Mautner - Language and the market society : perspectives from critical discourse analysis
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Language and the Market Society
EDITED BY MICHELLE M. LAZAR,National University of Singapore
1. Framing Discourse on the Environment
A Critical Discourse Approach
Richard J. Alexander
2. Language and the Market Society
Critical Reflections on Discourse and Dominance
Gerlinde Mautner
Language and the Market Society
Critical Reflections on Discourse and Dominance
Gerlinde Mautner
New York London
First published 2010
by Routledge
270 Madison Avenue, New York, NY 10016
Simultaneously published in the UK
by Routledge
2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN
Routledge is an imprint of the Taylor & Francis Group, an informa business
This edition published in the Taylor & Francis e-Library, 2010.
To purchase your own copy of this or any of Taylor & Francis or Routledges collection of thousands of eBooks please go to www.eBookstore.tandf.co.uk.
2010 Taylor & Francis
All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers.
Trademark Notice: Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe.
Library of Congress Cataloging in Publication Data
Mautner, Gerlinde, 1963
Language and the market society : critical reflections on discourse and dominance /
by Gerlinde Mautner.
p. cm. (Routledge critical studies in discourse ; 2)
Includes bibliographical references and index.
ISBN 978-0-415-99814-7
1. Sociolinguistics. 2. Discourse analysis. 3. CapitalismSocial aspects. 4. Language
and languagesEconomic aspects. 5. Dominance (Psychology) I. Title.
P40.M394 2010
306.44dc22
2009037027
ISBN 0-203-85599-X Master e-book ISBN
ISBN10: 0-415-99814-X (Print Edition)
ISBN10: 0-203-85599-X (Print Edition)
ISBN13: 978-0-415-99814-7 (Print Edition)
ISBN13: 978-0-203-85599-7 (Print Edition)
For Gnter Schmid
2.1 | A model of interdiscursive alignment. |
4.1 | Logos of UK government departments. |
4.2 | The old and new logos of the Austrian Constitutional Court. |
4.3 | Underground trains in Vienna with and without advertising. |
4.4 | Advertising on a London bus. |
4.5 | Sign at Cwmbrn railway station, South Wales, United Kingdom. |
4.6 | Advertisement for Director of Social Services. The Guardian, February 22, 1978. Essex County Council, reproduced by permission. |
4.7 | Advertisement for Strategic Director for Community, Health and Social Care. The Guardian, October 8, 2008. Salford City Council, reproduced by permission. |
4.8 | Concordance for deliver* in local council job advertisements from 2008. |
6.1 | Cartoon by Steven Appleby. The Guardian, July 19, 2008. Steven Appleby (www.stevenappleby.com), reproduced by permission. |
7.1 | Cartoon by Steven Appleby. The Guardian, July 12, 2008. Steven Appleby (www.stevenappleby.com), reproduced by permission. |
6.1 | Positive Versus Negative Evaluation in Capitalism can have a warm heart, The Church Times, March 23, 2007 (Fraser 2007) |
7.1 | Sell/ing, Market/ing and Brand/ing Yourself/ Yourselves on the World Wide Web, January 1, 2008 |
In writing this book, I was fortunate to have both institutional and personal support from many sides. I owe a debt of gratitude to the Austrian National Bank (OeNB) and my home university, WU Vienna (Wirtschaftsuniversitt Wien), for the financial and administrative support that enabled me to spend a sabbatical at Cardiff Universitys Centre for Language and Communication Research. Being able to concentrate on the book for a substantial length of time and without the normal distractions of academic routine turned out to be hugely satisfying and essential for the timely completion of the project. Progress was greatly aided, as on previous occasions, by the warm welcome extended by my academic hosts in Cardiff, many of whom have become friends generous with their time and encouragement.
Other colleagues and friends have also offered invaluable support. From the very early stages of the project through to completion, Annabelle Mooney was always willing to listen and bounce ideas back.
In Vienna, the long list of colleagues to whom I owe thanks includes Miya Komori and Kurt Ubelhoer for proofreading, and Beate Clayson and Nadja Wilhelmer for layout and formatting. Special thanks are due to Chris Ross, whose sensitivity to detail and finer points of academic argumentation made his contribution to the language editing task particularly valuable.
I am also grateful to my family for patiently accepting that for many months the book significantly reduced their share of quality time, and for supporting me in 101 ways.
The book is dedicated to Gnter Schmid, teacher extraordinaire, who gave me three invaluable gifts: knowledge about the English language, passion for it, and the confidence to turn both into a career.
Permission to reproduce copyrighted material is gratefully acknowledged as follows: to the University of California Press for The Place Where We Are Right by Yehuda Amichai; to Essex County Council for the advertisement for Director of Social Services (
Digging Up the World
Introduction
From the place where we are right
Flowers will never grow
In the spring.
The place where we are right
Is hard and trampled
Like a yard.
But doubts and loves
Dig up the world
Like a mole, a plow.
And a whisper will be heard in the place
Where the ruined
House once stood.
(Yehuda Amichai, The Place Where We Are Right)
This is a book about both language and society. It examines a linguistic phenomenon, the transfer of business discourse to other domains, and it does so on the basis of a dialectic view of the relationship between discourse and its social environment. The market societyin which market exchange is no longer simply a process, but an all-encompassing social principleleaves its imprint in language. Conversely, language plays a central role in the continuous support of the market society. Business discourse can follow the spread of business practices, but it can also prepare the ground for them. Because discourse is implicated in creating marketisation, it is also a crucial lever for curbing it. Talking differently about the world invariably contributes to changing it.
Rooted in a critical tradition, the present treatise raises doubts about the assumption, now taken for granted so widely, that market forces should be allowed to determine social structures and relationships not only in the realm of commercial production and exchange, but in society generally. The book is thus concerned on the one hand with examining the social and discursive territory that has been taken over by market principles, and on the other with ways in which this territory may be reclaimed.
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