Discourse Practices and Power
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This chapter outlines the main Linguistics publications that have inspired, supported and driven the perspectives from which the case studies analysed in the book are investigated. It also draws from studies belonging to other disciplines in order to explain why an investigation into the discourse of the promotion of everyday cycling from a linguistic perspective can provide fruitful insights. The notion of discourse and a brief history of the school of Critical Discourse Studies (CDS) is explained. The chapter focuses on what connects (re)framing the environment and the hegemonic tendency towards marketisation in language. The centrality of metaphors is highlighted, showing that we think through metaphors by referring to studies from other disciplines and in particular to the very first economic theories. The chapter also introduces the notion of dehumanisation, reporting a few studies that have applied it to people who cycle.
KeywordsMetaphorical thinking Dehumanisation Critical Discourse Studies Semiotics Economic theories
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