动等环节使学习者分阶段、分层次地把握中国传统文化因素在中国人思维、表达
方式上的体现，最大限度地提高他们的汉语综合实力。
１６８
The Tragedy of the Women Rebels:Analysis on the figures of women rebels in the literature
of the Ming and Qing dynasties
Zheng Ying(郑莹)
Zhejiang University
China
In the literature works of Ming and Qing dynasties in China, there were a lot of well-known figures of women rebels
highly-spoken of for breaking the conventional but unfair rules made for them by the male-centered society, and in
the traditional point of view, the appearance of these disobedient women figures well marked the awareness of
self-consciousness of Chinese women. But this paper, by analyzing respectively the image of two representative
examples of them, Du Liniang(杜丽娘) in The Peony Pavilion(《牡丹亭》)and the women in The Women’s Kingdom
（女儿国） in Flowers in the Mirror（
《镜花缘》）, and revealing the superficially gender-dependence and the real
role of “the other” underneath, tries to argue and convince that their rebellion was no other than a
tragedy,showing unchangeablytheir position of “the second sex” in the traditional China's male-centered society ,
but merely in some new and hidden ways.
１６９
１７０
Discourse and Culture in University English Classes
Zhou Xiaozhou
Shanghai International Studies University
China
Discourse and culture are closely interrelated in the way that cultural connotations are embedded in discourse whilst
discourse reflects the cultural background and identity of the narrators.
This in-depth case study aims to investigate the relationship between teachers' language use in class and the
cultural connotations that the classroom discourse denotes, as well as to what extent the classroom discourse
reflects teachers' cultural identities.
The longitudinal case study focuses on two experienced teachers at the English Department in a leading Chinese
university. Three data collection methods are used: lesson recordings, interviews and stimulated recalls. Recordings
of the lessons are transcribed and subjected to micro analysis, whereas narratives collected during interviews and
stimulated recalls are analysed thematically.
The findings show that teachers' alternate use of languages (English and Chinese), known as codeswitching, is a
methodical and pedagogical strategy to provide English majors with knowledge of Chinese literature, culture and
philosophy, because in their view such knowledge is missing from the current curriculum. More importantly, teachers
deliberately use a cross-cultural teaching method to establish a comparative framework for students, and their
classroom discourse to a large extent reflects their cultural identities as Chinese nationals. They choose to employ
Chinese in a class which is supposed to be taught in English to demonstrate their cross-cultural teaching strategies
and their purpose of raising students' awareness of their own cultural
identities when facing foreign culture.
The findings of this study can be closely related to the development of English Language and Literature as a discipline
in China. The English Departments at Chinese universities have undergone different stages of development in history:
from the humanities orientation during the early 20th century, to the shift of focus towards pure language skills
training in the 1950s and 60s, now back to a proposed humanistic approach. Therefore this study has not only
explored the relationship between discourse and culture in classroom but has also indicated that teaching
cross-culturally and comparatively as well as inputting knowledge from the Chinese perspective might be considered
as beneficial in the process of the reform of English Language and Literature as a discipline.
１７１
多模态批评话语的系统功能符号学分析-以江苏镇江城市形象宣传图片为例
zhuang xiaomin
Jiangsu University
China
城市形象宣传图片有助于城市品牌的传播与城市形象的建设，用视觉传达的方法塑造城市的精神内涵、
气质与形象风格。本研究以韩礼德的功能语言学为基础，以克瑞斯和勒文所构建的分析视觉图像为语法框架，
以江苏镇江城市对外宣传图片和释义文字为例，进行多模态话语的社会符号学分析，探讨图像作为社会符号
和语言作为符合如何共同作用构成意义的手段和方法，并提出在城市形象的形塑和传播过程中，需努力实现
权力话语场、媒体话语场以及民间话语场的统一与共振，以提升城市形象传播的效度。同时，还要着力挖掘、
培养和创造能够形成普遍认同感的城市文化和精神，给城市形象赋予核心内涵，并使之成为媒体话语的中心，
从而形塑一个既丰富多元又指涉明确的城市形象。
１７２
汉语误解的会话进程分析
Zong Shihai(宗世海)
暨南大学
China
本文以 900 多则汉语误解性会话为研究对象，专门探讨了汉语误解性会话的会话结构问题。研究发现，
首先，汉语误解性会话一般具有被误解话论（M 话轮）、误解的证据性话轮（E 话轮）、纠正性话轮（R 话轮）
和醒悟性话轮（C 话轮）四个话轮，分别由说话人和听话人依次先后说出；其中 R 话轮偶尔也由第三方说出。
其次，四个话轮中的第三、第四话轮即 R 话轮和 C 话轮为误解性会话所独有，属于典型的元功能话轮；在会
话结构中构成旁插语列（side sequence）
。第三，四个话轮中 C 话轮常不出现，从而导致产生汉语误解性会话
的常见话轮组织模式：三段式（忽略了 C 话轮的存在与否）和复杂结构两种，其中三段式为常态，占有绝对
比例（估计在 80%左右）
，复杂式是三段式的扩展和变通。
关键词：误解，话轮，元功能，话轮组合模式
１７３
Linguists against the hostile discourse
Vitez, Ana Zwitter
The aim of the communication is to present the analysis of a text of unknown authorship with elements of hostile
discourse and the possible doubts that a linguist can have before revealing his results to a wider audience.
The motivation for the study lies in vivid public reactions provoked by a post published by one of the largest
Slovenian political parties immediately after their defeat on the parliamentary elections. The text, signed only by a
pseudonym, held the assumption that the victory of the adversary party lies in an important number of immigrant
voters to which they attributed citizenship recently before the elections. The foreign voters were supposed to be
strangely dressed and almost illiterate – guided by a number written on their hands to help them choose the right
candidate.
The analysis was led by the following hypothesis: if the unknown author published the controversy text in days
following the elections, it seems quite possible that the same author has published other posts on the same website
under another (or real) name. For this reason, we included into the analysis all the signed posts published three
months before and three months after the publication of the controversy texts. The collected corpus consists of 75
texts written by 21 known authors.
The results of scaling linguistic features on the lexical and readability level lead to the conclusion that it is very likely
that one of the 21 potential authors has written the controversial text. The question that remains open for a linguist
is how to present the results of such an analysis without passing for a politically motivated researcher.
１７４
Voices of Streets vs. Silence of Mainstream Media: Discursive Analysis of Gezi Park
Demonstrations
Zeybek, Gökçe
Hacettepe Üniversitesi
Turkey witnessed an extraordinary resistance movement in the last days of May and first days of June 2013 in Turkey.
The motto of this movement was “it was all started with a tree, but this is not about a tree”. Actually it was all started
by a group of approximately 50 people called “Taksim Platformu” aiming to prevent Gezi Park in Taksim Square,
İstanbul from becoming a shopping mall. This group was resisted revelling of trees in Gezi Park. But the police
respond to the mass with tear gas, gas bombs and water cannons. This police violence provoked many people to hit
the streets and this small group was getting grown every passing second and this resistance movement spread all
over Turkey. In many cities and even different districts of big cities anti-government mass demonstrations were
occurred with the participation of thousands of people from different age, beliefs, ethnicity, gender and ideologies.
None of these events were organized by a political party or social organization. These heterogeneous people were
opposed to the unjust, undemocratic rule of government (AKP), especially Prime Minister Recep Tayyip Erdoğan who
said “no matter what you do, we gave our final decision”. They all together shouted out that “it’s about not being
heard, the abuse of state power, media being censored, minorities not being protected; this is about democracy”.
At the beginning of the movement, PM Erdoğan tried to underestimate magnitude and diversity of the mass, to link it
with main opposition party (CHP) and marginal, even terrorist groups. He persistently did not understand
anti-government feature of these riots. During the whole process, especially on the first days of the resistance,
Turkish media, except few channel and press, ignored events happening in Gezi Park and preferred not to report and
publish police violence. They shared the monist discourse of PM Erdoğan. That’s why Turkish protestors used social
media to gather around, to expose police violence, to seek attention of foreign media, and to express themselves
freely. In other words, in spite of the monist discourse of mainstream media, social media enabled multiple
discourses. Protestors who are called by Erdoğan as “çapulcu”, means marauder, deconstruct monist discourse of the
puissance. For instance, they adopt the word “çapulcu” and transform its negative meaning to the positive. As John
Lennon said “the only thing the power doesn’t know how to handle is non-violence and humor”, protestors used
humor to reveal leaks of this monist discourse and to reverse them. This process demonstrate once more that
“power is everywhere but resistance is also present wherever power is present” as Foucault stated.
This paper aims to look discursively at the struggle between current ruling party (AKP) and the Gezi Park’s protestors.
In order to crystallize the discursive difference between hegemonic discourses represented by the mainstream media
and multiple discourses in the social media, I utilize critical discourse analysis (CDA) to the news stories covering the
Gezi Park Demonstrations and to the banners, posters, slogans, grafitis and also tweets, facebook messages relating
to demonstrations by focusing riots in Ankara.
Keywords
Gezi Park’s Demonstrations, Power, Resistance, Social Media, CDA.
１７５
Milieu of "Political Critique". Left-wing discourses in shaping Poland public sphere
Zylinski, Szymon
Warmia an Mazury University
Poland
This paper focuses on the presentation and impacts that milieau of Polish magazine "Krytyka Polityczna" ("Political
Critique") has on the shape of Poland public sphere.
"Krytyka Polityczna" was founded in 2002 with the ambition to enliven tradition of Polish committed intelligence.
Their main activity focuses on the three main domains: education, culture and politics with attempts to eradicate
artificial partition between them.
Their basic aim is to introduce and strengthen battle with economical and cultural exclusion in the public sphere
left-wing project. The chances for leftist politics are marginal without creation of space for the left-wing discourse
and social projects. Therefore beside purely academic work (translations, books publication, discussions, seminars
and workshops) they engage in public debate, and actively function in the area of literature, theater and visual arts,
they appear in the mainstream media, publish in daily newspapers and weekly magazines, where left-wing voice is
well heard. “Political Critique” builds new institutions and work with respected cultural and scientific centers in
Poland and abroad. The milieu of “Political Critique” consists of young scientists, activists, publicists, writers,
literary/art critics, dramatists and artists.
１７６
Intercultural Communication Competence Developed by Chinese in Their Business
Communication with Malays
Zubair, Agustina & Deddy, Mulyana
Padjadjaran University
Indonesia
This study aims to explore the cultural identity of Chinese related to their self-perception, their perception of Malays
and their business communication with the Malays in Bangka Island, emphasizing the Chinese intercultural
communication competence in terms of their self presentation in bussiness relationship with the Malays.
The study employed an interpretive approach, more specifically the phenomenological and dramaturgical tradition.
The researchers focused on the intercultural communication competence as experienced by the 25 Chinese and
and complemented by five Malays as additional subjects of research. The study used in-depth interviews as the main
method with some observation of the Chinese communication with the Malays.
The study found that the Chinese of Bangka perceived themselves as open and are willing to mingle with the Malays.
They are hospitable, hardworking, tenacious, frugal, and fond of maintaining long-term relationships. In contrast, in
the Chinese view, the Malays are open, willing to mingle with others, obedient to the teachings of Islam, but they are
keen on being flattered, consumptive, and easily seduced. In the opinion of the Malays, the Chinese justify the
means to achieve their business ends; they even bribe others.
In terms of their intercultural communication competence, the Chinese are skillful in their self presentation by
employing various verbal and nonverbal tactics, including facework, to adjust themselves to the interpersonal,
group and business situations they encounter in their everyday lives.
Key words: Chinese, Malays, Bangka, self-perception, intercultural communication competence, tactics of
self-presentation, facework.
１７７
Panel Title: The Varied Discourses of Chinese Popular Culture.
Henry, David & Kulich, Steve
Shanghai International Studies University
China
Intercultural Communications is a multidiscipline field drawing on such academic disciplines as Anthropology,
Sociology, Psychology, Communications, and increasingly, Linguistics. As such, IC research employs multiple
methodologies to advance its field. If we take culture as a system of shared meanings, then discourse analysis, with
its focus on the contextualized meanings of cultural events, should afford us new insights into the cultural
component of communications. This panel presents five disparate studies of twenty-first century discourses. All of
them take there text from the realm of popular culture in mainland China. The first one explores the discourses of
genders in the American romantic comedy film, “He's just not that into you,” popular in China. Two of the
presentations take their text from the Chinese Internet. Panel 2 looks at an “Internet group event” that grew out of
an inter-ethnic event commonly referred to as 'qiegao', a nut-cake confection at the heart of the event, and panel 3
explores the discourse of a successful online cosmetics company that has added to the mainland vernacular. A
comparative analysis of Chinese advertisements – both commercial and public service – by panel 4 explores this form
of contemporary Chinese communications. The final panel takes a more critical look at a popular media event, the
public apology of a Hong Kong celebrity in the wake of scandal. Taken together, the panel demonstrates the value of
discourse analysis for intercultural, as well as cultural studies.
１７８
Panel Paper 1: “Conversational analysis across genders in the movie He’s just not that into
you”.
An Xuehua, Hu Cheng, Sun Xueke, Zhao Ying
Shanghai International Studies University
China
Discourse analysis is a term that has come to have different interpretations for scholars working in different
disciplines.When it comes to the sociological perspective of DA, Conversational analysis is concerned with the
detailed organization of everyday interaction. By analyzing the script of a famous movie called “He’s just not that into
you” from a DA point of view, this paper tries to penetrate the assumptions, inferences, intentions and purposes
based on the contexts of different gender discourse system by using Paul Gee’s analysis frames, namely “The doing
and not just saying tool” “The why this way and not that way tool” “Identities building tool” “Relationships building
tool” “The fill-in tool” “The making strange tool”, “the big "D"discourse tool ” , “Situated meaning tool” and “Figured
worlds tool”. It not only sheds some light on specific Intercultural Communication techniques across gender, but also
helps with the exploration of the human condition in all of its social and cultural complexity.
１７９
Panel Paper 2: “Discourse analysis in internet group events research---with nuts-cake
（qiegao) event as an example”.
Zhang Yushuo, Zhang Nan, Pu Yajie, Liu Yanwei
Shanghai International Studies University
China
With the development of endless social networks and software, many groups tend to express their opinions on the
Internet. As a new buzzword nowadays, “network group event”, refers to events happened or rapidly circulating on
the Internet, seemingly trivial at first sight, yet catch much attention and get many interest groups involved.
Compared with other group events, network events are much more widely involved with groups such as government,
grassroots, ethnic minorities or foreign groups so that what people see is often the lively discussion and
argumentation while truth is far from approachable. Discourse analysis is a method to help researchers to figure out
each party’s stance, and offer proposals concerning what shall be done to handle such explosive and sometimes
destructive network group events. This research takes the famous “Xinjiang nuts-cake (qiegao) event” happened in
2012 December as an example to show how different tools are used to analyze various stands of and the relations
among grassroots, government and ethnic minorities. For example, with the “fill-in tool” and “making it strange tool”,
the background information and a new perspective appear; with the “connections building tool” and “Discourse tool”,
a holistic view of the relations among distinct groups becomes clearer, more understandable and so on. Based on
discourse analysis of this event, suggestions will be made on how to guide public opinions in a positive way and at
the same time on supervising the government and educating the mass.
１８０
Panel Paper 3: “Visual Discourse of Chinese Advertisements”
Zhai Mingyu, Ma Yiping, Zhang Tingting, Yang Guanrui
Shanghai International Studies University
China
This panel analyzes two visual ads of Tencent and Bai He. It covers both public service and commercial ads. Applying
what Gee calls the “Intonation Tool”, “Subject Tool” and the “Doing Not Saying Tool” to analyze the Tecent ad, it aims
at probing the deep meaning behind the images. Besides, it employs a multimodal approach combining Fairclough's
three-dimensional model of discourse and Kress & Van Leeuwen's visual grammar to enable a three-dimensional
analysis of the Bai He ad with a structure of: at the dimension of text: visual grammar; at the dimension of
discursive practice: intertexuality; at the dimension of social practice:socio-cultural context. This integration of IC
research method and advertisements will seek to highlight important research and application areas toward
advancing new developments in the Chinese IC field.
１８１
Panel Paper 4: A Discourse Analysis on Jumei’s 2012 Advertisement and Chen Ou Style
Li Yanqing, Guo Yurui, Yuan Mingqing, Huang Wanjun
Shanghai International Studies University
China
This paper is a discourse case study on the advertisement of Jumei, a newly founded online cosmetic shop whose
advertisement is starred by its own young CEO and eventually leads to the popularity of the advertisement and its
derivation Chen-Ou Style. Adopting the methods of James Paul Gee and some communication theories, this paper
tries to interpret and analyze the lines and images in the advertisement so as to carry out an in-depth discussion on
the popularity of the Chen-Ou style and its social implications. By presenting the deconstruction of power and the
construction of youth identity, this advertisement successfully associates Jumei’s company identity with
self-awareness and self-realization of the current post-80 youths. Furthermore, apart from the quick success of the
advertisement, its lines are also developed into an expression format called Chen-Ou Style, which is used to reveal
the post-80’s confidence and uneasiness, their courage and cowardice in a self-mocking and entertaining way when
their dream meets reality. Besides, the way Chen-Ou Style circulates and then evolves illustrates how messages and
values are changed and transformed during disseminating process.
１８２
Panel Paper 5: Panel Paper:Analysis of Edison Chen's Apology Press
Conference
Shi Yuran, Mao Hongdan, Qin Zirui, Wang Ying
Shanghai International Studies University
China
Edison Chen’s public apology after his sex photo scandal is analyzed in this paper. The framework
we used is James Paul Gee’s analyzing tools. The Fill In Tool and the Frame Problem Tool are
firstly used to analyze the context of his speech. Then analysis with the Deixis Tool indicates that
Edison Chen has the respect for those female stars involved in the scandal.
Based on his speech, we can deduce that what he was really trying to say----that “I am a
responsible person who is misunderstood to a great extent by all of you.” Using the identity tool,
we are capable of constructing “another Edison” who has a far cry from the real one.
Stanza tool is also used in this analysis. There are seven stanzas in his speech, namely the
explanation of his whereabouts, the source of the photos and how they got published online, his
apology, failure of being a model for the Hong Kong entertainment industry, cooperation with
the police and his apology. And the vocabulary tool is also used, according to which two kinds of
words are categorized. He deliberately chose to use words originated from Latin to show his
sincere attitude towards this speech.
In the last part of his speech, Edison referred to his lawyer’s words to switch the voice of this
press conference. After that announcement, he concluded his speech by expressing official
thanks to the journalists. Also, since he was born in a different family background where he was
affected mainly by western culture, his figured world was different from us, thus making him
believe that the stealing photos from the computer was even worse than taking them. But he
also recognized his faults and wanted to do some charity for the society.
Using Gee’s tools, we may find some interesting points of other’s discourse that we used to
ignore.
１８３