France

Metaphorical representation of the pandemic in the German press
Theoretical background
The key role of metaphors in shaping not only cognition but also the emotional attitude towards specific phenomena is particularly relevant in specialised domains directly affecting the lives of individuals, such as medicine (e.g. Sontag 1990; Schiefer 2005; Schachtner 1999; 2001). According to the traditional Conceptual Metaphor Theory, as it was originally formulated by Lakoff and Johnson (1980), metaphors always imply a cognitive cross-domain mapping, which is in turn reflected in language use: Abstract phenomena (the target domains) are conceptualised in terms of others, typically more concrete (the source domains), and they are linguistically expressed accordingly. Moreover, those metaphors are embodied, i.e. they rely on bodily experiences. The relationship between emotions and metaphors can be therefore analysed from different perspectives. On the one hand, emotions themselves can be considered as abstract categories expressed through metaphors: An example could be the conceptualisation of anger as hot fluid in a container (also implying that the body itself is a container) or as fire (Kövecses 2008: 381), which in turn originates from the way this emotion is physically experienced in the human body. On the other hand, emotions can be awakened by specific metaphors, especially when they are used “deliberately”, i.e. for specific communicative purposes (for the pragmatic approach to metaphor use and the distinction between “deliberate” and “non-deliberate” use see Steen 2008; 2015). The emotional response to metaphors in comparison with their literal counterparts has been investigated in the field of psycholinguistics and data suggesting that metaphors evoke “greater emotional response” (Semino 2021: 51) have been collected (e.g. Citron / Goldberg 2014). A study by Scherer et al. (2015) highlighted for example how “metaphorical descriptions of influenza (as a beast, riot, army, or weed) increased expressions of willingness to be vaccinated, as opposed to a literal description” (Semino 2021: 51). Given its important psychological impact, the language used in the media to portrait the Covid-19 pandemics and its political, economic as well as social consequences elicited (and still elicits) strong emotions (such as fear of the virus and the consequences of the pandemics, but also loneliness due to social distancing), which are, in turn, mostly connected to metaphors. The most famous metaphor used in medical communication is for example the war-metaphor (e.g. Bauer 2006; Semino 2021; Sontag 1990): Not surprisingly, this metaphor, which is deeply rooted in medical communication and has shown (often negative) psychological entailments (Sontag 1990), has been also used to describe the pandemics caused by the Virus SARS-CoV-2. In this regard, Semino (2021) recently presented the data collected in the “#ReframeCovid” (https://sites.google.com/view/reframecovid/home), aiming at finding alternatives to military metaphors, as this latter have been in this case criticised “for inappropriately personifying the virus as a malevolent opponent, creating excessive anxiety, potentially legitimizing authoritarian governmental measures, and implying that those who die did not fight hard enough” (Semino 2021: 50), in other words for the negative emotions they elicit and the potentially dangerous consequences that exploiting those emotions may have for the individual, social and political life. 
The study
Moving from the theoretical assumptions outlined, the aim of this pilot study is to identify on the one hand the metaphors used to describe the first months of the pandemics in the German magazines “Der Spiegel” and “Die Zeit” and on the other hand to highlight their (possible) emotional implications. The metaphorical use of lexical units is identified according to the Metaphor Identification Procedure (Pragglajez Group 2007). Following levels of analysis and research questions will be addressed: 
•	The source and target domains: What metaphors are used and what phenomena do they conceptualise? Are those metaphors novel or do they instantiate highly conventionalised, well-established framing patterns?
•	The emotional level of investigation: What emotions can be linked to those metaphors? Are emotions themselves directly addressed or expressed through metaphors? 
•	The relationship with non-verbal elements: Are there visual metaphors? Are the verbal metaphors also linked to images? 
The corpus consists in articles published by „Der Spiegel“ and “Die Zeit” in March and April 2020, i.e. during the first lockdown established to face the pandemics.
References
Bauer, Alex W. (2006): Metaphern, Bildersprache und Selbstverständnis der Medizin. In: Anaesthesist 55, 1307 - 1314. 
Citron, Francesca M. / Goldberg, Adele E. (2014): Metaphorical sentences are more emotionally engaging than their literal counterparts. In: Journal of Cognitive Neuroscience, 26 /11, 2585–2595.
Kövecses, Zoltán (2008): Metaphor and Emotion. In Gibbs, Raymond (ed.): The Cambridge Handbook of Metaphor and Thought. Cambridge University Press, 380-396. 
Pragglejaz Group (2007). MIP: A method for identifying metaphorically used words in discourse. Metaphor and Symbol, 22 /1, 1-39. 
Schachtner, Christina (1999): Ärztliche Praxis. Die gestaltende Kraft der Metapher. Suhrkamp. Frankfurt a.M. 
Schachtner, Christina (2001): Krankheits- und Gesundheitsbilder Metaphern als strukturierende Strukturen. In: Journal für Psychologie 9/4, 61–74. 
Scherer, Aaron M. / Scherer, Laura D. / Fagerlin, Angela (2015): Getting ahead of illness. In: Medical Decision Making, 35 /1, 37–45.
Schiefer, Matthias (2005): Die metaphorische Sprache in der Medizin. Metaphorische Konzeptualisierungen in der Medizin und ihre ethischen Implikationen untersucht anhand von Arztbriefanalysen. Lit. Vienna. 
Sontag, Susan (1990): Illness and its metaphors, and AID and its metaphors. Doubleday. New York. 
Semino, Elena (2021): “Not soldiers, but Fire-fighters” – Metaphors for COVID-19. In: Health Communication, 36/1, 50-58.
Steen, Gerard (2008): The paradox of metaphor: why we need a three-dimensional model for metaphor. In: Metaphor and Symbol 23/4, 213-241. 
Steen, Gerard (2015): Developing, Testing and Interpreting Deliberate Metaphor Theory. In: Journal of Pragmatics 90, 1-6. 


Languaging Diversity 2021

Metaphorical representation of the pandemics in the German press

covid-19; popularisation; metaphors

## **The Linguistic Construction of Emotional Challenges in a Changing Society**


**Languaging Diversity** is the itinerating conference of the [I-Land Interuniversity Research Centre](https://www.unior.it/index2.php?content_id=14038&content_id_start=1&titolo=i-land-research-centre&parLingua=ENG), an international independent and interdisciplinary center for advanced studies in Linguistics, Social Sciences and the Humanities with a focus on the key notions of identity and diversity, from a linguistic, cultural, and gender studies perspective, in and across cultures. 

Following the six successful events hosted by the Universities of Naples (2013), Catania (2014), Macerata (2016), Cagliari (2017), Antwerp (2018) and Teruel (2019), the seventh edition of the Languaging Diversity Conference (LD2021) will be organized by the University of Lille, France. Due to the COVID-19 ongoing pandemic, the event will be held exclusively online via the virtual conference management platform [Underline](https://underline.io/).


**Focus **

The 7th edition of the Languaging Diversity Conference (LD2021) focuses on the emotional challenges that result from the social innovations of the last two decades, and on the way such experiences are expressed in discourse. Conference convenors invite papers and posters that investigate the intersection of emotion, communication and social change, also within the framework of digital communication. The contributions presented at the LD2021 conference will explore the expression of emotion(s) at the different levels of linguistic description (phonological, morphological, syntactic, lexical, semantic, pragmatic, discursive), and in texts and contexts related to traditional and digital genres in different domains, including (but not restricted to) health, medicine and science, media, politics, the law, academia, the world of corporate and institutional work, education and learning. 


**Conference convenors**

* Giuditta Caliendo, Université de Lille & STL, France
* Maarten Lemmens, Université de Lille & STL, France
* Mégane Lesuisse, Université de Lille & STL, France

 
**Scientific Committee**

* Giuseppe Balirano, Università degli Studi di Napoli ‘l’Orientale’, Italy
* Henry Hernandez Bayter, Université de Lille & STL, France
* Stéphanie Caët, Université de Lille & STL, France
* Giuditta Caliendo, Université de Lille & STL, France
* Bert Cappelle, Université de Lille & STL, France
* Paola Catenaccio, Università degli Studi di Milano, Italy
* Emmanuelle Canut, Université de Lille & STL, France
* Stefania D’Avanzo, Università degli Studi della Campania ‘Luigi Vanvitelli’, Italy
* Ilse Depraetere, Université de Lille & STL, France
* Emilia Di Martino, Università degli Studi ‘Suor Orsola Benincasa’, Italy
* Antonio Fruttaldo, Università degli Studi di Napoli ‘l’Orientale’, Italy
* Dariusz Galasiński, Uniwersytet Wrocławski, Poland
* Kim Grego, Università degli Studi di Milano, Italy
* Siria Guzzo, Università degli Studi di Salerno, Italy
* Geert Jacobs, Universiteit Gent, Belgium
* Samantha Laporte, Université de Lille & STL, France
* Maarten Lemmens, Université de Lille & STL, France
* Mégane Lesuisse, Université de Lille & STL, France
* Jeannette Littlemore, University of Birmingham, UK
* Julien Longhi, Université de Cergy-Pontoise, France
* Corinne Oster, Université de Lille & CECILLE, France
* Paolo Mairano, Université de Lille & STL, France
* Antonella Napolitano, Università del Sannio, Italy
* Maria Cristina Nisco, Università degli studi di Napoli ‘Parthenope’, Italy
* Annick Rivens Mompean, Université de Lille & STL, France 
* Margaret Rasulo, Università degli Studi della Campania ‘Luigi Vanvitelli’, Italy
* Catherine Ruchon,Université Sorbonne Paris Nord -Pléiade, France
* Hans-Jörg Schmid, LMU München, Germany
* Jerome Tessuto, Università degli Studi della Campania ‘Luigi Vanvitelli’, Italy


[**Organizing Committee**](https://ld2021.sciencesconf.org/)

* Giuditta Caliendo, Université de Lille & STL, France
* Justin Duquesnoy, Université de Lille & STL, France
* Océane Foubert, Université de Lille & STL, France
* Lola Marinato, Université de Lille & STL, France
* Maarten Lemmens, Université de Lille & STL, France
* Mégane Lesuisse, Université de Lille & STL, France
* Sayf-Eddine Mohamed, Université de Lille & STL, France

**Keynote Speakers**

**Maïa Ponsonnet**
<iframe width=640 height=360 style="border:0;" scrolling="no" src="https://screencast-o-matic.com/watch/crQUbGV6Kgz" allowfullscreen="true"></iframe>

**Jeannette Littlemore**
<iframe width=640 height=360 style="border:0;" scrolling="no" src="https://screencast-o-matic.com/watch/cr6i2TVX2d0" allowfullscreen="true"></iframe>

**Andrea Scarantino**
<iframe width=640 height=360 style="border:0;" scrolling="no" src="https://screencast-o-matic.com/watch/crQUbEV6KgI" allowfullscreen="true"></iframe>

To access the **Languaging Diversity 2021** conference, please remember to [register.](https://ld2021.sciencesconf.org/registration) 

Languaging Diversity  is the itinerating conference of the I-Land Interuniversity Research Centre, an international independent and interdisciplinary center for advanced studies in Linguistics, Social Sciences and the Humanities with a focus on the key notions of identity and diversity, from a linguistic, cultural, and gender studies perspective, in and across cultures. 

technical paper

The effects of the SARS-COV-2 pandemic have been wide reaching and the ways in which communication now takes place has fallen in line with such changes. The rise in use of telecommunication is prevalent within all fields of most note education, business and of course medicine. Indeed, the way in which patients now interact with doctors also most frequently takes place through teleconsultations, business meetings take place predominately online and teaching and learning follow the same trend. 

These changes in our everyday lives have brought with them an array of emotions and psychological challenges connected to themes of isolation, fear, illness as well as depression. The discursive representation of emotions has been studied in literature in line with emotions in the workplace (Ahuja, Heizmann & Clegg, 2019; Moisander, Hirsto & Fahy, 2016), student behaviour (Zsuzsa & Bendix Petersen, 2015) as well as mental health and illness (Sointu, 2016; Pavlova & Berkers, 2020). The current circumstances have also led the scientific community to recognise and investigate the challenges connected to adapting our lives and the effects of stress in this period with particular attention paid to the amount of time spent online (Horesh & Brown, 2020). 

Indeed, this has also opened up discussion into the perception of ourselves online in our new roles, new modes of interaction as well as our physical appearance. The representation of the latter has been relatively well explored discursively particularly in terms of social media. Studies have investigated discourses connected to beauty and physical appearance in a variety of ways with a particular focus on the female body as well as the concept of body image and even body dysmorphia (Aanesen, Notøy & Berg, 2020; Lewallen & Behm-Morawitz, 2016; Khanna & Sharma, 2017). The innovative and sudden introduction of such frequent remote communication has brought the concept of our own body-image under greater scrutiny. We now find ourselves faced with our own images on the screen for prolonged periods of time (a new vision of ourselves for many) and this has led to pause for reflection on the potential psychological and  even emotional consequences in some cases. This is turn seems to be leading to a greater interest and increase in requests for cosmetic surgery, the so-called “Zoom Boom” (Meeson, 2020). 

A key purpose of plastic surgery is restoring one’s physical appearance and/or function (following trauma or cancer) or enhancing it for aesthetic purposes in the case of cosmetic surgery. However, plastic surgery is an elective field of surgery and the current circumstances have led to many cancellations and rescheduling of surgeries. Aside from the backlog of patients that then ensues, the wait can also have a drastic impact on the patient’s psychological well-being. Despite this, patients wishing to enhance their physical appearance are still considering cosmetic surgery, where possible, as the current lockdown (and smart working) makes the healing time more feasible with less downtime and time away from work (Meeson, 2020). 

Therefore, this study poses the following research questions: 
•	What kinds of discourses exist surrounding choosing to undergo cosmetic surgery during a pandemic?
•	How has the pandemic impacted on emotional moods and levels of depression during lockdown leading to a greater awareness of our physical appearance and wish to enhance it? 
•	To what extent has telecommunication influenced the choice to undergo cosmetic surgery? 
•	Has the perception of one’s self been distorted through the digital image constantly under scrutiny through remote communication?

The corpus in question will be collected through the creation of an online ethnographic sociolinguistic questionnaire which will be distributed through social networks and email as well as semi-structured sociolinguistic interviews carried out in online cosmetic surgery focus groups. The study will combine sociolinguistic analysis (Milroy & Gordon, 2003) and corpus linguistics tools (Baker, 2010) employing a qualitative, quantitative and statistical analysis in order to investigate the abovementioned research questions. The lines of enquiry will explore the social variables of gender and age and a linguistic analysis will be carried out with particular attention to the ideological, psychological as well as metaphorical content.

Results are expected to reveal that the pandemic and the diffusion of remote communication is likely influenced by the psychological effects of lockdown, lower moods and a potential distortion of one’s own perception. 

References 
Aanesen, S. M., Notøy, R., & Berg, H. (2020). The Re-shaping of Bodies: A Discourse Analysis of Feminine Athleticism. Frontiers in psychology, 11, 1751. https://doi.org/10.3389/fpsyg.2020.01751
Ahuja S, Heizmann H, Clegg S. (2019) Emotions and identity work: Emotions as discursive resources in the constitution of junior professionals’ identities. Human Relations. 72(5): 988-1009. doi:10.1177/0018726718785719
Baker, P., (2010). Sociolinguistics and Corpus Linguistics, Edinburgh University Press. 
Horesh D, Brown A.D. (2020) Traumatic stress in the age of COVID-19: A call to close critical gaps and adapt to new realities. Psychological Trauma. 12(4): 331-335. doi: 10.1037/tra0000592 
Lewallen J, Behm-Morawitz E. (2016). Pinterest or Thinterest?: Social Comparison and Body Image on Social Media. Social Media + Society, 2 (1). doi:10.1177/2056305116640559
Khanna, A., & Sharma, M. K. (2017). Selfie use: The implications for psychopathology expression of body dysmorphic disorder. Industrial psychiatry journal, 26(1), 106–109. https://doi.org/10.4103/ipj.ipj_58_17
Meeson, S. (2020). Why plastic-surgery demand is booming amid lockdown. Available at: https://www.bbc.com/worklife/article/20200909-why-plastic-surgery-demand-is-booming-amid-lockdown (Last accessed 27.02.2021)
Milroy. L. & Gordon, M. (2003). Sociolinguistics: Method and Interpretation. Blackwell Publishing. 
Moisander, J.K., Hirsto, H, Fahy K.M. (2016) Emotions in Institutional Work: A Discursive Perspective. Organization Studies. 37(7): 963-990. doi:10.1177/0170840615613377
Pavlova, A. & Berkers, P. (2020). Mental health discourse and social media: Which mechanisms of cultural power drive discourse on Twitter. Social science & medicine (1982), 263 doi:10.1016/j.socscimed.2020.113250
Sointu, E. (2016). Discourse, Affect and Affliction. The Sociological Review. 64(2): 312-328. doi: 10.1111/1467-954X.12334
Zsuzsa, M. & Bendix Petersen, E. (2015) Complicating ‘student behaviour’: exploring the discursive constitution of ‘learner subjectivities’  Emotional and Behavioural Difficulties, 20:1, 20-34, doi: 10.1080/13632752.2014.947097



The "Zoom boom" in cosmetic surgery: a corpus-based linguistic analysis

Contemporary research in the field of media and communication underlines the importance of ‘subcultures of consumption’ (Schouten and McAlexander, 1995), ‘brand communities’ (Muniz and O’Guinn, 2001), or ‘consumer tribes’ (Cova, Kozinets and Shankar, 2007) in addressing potential buyers. These studies additionally acknowledge that one of the most important and successful strategies adopted in selling specific products is represented by the creation in buyers of a desire for belonging that “may be satisfied through social interaction surrounding products or services” (Mardon, Molesworth and Grigore, 2018, pp. 1-2). Such feeling of belongingness is based on the discursive creation of ‘tribes’ whose members are bound together by “shared emotions, styles of life, new moral beliefs and consumption practices” (Cova and Cova, 2001, p. 67). And nowadays, online platforms and social networking sites (SNSs) have increasingly provided digital ‘spaces’ where tribe members may construct and experience a collective identity which is conveyed predominantly via linguistic cues and genre constraints that allow members to recognise themselves and be recognised as belonging to that community and, most notably in the case of consumption practices, in the products that are being sold to them.
On the basis of this background, the present study wants to investigate the particular case of YouTube beauty gurus, an online consumer-centred community that focuses on beauty-related issues addressed via vlogs (García-Rapp, 2017; Riboni, 2017a, 2017b, 2020). In particular, the specific evaluative resources and generic constraints will be highlighted that define the contours of the linguistic practices adopted by the online beauty community embodied in the ‘emotion work’ (Hochschild, 1983) that manages and regulates viewers’ feelings so as to enhance interpersonal relationships, resulting in ‘emotional labour’, i.e. the commodification of feelings of belongingness. Therefore, the ensuing investigation will examine the generic structure and discursive ‘tribe’ construction found in beauty product reviews uploaded by the most popular and influential beauty gurus on YouTube. In analysing such data, special attention will be paid to the construction of digital landscapes for culture-specific communities of affective practice (Balirano, 2020) so as to better understand how people forge alignments and negotiate meanings through digital practices (Zappavigna and Martin, 2018, p. 4).

References
Balirano, Giuseppe 2020. Of Rainbow Unicorns: The Role of Bonding Queer Icons in Contemporary LGBTIQ+ Re-Positionings. Ocula 21 (22), 46–60. DOI:10.12977/ocula2020-7.
Cova, Bernard / Cova, Veronique 2001. Tribal Aspects of Postmodern Consumption Research: The Case of French In‐Line Roller Skaters. Journal of Consumer Behaviour: An International Research Review 1 (1), 67–76.
Cova, Bernard / Kozinets, Robert V. / Shankar, Avi 2007. “Tribes, Inc.: The New World of Tribalism”. In Cova, Bernard / Kozinets, Robert V. / Shankar, Avi (eds), Consumer Tribes. London/New York: Routledge, pp. 3–26.
García-Rapp, Florencia 2017. ‘Come Join and Let’s Bond’: Authenticity and Legitimacy Building on YouTube’s Beauty Community. Journal of Media Practice 18 (2-3), 120–137.
Hochschild, A. (1983). The Managed Heart: Commercialization of Human Feeling. Berkeley, CA: University of California Press.
Mardon, Rebecca, / Molesworth, Mike / Grigore, Georgiana 2018. YouTube Beauty Gurus and the Emotional Labour of Tribal Entrepreneurship. Journal of Business Research 92, 443–454.
Muniz, Albert M. / O’Guinn, Thomas C. 2001. Brand Community. Journal of Consumer Research 27 (4), 412–432.
Riboni, Giorgia 2017a. Between Professionalism and Amateurship: Makeup Discourse on YouTube. Lingue Culture Mediazioni 4 (1), 117–134.
Riboni, Giorgia 2017b. The YouTube Makeup Tutorial Video: A Preliminary Linguistic Analysis of the Language of “Makeup Gurus”, Lingue e Linguaggi 21, 189–205.
Riboni, Giorgia 2020. Discourses of Authenticity on YouTube: From the Personal to the Professional. Milan: Edizioni Universitarie di Lettere Economia Diritto. 
Schouten, John W. / McAlexander, James H. 1995. Subcultures of Consumption: An Ethnography of the New Bikers. Journal of Consumer Research 22 (1), 43–61.
Zappavigna, Michele / Martin, James R. 2018. #Communing Affiliation: Social Tagging as a Resource for Aligning around Values in Social Media. Discourse, Context & Media 22, 4–12. DOI: 10.1016/j.dcm.2017.08.001.


The emotional labour of beauty standards: the case of YouTube beauty gurus

It has often been pointed out that metaphor is particularly important among linguistic expressions of evaluation. However, there have been very few studies investigating the relation between evaluation and metaphor, this is explored in this study in the context of online news reports. The aim of this study, conducted within the framework of Cognitive Linguistics, is the analysis of the mechanisms of evaluation operating in metaphors related to the concept of ANGER. 
This corpus-assisted study explores the metaphorical representations of the Tunisian Revolution of 2011 in a French news outlet. The study is based on the Conceptual Metaphor Theory (CMT) developed by Lakoff and Johnson (1980) and the rhetorically, cognitively and corpus-oriented approach to metaphor known as Critical Metaphor Analysis (CMA) developed by Charteris-Black (2004). 
The analysis aims to explore the attitudinal evaluation of the metaphorical representation of the emotion of ANGER in social movements. The results revealed that ANGER is mostly conceptualised as a force of nature, and that expressions of ANGER are evaluated as insecurity and dissatisfaction.

Anger in Social movements: Evaluative analysis of conceptual metaphors

The technological changes in the sphere of production that we have witnessed in the last 10 years have been of such significance as to be called “Fourth Industrial Revolution” (Industry 4.0), thus an important step beyond the “Digital Revolution” of the late 20th century. Innovations such as robotics, artificial intelligence, the internet of things, and the development of algorithms, all point in the same direction: that of reducing human intervention in the production process to a minimum. 
Indeed, fears have emerged that artificial intelligence will create a huge reserve army of labour. The working and middle classes worry that computers and machines will end up taking their jobs and this will leave individuals and families with no possibilities of earning a leaving for themselves. These fears are very real and create growing anxiety among workers. 

Nonetheless, human labour is still needed in many different moments in the process of production and distribution of the goods that we consume. Thus, we are now in a situation in which human and artificial intelligence interact, with the latter taking up the role that once was of the line manager in the Fordist factory – dictating the speed and quality of work required – in many “traditional” industries, or directly as a substitute for the employers, as it is the case in the uberised ones, such as food delivery. This situation has serious implications for workers’ rights as well as for the construal of their identity as workers. Indeed, “workers governed by AI […] often fall through the cracks of employment legislation both with respect to their employment status as well as protections from discrimination and unfair dismissal.” (Walker et al., 2021, p. 29). 

The issues of identity referred to above constitute a major problem for organising resistance to unfair practices in the “workplace”, but recently some new forms of organisation have started to emerge. 
A case in point is the attempt at organising the workforce of one of the most famous and powerful tech giants, Alphabet, which is the corporation that owns Google, among many other enterprises. Indeed, on January 4th, 2021 the new Alphabet Workers Union was launched to combine “the struggle for the soul of Alphabet with the broader working-class struggle in America and around the world” as the organisation states in its website (Alphabet Workers Union, 2021, p. Section Meet CWA). Issues of identity are addressed in the homepage of the union, with relational clauses (Halliday & Matthiessen, 2004) such as “we are empathetic workers”, and “we are technologists who trust each other” (Alphabet Workers Union, 2021, sec. Home), that attach emotions and feelings to the members of the Union. 
Using language that does not shy away from feelings is something unusual in the history of organised labour, so we could say that innovation in the production process has finally produced innovation in the language of union mobilisation and its communicative techniques. 

This paper aims at describing this new, emotional language of the Alphabet Workers Union as a form of resistance to the dehumanising rule of the algorithm. It is expected that, in the process, the anxieties and fears of the workforce will be highlighted and defined. At the same time, positive feelings and emotions attached to the re-humanising experience of pursuing a shared and collective goal are also bound to emerge.
The corpus analysed in the paper is made up of texts belonging to different genres so as to fully represent the social practice of union organising in all its semiotic aspects, from the most public to the ones used for internal communication (Askehave & Swales, 2001; Bhatia, 2008, 2015; Martin, 2014; Swales, 1990). The ideational and textual aspects of individual texts are analysed in depth through Systemic Functional Linguistics (Halliday & Matthiessen, 2004), while the analysis of the interpersonal aspect, i.e. the way in which social relationships are enacted through linguistic choices, is undertaken through the ‘appraisal’ paradigm developed by Martin and White (2005) as a system that accounts for the use of “semantic resources used to negotiate emotions, judgements, and valuations” (Martin, 2000, p. 145). 

References

Alphabet Workers Union. (2021). Alphabet Workers Union. Alphabet Workers Union. /
Askehave, I., & Swales, J. M. (2001). Genre identification and communicative purpose: A problem and a possible solution. Applied Linguistics, 22(2), 195–212. https://doi.org/10.1093/applin/22.2.195
Bhatia, V. K. (2008). Towards Critical Genre Analysis. In V. K. Bhatia, J. Flowerdew, & R. H. Jones (Eds.), Advances in Discourse Studies (pp. 166–177).
Bhatia, V. K. (2015). Critical Genre Analysis: Theoretical Preliminaries. HERMES - Journal of Language and Communication in Business, 27(54), 9–20.
Halliday, M., & Matthiessen, C. (2004). An Introduction to Functional Grammar (3rd ed.). Hodder Education.
Martin, J. R. (2000). Beyond Exchange: APPRAISAL Systems in English. In S. Hunston & G. Thompson, Evaluation in Text: Authorial Stance and the Construction of Discourse: Authorial Stance and the Construction of Discourse (pp. 142–175). Oxford University Press.
Martin, J. R. (2014). Looking out: Functional linguistics and genre. Linguistics & the Human Sciences, 9(3), 307–321. https://doi.org/10.1558/lhs.v9i3.307
Martin, J. R., & White, P. R. R. (2005). The language of evaluation: Appraisal in English. Palgrave Macmillan.
Swales, J. (1990). Genre Analysis: English in Academic and Research Settings. Cambridge University Press.
Walker, M., Fleming, P., & Berti, M. (2021). ‘You can’t pick up a phone and talk to someone’: How algorithms function as biopower in the gig economy. Organization, 28(1), 26–43. https://doi.org/10.1177/1350508420978831


Organising in the Industry 4.0: the rise of the "Empathetic Union"

                                                                           Abstract
This study considers a multilingual and culturally diverse post-Soviet country – Kazakhstan, where most of the population is bilingual or multilingual. In order to reverse the pre-colonial Russification, in the post-colonial period, the country has raised the status of Kazakh as the national language. However, Russian is kept as the language for inter-ethnic and regional communication, and English is adopted as the language of international communication. This small-scale study uses the concept of lifestyle diglossia (Saxena, 2014) to understand and explain the macro- & micro-level language practices in  ‘regulated spaces’ and ‘unregulated spaces’ (Sebba, 2009) through the following research questions: (1) What are the attitudes of the participants towards the languages in their language repertoire?; (2) What are their patterns of language use in different domains at macro-level?; and (3) What are their patterns of language use in digital communication at micro-level? The participants in the study were 19 family members of master’s students at Graduate School of Education. The participants were divided into three groups by age: Teenagers (10-19), Younger Adults (20-39), and Middle-aged Adults (40-59). Questionnaires conducted among the participants were consisted of eleven questions, that were employed to elicit macro-level data on language repertoire, language attitudes and language use in three different domains, such as family, friendship, and education. The micro-level language use data in different contexts of digital communication (viz., WhatsApp, Telegram and Instagram) were collected over a period of three weeks during the course Multilingual Society in the Spring’21. In addition, semi-structured interviews were conducted to elicit participants’ attitudes towards languages in their repertoires and their language choices in the social networks. The results of the study revealed a high competence in the Kazakh language use and a positive attitude towards it were on the rise among the youngest participants, notably by teenagers. However, mainly the Russian language was favoured and accepted as the most prestigious language among the younger adults and middle-aged participants. Although the respondents’ English language competence varies, the attitude towards learning it as a foreign language was positive among all three age groups. Moreover, the micro-analysis of digital communication revealed multi-modal code-switching among these languages. Besides, code-mixing, borrowings, neologisms, abbreviations, emoticons, and shortenings were mainly used by the respondents in their digital communication in all age groups. Based on the study results, the decision tree was drawn to depict language choice depending on the formal/informal settings, intimate/non-intimate topics, serious/non-serious issues and characterized the equal usage of all languages for different purposes. 

References:
Saxena, M. (2014). ""Critical diglossia"" and ""lifestyle diglossia"": Development and the interaction between multilingualism, cultural diversity and English. International Journal of the Sociology of Language, 2014(225), 91-112. 
https://doi.org/10.1515/ijsl-2013-0067  
Sebba, M. (2009, June 18-20). Unregulated spaces. Plenary lecture at the conference on “Language Policy and Language Learning: New Paradigms and New Challenges”. University of Limerick, UK. 

A Small-Scale Study: Patterns of Language Choice in Families in Multilingual Kazakhstan

The reborn subculture is widely perceived as macabre and unsettling, as online communities, as well as newspaper articles, blogs, and posts on social media, are generally prone to label collectors as ‘freaks’, and their reborns as ‘creepy’ and ‘nightmarish’. However, handling a hyper-realistic baby doll has been proven to significantly improve the psychological state of people who have dementia, depression, mood, and anxiety disorders, preventing moments of relapse and promoting feelings of attachment (Pezzati et al. 2014). Similarly, simulacra babies are sometimes proposed as a non-pharmacological coping mechanism to help parents overcome the traumatic experience of miscarriage, stillbirth, and child loss, protecting vilomahs from grief-induced depression, and other types of emotional and psychological distress related to mourning. 

Drawing on corpus-based approaches to text analysis, this paper investigates the synthetic relationships that collectors entertain with their baby dolls through an opportunistic corpus made up of online content. Studying the occurrence of specific keywords in discourses around the reborn subculture will highlight how ideologies on the trope of alternative and non-reproductive parenthood are developed and construed in discourse. Furthermore, a Qualitative Content Analysis of the data will show how the reborn subculture intersects with discourses on disability, and address Doll Therapy as a healing process for people who are grieving or are affected by (mental) health conditions.
The lack of linguistic research in this field may be a clear index of the taboo that this topic represents, which makes it urgent and interesting to put it under a magnifying glass. 



Reborn dolls, dementia, disability, and grief: the linguistic construction of synthetic parenting as non-pharmacological therapy

Language is important in inculcating cultural identities and forge one’s identity. Through one’s verbal or written interaction, the form of utterance or interlocution and the content or one’s choice of words will reflect complex and rich backgrounds of one’s national, strata or individual identity (Joseph, 2004). In the realm of second language acquisition (SLA) or foreign language learning (FLL), the conceptual link between identity and language acquisition in terms of pragmatics, discourse and sociolinguistics are greatly discussed (Anwaruddin, 2012; Edwards, 2009; Hernández, 2017; Morgan and Matthew, 2011; Pavlenko, 2006; Tamimi Sa’d, 2017; Menard-Warwick, 2005). A positive sense of identity obtained through English learning is also beneficial in motivating students to practice their agencies, facilitating not only the efficiency and effectiveness of learning but their social skills (Teng and Teng, 2019). Within the domain of language acquisition, one’s develop new idea and knowledge to add in their realm of identity. As a response to the current situation, over 1.7 billion of students worldwide has been affected due to school closure and the shift towards distance learning and blended learning in response to Coronavirus disease (COVID-19). The impact of COVID-19 has affected education, social dynamics and caused unknown drawbacks to LGBT and students of non-Icelandic origins. As proposed by Doshi (2011), risk is assessed by anticipation of severity and precaution should be calibrated to risk. With that in mind, the aim of this research is to investigate the clashes and intersections of gender, race and ethnicity  within the domain of language acquisition after the pandemic in Iceland. 

	 In really understanding the challenges faced by LGBT and students of non-Icelandic origins, a mixed-method research will be conducted. Although the primary goal of this research is to find a big number of sample size to form a reliable and generalisable result (Kang and Wu, 2019; Adjerid and Kelley, 2018), a more realistic non-probability samples will be selected from the university students and secondary students until data saturation is reached (Strauss and Korbin, 1990). Should there be a need for primary students to participate, a new survey form will be obtained to cater to the level of the students. By using both quantitative and qualitative approaches to collect and analyse data a more pragmatic paradigm can be generated (Tashakori and Teddlie, 2008). To answer this exploratory question, an in-depth semi-structured interviews and questionnaires will be administered twice over twelve months to understand the experiences and the consistencies of students’ experiences in a gradual manner. As the existing literature to date points to the need of questionnaire measure focused on the unique minority stress experience faced by LGBT and students of non-Icelandic origins, modifications on an existing scale should be done. In order to revise the existing stress scale, a qualitative focus group and interviews should be generated. The scale will then undergoes pilot testing through web-based survey or through Google Forms. 


How Digitised Classroom Affect Second Language Acquisition among LGBT Students and Students of Non-Icelandic Origin

Cyberspace is often accused of dehumanizing interpersonal relationships. However, it is, in fact, the theatre of new forms of expression of emotions. Emotional reactions, which are by nature spontaneous, are here carefully formulated. In cyberspace, when the user has an emotional reaction and wants to communicate it to his interlocutor, he will automatically take into account the context in which he is expressing himself. He will, therefore, tend to modulate the expression of his emotions according to the person he is talking to, the type of conversation they are having and the means of communication they are using.
Computer-mediated communication has inevitably changed how the individual relates to the world and those around him. In particular, the notions of time and space have changed dramatically (Kramsch, 2009). The spatio-temporal shift, which characterises virtual interactions, allows users to hide their identity and the subjective motivation to communicate. In other words, users can create any kind of reality and identity through more or less truthful statements. Moreover, this discrepancy strongly influences the way interlocutors interact and express their emotions. Kramer et al. (2014) showed how an emotion expressed on Facebook influences the emotions of other users. Exposure to a large number of positive messages will lead users to post positive messages.
When the user interacts in cyberspace, the emotions he is feeling dissipate instantly, before he has time to express them in writing. This is because emotions only last a few milliseconds. Therefore, the user can, more or less voluntarily, decide how to verbalize his emotional reactions. Thus, virtual communication can be considered as emotive communication. Contrary to emotional communication, where the individual expresses his emotion at the very moment he feels it, emotive communication is characterised by the description of the emotion once it has dissipated (Plantin, 2011). In other words, emotive communication is closer to the notions of performance, rhetoric and persuasion (Arndt and Janney, 1991). Emotions can, therefore, be staged to influence the speaker’s reactions and behaviour.
This contribution aims at investigating three different types of hate speech produced and spread on the Internet: jihadist propaganda, anti-migrant and antisemitic messages. More precisely, the goal is to examine the way the expression of emotions (pathos) contribute to both creating a reliable and legitimate éthos, and reinforcing the arguments advanced by the speaker (logos) (Perelman and Olbrecht-Tyteca, 1988). Since in hate speech the other plays a crucial role, particular attention will be paid to the notion of otherness. Staszak (2008) defines otherness as “the results of a discursive process by which a dominant in-group (“Us”, the Self) constructs one or many dominated out-groups (“Them”, Other) by stigmatizing a difference – real or imagined – presented as a negation of identity and thus a motive for potential discrimination” (p. 2). According to Lagorgette and Larrivée (2004), when the target of hate speech (i.e., the other) is not the speaker’s addressee, the addressee is a witness of the target’s diminishment. Therefore, this may allow the speaker to either create or reinforce the coalition with the addressee, that is the in-group (Goffman, 1967). This contribution then questions the way the expression of both positive and negative emotions allows the user to distance the in-group from the out-group (Van Dijk, 2006). Furthermore, we will see how cyberspace influences the delimitation of the border drown between the in-group and the out-group. 
Three corpora were then collected: as far as jihadist propaganda is concerned, the study was conducted on the French jihadist online magazine Dar al-Islam. As far the anti-migrants and antisemitic discourses, the two corpora were collected from user-generated comments on YouTube. The reason is twofold: on the one hand, YouTube’s represents “a large repository of user-generated information” (Madden et al., 2013, p. 698); on the other hand, social networks would nurture the emergence of hate speech (Monnier and Seoane, 2019). In order to identify the specificities of each corpus as well as their differences and similarities, a qualitative discursive analysis was conducted. We will see how, in jihadist propaganda, the in-group is presented as a community chosen by God whose goal is to fight the disbelievers, whereas in both anti-migrants and antisemitic discourse, the in-group is perceived as a victim of the out-group. However, contrary to migrants, who are presented as inferior, Jews are seen as a powerful and rich community. By identifying and analysing both the differences and similarities of these three types of hate speech, this study aims at determining the core elements of the verbalisation of hate speech on the Internet.

The use of emotions in online hate speech: between discursive strategy and manipulation

This presentation will draw on documentation work carried out with speakers of the Dalabon and Kriol languages of northern Australia since the mid-2000s. Dalabon is a severely endangered language of the Gunwinyguan family (non-Pama-Nyungan) (Evans, Merlan & Tukumba 2004). Kriol is an English-based creole spoken 20 to 30,000 people in the central north of Australia (Schultze-Berndt, Meakins & Angelo 2013). The descendants of Dalabon speakers have now adopted Kriol as their day-to-day language. 

In the first part of the talk, I will discuss the underpinnings and implications of attending to emotional language among the Dalabon-speaking communities. I will then dive into the specificities of emotional language in Dalabon, highlighting the prevalence of the linguistic embodiment of emotions (Ponsonnet 2014; Ponsonnet & Laginha in press); as well as a preference for discourse strategies based on avoidance when it comes to managing negative emotions (Rimé 2009). 

In the last part of the talk, I will consider Kriol, and whether the adoption of a new language may have influenced the way people talk about emotions (Woodbury 1998). One observation is that in terms of communication potential, Kriol speakers have developed means to talk about emotions in a very similar fashion as in Dalabon (Ponsonnet 2020). On the other hand, there is evidence that discourse practices evolve to accommodate less avoidant emotion-management strategies in emerging contexts (Rodriguez Louro & Collard 2021). 


Emotion, discourse, and linguistic diversity: Emotions in grammar and discourse in northern Australia

Impression management is a complex, productive phenomenon which occurs in every human interaction. Social-psychological and pragmatic research pays attention to the different aspects, levels and discursive features of impression management (Goffman 1959; Gordon 2011; Leary 1995; Nemesi 2011). According to social psychology, impression management is a universal attempt by means of which the interlocutor projects consciously or unconsciously a certain image about herself (eg. Schlenker 1980). Interlocutors can apply various strategies in the course of impression management, there are various taxonomies regarding the impression management strategies or tactics (Fiske 2004; Jones&Pittman 1982; Leary 1995), which are based on the presumed motivation of the interlocutors. For example, Jones and Pittman (1982) differentiate the strategy of intimidation, ingratiation, self-promotion, exemplification and supplication, while Leary (1995) proposes different tactics such as self-presentation, remembering and forgetting, attitude statements, public attributions, social associations, conformity and compliance, and highlights the role of nonverbal behaviour and physical environment. Tedeschi and Riess (1981) divides strategies into two groups. These are the assertive and defensive impression management strategies: the interlocutors attempts to create, maintain but also to protect their impression in case of threatening their image. Besides, even the type or genre of interaction can modify the patterns of impression management therefore legal discourse, political discourse, interviews and daily conversation require different strategies because the interlocutor needs to satisfy distinct expectations (Archer 2018; Lipovsky 2006; Molek-Kozakowska 2013; Nemesi 2011).			
This study presents a complex definition of impression management focusing on the intentional and evaluational aspects. The definition is based on social psychological and pragmatic approaches. In addition, the present paper also proposes an extended taxonomy to determine the impression management strategies in a new genre, namely political debate shows which belong to the semi-institutionalised discourse type (Ilie 2001, 2006). The goal of this genre is the collation of different ideas and argumentation of political issues. The participants are aware of the presence of the internal and external audience therefore they form their projected image by the use of language, the choice of linguistic tools and behaviour patterns in order to affect the audience’s opinion about a political person, a party or ideology. The special properties of this type of semi-institutionalised discourses reveal new impression management strategies which are not covered by the previous taxonomies. The compiled multimodal corpus contains fifteen videos (appr. 600 minutes) from Hungarian political debate shows where the participants are politicians, journalists, and political experts. These videos are taken from different political debate shows therefore the debate shows and their channels support different political ideologies. The study uses the conventional transcription of conversation analysis by Jefferson (2004). On the basis of the corpus, the study differentiates seven main impression management tactics which include subcategories. The categories are built simultaneously with the processing of the videos and set up with heuristic method. The proposed taxonomy contains tactics such as identity projection, verbal aggression, expressing erudition, referring to authority, goading other’s curiosity, expressing attitudes, revisualising certain events. The study shows that there are several linguistic items which help to reveal certain kinds of impression management. The defined impression management tactics take the political identity, or even the personal and collective identity into consideration. Moreover, these tactics follow the desired properties of a political performer in the Hungarian culture. The proposed taxonomy offers a wide scope to the phenomenon of  impression management in political discourse because it lays on the cooperative–competitive continuum of linguistic behaviour. It is divided into two main aspects such as positive self-presentation and negative other-presentation (cf. van Dijk 1998). This paper also aims to demonstrate that behind the assertive or defensive strategies, impression management tactics may belong to the offensive linguistic behaviour depending on the socio-cultural and discoursive contexts. The suggested categories may provide a deeper insight into the possible intentions, motivations and cultural patterns underlying the utterances in public talks.
References:
Archer, Dawn 2018. Impression management in the Early Modern English courtroom. Journal of Historical Pragmatics 19: (2) 205–222. 
Fiske, Susan T. 2004. Social Beings: A Core Motive Approach to Social Psychology. New York: John Wiley&Sons Inc.
Goffman, Erving 1959. The Presentation of Self in Everyday Life. New York: Doubleday.
Gordon, Cynthia 2011. Impression management on reality TV: Emotion in parental accounts. Journal of Pragmatics 43: 3551–3564.
Ilie, Cornelia 2001. Semi-institutional discourse: The case of talk shows. Journal of Pragmatics 33: 209–254.
Ilie, Cornelia 2006: Talk Shows. In: Brown, Keith (ed.) Encyclopedia of Language & Linguistics. Second Edition. Volume 12. Oxford: Elsevier, 489–494.
Jefferson, Gail 2004. Glossary of transcript symbols with an introduction. In: Lerner, Gene H. (szerk.) Conversation Analysis: Studies from the First Generation. (Pragmatics & Beyond New Series 125). Amsterdam: John Benjamins Publishing Company, 13–31.
Jones, Edward E. – Thane S. Pittman 1982. Toward a general theory of strategic self-presentation. In: Suls, Jerry (eds.) Psychological perspectives on the self (Vol. 1). Hillsdale, NJ: Erlbaum, 231–262.
Leary, Mark R. 1995. Self-presentation: Impression Management and Interpersonal Behavior. Madison: Brown & Benchmark Publishers.
Lipovsky, Caroline 2006. Candidates’ negotiation of their expertise in job interviews. Journal of Pragmatics 38: 1147–1174.
Molek-Kozakowska, Katarzyna 2013. The late-night TV talk show as a strategic genre in American political campaigning. In: Cap, Piotr – Urszula Okulska (szerk.) Analyzing Genres in Political Communication. DAPSAC Vol. 50. Amsterdam/Philadelphia: John Benjamin Publishing Company, 321–344.
Nemesi, Attila László 2011. Benyomáskeltési stratégiák, énmegjelenítési taktikák. [Impression management strategies, self-presentation tactics]. In: Nemesi Attila László. Nyelv, nyelvhasználat, kommunikáció. Budapest: Loisir Kiadó, 91–134.
Schlenker, Barry R. 1980. Impression Management. The Self-concept, Social Identity, and Interpersonal Relations. Monterey: Brooks/Cole Publishing Company.
Tedeschi, James T. – Marc Reiss 1981. Verbal strategies in impression management. In: Antaki, Charles (ed.) The psychology of ordinary explanations of social behavior. London: Academic Press, 271–326.
van Dijk, Teun A. 1998. Ideology: A Multidisciplinary Approach. London: SAGE. 


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