Muesli freaks in figure-hugging Lycra. A methodological investigation into image projection and self-reflexivity in discourse: the case of the Guardian

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Muesli freaks in figure-hugging Lycra. A methodological investigation into image projection and self-reflexivity in discourse: the case of the Guardian
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  A methodological investigation into image projection and self   -   reflexivity in discourse: the   case   of Anna Marchi – Lancaster University @journolinguist  CADAAD 2014  the hyphenated reader ‘[T]he stereotypical Guardian reader – as promulgated by non-Guardian readers – was of a lentil-eating , sandal-wearing , social-working , cycle-riding bearded leftie . And that was just the men. For women, substitute where necessary – kaftan-wearing , henna-haired , do-gooding harpies ’ (Greenslade, 2012). “the yoghurt and muesli -eating, Guardian- reading fraternity” (LabourMP Kevin Huges) “mealy -mouthed, patronising, leftie drivel — typical middle-class, tofu-munching, Guardian-reading Labour nonsense ” (Conservative MP Stewart Jackson) echo-hippie  RQ • how does the Guardian see itself and how do other newspapers see the Guardian ? • what are the core elements of self-reflexive discourse in the Guardian? • w hat are the core elements of the Guardian’s identity as seen by the rest of the press? We don’t need corpus linguistics techniques to tell us that  the Guardian is a liberal paper; we certainly don’t need a corpus analysis to be aware of the Guardian reader stereotype but  a corpus analysis helps us to detect how the newspaper’s identity is produced and reproduced through the newspaper’s daily performance [R]egularpatterns of language choices help individuals to realize coherent and relatively consistent identities. (Hyland, 2010: 161)  corpus and method 1) Guardian 2005 (40 million words – 86k articles) 2) TiTel [RC]: Times and Daily Telegraph 2005 (44+28 million words) 3) “Other”: all the articles of 16 other British newspapers in 2005 mentioning the Guardian (1.3 million words – 1,474 articles)Part I: the Guardian in the GuardianPart II: the Guardian in the rest of the press  CADS Corpus-Assisted Discourse Studies , a.k.a. CADS (Partington 2004) used here as an umbrella term to describe a larger family of scholars who apply corpus linguistics to study how social reality/iesare constructed, represented and transmitted linguistically.Combining corpus linguistics and (C)DA (e.g. Mautner 1995, Baker et. al. 2008) False dichotomy between “quantitative” and “qualitative”:‘ Qualitative distinctions and judgments […] are prerequisites to quantitative measurements, the two are inseparable […]. Qualitative change cannot be understood, let alone achieved, without noting the accumulation of quantities […]. To consider quantification only mindless counting or number crunching is both a philosophical and strategic fallacy .’ (Gerbner, 1983: 361) ‘find[ing] what they expect to find’ (Stubbs, 1997: 2) ‘counting only what is easy to count’ (Stubbs and Gebirg, 1993: 78)
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