Marketisation in European Documents
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This chapter focuses on documents and tools created by the European Cyclists’ Federation, the European Environment and Transport Ministers, the Danish public–private partnership State of Green, the World Health Organization. The texts are observed through a corpus-aided qualitative approach, investigating transitivity, nominalisations, modality and lexical choices—in particular road users labels and marketised discourse. Positive discourse strategies are highlighted. The chapter opens with a brief history of the notion of sustainable development, highlighting its ideological contradictions in order to show how these are embedded in the dominant ‘pro-car neoliberal automentality’ (Walks in The Urban Political Economy and Ecology of Automobility: Driving Cities, Driving Inequality, Driving Politics. London and New York, Routledge, 2015). The ‘for what for whom’ questions from Systems Thinking are blended with the discursive analysis of transitivity and agency. The corpus-aided analysis reveals the profound marketisation of the texts observed and, from these observations, starting points for reframing strategies are outlined.
KeywordsAutomentality Sustainable development Neoliberalism CADS European Union
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