10 Ergebnisse
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In: Communication in professionals and organizations
In: Palgrave studies in professional and organizational discourse
In: Gender and language, Band 5, Heft 2, S. 303-316
ISSN: 1747-633X
Louise Mullany introduces this special issue of Gender and Language: Gender, Language and Leadership in the Workplace.
In: Journal of politeness research: language, behaviour, culture, Band 5, Heft 1, S. 1-10
ISSN: 1613-4877
In: Journal of politeness research: language, behaviour, culture, Band 2, Heft 1
ISSN: 1613-4877
In: Routledge research in applied professional communication
In: The international journal of transgenderism: IJT, Band 20, Heft 2-3, S. 337-340
ISSN: 1434-4599
In: Gender and language, Band 10, Heft 3, S. 340-363
ISSN: 1747-633X
This study critically examines the multimodal discourses of baby-feeding practices in contemporary health promotion in the UK. Comparing two parallel texts from the ongoing Start4life campaign (one dedicated to breastfeeding, the other to bottle/formula feeding), our multimodal critical discourse analysis identifies a series of recurring, multisemiotic strategies through which these texts aim to promote breastfeeding as the most desirable, natural and even morally responsible method of infant nutrition. These discursive strategies, we argue, are underpinned and driven by neoliberal assumptions about infant feeding, health and risk, which fail to take into account the structural constraints that affect the take-up of the 'ideal' of breastfeeding, all the while propagating unobtainable and often contradictory notions of total motherhood and familial relations - discursive moves that can have negative consequences for the health and wellbeing of new mothers and their infants.