Comunicação Organizacional em Processos de Downsizing: um estudo de caso sobre interpretações e perspectivas

Nesta dissertação é abordado o processo de comunicação organizacional em situações de downsizing, considerando a comunicação como um elemento produtor de significados, percebidos através de perspectivas e interpretações. São discutidos conceitos como, Mudança Organizacional, Downsizing e Comunicação Organizacional, que se coadunam com análise, uma vez que estes estão correlacionados, facilitando a na compreensão geral da dissertação. Deste modo, utilizou-se a análise crítica do discurso, que revelou os significados subjacentes aos discursos, dando ainda importância aos diferentes grupos envolvidos. São indicadas, através da análise, soluções para as problemáticas que se evidenciaram nos discursos sobre a comunicação organizacional e processo de downsizing, tornando todo o processo de downsizing e sua comunicação mais eficiente e eficaz. / In this dissertation it is approached the process of organizational communication in events of downsizing, considering the communication as a component producer of significations, perceived as perspectives and interpretations. It is discussed concepts as Organizational Change, Downsizing and Organizational Communication. These concepts are consistent with the analysis, these are correlated, facilitating the general understanding of the dissertation. Thus, it was used a critical discourse analysis, which revealed the underlying meanings to the speeches, giving further importance to the different groups involved. Also are indicated the solutions to the problems that were revealed in the discourses on organizational communication and downsizing, making the whole process of downsizing and the communication more efficient and effective.

Changing Road Signs in Israel: Production and Perception

In Palestine/Israel the struggle to control the land and the people is not merely conducted through physical violence. More subtle attempts for controlling the region and labeling it as belonging for one side rather than the other are implemented. This paper focuses on an Israeli suggestion to change the orthography of city names on road signs so that they are transliterations of the Hebrew name of the city. This one event, the Israeli suggestion to change city names on road signs, is represented to the public by two competing, and mostly opposing, discourses. This paper uses critical discourse analysis to analyze four articles, two of which are written by Arabic media sources, and the other two are written by Israeli ones. This analysis is paired with a quantitative and a qualitative analysis of the reactions of participants of different political affiliations to chosen excerpts of the articles. The paper aims at showing how one event is represented differently through different discourses, and how people who are affected be specific discourses react to them.

Resistance performances: (Re)constructing spaces of resistance and contention in the 2010-2011 University of Puerto Rico student movement

On the night of April 20, 2010, a group of students from the University of Puerto Rico (UPR), Río Piedras campus, met to organize an indefinite strike that quickly broadened into a defense of accessible public higher education of excellence as a fundamental right and not a privilege. Although the history of student activism in the UPR can be traced back to the early 1900s, the 2010-2011 strike will be remembered for the student activists’ use of new media technologies as resources that rapidly prompted and aided the numerous protests. ^ This activist research entailed a critical ethnography and a critical discourse analysis (CDA) of traditional and alternative media coverage and treatment during the 2010 -2011 UPR student strike. I examined the use of the 2010-2011 UPR student activists’ resistance performances in constructing local, corporeal, and virtual spaces of resistance and contention during their movement. In particular, I analyzed the different tactics and strategies of resistance or repertoire of collective actions that student activists used (e.g. new media technologies) to frame their collective identities via alternative news media’s (re)presentation of the strike, while juxtaposing the university administration’s counter-resistance performances in counter-framing the student activists’ collective identity via traditional news media representations of the strike. I illustrated how both traditional and alternative media (re)presentations of student activism developed, maintained, and/or modified students activists’ collective identities. ^ As such, the UPR student activism’s success should not be measured by the sum of demands granted, but by the sense of community achieved and the establishment of networks that continue to create resistance and change. These networks add to the debate surrounding Internet activism and its impact on student activism. Ultimately, the results of this study highlight the important role student movements have had in challenging different types of government policies and raising awareness of the importance of an accessible public higher education of excellence.^

Risk definition and the struggle for legitimation: a case study of Bt cotton in Andhra Pradesh, India

This article explores the struggle for legitimation associated with the attempt to define the risk of Bt cotton, a genetically modified crop, in Andhra Pradesh, India. Beck asserts that, given the uncertainty associated with risk society, efforts to define risk are creating the need for a new political culture. This article argues that this political culture emerges from attempts to legitimate power within risk definition. This is examined using critical discourse analysis on interview excerpts with key figures in the Bt cotton debate. Legitimation is explored using the categories of legitimation developed by Van Leeuwen. These are (a) authorisation; (b) moral evaluation; (c) rationalisation; and (d) mythopoesis. The analysis highlights that the political culture which emerges in response to risk society is in a state of constant flux and contingent upon the ongoing struggle for legitimation with regard to the definition of risk.

A representação social da violência de gênero contra a mulher no Espírito Santo

O objetivo principal deste trabalho é analisar como os meios de comunicação ajudam a construir a representação social da violência de gênero contra a mulher no Espírito Santo, que lidera o ranking nacional de feminicídios, com taxa de 9,8 homicídios para cada 100 mil mulheres. Elegemos como corpus de pesquisa notícias sobre violência de gênero no ES, veiculadas no ano de 2013, nos jornais A Gazeta e A Tribuna. Em hipótese, acreditamos que essas notícias ajudam a construir representações sociais acerca da violência de gênero a partir da apresentação de estereótipos de vítima e agressor na sociedade, da individualização do problema da violência, da associação desse problema às classes sociais menos privilegiadas e da apresentação do crime de violência de gênero como crime passional. O estudo dessas notícias apresenta-se como algo complexo, do qual não participam apenas informações de ordem linguística, mas também de carácter social, histórico, cultural e cognitivo, uma vez que a análise discursiva não pode ser dissociada do contexto, dos atores sociais e das instituições envolvidas na produção da notícia, bem como das ideologias presentes nesse processo. Por esse motivo, assumimos como base teórica de nossa investigação uma proposta multidisciplinar: a Teoria Sociocognitiva de Teun A. van Dijk (1999a; 2011a; 2012; 2014b). Ademais, contamos com as contribuições dos estudos sobre gênero e discurso de Cameron (1985, 1997), Wodak (1997), West, Lazar e Kramarae (2000), Fernández Díaz (2003), Lazar (1993, 2005, 2007), Magalhães (2005; 2009), Heberle, Ostermann e Figueiredo (2006). Além das análises discursivo-analíticas, também utilizamos o programa de linguística de corpus WordSmith Tools para realizar análises quantitativas. Os resultados das análises nos levaram à confirmação das hipóteses iniciais: o discurso das notícias reforça estereótipos de vítima e agressor, típicos de uma estrutura social patriarcal, na qual é atribuída à vítima ou aos vícios (álcool e drogas) a responsabilidade da violência sofrida; além disso, a violência de gênero é apresentada como um problema individual e associada às classes sociais menos favorecidas; e, por último, o discurso das notícias apresenta grande parte dos crimes de violência de gênero como crimes passionais.

On the health and wellbeing of single working women without children : an analysis of scientific and lay discourse

Cette thèse examine la façon dont on interprète la santé et le bien-être des travailleuses célibataires et sans enfant au sein de deux types de récits : ceux provenant d’études publiées dans des périodiques (récits scientifiques) et ceux provenant d’entrevues qualitatives avec des membres de ce groupe (récits profanes). Sur le plan démographique, leur nombre est significatif; elles représentent 28% des employées canadiennes. Par contre, leur santé/bien-être est peu visible dans les écrits de recherche. Dans les sciences sociales, plusieurs études portent sur l’expérience parfois éprouvante d’être un adulte célibataire vivant dans une culture orientée sur le couple et la famille. Elles mettent l’accent sur le stigma associé à ce statut. Certains suggèrent même que les pratiques de recherche peuvent contribuer à la perpétuation de représentations négatives à l’égard des célibataires. En ayant un profil qui pourrait être symbolique d’une déviation vis-à-vis des attentes normatives entourant la vie de couple ou de famille, les travailleuses célibataires et sans enfant semblent un point de repère utile pour évaluer cette dernière possibilité. S’attarder autant aux récits scientifiques que profanes permettrait d’explorer les tensions et convergences entre eux. Suivant cet objectif, un échantillon de 32 articles scientifiques et de 22 retranscriptions d’entrevues ont été analysés selon une approche d’analyse de discours guidée par les concepts de répertoire interprétatif (une façon cohérente d’aborder un sujet donné) et de position du sujet (une identité mise en évidence par une façon de parler ou d’écrire). Trois articles ont émergé de cette recherche. Suite à une analyse des thèmes communs utilisés dans l’interprétation de la santé/du bien-être du groupe en question, un répertoire interprétatif surnommé la famille comme référence a été identifié. Ce répertoire expliquerait notamment la tendance observée d’expliquer leur santé/bien-être en référant aux états et aux charactéristiques d’être parent ou partenaire. Cette pratique peut avoir l’effet de voiler leur vie privée ou de la construire comme étant relativement appauvrie. L’article 2 examine comment les membres de ce groupe construisent leur propre bien-être. Il identifie la notion d’équilibre entre plusieurs sphères de vie et une identité de femme dynamique comme éléments centraux aux récits sur leur bien-être. Ces derniers vont à l’encontre de la perception des célibataires ou des personnes sans enfant comme ayant des vies moins épanouies ou enrichies et qui ne sont pas touchées par des questions de conciliation travail-vie personnelle. Le troisième article rassemble les deux types de récits autour des sujets de l’emploi et du statut de célibataire en lien avec le bien-être. Il met en évidence de nombreuses similarités et divergences, et théorise la fonction de ces diverses constructions. En conclusion, j’avance qu’une perspective plus critique face au statut de couple ou familial et de ses aspects normatifs pourrait offrir à la recherche en santé publique un point de réflexivité à développer davantage.

“All work and no play … ?” : a critical investigation of an emerging public health discourse on children’s play.

Dans de nombreuses sociétés industrialisées, une grande valeur est attribuée au jeu des enfants, principalement parce que le jeu est considéré comme étant une composante essentielle de leur développement et qu’il contribue à leur bonheur et à leur bien-être. Toutefois, des inquiétudes ont récemment été exprimées au regard des transformations qui s’opèrent dans le jeu des enfants, notamment en ce qui a trait à la réduction du temps de jeu en plein air. Ces transformations ont été attribuées, en grande partie, à une perception de risques accrus associés au jeu en plein air et à des changements sociaux qui favorisent des activités de loisirs plus structurées et organisées. L’inquiétude concernant la diminution de l’espace-temps accordé au jeu des enfants est d’ailleurs clairement exprimée dans le discours de la santé publique qui, de plus, témoigne d’un redoublement de préoccupations vis-à-vis du mode de vie sédentaire des enfants et d’une volonté affirmée de prévention de l'obésité infantile. Ainsi, les organisations de santé publique sont désormais engagées dans la promotion du jeu actif pour accroître l'activité physique des enfants. Nous assistons à l’émergence d’un discours de santé publique portant sur le jeu des enfants. À travers quatre articles, cette thèse explore le discours émergeant en santé publique sur le jeu des enfants et analyse certains de ses effets potentiels. L'article 1 présente une prise de position sur le sujet du jeu en santé publique. J’y définis le cadre d'analyse de cette thèse en présentant l'argument central de la recherche, les positions que les organisations de santé publique adoptent vis-à-vis le jeu des enfants et les répercussions potentielles que ces positions peuvent avoir sur les enfants et leurs jeux. La thèse permet ensuite d’examiner comment la notion de jeu est abordée par le discours de santé publique. L'article 2 présente ainsi une analyse de discours de santé publique à travers 150 documents portant sur la santé, l'activité physique, l'obésité, les loisirs et le jeu des enfants. Cette étude considère les valeurs et les postulats qui sous-tendent la promotion du jeu comme moyen d’améliorer la santé physique des enfants et permet de discerner comment le jeu est façonné, discipliné et normalisé dans le discours de santé publique. Notre propos révèle que le discours de santé publique représente le jeu des enfants comme une activité pouvant améliorer leur santé; que le plaisir sert de véhicule à la promotion de l’activité physique ; et que les enfants seraient encouragés à organiser leur temps libre de manière à optimiser leur santé. Étant donné l’influence potentielle du discours de santé publique sur la signification et l’expérience vécue du jeu parmi les enfants, cette thèse présente ensuite une analyse des représentations qu’ont 25 enfants âgés de 7 à 11 ans au regard du jeu. L’article 3 suggère que le jeu est une fin en soi pour les enfants de cette étude; qu'il revêt une importance au niveau émotionnel; et qu'il s’avère intrinsèquement motivé, sans but particulier. De plus, l’amusement que procure le jeu relève autant d’activités engagées que d’activités sédentaires. Enfin, certains enfants expriment un sentiment d'ambivalence concernant les jeux organisés; tandis que d’autres considèrent parfois le risque comme une composante particulièrement agréable du jeu. De tels résultats signalent une dissonance entre les formes de jeux promues en santé publique et le sens attribué au jeu par les enfants. Prenant appui sur le concept de « biopédagogies » inspiré des écrits de Michel Foucault, le quatrième article de cette thèse propose un croisement des deux volets de cette étude, soit le discours de santé publique sur le jeu et les constructions du jeu par les enfants. Bien que le discours de la santé publique exhortant au «jeu actif» soit reproduit par certains enfants, d'autres soulignent que le jeu sédentaire est important pour leur bien-être social et affectif. D’autre part, tandis que le « jeu actif » apparait, dans le discours de santé publique, comme une solution permettant de limiter le risque d'obésité, il comporte néanmoins des contradictions concernant la notion de risque, dans la mesure où les enfants ont à négocier avec les risques inhérents à l’activité accrue. À terme, cet article suggère que le discours de santé publique met de l’avant certaines représentations du jeu (actifs) tandis qu’il en néglige d’autres (sédentaires). Cette situation pourrait donner lieu à des conséquences inattendues, dans la mesure où les enfants pourraient éventuellement reconfigurer leurs pratiques de jeu et les significations qu’ils y accordent. Cette thèse n'a pas pour but de fournir des recommandations particulières pour la santé publique au regard du jeu des enfants. Prenant appui sur la perspective théorique de Michel Foucault, nous présentons plutôt une analyse d’un discours émergeant en santé publique ainsi que des pistes pour la poursuite de recherches sur le jeu dans le domaine de l’enfance. Enfin, compte tenu des effets potentiels du discours de la santé publique sur le jeu des enfants, et les perspectives contemporaines sur le jeu et les enfants, la conclusion offre des pistes de réflexion critique.

Cuando creces, yo crezco contigo”: La configuración de áreas de protección ambiental y de subjetividades en el Humedal de Córdoba y la vereda El Verjón Bajo

La configuración de lugares como áreas de protección ambiental puede ser vista como un proceso técnico y objetivo, en el que se crean políticas públicas que definen prácticas adecuadas e inadecuadas en el lugar. Pero esta configuración es un proceso histórico y negociado. Este se construye en contante diálogo entre diferentes actores que se preocupan por definir qué es la naturaleza y el cuidado ambiental, y las percepciones que individuos que habitan en o cerca a estos lugares construyen en su diario vivir. Es así como la configuración socioambiental de lugares como áreas de protección ocurre por transformaciones en la forma de percibir un lugar, la relaciones con este y sobre todo, prácticas y relaciones que se traducen en formas de negociar nociones de naturaleza y cuidado ambiental. Esta negociación tiene grandes implicaciones en los individuos, particularmente en su subjetividad. Es decir, en hechos como la forma de nombrarlo, caminarlo, observar las especies, iniciar proyectos de agricultura orgánica, cambiar prácticas productivas, el cerramiento de zonas para proteger las fuentes de agua o zonas de vegetación. También sobre su subjetividad, la manera como se sienten frente al lugar, como juzgan sus acciones y las de otros y cómo construyen objetivos personales con respecto a la idea de cuidado ambiental.

The neoliberal way of war: a critical analysis of contemporary British security in policy and practice.

Dominant paradigms of causal explanation for why and how Western liberal-democracies go to war in the post-Cold War era remain versions of the 'liberal peace' or 'democratic peace' thesis. Yet such explanations have been shown to rest upon deeply problematic epistemological and methodological assumptions. Of equal importance, however, is the failure of these dominant paradigms to account for the 'neoliberal revolution' that has gripped Western liberal-democracies since the 1970s. The transition from liberalism to neoliberalism remains neglected in analyses of the contemporary Western security constellation. Arguing that neoliberalism can be understood simultaneously through the Marxian concept of ideology and the Foucauldian concept of governmentality – that is, as a complementary set of 'ways of seeing' and 'ways of being' – the thesis goes on to analyse British security in policy and practice, considering it as an instantiation of a wider neoliberal way of war. In so doing, the thesis draws upon, but also challenges and develops, established critical discourse analytic methods, incorporating within its purview not only the textual data that is usually considered by discourse analysts, but also material practices of security. This analysis finds that contemporary British security policy is predicated on a neoliberal social ontology, morphology and morality – an ideology or 'way of seeing' – focused on the notion of a globalised 'network-market', and is aimed at rendering circulations through this network-market amenable to neoliberal techniques of government. It is further argued that security practices shaped by this ideology imperfectly and unevenly achieve the realisation of neoliberal 'ways of being' – especially modes of governing self and other or the 'conduct of conduct' – and the re-articulation of subjectivities in line with neoliberal principles of individualism, risk, responsibility and flexibility. The policy and practice of contemporary British 'security' is thus recontextualised as a component of a broader 'neoliberal way of war'.

Entre a fé, a obra social e a publicidade: uma análise crítica do discurso da responsabilidade social da Igreja Universal do Reino de Deus

Situated on Applied Linguistics (PENNYCOOK, 1998; MOITA LOPES, 2003, 2006, 2008, 2009), this thesis, which is inscribed in a qualitative-interpretative approach of a critical analysis perspective , lies on the speech of social responsibility and the way like that is employed in seeking for legitimacy and prestige within the neopentecostal brazilian religious field, more specifically of the Universal Church of the Kingdom of God. The general goal of this research is t reflect upon the speech on social responsibility and the rethoric of selfpromotion of the Universal Church through the role of social actors in the making of his her identities, materialized in the newspaper Folha Universal. In order to achieve that, we have conjugated, in this research, social and discursive analysis. On the linguistic-discursive approach, the research is based on the Critical Analysis of Discourse (ACD), specially in Fairclough (2001, 2003, 2006), a proposal that provides theoretical-methodological tools to investigate the language beyond the linguistic structures , that is, the discourse, social practices in which it occurs and more ample structures. Theoretical assumptions were also used of Sistemico-Functional Linguistics(LSF), matching with categories of the Transitivity System of Halliday (1994, 2004), of the forms of representation of social actors in the socioeconomic perspective by Van Leeuwen (1997, 2008) and of the Appraisal system by Martin and White (2005). As we develop the argumentation on thesobre social role of religion in this thesis, we make use of the authors such as Freston (1994), Oro (1997, 2003), Campos (1996, 1999), Mariano (1999), Meneses (2008), among several ones. We have also used a series of concepts and categories coming from the field of communication and marketing on the business social responsability and social marketing . In this area, we take as references the contributions of Bueno (2003), Fossá and Sartoretto (2003) and Zenone (2006). The corpus of the work is framed by news taken at the newspaper Folha Universal, in which are given the social responsibility actions of the church . The timeframe used was on the editions of 2010 thru 2012. Results found at he analysis of the News lead to semantic features of Assessment of Affection, Judgment and Appreciation, many times followed by Gradation, and the Attribution, one of the subsystems of the Attachment, are evidence of positive assessments for the Universal Church and its agents and make up rethorical elements which provide structure for the discourse of the Universal Church at the newspaper Folha Universal consisted of its image (style) of social responsibility . Results show that the most frequente social actors of the discourse are, on one hand, the Universal Church itself and its volunteers, famous (actors, actresses, presenters), politicians and authorities, on the other hand, the population which was helped by the Church social projects . The first group seems to be Always activated, however the second one, most of the time rather passive. These are also represented by assimilation in most of the occurrences, however the other ones by individualization and nomination entitled by honorification, except for the volunteers that are represented either as an individual, or as a group

Youth criminality and urban social conflict in the city of Rosario, Argentina. Analysis and proposals for conflict transformation

The present article describes and analyses youth criminality in the city of Rosario, Argentina between the years 2003-2006. Key actors��� understandings of and responses to the conflict were investigated by means of semi-structured interviews, observations, discourse analysis of policy documents, analysis of secondary data, and draw heavily on the experience of the author, a citizen and youth worker of Rosario. The actors examined were the police, the local government, young delinquents and youth organisations. Youth criminality is analysed from a conflict transformation approach using conflict analysis tools. Whereas, the provincial police understand the issue as a delinquency problem, other actors perceive it as an expression of a wider urban social conflict between those that are “included” and those that are “excluded” and as one of the negative effects of globalisation processes. The results suggest that police responses addressing only direct violence are ineffective, even contributing to increased tensions and polarisation, whereas strategies addressing cultural and structural violence are more suitable for this type of social urban conflict. Finally, recommendations for local youth policy are proposed to facilitate participation and inclusion of youth and as a tool for peaceful conflict transformation.

Semiotic Analysis in the Study of Social Work

Research and professional practices have the joint aim of re-structuring the preconceived notions of reality. They both want to gain the understanding about social reality. Social workers use their professional competence in order to grasp the reality of their clients, while researchers’ pursuit is to open the secrecies of the research material. Development and research are now so intertwined and inherent in almost all professional practices that making distinctions between practising, developing and researching has become difficult and in many aspects irrelevant. Moving towards research-based practices is possible and it is easily applied within the framework of the qualitative research approach (Dominelli 2005, 235; Humphries 2005, 280). Social work can be understood as acts and speech acts crisscrossing between social workers and clients. When trying to catch the verbal and non-verbal hints of each others’ behaviour, the actors have to do a lot of interpretations in a more or less uncertain mental landscape. Our point of departure is the idea that the study of social work practices requires tools which effectively reveal the internal complexity of social work (see, for example, Adams & Dominelli & Payne 2005, 294 – 295). The boom of qualitative research methodologies in recent decades is associated with much profound the rupture in humanities, which is called the linguistic turn (Rorty 1967). The idea that language is not transparently mediating our perceptions and thoughts about reality, but on the contrary it constitutes it was new and even confusing to many social scientists. Nowadays we have got used to read research reports which have applied different branches of discursive analyses or narratologic or semiotic approaches. Although differences are sophisticated between those orientations they share the idea of the predominance of language. Despite the lively research work of today’s social work and the research-minded atmosphere of social work practice, semiotics has rarely applied in social work research. However, social work as a communicative practice concerns symbols, metaphors and all kinds of the representative structures of language. Those items are at the core of semiotics, the science of signs, and the science which examines people using signs in their mutual interaction and their endeavours to make the sense of the world they live in, their semiosis. When thinking of the practice of social work and doing the research of it, a number of interpretational levels ought to be passed before reaching the research phase in social work. First of all, social workers have to interpret their clients’ situations, which will be recorded in the files. In some very rare cases those past situations will be reflected in discussions or perhaps interviews or put under the scrutiny of some researcher in the future. Each and every new observation adds its own flavour to the mixture of meanings. Social workers have combined their observations with previous experience and professional knowledge, furthermore, the situation on hand also influences the reactions. In addition, the interpretations made by social workers over the course of their daily working routines are never limited to being part of the personal process of the social worker, but are also always inherently cultural. The work aiming at social change is defined by the presence of an initial situation, a specific goal, and the means and ways of achieving it, which are – or which should be – agreed upon by the social worker and the client in situation which is unique and at the same time socially-driven. Because of the inherent plot-based nature of social work, the practices related to it can be analysed as stories (see Dominelli 2005, 234), given, of course, that they are signifying and told by someone. The research of the practices is concentrating on impressions, perceptions, judgements, accounts, documents etc. All these multifarious elements can be scrutinized as textual corpora, but not whatever textual material. In semiotic analysis, the material studied is characterised as verbal or textual and loaded with meanings. We present a contribution of research methodology, semiotic analysis, which has to our mind at least implicitly references to the social work practices. Our examples of semiotic interpretation have been picked up from our dissertations (Laine 2005; Saurama 2002). The data are official documents from the archives of a child welfare agency and transcriptions of the interviews of shelter employees. These data can be defined as stories told by the social workers of what they have seen and felt. The official documents present only fragmentations and they are often written in passive form. (Saurama 2002, 70.) The interviews carried out in the shelters can be described as stories where the narrators are more familiar and known. The material is characterised by the interaction between the interviewer and interviewee. The levels of the story and the telling of the story become apparent when interviews or documents are examined with the use of semiotic tools. The roots of semiotic interpretation can be found in three different branches; the American pragmatism, Saussurean linguistics in Paris and the so called formalism in Moscow and Tartu; however in this paper we are engaged with the so called Parisian School of semiology which prominent figure was A. J. Greimas. The Finnish sociologists Pekka Sulkunen and Jukka Törrönen (1997a; 1997b) have further developed the ideas of Greimas in their studies on socio-semiotics, and we lean on their ideas. In semiotics social reality is conceived as a relationship between subjects, observations, and interpretations and it is seen mediated by natural language which is the most common sign system among human beings (Mounin 1985; de Saussure 2006; Sebeok 1986). Signification is an act of associating an abstract context (signified) to some physical instrument (signifier). These two elements together form the basic concept, the “sign”, which never constitutes any kind of meaning alone. The meaning will be comprised in a distinction process where signs are being related to other signs. In this chain of signs, the meaning becomes diverged from reality. (Greimas 1980, 28; Potter 1996, 70; de Saussure 2006, 46-48.) One interpretative tool is to think of speech as a surface under which deep structures – i.e. values and norms – exist (Greimas & Courtes 1982; Greimas 1987). To our mind semiotics is very much about playing with two different levels of text: the syntagmatic surface which is more or less faithful to the grammar, and the paradigmatic, semantic structure of values and norms hidden in the deeper meanings of interpretations. Semiotic analysis deals precisely with the level of meaning which exists under the surface, but the only way to reach those meanings is through the textual level, the written or spoken text. That is why the tools are needed. In our studies, we have used the semiotic square and the actant analysis. The former is based on the distinctions and the categorisations of meanings, and the latter on opening the plotting of narratives in order to reach the value structures.

A political analysis of the PRSP initiative: Social struggles and the organization of persistent relations of inequality

The current global development project appears to be premised on the assumption that underlying political debates over development have been settled. An upshot of this is that development is reduced to the theoretical, ideological and legal framework of a neo-liberal political order. However, implicit, and sometimes explicit, political dynamics of development can be rendered from a perspective that foregrounds social struggles. I offer a political analysis of the PRSP initiative by examining its evolution and implications considered within social and political contexts, and by specific reference to the 'poverty reduction' interventions that emerged in the 1980s. I argue that the PRSP initiative is best understood as the formation of a comprehensive extension of neo-liberal strategic responses that emerged in the 1980s. In this context, I discuss the example of microcredit schemes in relation to the PRSP process and demonstrate the analytical significance of micro-political social relations for political analyses of development. The approach I adopt reveals social struggles as relationally constitutive of formations of a hegemonic development discourse otherwise ostensibly rendered in de-contextualized terms. From the perspective of critical development analysis such struggles are the concrete expressions of the contradictions immanent to the dialectic of development through inequality and immiseration in the (re)production of social power.

Teaching boys in neoliberal and postfeminist times: Feminization and the question of re-masculinization in the education system and policy field

This paper focuses on teaching boys, male teachers and the question of gendered pedagogies in neoliberal and postfeminist times of the proliferation of new forms of capitalism, multi-mediated technologies and the influence of globalization. It illustrates how a politics of re-masculinization and its reconstitution needs to be understood as set against changing economic and social conditions in which gender equity comes to be re-focused on boys as the ‚new disadvantaged‘. This re-framing of gender equity, it is argued, has been fuelled by both a media-inspired backlash discourse about ‚failing boys‘ and a neo-positivist emphasis on numbers derived primarily from standardized testing regimes at both global and national levels. A media-focused analysis of the proliferation of discourses about ‚failing boys‘ vis-a-vis the problem of encroaching feminization in the school system is provided to illuminate how certain truths about the influence of male teachers come to define how the terms of ensuring gender equity are delimited and reduced to a question of gendered pedagogies as grounded in sexed bodies. Historical accounts of the feminization of teaching in the North American context are also provided as a basis for building a more informed understanding of the present, particularly as it relates to the contextualization of policy articulation and enactment regarding the problem of teaching boys. In light of such historically informed and critical media analysis, it is argued that what is needed is a more informed, evidenced based policy articulation of the problem of teaching boys and a more gender sensitive reflection on the politics of masculinities in postfeminist times. (DIPF/Orig.)

Malevolence, stigma, and social distance: Maximizing intergroup differences in HIV/AIDS discourse

This study examined the intergroup language used by young heterosexual Australians in conversations about HIV/AIDS and safe sex. Sixty male and 72 female heterosexuals participated in four-person facilitated conversations (same-sex or mixed-sex) about HIV/AIDS and safe sex, which were recorded and transcribed. We focused on extracts concerning strangers or malevolent individuals who appear to be group members, along with extracts involving foreign national groups. Discourse analysis showed that groups at lower levels of social distance were constructed mainly in terms of individual responsibility. At moderate social distance, stereotypes were more negative, but sub-typing was common, whereas at the highest levels, people were constructed entirely in intergroup terms. The findings of this study suggest that HN prevention programs should make reference to all salient outgroups, so as to neutralize communicative strategies that strengthen intergroup boundaries as a means of reducing perceived personal threat of HIV infection.