“You are your only limit”: Appropriations and valorizations of affect in university branding

This article considers the role of affect in university branding in a context of neoliberal higher education, by way of examining the semiotic landscape of the Singapore Management University concourse. Contemporary branding often involves stimulating stakeholder/audience investments of meaning and affect into the brand, thereby appropriating consumers’ affective labour for brand‐building and communications. Adopting a discourse‐analytic approach, I examine how linguistic, visual and spatial modalities are utilized to evoke and semiotize particular affective meanings and orientations in the emplaced discourse within the university's brand space. This discourse, which includes organizational branding discourse as well as more organic student‐generated texts, becomes part of the affective regime, helping to encourage and enjoin what is deemed to be normative affective sensibilities and practices in that context. Consequently, the article also considers the kinds of affective subjectivities that are valorized, and how stakeholder/student‐subjects are interpellated in a context of neoliberal‐oriented higher education.     

Symbolic Interaction with Consumer Products: An Affect Control Theory Approach

Symbolic interactionism is one of the few social psychology perspectives that recognizes the important role of physical artifacts, including consumer products, in social life. Consumer products are artifacts people can use to maintain the expressive order within social life – the order that is embedded within the shared meanings of a culture. As a formal theory of symbolic interactionism, affect control theory emphasizes culturally shared affective meaning, the impressions produced within social events, and identity processes that rely on those cultural meanings and social events. We contend that affect control theory provides a framework for understanding and researching how consumer products influence people's social experience and interaction. First, we specifically explore how affect control theory's concepts of affective meaning, identity modification, and impression management can be applied to understanding consumer products. Building on this foundation, we then consider how affect control theory might also contribute to three new research directions: social interaction with consumer products, affective design of consumer products, and the prosumer identity created from consumer products. Our conclusion is that affect control theory provides sociologists with a means of exploring the important and fascinating questions that emerge when we consider people's symbolic interaction with consumer products.     

That straight talk: Sarah Palin and the sociolinguistics of demonstratives

Drawing on previous analyses of the social meaning of demonstratives and other function words, we argue that the semantics of demonstratives facilitates affective uses that can be characterized as attempts by the speaker to foster a sense of shared perspective and common ground with other discourse participants. We present large‐scale quantitative evidence that this strategy is widely used and communicatively effective. We then conduct a focused case study of the demonstrative use of U.S. politician and public figure Sarah Palin, situated in the wider context of Palin's persona, style, and place in the social landscape. An analysis of television interview data shows that Palin is a distinctive and prolific user of affective demonstratives. Palin's usage highlights the context‐dependence of demonstratives’ social meaning and leads to a deeper understanding of her rhetorical strategies and the polarized reactions they have received.     

Race for Cures: Rethinking the Racial Logics of ‘Trust’ in Biomedicine

This article examines the normative underpinnings of ‘trust talk’, asking how biomedical discourse constructs racial group boundaries and what implications this has for our understanding of the politics of medicine more broadly. Drawing upon a 2‐year multi‐method study of the world's largest stem cell research initiative and extending key insights from the sociology of race–ethnicity and social studies of science and medicine, this paper identifies three ways in which discourse in the stem cell field constructs racial group boundaries – through diversity outreach, clinical gatekeeping, and charismatic collaborations. In so doing, the paper also explicates counter‐narratives – medical racial profiling, subversive whiteness, and biopolitical minstrelsy – as forms of discursive resistance that challenge the normative underpinnings of recruitment discourse.     

Kissing Macaca: Blogs,Narrative and Political Discourse

Blogs rest at the cross‐section of politics, media, and discourse. This relatively new medium has injected itself into the spectacle that is campaigns; competing narratives seek to define candidates, lure voters, and wage a war over the ownership of symbols and meaning‐making. Blogs influence the formation of narratives within the political spectacle of campaigns. This article seeks to describe local/regional blogs as social and discursive phenomena that participate in, and provide part of, the discourse of political spectacle. The article looks at this political subculture and attempts to express through an analysis of form, function, and meaning this new, palpable discursive force — a counter to the existing hegemony. The case studies utilized are the local/regional blogospheres that have developed in the states of Connecticut and Virginia. In Connecticut, we analyze the metonymic chains built in the Ned Lamont versus Joe Lieberman senatorial race and, in Virginia, Jim Webb against former lobbyist Harris Miller in the primary and Senator George Allen in the general election.     

Losing Sleep Over It: Daily Variation in Sleep Quantity and Quality in Canadian Students' First Semester of University

Daily covariation of sleep quantity and quality with affective, stressful, academic, and social experiences were observed in a sample of Canadian 17–19‐year‐olds in their first year of university. Participants (N=191) completed web‐based checklists for 14 consecutive days during their first semester. Multilevel models predicting sleep quantity and quality from daily experiences indicated that more time on schoolwork, expecting a test, and alcohol use predicted less sleep whereas socializing predicted more sleep. More positive affect and no alcohol use predicted better sleep quality. Models predicting daily experiences from sleep the night before indicated that less sleep preceded increases in negative affect, decreases in schoolwork time, and a higher likelihood of socializing. Better sleep quality preceded increased positive affect, decreased negative affect and stress, and less time on schoolwork. These data are informative for understanding relations between sleep and daily experiences as they occur naturally in first‐year university students.     

Discursive shifts associated with coming out: A corpus‐based analysis of news reports about Ricky Martin

This study seeks to shed light on the discursive effects of a public sexual identity declaration as they surface in the language used to construct the social actor in question. Subscribing to queer linguistically informed critical discourse studies, it builds on and advances the theoretical discussion of coming out in language and sexuality studies. The investigation analyses a corpus of news reports about Ricky Martin, comparing two sub‐corpora, one with texts published before and another with texts from after Martin's public coming out as a gay man in 2010. A keyword analysis is performed to identify linguistic traces of central discourses manifesting in the two corpora. The quantitative analysis is complemented by an in‐depth qualitative analysis of the discursive construction of ethnicity and sexuality in two sample texts. The findings are discussed in the light of discursive shifts between pre‐ and post‐coming‐out phases and clashes between coming‐out stereotypes and the coming‐out experiences of Latino gay men.     

DOING "REAL FAMILY VALUES":

This article considers how a social movement group in the Gay, Lesbian, Bisexual, and Transgender (GLBT) movement engages in discursive contention with the Religious Right over the meaning of traditional family values. By utilizing an understanding of framing as interpretive practice, we return to a more active conceptualization of framing and illustrate how the meaning making of PFLAG (Parents, Families, and Friends of Lesbians and Gays), though bound by the dominant discourse of traditional family values, appropriates this discourse by doing "real family values." We close by considering how PFLAG's interpretive practice subverts and reproduces hegemonic meaning and by noting how our understandings of movement framing are extended by analyses of interpretive practice.     

Affective reactions of women to their initial experience of coitus

A sample of sexually experienced college students was utilized to explore the affective reactions of women to their first sexual intercourse and to identify possible correlates. Pearson product‐moment correlations and multiple regression analyses were employed to test the association between affective reactions and a group of predictor variables, including social background, family background, peer influences, sexual attitudes, adolescent courtship experiences, and situational factors of the first intercourse. The results indicate that women experience a wide range of affect and that pleasure, anxiety, and guilt appear to be the most salient of these affective reactions. Correlational analyses reveal that previous rehearsal of non‐coital sexual interaction and situational components of the first intercourse itself are important predictors of these affective reactions. The report closes with a consideration of potential avenues for future research.     

The public life of white affects

The growing political power of racialized groups in white‐supremacist societies has unsettled the hegemonic position of whiteness. In the United States, this political shift has led to the linguistic repositioning of whiteness within public discourse as visible and vulnerable rather than unmarked and dominant; such repositioning operates as part of a larger strategy for maintaining white supremacy. Within white publics, which are simultaneously constituted through white public space, white public discourse, and white affects, those who are white‐identified linguistically engage in affective performances that reassert racial dominance by invoking claims of wounded whiteness. The article compares the affective strategies of white public discourse found, on the one hand, in ethnographic interviews with white youth in liberal educational spaces in California and, on the other hand, in the mediatized discourse of the US racist far right. The analysis identifies five affective discourse strategies deployed in the white public discourse of both groups: colormute racism; disavowals of racism; appropriations of diversity discourses; performances of white fragility; and claims of reverse racism. This shared set of discursive strategies is part of the larger convergence and mutual dependence of militant racism and mainstream racism in protecting all white people’s possessive investment in white supremacy.     

Public Discourses About International Students

A growing, English‐language literature analyzes the public discourse of international education and students. One large set of studies highlight the discursive marginalization of non‐western, international students in western, host societies. They draw on critical discourse analysis (CDA) and meta‐narratives of western, White, and elite dominance, which diminish the theoretical importance of discourse in non‐western and non‐elite settings. A second, smaller set of studies analyze the public discourse of international education in non‐western, specifically Asian, countries; they generally reference educational discourse in both Asian and western countries. Relatively few studies critically examine patterns of discursive domination in Asian discourse; but the ones that do so compare both Asian and Western countries. Even rarer are studies of social media discourse among international students. We find a few studies of social media discourse among Asian students who studied abroad, but none of foreign students studying in host, Asian countries. Attention to multiple discourses and theoretical narratives offers a fruitful, research agenda and underlines the complex, dynamic, global nature of contemporary public discourse on international education.     

‘It's People's Whole Lives’: Gender,Class and the Emotion Work of User Involvement in Mental Health Services

The concept of emotion work has been widely applied to the study of service work. Yet its use in understanding the social dynamics of user involvement in public services remains under explored. Drawing on a study of user involvement in mental health service development, I show its utility for understanding this social and political realm. The article discusses findings from a critical discursive and contextual emotional labour perspective, taking into account organizational and institutional factors as well as social structural dimensions of gender and social class. It shows how discourses on emotion, constructed through articulation of personal experiences of service usage both reflected and constructed the ideological and structural positionings of women service users, while emotional discourse — displays of anger in user involvement forums — worked to constitute traditionally male and ideologically masculine elements of the field, as well as the working‐class identities of some participants. These forms of emotion work, and the ways in which they elicited further emotion management from service users and workers alike, are located in relation to the rules of engagement of user involvement and the bureaucratic institutional forms within which this took place. The article concludes that the emotion work of user involvement ultimately helped to reproduce the dominant institutional and social order, including its gender and class dimensions. Implications for policies and practices of user involvement in mental health services are provided.     

Rhotacization and the ‘Beijing Smooth Operator’: The social meaning of a linguistic variable1

Recent sociolinguistic studies on style have focused much attention on the construction of social meaning in situated discursive practices. Despite a general recognition that the linguistic resources used are often already imbued with social meanings, little research has been done on what these meanings may be. Focusing on rhotacization, a sociolinguistic variable in Beijing Mandarin, this article explores its imbued social meanings and sociocultural associations. I demonstrate that rhotacization takes on semiotic saliency through co‐occurrence with key Beijing cultural terms and frequent use in written representations of authentic Beijing‐ness. Furthermore, this feature is associated with the ‘Beijing Smooth Operator,’ a salient male local character type, and is ideologically construed as reflecting its characterological attributes. The findings of this study shed light on the meaning potential of a linguistic variable, rhotacization in this case, which can enhance understanding of the possibilities and constraints for its use and meaning in new contexts.     

Social Exclusion,Social Identity and Social Work: Analysing Social Exclusion from a Material Discursive Perspective

Within this article I explore the concept of social exclusion, considering how it has been defined and the implications of this for social exclusion policy. It is suggested that the current use of the concept focuses on material definitions of exclusion, obscures the discursive origins of exclusion and tends to individualise the problem. I argue that we need to adopt a broader approach to defining and analysing social exclusion which understands social exclusion as a process which is influenced by both material and discursive factors. The connections between discourse, identity and marginalisation are discussed and these arguments are illustrated using examples related to different aspects of social identity. Finally the article presents a framework for analysing social exclusion from a material discursive perspective and suggests that adopting this perspective clarifies the role of social work in working with people who experience exclusionary processes.     

Disability as a Phenomenon: a discourse of social and biological understanding

This paper addresses conceptualisations of disability and what it constitutes as a category in a social security system. It argues that the conceptualisation of disability involves a discourse about definitions. This means it is an ongoing debate about principles or which determinators to use presenting the 'correct' understanding of disability as a phenomenon. The disability discourse involves a contest between a biological and social understanding of disability. This paper discusses which domains of interest are produced by each of these understandings. They are based on empirical findings when analysing rights of entitlement to a disability programme in the Swedish social security system. The study followed documentation of the public debates for a period of 25 years and extracted what was communicated as constituting disability in these debates. Which definition to give disability by this social security programme appeared as being a continuous contest between medical and social understanding. The paper argues that, rather than approaching the biological understanding as representing an antiquated concept to disability and the social model as a modern conceptualisation, these understandings are competitive. This makes disability into a flexible and heterogeneous concept, a term difficult to give a specified and limited meaning.     

‘Come and live here and you'll experience it’: youths talk about their deprived neighbourhood

This study examined youths' lived experiences of a deprived neighbourhood in Rotterdam, the Netherlands. Previous studies assume that deprived neighbourhoods pose serious risks for youths. What is largely missing from these studies, however, are the experiences of young people themselves. Do they indeed experience their neighbourhood as hostile and unsafe? Do they really experience a lack of resources? We conducted a qualitative study among youths aged 13–18 living in Feijenoord, a district of Rotterdam. The research demonstrates how important it is to discover youths' views on and experiences of their environments, as their experiences are very diverse and often differ from the hegemonic discourse. While the respondents were aware of problems, such as crime and violence, they also pointed to several positive aspects of their neighbourhood. In the eyes of the youths, their neighbourhood has both instrumental and affective meaning. Neighbourhood effect research might benefit from paying more attention to the idea that place can have multiple meanings, and from looking at the perceived neighbourhood strengths instead of only focusing on the deficits in deprived neighbourhoods.     

Pathologies of Affect

This essay juxtaposes the ontological variant of affect theorized by cultural theory with what Catherine Malabou terms the ‘new wounded’ – bodies defined by their inability to produce and experience specific neurological affects. Ontological affect theory positions the capacity of a body to affect and be affected as the foundation for relation both beyond and between individuals, often drawing on neuropsychology for the legitimation of its claims. The new wounded, however, exist as a form of life that cannot be acknowledged by these theories. The varied pathologies that comprise the new wounded are identified specifically by the inability to produce the affects that supposedly ground the ontology of relation. The first part of this essay examines how neuropsychology constructs and identifies the pathological other of the new wounded through discursive, medical and technological means. A body's capacity to experience affect is not something biologically given, but is instead produced through techniques that sort proper and improper bodies, defining the new wounded as less than fully human. The second part discusses the mobilization of neuropsychological norms in ontological affect theory. The turn to the biological in affect theory, often made in order to theorize a non-representational sphere of existence beyond the symbolic, relies on but cannot acknowledge the discursive and technological production of affective and affectless bodies in neuropsychology. The ontology of affect, consequentially, should be thought of as a normative political construct defined by the absent and erased other of the affectless body. I conclude by claiming that a politics of ontology must acknowledge how materialist and realist constructs of the ontological such as affect are inherently produced within and mobilized by historical contingencies, contexts and conjunctures.     

Emotions,affects and the production of social life

While many aspects of social life possess an emotional component, sociology needs to explore explicitly the part emotions play in producing the social world and human history. This paper turns away from individualistic and anthropocentric emphases upon the experience of feelings and emotions, attending instead to an exploration of flows of ‘affect’ (meaning simply a capacity to affect or be affected) between bodies, things, social institutions and abstractions. It establishes a materialist sociology of affects that acknowledges emotions as a part, but only a part, of a more generalized affective flow that produces bodies and the social world. From this perspective, emotions are not a peculiarly remarkable outcome of the confluence of biology and culture, but part of a continuum of affectivity that links human bodies to their physical and social environment. This enhances sociological understanding of the part emotions play in shaping actions and capacities in many settings of sociological concern.