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Chaise Ladousa

This article explores representations emergent in discourse about service learning in an effort to understand what gives the notion special value. A job presentation of a candidate for dean of faculty, articles published in a college newspaper, descriptions posted on a college website and commentary offered in an interview with a student demonstrate that representations of service learning are salient in multiple contexts and presuppose the potential to transform the lives of everyone involved. This article identifies one of the discursive constructs making transformation possible – even inevitable – in reflections on service learning, and uses the construct to explore how it shapes a single instance of service learning's failure.

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Pride and Sexiness

Girls of Color Discuss Race, Body Image, and Sexualization

Sharon Lamb and Aleksandra Plocha

Building on research about sexualization in media, body image, and its impact on the development of girls of color, we present a discourse analysis of what the members of three focus groups of teen girls of color, primarily daughters of immigrants, said when asked to talk about what it means to them to be sexy, and about their perceptions of media influence. We focus on interpretive repertoires, contradictions, and discursive strategies regarding race, body image, and perceptions about sexiness.

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Robert Darnton

The article critically explores the different paths chosen by closely related historical disciplines: intellectual history and the history of books. While the former has focused on discourse analysis, the latter has given more attention to the study of diffusion. Historians who study the diffusion of books commonly run into a difficulty: the best-sellers of the past may serve as an indicator of public taste, but they may also be trivial, and they do not necessarily lead to explanations of important events such as the Reformation and the French Revolution. On the other hand, discourse analysis is confined to a narrow band of textual evidence, and thus cannot provide much insight on the values and views of ordinary people caught up in the patterns of everyday life. The author concludes by discussing how the history of books, particularly the history of reading and the history of publishing, can have important implications for the study of discourse.

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Andreas Fejes

This article explores how the discourses of the Bologna Process have been accepted and adopted as the dominating ones in European higher education. It consists of a governmentality and discourse analysis inspired by Foucault and based on selected European and Swedish policy documents. The aims of the analysis are to illustrate how governing operates discursively and how it is legitimized, to identify what subjectivities are being shaped and fostered and to de-stabilise the taken-for-granted ideas of the present and so contribute to a space for reflection on how governing and power operate in higher education today.

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Lisa Lindén

This article investigates direct-to-consumer advertising in Sweden for Gardasil, the HPV vaccine, as a contemporary gendered technology of the adolescent girl body. It explores how, by constructing girls as ideal users of the vaccine, advertising campaigns encourage adolescent girls to vaccinate themselves. Using a feminist visual discourse analysis, the article examines how different girl subjectivities are constructed through advertising, and presented as fit for Gardasil use and consumption. It highlights how, along with their parents, adolescent girls in Sweden are encouraged to assume responsibility for managing the risks of cervical cancer in order to help secure their future health, sexuality and normality. It argues that the Gardasil campaign, in being addressed to individual members of the population, serves to articulate global and national discourses of girlhood, sexuality, (sexual) health responsibility, risk management and consumption.

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Invisible labour

Do we need to reoccupy student engagement policy?

Sarah Hayes

The ‘academic orthodoxy’ (Brookfield 1986) of student engagement is questioned by Zepke, who suggests that it supports ‘a neoliberal ideology’ (2014: 698). In reply, Trowler argues that Zepke fails to explain the mechanisms linking neoliberalism to the concepts and practices of student engagement (2015: 336). In this article, I respond to the Zepke-Trowler debate with an analysis of student engagement policies that illuminates the role of discourse as one mechanism linking neoliberal values with practices of student engagement. Through a corpus-based Critical Discourse Analysis, I demonstrate a persistent and alarming omission of human labour from university policy texts. Instead, the engagements of students and staff are attributed to technology, documents and frameworks. Student engagement is discussed as a commodity to be embedded and marketed back to students in a way that yields an ‘exchange value’ (Marx 1867) for universities.

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Vanessa Stjernborg, Mekonnen Tesfahuney and Anders Wretstrand

This study focuses on Seved, a segregated and socioeconomically “poor” neighborhood in the city of Malmö in Sweden. It has attracted wide media coverage, a possible consequence of which is its increased stigmatization. The wide disparity between perceived or imagined fear and the actual incidence of, or exposure to, violence attests to the important role of the media in shaping mental maps and place images. Critical discourse analysis of daily newspaper articles shows that Seved is predominantly construed as unruly and a place of lawlessness. Mobility comprises an important aspect of the stigmatization of places, the politics of fear, and discourses of the “other.” In turn, place stigmatization, discourses of the other, and the politics of fear directly and indirectly affect mobility strategies of individuals and groups.

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Ksenia Gavrilova

In this article I will explore the correlation between the discourse of youths’ out-migration and their attitudes toward the infrastructure of Tilichiki, a small town in Kamchatka. I attempt to contest the perspective that out-migration (resulting in town depopulation) is caused by the perception of social infrastructure as insufficient. The analysis of local discourse shows that negative or positive descriptions of infrastructure, social services and life conditions in the town in general depend on whether the person has plans of leaving the town. This correlation is supported by temporal dimension of one’s life project: the duration of speakers’ residence in the town or the amount of time that they are planning to spend there.

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Language Hierarchies

Visualizing Linguistic Space in Modern Travel Writing

Anjali Pandey

This article focuses on the travelogue of the twentieth century. Deftly using the spaces of city/country to situate language and people Miranda France, in Bad Times in Buenos Aires: A Writer's Adventures in Argen tina (1999), presents a hierarchy of linguistic value and poignancy of place by semantically conflating English, Spanish, and indigenous Latin American languages with a different spatial positioning relative to the Other in the bustle of Buenos Aires. The consequence is the building of a hierarchical edifice—which metaphorically as it literally centers English, and places its speakers atop the city— situates Spanish and its speakers at a street level; and relegates indigenous peoples to the lowest metropolitan reaches—unseen and underground—marginalized to the periphery of her literary geoscape. This conflation of linguistic code with the synecdoche of space introduces another way in which to examine the politics of travel writing in a globally connected, multilingual world.

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The Grammars of 'Power'

Between Contestation and Mediation

Mark Rigstad

In light of the pragmatic aspirations of ordinary language philosophy, this essay critically examines the competing grammatical strictures that are often set forth within the theoretical discourse of 'power'. It repudiates both categorically appraisive employments of 'power' and the antithetical urge to fully operationalize the concept. It offers an attenuated defense of the thesis that 'power' is an essentially contestable concept, but rejects the notion that this linguistic fact stems from conflict between antipodal ideological paradigms. Careful attention to the ordinary pragmatics of power-language evinces the prospects for integrating various context-specific aspects of power and mediating between traditionally divergent theoretical frameworks.