Discourse Analysis 2011 DISCOURSE. Discourse Analysis 2011 INTRODUCTION.
Using discourse analysis to fuel brand strategies presentation
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Using Discourse Analysis to Fuel
Brand Strategies
Ray Poynter
The Future Place
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Agenda
1. Brand and service discourses
2. Introduction to Discourse Analysis
3. Conversation Analysis
4. Discursive Psychology
5. Foucauldian Discourse Analysis
6. Pragmatic approaches
7. Lines of enquiry
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Brand & Service Discourses
Actors
� Organisation ↔ Customers
� Customers ↔ Customers
� Organisation ↔ Organisation
� Outsiders ↔ Organisation, Customers, Outsiders
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Brand & Service Discourses
Locations
�Social media
�Face-to-face
�Telephone
�Letters & emails
�Survey responses
�Media
�Official reports
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Introduction to Discourse Analysis
Family of approaches
Common themes
– Constitutive
– Contextual
– Dialogical / contested
– Discourse as an end not as a proxy
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Three Illustrations
� Turn taking
� Footing
� Language games
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Traditions of Discourse Analysis
o Conversation analysis
o Discursive psychology
o Foucauldian
o Bakhtinian
o SocioLinguistics (inc. corpus research)
o ‘Critical’ – (inc CDP and CDA)
o Pragmatic extensionsSocial media monitoring
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Conversation Analysis
Harvey Sacks
Close examination of what people do when they speak
4 examples
– Mental health calls
– Construction of delicate subject
– Why just saying No is not so easy
– A non-Western example
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Mental Health Calls
Operator: Go ahead please
A: This is Mr Smith (B: Hello) of the Emergency
Psychiatric Center can I help you.
B: Hello?
A: Hello
B: I can’t hear you.
A: I see. Can you hear me now?
B: Barely. Where are you in the womb?
Havey Sacks, Lecture 1, 1995
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Construction of Delicate Subject
1 C Let’s finish this HIV thing . . . Hhhhh So do you
2 understand about the antibodies.=
3 P =Yes I [do:.
4 C [Ri:ght. .hh So: .h how lo:ng is it since you
5 think (.) you might have been at ri:sk (.) of being
6 infected with HIV.
7 P Well uh- (0.4) uhuh to tell you the truth it’s only
8 I- like er Friday I had a phone call from a .h ex-
9 girlfriend- my boyfriend’s ex-girlfriend .hh to say
10 that uh:m (0.5) she’d been to the VD clinic (0.2)
11 and she thought that I should go:, {Continues}
Extract of counselling in interview (C=Counsellor, P=participant), from Siverman’s “Construction of ‘Delicate’ Objects in Counselling”, 1997
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Why Just Saying No is not so Easy
Just Say No? The Use of Conversation Analysis in Developing a Feminist Perspective on Sexual Refusal, Celia Kitzinger, 1999
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“
”
Korean Air flight 801
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Discursive Psychology
What if neuroscientists are looking in the wrong
place?
Traditional Psychology
Discursive Psychology
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What is thinking?
"the experience of thinking may be just the experience of saying” Wittgenstein, 1958, here ‘saying’ could be external or internal.
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Attitudes
Traditional definition
– “an enduring organizational , motivational,
emotional, perceptual, and cognitive process with
respect to some aspect of an individual’s world”
But
– Anchoring?
– Framing?
– Contradictions?
Kretch & Crutchfield, 1948
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Common sense & Contradictions
Many hands make light work
Knowledge is power
Look before you leap
Clothes make the man
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Portmanteaux of ‘Attitudes’
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Memory
Is memory is collective and negotiated?
Is it largely made of words?
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Foucault & Foucauldian DA
Shifts the focus away from the individual to the society
Post-structuralist and constructionist
What is said is governed by what society has created and is creating
Meaning is created socially, not within the head or even within individual conversations
– Epistemes/regimes of truth
– No simple top-down model of power
– Genealogies
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Downloaded from http://assets.starbucks.com/assets/960b83c436e34f5ea4a1e5c7e6d5191e.jpg March 22 2011
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Pragmatic DA
Several Names
– Social Media Monitoring
– Blog Mining
– Buzz monitoring
– Listening research
Usually little theory
– Model
– Epistemology
Is it a sort of ‘critical’ DA?
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Social Media Research
Influence and the flow of memes
Turn taking within online discussions
Sentiment analysis → actions
CA for communities, what are the
analogies for pauses, repairs, repetitions?
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Key Lines of Enquiry
• Tactical Issues– Training off-shore call centres using CA
– Improving social media monitoring
– Customer interaction training, e.g. use of change of footing
• Strategic Issues– Rethinking customer satisfaction
– Brand positioning, friend, advisor, expert, …
– Advertising, creating speech acts, sayable ideas, genealogies, …
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Rethinking Cust Sat
Old school
– How can we turn people from unhappy customers into happy customers?
Discourse Analysis model
– What has to happen to get people to stop using phrases we associate with dissatisfaction and to start using words and phrases that are ‘beneficial’?
1. What are the words/phrases we want them to use?
2. Are they sayable in our context?
3. Can we change what is sayable?
4. What other words/phrases might be good for us?
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Screen grab from http://www.busabeats.com/ March 22 2011
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Let’s talk
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Presented at the International conference on
Qualitative Consumer Research & Insights
7 & 8 April 2011, Malta
For more information
Please visit: http://www.merlien.org