Multimodal analysis of a sample of political posters in Ireland during and after the Celtic Tiger

The aim of this research paper is to analyse the key political posters made for the campaigns of Irish political party Fianna Fáil framed in the Celtic Tiger (1997-2008) and post-Celtic Tiger years (2009-2012). I will then focus on the four posters of the candidate in the elections that took place in 1997, 2002, 2007 and 2011 with the intention of observing first how the leader is represented, and later on pinpointing the similarities and possible differences between each. This is important in order to observe the main linguistic and visual strategies used to persuade the audience to vote that party and to highlight the power of the politician. Critical discourse analysis tools will be helpful to identify the main discursive strategies employed to persuade the Irish population to vote in a certain direction. Van Leeuwen’s (2008) social actor theory will facilitate the understanding of how participants are represented in the corpus under analysis. Finally, the main tools of Kress and van Leeuwen’s visual grammar (2006) will be applied for the analysis of the images. The study reveals that politicians are represented in a consistently positive way, with status and formal appearance so that people are persuaded to vote for the party they represent because they trust them as political leaders. The study, thus, points out that the poster is a powerful tool used in election campaigns to highlight the power of political parties.

PENSAR A CIBERCULTURA AMBIENTALISTA: Comunicação, mobilização e as estratégias discursivas do Greenpeace Brasil

Nossa Tese postula a existência de uma cibercultura ambientalista, própria do movimento ambiental, que conta com uma dinâmica comunicativa caracterizada por estratégias de discurso e mobilização específicas. O movimento ambiental, aqui representado pela organização de espectro internacional Greenpeace, soube se apropriar das ferramentas digitais, difundir a problemática em um cenário de redes sociais digitais, ciberativismo, interatividade e composição de uma esfera pública em rede, que colocamos em debate. Para entender esse panorama realizamos uma ampla discussão teórica, em permanente diálogo com nosso objeto de estudo, abrangendo a trajetória do ambientalismo e seu lugar enquanto movimento social; as tecnologias da sociabilidade, a Internet e suas mídias como espaço de resistência e controle, assinalando a cibercultura como a própria cultura contemporânea, pautada pelas influências tecnológicas. Realizamos entrevistas com voluntários, seguidores, além de responsáveis pela comunicação do Greenpeace que nos permitiram traçar as motivações da participação e confirmar que o engajamento na causa ambiental foi fortemente impulsionado pelas facilidades do ciberespaço. As estratégias discursivas foram desvendadas com as coordenadas metodológicas da Análise do Discurso, focada na identificação do ethos e das cenas de enunciação, com base em um protocolo de análise que formulamos para compreender a maneira de dizer que leva os sujeitos aderirem maciçamente ao discurso ambiental. Na primeira etapa da análise realizamos diagnóstico de perspectiva quantitativa e caráter exploratório para levantar as campanhas/temáticas principais e avaliar a repercussão dos assuntos nas redes sociais digitais e na mídia convencional. Posteriormente, selecionamos os textos das principais campanhas que passaram pela fase qualitativa, que abarcou os itens lexicais, as técnicas argumentativas e os elementos de destacabilidade, além de aspectos externos ao texto linguístico, como fotos, vídeos, cores e cenas predominantes. O discurso na cibercultura ambiental desvela o ethos do amigo, do parceiro, que oscila entre o drama e a agressividade para chamar atenção à causa. Problemas graves como denúncias ambientais são tratados com um ethos lúdico, até mesmo infantil, usando de linguagem coloquial e de códigos da cultura contemporânea desenhos animados, jogos virtuais, belos animais que cantam e dançam que para os nossos olhos revelam uma cenografia esquizofrênica, mas é justamente o que garante o êxito das campanhas.

A escrita dos professores de língua portuguesa: desvelando dizeres e saberes

This documental research in a qualitative and interpretative nature is inserted in the field of Applied Linguistics and its object of study is teachers‟ writing in a literacy event (public exam) held for teachers of Portuguese Language by municipality in Natal city - RN in 2008. Overall, we have aimed to investigate the textual production of these teachers, considering their knowledge about writing, their sayings in relation to themselves and their views on new technologies and teaching. Specifically, we have chosen the following objectives: a) identifying what knowledge about writing have emerged from teachers' written text; b) analyzing the written text production of teachers, considering the knowledge they have revealed about themselves; c) mapping the sayings of the teachers about the teaching profession and new technologies. Our discussion is grounded theoretically by Bakhtin studies of language (BAKHTIN [1934], 1990; [1952-1953], 2000; BAKHTIN; VOLOSHINOV [1929], 1999); in studies of critical literacy as formulated by STREET (1984, 1995, 2006, 2010, 2014); KLEIMAN (1995, 2005, 2006, 2008); (BARTON, HAMILTON, 1998; BARTON; Ivanic, 1991); studies on teacher training in critical educational perspective (GIROUX, 1986; 1987; 1997; 1999) FREIRE, 1999; 2001). The corpus of this study is consisted of written texts by participants of this examination about the Writing Test, in which they were asked to produce an opinion paper. The research has allowed us to realize that, in relation to the writing, despite the recurring negative discourse on literacy teachers, especially the Portuguese ones, these, in the fabric of their texts, both have revealed to have dominion over the formal structure, particularly in respect to prototypical schema of argumentative sequence, as proposed by Adam (1992, 2008) and the mechanisms of textualization postulated by Bronckart (2007), and on those enunciation-discursive strategies relating to opinion genre. The relevance of this research is justified by seeking to understand the teacher‟s writing beyond the language system, i.e, writing as speech, assuming it as a contrapalavra (BAKHTIN, [1934], 1990) to those voices that insist on underestimating literacy teachers and they do so much harm to society, to the extent that foster a sense of disbelief in the qualification of teachers' work and distrust of the social role of these professionals in the preparation of future generations

A responsabilidade enunciativa em artigos científicos de pesquisadores iniciantes e contribuições para o ensino da produção textual na graduação

This thesis investigates materialization strategies of non-assumption of enunciation responsibility and inscription of an authorial voice in scientific articles produced by initial researchers in Linguistics. The specific focus lays on identify, describe and interpret: i) linguistics marks that assign enunciation responsibility; ii) the positions taken by the first speaker-enunciator (L1/E1) in relation to points of view (PoV) imputed to second enunciators (e2); and iii) the linguistic marks that assign the formulation of themselves' PoV. As a practical deployment, it is proposed to discuss how to teach taking into account text discursive strategies regarding to enunciation responsibility and also authorship in academic and scientific texts. Our research corpus is formed by eight scientific essays and they were selected in a renamed Linguistics scientific magazine which is high evaluated by Qualis/CAPES (Brazil Science Agency). The methodology follows the assumptions of a qualitative research, and an it has such an interpretative basis, even though it takes support in a quantitative approach, too. Theoretically, we based this research on Textual Analysis of Speech and linguistics theories about linguistic enunciation area. The results show two kinds of movements in PoV management: imputation and responsibility. In imputation contexts, the most recursive linguistic marks were reported speech, indirect speech, reported speech with “that”, modalization in reported speech (in enunciation with “according to”, “in agreement with”, “for”), beyond that we see certain points of non-coincidences of speech, specifically the non-coincidence of the speech itself. The way those linguistic marks occur in the text point out three kinds of enunciation positions that are assumed by L1/E1 in relation to PoV of e2: agreement, disagreement and a pseudo neutrality. It was clearly recursive the imputation followed by agreement (explicit or not), this perspective puts other’s voices to defend a speech assumed like own authorship. In speech responsibility contexts, we observed such a formulation of inner PoV that results from theoretical findings undertaken by novice researchers (revealing how he/she interpreted concepts of the theory) or arising from their research data, allowing them to express with more autonomy and without reporting to speeches from e2. Based on those data, we can say that, in text by initial researchers, the authorship is strongly built upon PoV and also dependent from others' words (theory and the scholars quoted there), taking into account that many contexts in which we can observe agreement position, PoV formulations with words taken from e2 and assumed as own words by syntactic integration, the comments about what the other says, the absence of explanations and additions, as well as a data analysis that could show agreement with the theory used to support the work. These results allow us to visualize how initial researcher dialogs with the theoretical enunciation sources he or she takes as support and how he/she displays the status of a subject doing a research and positioning himself/herself as a researcher/author in the scientific field. In assuming the reported speech, when quoting, as a resource that allows the enunciation responsibility and also when doing evidence to the positions of speaker-enunciator in relation do reported PoV, this suggests to a textual-discursive treatment of quoting in academic and scientific text, in a context of teaching that gives attention to the development of communication skills of initial researcher and that can contribute to insert and interact students in the scientific field.

A responsabilidade enunciativa em artigos científicos de pesquisadores iniciantes e contribuições para o ensino da produção textual na graduação

This thesis investigates materialization strategies of non-assumption of enunciation responsibility and inscription of an authorial voice in scientific articles produced by initial researchers in Linguistics. The specific focus lays on identify, describe and interpret: i) linguistics marks that assign enunciation responsibility; ii) the positions taken by the first speaker-enunciator (L1/E1) in relation to points of view (PoV) imputed to second enunciators (e2); and iii) the linguistic marks that assign the formulation of themselves' PoV. As a practical deployment, it is proposed to discuss how to teach taking into account text discursive strategies regarding to enunciation responsibility and also authorship in academic and scientific texts. Our research corpus is formed by eight scientific essays and they were selected in a renamed Linguistics scientific magazine which is high evaluated by Qualis/CAPES (Brazil Science Agency). The methodology follows the assumptions of a qualitative research, and an it has such an interpretative basis, even though it takes support in a quantitative approach, too. Theoretically, we based this research on Textual Analysis of Speech and linguistics theories about linguistic enunciation area. The results show two kinds of movements in PoV management: imputation and responsibility. In imputation contexts, the most recursive linguistic marks were reported speech, indirect speech, reported speech with “that”, modalization in reported speech (in enunciation with “according to”, “in agreement with”, “for”), beyond that we see certain points of non-coincidences of speech, specifically the non-coincidence of the speech itself. The way those linguistic marks occur in the text point out three kinds of enunciation positions that are assumed by L1/E1 in relation to PoV of e2: agreement, disagreement and a pseudo neutrality. It was clearly recursive the imputation followed by agreement (explicit or not), this perspective puts other’s voices to defend a speech assumed like own authorship. In speech responsibility contexts, we observed such a formulation of inner PoV that results from theoretical findings undertaken by novice researchers (revealing how he/she interpreted concepts of the theory) or arising from their research data, allowing them to express with more autonomy and without reporting to speeches from e2. Based on those data, we can say that, in text by initial researchers, the authorship is strongly built upon PoV and also dependent from others' words (theory and the scholars quoted there), taking into account that many contexts in which we can observe agreement position, PoV formulations with words taken from e2 and assumed as own words by syntactic integration, the comments about what the other says, the absence of explanations and additions, as well as a data analysis that could show agreement with the theory used to support the work. These results allow us to visualize how initial researcher dialogs with the theoretical enunciation sources he or she takes as support and how he/she displays the status of a subject doing a research and positioning himself/herself as a researcher/author in the scientific field. In assuming the reported speech, when quoting, as a resource that allows the enunciation responsibility and also when doing evidence to the positions of speaker-enunciator in relation do reported PoV, this suggests to a textual-discursive treatment of quoting in academic and scientific text, in a context of teaching that gives attention to the development of communication skills of initial researcher and that can contribute to insert and interact students in the scientific field.

O DISCURSO DE HUMANIZAÇÃO COMO ESTRATÉGIA DE APROXIMAÇÃO COM O CONSUMIDOR NAS PUBLICIDADES DAS MÍDIAS SOCIAIS

Este trabalho propõe o estudo analítico de estratégias discursivas das organizações empregadas nas publicidades das mídias sociais no Brasil em que, na tentativa de aproximação com os consumidores, as empresas emitem discursos de humanização. A pesquisa ocupou-se em identificar e analisar as publicidades das marcas notabilizadas nesse ambiente superabundante de informação, capazes de comunicar-se efetivamente com os consumidores, a ponto de levá-los ao engajamento com os interesses da organização pela interação e compartilhamento dos conteúdos nas mídias sociais, e de torná-los os agentes da marca, aqueles que divulgam voluntariamente os seus benefícios para a sua rede de amigos. Trata-se de uma pesquisa exploratória de teor qualitativo, cuja busca se dará pelas delineações de um espaço discursivo. Utilizou-se a análise do discurso (AD), da linha francesa, sob a perspectiva dos estudos do ethos, cenas de enunciação e contrato de comunicação que contemplam os discursos organizacionais. Além da conceituação teórica e revisão de literatura vinculadas às mídias sociais e cultura organizacional, o trabalho analisou as publicidades em vídeo publicadas no Facebook e YouTube, nos anos de 2014 e 2015, cujo intuito era a aproximação com o consumidor. A pesquisa demonstrou que o ambiente das mídias sociais requer outra postura das organizações, uma linguagem dialógica e interativa com a participação do consumidor nas suas publicidades. A supervalorização do consumidor e a sua inclusão nas narrativas é uma tentativa de humanizar as relações entre organização e seus públicos e demonstram ser o eixo conciliador entre ambos na nova ambiência midiática.

Crisis communication in politics: forgiveness as image restoration tool

Crisis communication is a widely treated field. There are lot of works and guides which provide helpful information in order to face crisis situations successfully (Alcat, 2005, Benoit, 1997) and articles about case studies (Nespereira, 2014, Blaney y Benoit 2001). Nonetheless, most of times, these guides are focused on business or corporations (Abeler, 2010) and there are not such information about crisis communications in politics (Gaspar e Ibeas, 2015). The field is smaller if we speak about forgiveness as restoration image tool in politics (Harris 2006). Despite all, we live in “forgiveness era” as Krauze said (1998) where people demand to politicians to apologize when they have mistakes (Harris et al. 2006:716). So, we will try to make an approach to forgiveness in politics as a image restoration tool and analyze its capabilities in order to face crisis management.

El discurso político en el contexto multicultural de las instituciones de la Unión Europea. El discurso político en español y en polaco

The comparative analysis of Polish and Spanish political discourse in the multilingual context of European institutions is challenging not only due to linguistic, cultural, geopolitical and social differences, but also because of a relatively short history of such contacts in the EU framework. Intercultural communication, as a dynamic social practice is a fascinating object of investigation. Bidirectional comparative analysis of Polish and Spanish oral texts allows define the barriers of such communication. It encompasses the discursive act together with its objectives, strategies and consequences, and also its raison d’être. It explains why different strategies reflected through discursive categories were used. Consequently it describes both, conditions and outcomes of identity negotiation. The latter is a political competence perceived and evaluated by the direct interlocutors, the participants of the political debate, and indirectly, by a public opinion of the European Union. That proves it is two-level communication. The negotiation of political identity through discourse, according to the Ting-Toomey theory, can lead to maintaining, loosing, recovering or reinforcing it282. The Identity Negotiation Theory includes the construction and development of personal, relational, role and desired identity and is one of the methodological axes of this investigation. Political identity consists of exhibiting necessary competences to efficiently participate in the legislation process, for example, in order to present amendments, promote a given ideology, participate in controversial discussions and manage conflicts, and, finally, gain the support of public opinion. The analysis of creation, negotiation, maintenance, recovery and promotion of the political identity is performed through the identification and description of discursive categories proposed by Van Dijk283 and adapted to the needs of this study. This is the second methodological axe of the investigation. The following questions arise: which discursive strategies, used by Polish and Spanish politicians, will be communication facilitators and which will be barriers hampering communication? Which strategies show political competencies of the speaker, his or her influence in the legal EU reality through discourse?...

Les retraductions françaises d'Al Moqqadima d'Ibn Khaldoun : étude paratextuelle des retraductions de Vincent-Mansour Monteil (1967) et d’Abdesselam Cheddadi (2002)

Ce mémoire porte sur les retraductions françaises du XXe siècle d’Al Moqaddima (Les Prolégomènes) (1377) d’Ibn Khaldoun, un traité historique et philosophique du XIVe siècle. La première traduction française, Les Prolégomènes, est réalisée par De Slane entre 1840 et 1863. Elle est suivie de deux retraductions, à savoir Discours sur l’histoire universelle (1967- 1968) réalisée par Vincent-Mansour Monteil, et Le Livre des Exemples I : Autobiographie, La Muqaddima (2002) réalisée par Abdesselam Cheddadi. L’objet de ce mémoire est de mener une analyse contextuelle, paratextuelle et discursive de ces deux retraductions de l’œuvre monumentale d’Ibn Khaldoun, afin de dégager les principaux facteurs déterminant, dans chaque cas, le choix de retraduire. Notre approche théorique s’inscrit dans le contexte récent de remise en cause de ladite « hypothèse de la retraduction » d’Antoine Berman, qui privilégie une analyse textuelle de l’œuvre (re)traduite en négligeant quelque peu l’analyse contextuelle éclairant les conditions de production des retraductions, et en limitant le positionnement du traducteur à sa relation envers la « vérité » du texte source. Ainsi, en retraçant l’histoire des différentes éditions des Prolégomènes au XXe siècle, en exposant le contexte qui entoure les retraductions, et en nous nous attachant aux stratégies discursives déployées par les traducteurs en marge de ces dernières, nous tenons compte des réflexions récentes sur les « causalités multiples » du phénomène de la retraduction, tout en montrant comment la subjectivité du traducteur, ses décisions et ses motivations sont reliées à tous les éléments extratextuels ou contextuels mis en valeur par les théoriciens. Nous montrons par notre analyse que les deux retraductions au corpus sont motivées par des facteurs internes au texte (tels que l’authenticité de leur original, une meilleure connaissance du texte, de la langue et de la culture source, la nécessité de corriger des erreurs dans les traductions antérieures), mais aussi par de nouveaux éléments externes au texte (tels que le changement de normes sociales, littéraires et traductionnelles, l’émergence de nouvelles interprétations du texte, le positionnement idéologique du retraducteur, sa volonté de s’imposer comme une autorité, etc.). La retraduction s’avère donc un phénomène complexe motivé par une combinaison de facteurs, à la fois internes (textuels), externes (contextuels) et personnels, propres au (re)traducteur.

Les retraductions françaises d'Al Moqqadima d'Ibn Khaldoun : étude paratextuelle des retraductions de Vincent-Mansour Monteil (1967) et d’Abdesselam Cheddadi (2002)

Ce mémoire porte sur les retraductions françaises du XXe siècle d’Al Moqaddima (Les Prolégomènes) (1377) d’Ibn Khaldoun, un traité historique et philosophique du XIVe siècle. La première traduction française, Les Prolégomènes, est réalisée par De Slane entre 1840 et 1863. Elle est suivie de deux retraductions, à savoir Discours sur l’histoire universelle (1967- 1968) réalisée par Vincent-Mansour Monteil, et Le Livre des Exemples I : Autobiographie, La Muqaddima (2002) réalisée par Abdesselam Cheddadi. L’objet de ce mémoire est de mener une analyse contextuelle, paratextuelle et discursive de ces deux retraductions de l’œuvre monumentale d’Ibn Khaldoun, afin de dégager les principaux facteurs déterminant, dans chaque cas, le choix de retraduire. Notre approche théorique s’inscrit dans le contexte récent de remise en cause de ladite « hypothèse de la retraduction » d’Antoine Berman, qui privilégie une analyse textuelle de l’œuvre (re)traduite en négligeant quelque peu l’analyse contextuelle éclairant les conditions de production des retraductions, et en limitant le positionnement du traducteur à sa relation envers la « vérité » du texte source. Ainsi, en retraçant l’histoire des différentes éditions des Prolégomènes au XXe siècle, en exposant le contexte qui entoure les retraductions, et en nous nous attachant aux stratégies discursives déployées par les traducteurs en marge de ces dernières, nous tenons compte des réflexions récentes sur les « causalités multiples » du phénomène de la retraduction, tout en montrant comment la subjectivité du traducteur, ses décisions et ses motivations sont reliées à tous les éléments extratextuels ou contextuels mis en valeur par les théoriciens. Nous montrons par notre analyse que les deux retraductions au corpus sont motivées par des facteurs internes au texte (tels que l’authenticité de leur original, une meilleure connaissance du texte, de la langue et de la culture source, la nécessité de corriger des erreurs dans les traductions antérieures), mais aussi par de nouveaux éléments externes au texte (tels que le changement de normes sociales, littéraires et traductionnelles, l’émergence de nouvelles interprétations du texte, le positionnement idéologique du retraducteur, sa volonté de s’imposer comme une autorité, etc.). La retraduction s’avère donc un phénomène complexe motivé par une combinaison de facteurs, à la fois internes (textuels), externes (contextuels) et personnels, propres au (re)traducteur.

A corpus-assisted approach to apology-like expressions in Japanese computer-mediated discourse

This thesis provides a corpus-assisted pragmatic investigation of three Japanese expressions commonly signalled as apologetic, namely gomen, su(m)imasen and mōshiwake arimasen, which can be roughly translated in English with ‘(I’m) sorry’. The analysis is based on a web corpus of 306,670 tokens collected from the Q&A website Yahoo! Chiebukuro, which is examined combining quantitative (statistical) and qualitative (traditional close reading) methods. By adopting a form-to-function approach, the aim of the study is to shed light on three main topics of interest: the pragmatic functions of apology-like expressions, the discursive strategies they co-occur with, and the behaviours that warrant them. The overall findings reveal that apology-like expressions are multifunctional devices whose meanings extend well beyond ‘apology’ alone. These meanings are affected by a number of discursive strategies that can either increase or decrease the perceived (im)politeness level of the speech act to serve interactants’ face needs and communicative goals. The study also identifies a variety of behaviours that people frame as violations, not necessarily because they are actually face-threatening to the receiver, but because doing so is functional to the projection of the apologiser as a moral persona. An additional finding that emerged from the analysis is the pervasiveness of reflexive usages of apology-like expressions, which are often employed metadiscursively to convey, negotiate and challenge opinions on how language should be used. To conclude, the study provides a unique insight into the use of three expressions whose pragmatic meanings are more varied than anticipated. The findings reflect the use of (im)politeness in an online and non-Western context and, hopefully, represent a step towards a more inclusive notion of ‘apologies’ and related speech acts.

Discursive media strategies in the journalistic construction of schistosomiasis in Jaboticatubas, Minas Gerais

Using media discourse analysis for material published by the press on schistomisasis in the city of Jaboticatubas, the possible determining factors of narrative and discursive constructions in the diffusion of information are discussed. It was observed that media discourse treats schistosomiasis in 1962 as something from the natural order. By 1997 and 1998, the media discourse strategies reveal ideological treatment in favor of certain social segments. Situations are identified in which social agents in specific contexts construct the meanings of this endemic disease. It was concluded that the economic organization of space was a determining factor in the production and circulation of the media discourses.

Inventing interventions : strategies of reappropriation in Native American and First Nations literatures

Ma thèse de doctorat, intitulée Inventing Interventions: Strategies of Reappropriation in Native and First Nations Literatures traite du sujet de la réappropriation de la langue anglaise et de la langue française dans les littératures autochtones du Canada et des États-Unis, en tant que stratégie d’intervention de re-narration et de récupération. De fait, mon projet fait abstraction, autant que possible, des frontières nationales et linguistiques, vu que celles-ci sont essentiellement des constructions culturelles et coloniales. Ainsi, l’acte de réappropriation de la langue coloniale implique non seulement la maîtrise de base de cette dernière à des fins de communication, cela devient un moyen envers une fin : au lieu d’être possédés par la langue, les auteurs sur lesquels je me penche ici possèdent à présent cette dernière, et n’y sont plus soumis. Les tensions qui résultent d’un tel processus sont le produit d’une transition violente imposée et expérimentale d’une réalité culturelle à une autre, qui, pour plusieurs, n’a pas réussie et s’est, au contraire, effritée sur elle-même. Je soutiens donc que les auteurs autochtones ont créé un moyen à travers l’expression artistique et politique de répondre (dans le sens de « write back ») à l’oppression et l’injustice. À travers l’analyse d’oeuvres contemporaines écrites en anglais ou en français, que ce soit de la fiction, de l’autobiographie, de la poésie, du théâtre, de l’histoire ou du politique, ma recherche se structure autour de quatre concepts spécifiques : la langue, la résistance, la mémoire, et le lieu. J’examine comment ces concepts sont mis en voix, et comment ils sont interdépendants et s’affectent à l’intérieur du discours particulier issu des littératures autochtones et des différentes stratégies d’intervention (telles la redéfinition ou l’invention) et du mélange de différentes formules littéraires.

A corpus approach to discursive constructions of a hip-hop identity

This chapter is an analysis of a 100,000-word corpus consisting of message-board postings on hip-hop websites. A discourse analysis of this corpus reveals three strategies employed by the posters to identify themselves as members of the hip-hop community in the otherwise anonymous setting of the internet: (1) defined openings and closings, (2) repeated use of slang and taboo terms, and (3) performance of verbal art. Each strategy is characterized by the codification of non-standard grammar and pronunciations characteristic of speech, as well as by the use of non-standard orthography. The purpose of the discourse is shown to be a performance of identity, whereby language is used and recognized as the discursive construction of one’s hip-hop identity.