PART 2 Written professional discourse 1

Plan for today’s session 2 Analyse professional discourse Explore one particularly interesting and relevant aspect of professional discourse: identity Look at several examples of professional discourse and analyse and critically discuss the ways in which identities are created and to what purpose

Analysing professional discourse Last session: further exploring professional discourse Today: zooming in on one particular issue: exploring identities What does professional discourse have to do with identity?  Does professional discourse contribute to constructing identities? How?  Whose identities?  Group level – individual level 3

Constructing organisational identities The world’s local bank (HSBC) Vorsprung durch Technik (Audi) px px 4

Corporate identity Why is identity important for organisations? What is the purpose of corporate identity? What role does discourse play? 5

Group identities 6 W HO WE ARE We are problem solvers with a passion for excellence. We are intellectually curious and highly collaborative. We minimise hierarchy. […] We come from all over the world, with rich experience and all kinds of backgrounds and areas of expertise. We speak over 120 languages and represent over 100 nationalities. […] We are a network of leaders. […] How are company members portrayed here? Which aspects of their identities are mentioned and why do you think these aspects are particularly relevant in the specific context of the company’s website?

So, what is identity? 7 Different definitions (depending on research paradigm) Social constructionism:  Identity construction as ongoing process taking place in and through language  Something that people do not something that people are  Dynamically changing identities in different situation

8 “[I]dentities are never unified and, in late modern times, increasingly fragmented and fractured: never singular but multiply constructed across different, often intersecting and antagonistic, discourses, practices and positions. They are subject to a radical historicization, and are constantly in the process of change and transformation.” (Hall 1996: 4)

Exercise 9 How do the different organisations portray themselves? What kinds of identities are created? What do you think is the purpose of this?

Constructing identities (2) 10 Our mission is to provide a high quality, accessible and responsive service by putting our patients at the heart of everything we do. Our philosophy is to treat people how we would want to be treated and ensure that no-one tries harder for patients. To us, 'Every Patient Matters'. (Mission statement NHS Trust)

Constructing identities (1) 11 “The fundamental importance of ethics and integrity is reflected in KPMG’s vision of being a great place for advancing the careers of all our people in a rewarding and fulfilling environment. For our partners and all our employees, that means a strong sense of inclusion, mutual respect, open and honest communication, fairness, teamwork, and pride in being associated with each other and being part of KPMG. Our unshakeable commitment to integrity and to our vision of being an Employer of Choice is closely interconnected with the values that guide our actions.” (Code of conduct KPMG)

Exercise 12 Look at the information brochures and describe the ways in which identities are constructed. Consider:  Whose identities are constructed?  How are identities constructed:  Textual level (eg lexical choices)  Visual representations (eg images, colours, fonts)  What do you think is the purpose of constructing identities in this particular way?

Summary 13 Discourse as crucial means to construct identities (focus today on written/multimodal discourse) Identities as important aspects of an organisation Slippery concept of identity as ongoing, dynamic performance Myriad ways of constructing identities

Suggestions for further reading 14 Benwell, Bethan & Elizabeth Stokoe (2006). Discourse and Identity. Edinburgh: Edinburgh University Press. Jenkins, Richard (2008). Social Identity. 3 rd edition. London: Routledge. Angouri, Jo & Meredith Marra (2011). Constructing Identities at Work. Basingstoke: Palgrave Macmillan. Burr, Vivien (2003). Social Constructionism. 2 nd edition. London: Routlegde.