scholarly journals Moral Entrepreneurialism for the Hamburger: Strategies for Marketing a Contested Fast Food

2021 ◽  
pp. 174997552110399
Author(s):  
Natália Otto ◽  
Josée Johnston ◽  
Shyon Baumann
Keyword(s):  
Discourse Analysis ◽  
Fast Food ◽  
Corporate Communications ◽  
Discursive Strategies ◽  
Corporate Strategies ◽  
Consumption Choices ◽  
Food Market ◽  
Good Food ◽  
Do So ◽  
Moral Entrepreneurs

Recent research has extended the concept of moral entrepreneurialism to corporate actors. We build on this research to investigate how corporations succeed in this effort by uncovering the strategies and tools they employ as moral entrepreneurs. To do so, we examine the corporate discourse of three prominent fast-food firms to identify how they present hamburgers as good food, in a context where beef is increasingly criticized as morally suspect. Based on a discourse analysis of corporate communications and marketing campaigns, we identify three distinct discursive strategies for managing meat criticisms: (1) global managerialism (McDonald’s); (2) aestheticized simplicity (A&W); and (3) nostalgic, personalized appeals (Wendy’s). These strategies are realized through the use of informational tools to shape what customers think and know about beef, and affective tools to influence how customers feel about beef. Together, these corporate strategies speak to the skilful ability of corporate actors to respond to socio-environmental criticisms. Our case shows how fast-food market actors are able to incorporate critique and offer messages that seek to allow people to feel good about eating beef. This case is relevant to understanding the tools that corporations use to be effective moral entrepreneurs. It also provides a deeper understanding of marketing discourse at the nexus of social problems and consumption choices.

scholarly journals The Enemy Next Door: The Image of Russia in Georgian and Ukrainian Political Discourses Amid Conflicts Escalation

2021 ◽  
Vol 4 (1) ◽  
pp. 194-203
Author(s):  
Aram Terzyan
Keyword(s):  
Discourse Analysis ◽  
Critical Discourse Analysis ◽  
Identity Construction ◽  
Image Representation ◽  
Critical Discourse ◽  
Democratic Values ◽  
Discursive Strategies ◽  
Political Discourses ◽  
The Core ◽  
Standing Up

Abstract This article presents an analysis of the evolution of Russia’s image representation in Georgian and Ukrainian political discourses amid Russian-Georgian and Russian-Ukrainian conflicts escalation. Even though Georgia’s and Ukraine’s troubled relations with neighboring Russia have been extensively studied, there has been little attention to the ideational dimensions of the confrontations, manifested in elite narratives, that would redraw the discursive boundaries between “Us” and “Them.” This study represents an attempt to fill the void, by examining the core narratives of the enemy, along with the discursive strategies of its othering in Georgian and Ukrainian presidential discourses through critical discourse analysis. The findings suggest that the image of the enemy has become a part of “New Georgia’s” and “New Ukraine’s” identity construction - inherently linked to the two countries’ “choice for Europe.” Russia has been largely framed as Europe’s other, with its “inherently imperial,” “irremediably aggressive” nature and adherence to illiberal, non-democratic values. The axiological and moral evaluations have been accompanied by the claims that the most effective way of standing up to the enemy’s aggression is the “consolidation of democratic nations,” coming down to the two countries’ quests for EU and NATO membership.

Traveling across Racial Borders: TripAdvisor and the Discursive Strategies Businesses Use to Deny Racism

2018 ◽  
Vol 5 (4) ◽  
pp. 518-531
Author(s):  
Heather M. Dalmage
Keyword(s):  
Discourse Analysis ◽  
Sense Of Community ◽  
Leisure Activities ◽  
Interracial Couples ◽  
Global Community ◽  
Online Platform ◽  
Discursive Strategies ◽  
Online Platforms ◽  
Digital Discourse ◽  
A Site

Travel and leisure activities can bring many rewards, and yet for those deemed “racialized Others,” these same activities can be fraught with anxiety and tension. As in all aspects of society, racism mediates the rewards of travel and leisure. Decisions about when and how to confront racism are central in the lives of those considered racialized Others. Given a wish to de-escalate racist situations and respond later, some individuals are using online platforms to call out racism. Using a digital discourse analysis, the author explores TripAdvisor, as a site and context in which racial confrontation happens. Interracial couples facing discrimination during leisure activities may choose to confront businesses after the fact through an online platform. When businesses respond, they follow a pattern that defensively separates “service” from racism and ultimately denies racism entirely. The author begins with an analysis of the TripAdvisor platform, including the affordances and constraints. Next, the author uses a digital discourse analysis of the review-response interaction. As with other forms of colorblind racism, a close read of the content is needed to highlight racist practices. The author shows that the structure of TripAdvisor, including the quantitative ratings and rankings and written reviews and responses, works to legitimize the platform and build trust across a Eurocentric global community. This sense of community and trust is denied and remains elusive to those suffering as a result of racist abuse.

scholarly journals THE RELEVANCE OF DISCOURSE ANALYSIS FOR TRANSLATION STUDIES

2012 ◽  
Vol 1 (1) ◽  
pp. 143-152
Author(s):  
Alexandre Szeremeta ◽  
Iliane Tecchio ◽  
Roseni Silva
Keyword(s):  
Discourse Analysis ◽  
Translation Studies ◽  
Do So

The present study aims at promoting a reflection on the relevance of the Discourse Analysis for the Translation Studies based on the theories of the main researchers for both areas. To do so, this paper is divided into three sections. In the first section, we deal with Discourse Analysis theories based on Brown and Yule (1983); Fairclough (1992) and Hatim and Mason (1990). In the second section, we present some aspects of the theories related to Translation Studies. In the following section, we raise some reflections regarding the interface Discourse Analysis and Translation Studies according to the theories presented previously. Finally, we present the conclusions concerning the research carried out in this paper.

scholarly journals The Journalistic Representations of Saudi Women in the Corpus of Contemporary American English (COCA): A Corpus Critical Discourse Analysis

2019 ◽  
Vol 9 (6) ◽  
pp. 320
Author(s):  
Waheed M. A. Altohami ◽  
Amir H. Y. Salama
Keyword(s):  
Discourse Analysis ◽  
Critical Discourse Analysis ◽  
Cultural Context ◽  
American English ◽  
Critical Discourse ◽  
Context Model ◽  
Specific Context ◽  
Social Actors ◽  
Discursive Strategies ◽  
Saudi Women

This paper is a corpus critical discourse analysis of the journalistic representations of Saudi women as they appear in the Corpus of Contemporary American English (COCA) (Davies, 2008). It follows a sociocognitive approach (van Dijk, 2008) to explore the thematic foci discussing issues related to Saudi women and to discuss the discursive strategies implemented to propagate such issues. The study has reached four findings. First, the thematic foci related to Saudi women are textually and referentially coherent as they were meant to provide a grand narrative underlying a specific context model. Second, Saudi women are negatively represented as no social roles are ascribed to them throughout the corpus. Third, different social actors are also represented alongside Saudi women to put them in a wider socio-cultural context to aggravate their problems. Finally, the most effective discursive strategies which mediated the running context model included victimization, categorization, stereotyping, normalization, and exaggeration.

scholarly journals "Quem falou em inferno?”: Uma análise do discurso sobre a heresia de Rob Bell

2015 ◽  
Vol 9 (13) ◽  
pp. 111
Author(s):  
Daniel Dantas Lemos
Keyword(s):  
Discourse Analysis ◽  
Current Case ◽  
Evangelical Protestantism ◽  
The Impact ◽  
Do So

Este artigo se propõe a realizar uma análise do discurso acerca de hereges e rebeldes no ambiente do protestantismo evangélico brasileiro, a partir da repercussão da obra do pastor norte-americano Rob Bell no Brasil. Para tanto, selecionou como corpus de pesquisa uma entrevista concedida por Bell à revista Veja e sua repercussão junto ablogueiros evangélicos quando do lançamento de sua obra “O amor vence”, em 2012.  Concluímos que quando Rob Bell decide expor ideias sobre o inferno que não se baseiam nem na autoridade da Igreja, nem em sua teologia ou tradição, adota um sentido sobre a questão que não se qualifica como legítimo ou literal. Por consequência a instituição deve lhe identificar como herege e desqualificá-lo junto ao seu potencial público leitor. Dessa maneira, buscamos entender os mecanismos de exclusão embutidos na classificação como hereges. Buscamos, também, compreender como funcionam esses mecanismos, através da análise de um caso concreto e atual. This paper proposes to conduct a discourse analysis about heretics and rebels in the Brazilian Evangelical Protestantism environment from the impact of Rob Bell's books in Brazil. To do so, we selected the corpus of research an interview by Bell to Veja magazine and its impact along the evangelical bloggers on the launch of his book "Love Wins" in 2012. We concluded that when Rob Bell decided to expose ideas about hell not based either in the Church's authority, or in their theology or tradition, he adopted a meaning on the issue that does not qualify as legitimate or literal. Consequently the institution must identify him as a heretic and disqualify you from your potential audience reader. In this way, we seek to understand the mechanisms of exclusion embedded in the standings as heretics. We seek to understand how to work these mechanisms, through the analysis of a concrete and current case.

scholarly journals Нарративы детей Сибири о депортации калмыков. Интервью с В. И. Бадмаевым и А. Н. Овшиновым

2021 ◽  
Vol 14 (4) ◽  
pp. 722-742
Author(s):  
Elza-Bair M. Guchinova ◽  
Keyword(s):  
Discourse Analysis ◽  
Traumatic Event ◽  
Study Data ◽  
Preschool Age ◽  
Traumatic Experience ◽  
Growing Up ◽  
Discursive Strategies ◽  
Positive Character

Introduction. This publication is devoted to the issues of deportation of the Kalmyk people to Siberia (1943–1956) and the memories that the individuals have of their traumatic experience of the exile period. It consists of an introduction, two interviews, and comments on them. The narratives belong to Kalmyks who were of preschool age at the time of Siberian exile. The purpose of the publication is to focus on “children of Siberia” as a separate generational stratum, with their own specific experiences and loyalties; Siberian villages, sites of their socialization, becoming their homeland. Of relevance are the facts that contribute to the mosaic of the Siberian life of Kalmyks and the stories shedding light on the feelings and experiences of children growing up in Siberia. Also, the author was interested in analyzing the expressions and verbal formulas, plots and associations that create the protagonists’ spontaneous narratives, and the ways the language of trauma, which arises in any narrative of the traumatic event, is used in the material under study. Data and methods. The interviews were taken by the author from V. I. Badmaev (2008) and from A. N. Ovshinov (2018); presented in the form of transcribed texts, these are examined via the method of discourse analysis. Results. The discursive strategies of the two narratives indicate their largely positive character. The author shows that, for their specific exile experience, the “children of Siberia” should be singled out into a separate generational stratum. The material will be of interest to the student of the Kalmyk deportation history and the people’s memory of the exile.

Constructing contentious and noncontentious facts: How gynecology textbooks create certainty around pharma-contraceptive safety

2019 ◽  
Vol 49 (2) ◽  
pp. 245-263 ◽  
Author(s):  
Andrea M Bertotti ◽  
Skye A Miner
Keyword(s):  
Discourse Analysis ◽  
Critical Discourse Analysis ◽  
Health Effects ◽  
Medical Practice ◽  
Critical Discourse ◽  
Medical Community ◽  
Discursive Strategies ◽  
Neutral Language

Using critical discourse analysis, we examine how seven popular gynecology textbooks use sociolinguistic devices to describe the health effects of pharma-contraception (intrauterine and hormonal methods). Though previous studies have noted that textbooks generally use neutral language, we find that gynecology textbooks differentially deployed linguistic devices, framing pharma-contraceptive benefits as certain and risks as doubtful. These discursive strategies transform pharma-contraceptive safety into fact. We expand on Latour and Woolgar’s concept of noncontentious facts by showing how some facts that are taken for granted by the medical community still require discursive fortification to counter potential negative accusations from outside the profession. We call these contentious facts. Our findings suggest that a pro-pharma orientation exists in gynecology textbooks, which may influence physicians’ understanding of pharmaceutical safety. As such, these texts may affect medical practice by normalizing pharma-contraceptives without full considerations of their risks.

scholarly journals Understanding customer satisfaction in the UK quick service restaurant industry

2018 ◽  
Vol 120 (6) ◽  
pp. 1207-1222 ◽  
Author(s):  
Quang Nguyen ◽  
Tahir M. Nisar ◽  
Dan Knox ◽  
Guru Prakash Prabhakar
Keyword(s):  
Customer Satisfaction ◽  
Service Quality ◽  
Fast Food ◽  
Content Type ◽  
Five Dimensions ◽  
Fast Food Restaurants ◽  
Food Market ◽  
The Uk ◽  
Quick Service ◽  
The Impact

Purpose The purpose of this paper is to examine the impact of the five dimensions of service quality on customer satisfaction in the UK fast food market and to indicate which factors among the five dimensions have a main role in driving overall customer satisfaction. Design/methodology/approach Primary data in the form of 147 questionnaire responses were been collected from a variety of quick service fast food restaurants in the UK. Likert seven-point rating scales were used to structure the questionnaire. Data were collected from the customers at two KFC restaurants, two McDonald’s restaurants, and one Burger King Restaurant. Findings The results of the analysis indicate that tangibles, responsiveness and assurance play the most important role in driving customer satisfaction in the UK fast food industry, followed by reliability and empathy. Results of correlation and regression analysis show that physical attributes (tangible) of service quality are key to customer satisfaction. In a nutshell, the tangibles variable is the most important factor driving customer satisfaction in the context of the UK fast food market. Originality/value This research incorporates unique and original insights in relation to the British fast food restaurants market and the results constitute novel findings pertaining to the importance of physical facilities and attributes. This account of the relative importance of service quality dimensions in fast food restaurants in the UK adds value to the field. The findings of this research have contributed to a better understanding of the main factors that influence service quality and customer satisfaction and have implications from a managerial point of view in the highly competitive UK fast food and wider foodservice industry.

“We must unite now or perish!”

2019 ◽  
Vol 18 (2) ◽  
pp. 252-271 ◽  
Author(s):  
Mark Nartey
Keyword(s):  
Discourse Analysis ◽  
Critical Discourse Analysis ◽  
Critical Discourse ◽  
Historical Approach ◽  
Discursive Strategies ◽  
Kwame Nkrumah ◽  
Pan African ◽  
The World ◽  
Discourse Historical Approach

Abstract This paper presents a discourse-mythological analysis of the rhetoric of a pioneering Pan-African and Ghana’s independence leader, Kwame Nkrumah, drawing on Ruth Wodak’s discourse-historical approach to critical discourse analysis. The thesis of the paper is that Nkrumah’s discourse, in its focus on the emancipation and unification of Africa, can be characterized as mythic, a discursive exhortation of Africa to demonstrate to the world that it can better govern itself than the colonizers. In this vein, the paper analyzes four discursive strategies employed by Nkrumah in the creation and projection of his mythology: the introduction or creation of new discourse events, presupposition and implication, involvement (the use of indexicals) and lexical structuring and reiteration. This study is, therefore, presented as a case study of mythic discourse within the domain of politics.

Digital media’s discursive strategies against anabolic-androgenic steroids: A corpus-assisted discourse analysis

2020 ◽  
Vol 22 (3) ◽  
pp. 339-355
Author(s):  
Nattawaj Kijratanakoson
Keyword(s):  
Discourse Analysis ◽  
Digital Media ◽  
Anabolic Androgenic Steroids ◽  
Discursive Strategies ◽  
Western Countries ◽  
The Media ◽  
Lexical Items ◽  
Androgenic Steroids

The purposes of this study are twofold. First, it investigates how the digital media discursively react against the use of anabolic-androgenic steroids (AAS). Second, it examines how Thailand is portrayed as a venue for steroid holiday among recreational bodybuilders from the Western countries. Adhering to the principle of theoretical triangulation, the study employs two frameworks including Reisigl and Wodak’s discursive strategies and Van Dijk’s ideological structures. The methodology undertaken is a corpus-assisted discourse analysis. The corpus contains 100 articles published on various websites between the period of 2014 and 2019 with the total number of 107,116 words. Main findings indicate that, regarding the first purpose, the media portray AAS as the ‘outgroup’ by employing various negative lexical items while attempting to dilute any claimed benefits. Concerning the second purpose, Thailand is represented as a venue in which AAS are easily available coupled with corrupt dealers and lax regulations.

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