Cultural Discourse Studies is a field committed to locally grounded research and critical

engagement with human communication as a global system of diverse cultural discourses

enmeshed in unequal relations of power. The globally diverse contributions to this handbook
exemplify that commitment while advancing the field in many important ways.
Robert T. Craig, University of Colorado Boulder, USA

Cultural Discourse Studies is a remarkable edited collection certain to shape the field of
communication powerfully. The book is theoretically sophisticated, wholly imaginative, and
more importantly exactly what we need to read right now to improve the world. Cynicism,
insults, and oppression harm the ability for humans to cooperate; Cultural Discourse
courageously seeks to improve the conversation, steering it toward more healthy dialogues
and outcomes. It is essential reading for anyone who wants to live in a world where people
get along!
Kent A. Ono, University of Utah, USA

Shi-xu has assembled a remarkable collection of studies on culture and discourse studies
that should be of interest to scholars and students. The book offers a sweeping survey of
key concepts and case studies from contributors from around the world. The contributions
address classic debates as well as recent cases about the way groups and organizations use
discourses to mobilize meaning, as well as the challenges for intercultural communication in
a global world. All in all, this is a stimulating book that raises important questions and lays
out rich empirical findings.
Silvio Waisbord, George Washington University, USA

Of all the fields of Discourse Studies, Cultural Discourse Studies, starting with Dell Hymes
in the 1960s, was the first, and, as shown in this much needed Handbook, still is a crucial
approach to the study of text and talk all over the world, as is also shown in the selection of
topics and the impressive international team organized by the prominent cultural discourse
studies scholar Shi-xu.
Teun A. van Dijk, Pompeu Fabra University, Spain

The Routledge Handbook of Cultural Discourse Studies represents an ambitious effort to map
out the philosophical underpinnings, theoretical frameworks, methodological approaches,
and empirical challenges faced by humanity as we (fail to) come together to communicate
about how to avoid the global existential threats we are facing today.
Ingrid Piller, Macquarie University, Australia

With a wealth of fresh perspectives and innovative case studies, this is an exciting,
provocative volume which undoubtedly helps expand the scope of discourse studies.
Crispin Thurlow, University of Bern, Switzerland
 THE ROUTLEDGE HANDBOOK OF
CULTURAL DISCOURSE STUDIES

In response to the cultural challenges in society and scholarship, this handbook presents the
conceptions, assumptions, principles, methods, topics and issues in the studies of cultural forms of
human communication—cultural discourses—by experts from around the world.
A culturalist programme in communication studies (CS), cultural discourse studies (CDS), as
represented in this handbook, is a new current of thought in human and social science and a form of
academic activism, but above all, it is a fresh paradigm of research committed to enhancing cultural
harmony and prosperity on the one hand and facilitating intellectual plurality and innovation on
the other hand. This handbook is the first of its kind; it is concerned with the identities of, and
interactions between, the world’s diverse cultural communities through locally-grounded and
globally-minded, culturally conscious and critical approaches to their communicative practice.
Contributors apply such insights, precepts and techniques, not merely to discover and describe
past and present communication, but also to design and guide future communication.
This handbook is ideal for scholars and students interested in cultural aspects and issues of
communication/discourse, as well as researchers of other fields looking to apply cultural discourse
methods to their own projects.

Shi-xu is Changjiang Distinguished Professor and Director of the School for Contemporary
Chinese Communication Studies at Hangzhou Normal University, China. He is the founding
Editor-in-Chief of the Journal of Multicultural Discourses (Routledge, ESCI) and General Editor
of the Cultural Discourse Studies Series (Routledge). His books in English include Cultural
Representations (1997), A Cultural Approach to Discourse (2005), Read the Cultural Other (as
lead editor) (2005), Discourse as Cultural Struggle (as editor) (2007), Discourse and Culture
(2013), Chinese Discourse Studies (2014) and Discourses of the Developing World (2015).
 ROUTLEDGE HANDBOOKS IN LINGUISTICS

Routledge Handbooks in Linguistics provide overviews of a whole subject area or sub-discipline

in linguistics and survey the state of the discipline including emerging and cutting edge areas.
Edited by leading scholars, these volumes include contributions from key academics from around
the world and are essential reading for both advanced undergraduate and postgraduate students.

THE ROUTLEDGE HANDBOOK OF SEMIOSIS AND THE BRAIN

Edited by Adolfo M. García and Agustín Ibáñez

THE ROUTLEDGE HANDBOOK OF LINGUISTIC PRESCRIPTIVISM

Edited by Joan C. Beal, Morana Lukač and Robin Straaijer

THE ROUTLEDGE HANDBOOK OF EXPERIMENTAL LINGUISTICS

Edited by Sandrine Zufferey and Pascal Gygax

THE ROUTLEDGE HANDBOOK OF SOCIOPHONETICS

Edited by Christopher Strelluf

THE ROUTLEDGE HANDBOOK OF PRONOUNS

Edited by Laura L. Paterson

THE ROUTLEDGE HANDBOOK OF LANGUAGE AND RELIGION

Edited by Stephen Pihlaja and Helen Ringrow

THE ROUTLEDGE HANDBOOK OF ENGLISH-MEDIUM

INSTRUCTION IN HIGHER EDUCATION
Edited by Kingsley Bolton, Werner Botha and Benedict Lin

THE ROUTLEDGE HANDBOOK OF CULTURAL DISCOURSE STUDIES

Edited by Shi-xu

Further titles in this series can be found online at www.routledge.com/series/RHIL

 THE ROUTLEDGE
HANDBOOK OF CULTURAL
DISCOURSE STUDIES

Edited by Shi-xu
 Designed cover image: Getty
First published 2024
by Routledge
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and by Routledge
605 Third Avenue, New York, NY 10158
Routledge is an imprint of the Taylor & Francis Group, an informa business
© 2024 selection and editorial matter, Shi-xu; individual chapters, the
contributors
The right of Shi-xu to be identified as the author of the editorial material, and of
the authors for their individual chapters, has been asserted in accordance with
sections 77 and 78 of the Copyright, Designs and Patents Act 1988.
All rights reserved. No part of this book may be reprinted or reproduced or
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Trademark notice: Product or corporate names may be trademarks or registered
trademarks, and are used only for identification and explanation without intent
to infringe.
British Library Cataloguing-in-Publication Data
A catalogue record for this book is available from the British Library
ISBN: 978-1-032-07501-3 (hbk)
ISBN: 978-1-032-07506-8 (pbk)
ISBN: 978-1-003-20724-5 (ebk)
DOI: 10.4324/9781003207245
Typeset in Times New Roman
by Apex CoVantage, LLC
 CONTENTS

List of figures xi
List of tables xiii
List of contributors xiv

Introduction 1
Shi-xu

PART I
Philosophical foundations 7

1 Cultural discourse studies: A culturalist approach to communication 9

Shi-xu

2 Representing discourse studies: The unequal actors of an international

and multidisciplinary field 24
Johannes Angermuller

3 Asiacentricity and the field of Asian communication theory:

Today and tomorrow 45
Yoshitaka Miike

4 Intercultural communication and interactions: A history and critique 70

Hamid Mowlana

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 Contents

5 Entangling the discursive and the material 85

Nico Carpentier

PART II
Theoretical developments 99

6 Situating and unwinding “intercultural struggles” in critical

intercultural communication studies 101
Rona Tamiko Halualani

7 Transcultural communication 110

Will Baker

8 Biculturalism and bicultural identity negotiation 124

Shuang Liu and Cindy Gallois

9 Gender, culture and emancipation: A paradigmatic outline

of Asiacentric womanism 137
Jing Yin

10 Contemporary Chinese discourse in times of global turbulence:

Reconstructing cultural capacity and crafting international strategy 162
Shi-xu

11 Ethnic media in multicultural Russian society: A cultural

discourse studies approach 176
Anna Gladkova and Elena Vartanova

12 A cultural discourse called science 188

Ringo Ossewaarde

13 Freedom discourse 200

Manfred Kienpointner

PART III
Methodological considerations 229

14 Infusing “Spirit” into the “Power/Other” dialectic and dialogue 231

Ronald D. Gordon

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 Contents

15 Analysing multimodal cultural discourse: Scope and method 248

Dezheng (William) Feng and Yilei Wang

16 Cultural discourse analysis as a methodology for the study

of intercultural contact and circulation 264
David Boromisza-Habashi

17 Cultural discourse analysis: Discourse hubs as heuristic devices 277

Donal Carbaugh, Trudy Milburn, Michelle Scollo and Brion van Over

18 Understanding social justice in language teacher education from a

Freirean Southern decolonial perspective 294
Nara Hiroko Takaki

PART IV
Empirical explorations 313

19 Trust in language: Exploring the speech-action nexus 315

Tamar Katriel

20 Hate speech we live by 327

María Laura Pardo

21 Anonymity and radicalisation in Argentinian social media:

Identity as a strategy for political dispute 346
María Valentina Noblía

22 Where neoliberal and Confucian discourses meet: The case

of female fitness influencers on Chinese social media 367
Gwen Bouvier

23 Recontextualising global warming as opportunity: On not seeing

the trees for the forest 387
Ian Roderick

24 (Re)location of discourses in institutional space 402

Isolda E. Carranza

25 The normalisation of impoliteness in political dialogue: Latin America,

Spain and the United States 419
Adriana Bolívar

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 Contents

26 Duality of facework in hotel responses of Shanghai and London to

negative online reviews: A transculturality proposal 436
Doreen D. Wu, Kaiming Su and Xueliu Wang

27 Beyond the “one-key-to-the-universe view”: Expanding critical

perspectives in cultural discourse studies 452
Walkyria Monte Mór

28 The harmonisation of African orthographic conventions:

The CASAS experience 466
Kwesi Kwaa Prah

Index 477

x
 FIGURES

2.1 Institutional status of respondents, DiscourseNet survey, August 2021, N = 1200 33

2.2 The disciplines in which discourse researchers are based (more than one
response allowed), DiscourseNet survey, autumn 2019, N = 1060 34
2.3 Countries where discourse researchers work, DiscourseNet survey, autumn
2021, N = 1200 35
2.4 The languages that discourse researchers use for work, DiscourseNet
questionnaire, autumn 2021, N = 1200 36
2.5 The distribution of all 170000 citations from the 99 active full professors
specialised in discourse in the United Kingdom, France and Germany 37
2.6 Average citation numbers of all 99 professors specialised in discourse
in the United Kingdom, France and Germany 39
2.7 The multilingual space of the global field of discourse studies 40
4.1 Important channels of intercultural interactions 72
5.1 The discursive-material knot model in a nutshell 90
7.1 Language, culture and communication as complex adaptive systems 113
13.1 The core meaning of selected freedom words 205
13.2 Rule-following and rule-changing creativity 212
13.3 The structure of the argument from alternatives 215
15.1 The multimodal construction of identity 258
15.2 Timo’s cosplay as the traditional Chinese character Chang’e 259
20.1 Synchronic and diachronic reading 334
22.1 Composition set in an undefined, idealized world 373
22.2 Symbolic setting with warm autumn colours throughout 374
22.3 Symbolic setting and rhyming of pure whiteness 374
22.4 Success represented though managing different aspects of life 375
22.5 Striking a pose to accentuate aspects of the body 376
22.6 Self-care through managing one’s life 377
22.7 Self-discipline and control as moral principles to live your life by 379

xi
 Figures

22.8 The use of lists can efface complexity and appear to provide solutions without
providing a clear roadmap of how to achieve these 381
24.1 SAVE YOUR SOUL 408
24.2 WRITERS EVOLUTION 409
24.3 Bom—Deva Ruiz—Power 410
24.4 FUCK COPS 411
24.5 MONEY 412
24.6 BOOM 412

xii
 TABLES

13.1 Determinism and Libertarianism 206

13.2 Varieties of freedom rhetoric 225
17.1 Transcript of board of directors conversation by line number 279
17.2 Transcript of media reference by line number 281
17.3 Transcript of relationship conversation by line number 283
17.4 Transcript of news interview by line number 284
17.5 Transcript of Gowanus Canal interview by line number 286
18.1 Interdependent model for critical literacy 300
18.2 Proposal for a reconstruction 303
20.1 Semantic fields 337
20.2 Application of the SDMLAT 339
21.1 Sexual stereotypes as resources of political and ideological identification 363
26.1 Typology of facework strategies by hotels on social media 440
26.2 Overview of the data 441
26.3 Comparison of types of facework adopted by hotels in Shanghai and London
(chi-square test) 442
26.4 Comparison of each facework strategy adopted by hotels in Shanghai and
London (independent sample t-Test) 443

xiii
 CONTRIBUTORS

Johannes Angermuller has been Professor of Discourse, Languages and Applied Linguistics at
Open University (United Kingdom) since 2019. He works on discourse at the intersection of science
and politics. He also works on social practices, academic careers and organisational power in higher
education. Johannes has pursued an international career, which started in Germany and France and
continued in the United Kingdom. After obtaining a PhD at Paris Est, Créteil (France) and Magde-
burg (Germany), he became Juniorprofessor in the sociology of higher education at Mainz Univer-
sity (Germany) in 2009 and Professor of Discourse at Warwick University in 2012. He was an ERC
laureate for two projects on academics and their discourses at Warwick University and Ecole des
Hautes Etudes en Sciences Sociales. He is the founding president of DiscourseNet. International
Association of Discourse Studies, which was created in 2019. His publications include Poststructur-
alist Discourse Analysis. Subjectivity in Enunciative Pragmatics (Palgrave Macmillan: Houndmills,
Basingstoke, 2014) and Why There Is No Poststructuralism in France. The Making of an Intellec-
tual Generation (Bloomsbury: London, 2015), which have been translated into French, German,
Portuguese, Spanish and Turkish. He also edited a German-language handbook of discourse studies,
which is the most comprehensive to date: Diskursforschung. Ein interdisziplinäres Handbuch. Zwei
Bände. Band 1: Theorien, Methodologien und Kontroversen. Band 2: Methoden und Analysep-
raxis Perspektiven auf Hochschulreformdiskurse. (Bielefeld: transcript, 2014). Co-authored with
Philippe Blanchard, his most recent book is Careers of the Professoriate. Academic pathways of the
linguists and sociologists in Germany, France and the UK (London: Palgrave, 2013).

Will Baker is Associate Professor of Applied Linguistics and Director of the Centre for Global
Englishes at the University of Southampton, UK. His research interests are Intercultural and
Transcultural Communication, English as a Lingua Franca, English Medium Education, Intercul-
tural Education, Intercultural Citizenship, and Decolonial ELT, and he has published and presented
internationally in all these areas. Recent publications include ‘Intercultural and Transcultural
Awareness in Language Teaching’ (2022 Cambridge University Press), Baker, W., & Ishikawa, T.
‘Transcultural Communication through Global Englishes’ (2021 Routledge), Tsou, W., & Baker,
W. (Eds.). ‘English-medium instruction translanguaging practices in Asia’ (2021 Springer), and
co-editor of the ‘Routledge Handbook of English as a Lingua Franca’ (2018).

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 Contributors

Adriana Bolívar (PhD University of Birmingham) is Full Professor of Linguistics and Discourse
Studies (Universidad Central de Venezuela). She has developed a critical interactional Latin Amer-
ican perspective for the study of political dialogue, with reference to changes in populist disruptive
discourse and its effects on democracies in Venezuela and other countries. She has also studied
academic and scientific discourse, first from a corpus linguistics approach in different disciplines
and later from a critical perspective to unveil epistemic (de)colonisation in Latin America. Her
most recent books are Political discourse as dialogue. A Latin American Perspective (Routledge,
2018), Lectura y escritura para aprender, crecer y transformar (Martínez, Narvaja de Arnoux &
Bolívar, 2020) and Procesos de aprendizaje de la lengua oral y escrita: teoría y práctica (Shiro &
Bolívar, 2023). She has received awards as founder of the Latin American Association of Dis-
course Studies (in 1995) and founder editor of the Latin American Journal of Discourse studies
(Revista Latinoamericana de Estudios del discurso, started in 2000). She has already published
chapters for the Routledge Handbooks on academic and professional discourse (Bolívar & Parodi,
2015), politeness and impoliteness (Bolívar & Flores, 2022) and politics and discourse (Bolívar &
Llamas-Saiz, 2023).

David Boromisza-Habashi (Associate Professor, University of Colorado Boulder) is an eth-

nographer of communication who studies the relationship between culture, communication and
mobility. His empirical research focuses on the ways communication facilitates the movement
of discursive resources across cultural boundaries. He is particularly interested in how speakers
assign various kinds of value to discursive resources and what role value has to play in the global
circulation of speech genres and metadiscursive terms. His current ethnographic research project
investigates how public speaking is communicatively constituted as a mobile speech genre in an
undergraduate public speaking course in the United States. This research creates opportunities
for advancing theories of value, cultural discourse, speech community and speech economy. His
book, Speaking Hatefully: Culture, Communication and Political Action in Hungary (Pennsylva-
nia State University Press, 2013) is a cultural discourse analysis of Hungarian public discourse
about hate speech. His research has appeared in a number of edited volumes and journals includ-
ing Human Communication Research, Communication Theory, the Journal of International and
Intercultural Communication, the International Journal of Communication, the Journal of Multi-
cultural Discourses, Discourse & Communication, and Text & Talk.

Gwen Bouvier is Professor of Social Media and Communication in the Institute of Corpus Stud-
ies and Applications at Shanghai International Studies University. She is the Associate Editor for
Social Semiotics and Book Review Editor for Discourse & Society. Her latest publications include
the book Qualitative Research Using Social Media (Routledge, 2022) and the articles “Visually
representing Cervical Cancer in a government social media health campaign in China: moral-
izing and abstracting women’s sexual health” (Visual Communications, 2023) and ‘#Stand with
women in Afghanistan: Civic participation, symbolism, and morality in political activism on X’
(Discourse and Communication, 2023).

Donal Carbaugh (PhD, University of Washington) is Professor Emeritus of Communication at

the University of Massachusetts Amherst. His research employs cultural discourse analysis as a
philosophy, perspective and method of inquiry. His specialties are environmental communication
and intercultural interactions, with his publications being honoured in each area. His book, Cul-
tures in Conversation, received the Old Chestnut Award by the Language and Social Interaction

xv
 Contributors

Division of the National Communication Association (NCA). In 2017, he was designated by NCA
as a distinguished scholar, its highest honour. He is currently involved with an international net-
work of scholars and indigenous peoples concerning the better management of common or public
lands such as national parks with his special interests situated among the Amskapi Piikuni (Black-
feet Country) region of northern Montana, USA.

Nico Carpentier is Extraordinary Professor at Charles University (Prague, Czech Republic), Vis-
iting Professor at Tallinn University (Estonia) and President of the International Association for
Media and Communication Research (2020–2024). His theoretical focus is on discourse theory;
his research is situated in the relationship between communication, politics and culture, especially
towards social domains as war and conflict, ideology, participation and democracy. He frequently
uses arts-based research methods as a hybrid scholar, artist and curator. His latest monographs are
“The Discursive-Material Knot: Cyprus in Conflict and Community Media Participation” (2017,
Peter Lang, New York) and “Iconoclastic Controversies: A Photographic Inquiry into Antagonistic
Nationalism” (2021, Intellect, Bristol). The most recent special issues he edited are “Arts-based
Research in Communication and Media Studies” (2021, with Johanna Sumiala) in Comunica-
zioni Sociali and “Mediating Change, Changing Media” (2022, with Vaia Doudaki and Michał
Głowacki) in the Central European Journal of Communication. His last exhibition was The Mirror
of Conflict photography exhibition, in 2023. See nicocarpentier.net.

Isolda E. Carranza (PhD, Georgetown University) is Full Professor of Linguistics at the National
University of Córdoba, Argentina, and works as a researcher at the National Research Council
(CONICET). She has co-founded and presided the Argentine Society for Linguistic Studies (SAEL)
and has chaired the Argentine chapter of the Latin American Association of Discourse Studies
(ALED). She has lectured in Davis (California), Puebla (México), Barcelona, Milan, Washington
DC and Leuven (Belgium), where she also co-directed two binational research projects. She is
an active member of the editorial committee of Spanish in Context (director: F. Moreno Fernán-
dez, U. Heidelberg) and Discurso y Sociedad (Barcelona). Some international journals where her
writings have appeared are Pragmatics, Discourse & Society, Narrative Inquiry, International
Review of Pragmatics, Oralia, Linguagem em discurso and Spanish in Context. She has published
monographs and co-edited two e-book series. Her latest books are Narrativas Interaccionales, una
mirada sociolingüística a la actividad de narrar (2020) and Estudios del discurso. The Routledge
Handbook of Spanish Language Discourse Studies (2022), co-edited with Carmen López and Teun
van Dijk.

Dezheng (William) Feng, PhD, is Associate Professor and Associate Director of the Research
Centre for Professional Communication in English at the Department of English and Communi-
cation, The Hong Kong Polytechnic University. His research focuses on the analysis of various
media and communication practices from the perspectives of pragmatics, discourse analysis and
multimodality. His recent publications include the monograph Multimodal Chinese Discourse:
Understanding Communication and Society in Contemporary China and research articles in jour-
nals such as Journal of Pragmatics, Pragmatics and Society, Discourse and Communication, and
Visual Communication.

Cindy Gallois was Emeritus Professor in the School of Psychology at The University of Queens-
land (UQ). She is best known as a world leader in intergroup communication research in intercul-
tural, organisational and health contexts. Her research was diverse and far reaching. She published

xvi
 Contributors

15 books and monographs and over 200 book chapters and papers. Cindy’s contribution to the
academic world went far beyond her research scholarship. At the University of Queensland (UQ),
she was the president of the Academic Board, founding director of the Centre for Social Research
in Communication at UQ and served as executive dean of the UQ Faculty of Health and Behav-
ioural Sciences. Internationally, Cindy was a fellow and past president of the International Com-
munication Association (ICA). Her research awards were phenomenal, including fellowships in
the Academy of Social Sciences in Australia (elected 2000), the Society of Experimental Social
Psychologists (elected 1997), the International Communication Association (ICA, elected 2007),
the International Academy of Intercultural Research (Charter Fellow, elected 1997) and the Inter-
national Association of Language and Social Psychology (elected 2012). Sadly, Cindy Gallois
passed away in June 2023.

Anna Gladkova is Leading Researcher and Deputy Dean for International Affairs office at the
Faculty of Journalism, Lomonosov Moscow State University, Russia, where she conducts research
on ethnic media and digital inequalities. She is co-chair of the Digital Divide Working Group
(IAMCR) and editor-in-chief of World of Media. Journal of Russian Media and Journalism Stud-
ies. She guest edited several special issues for international journals, including Journal of Multi-
cultural Discourses, Digital Journalism, and others.

Ronald D. Gordon received his PhD at the University of Kansas and is Professor of Communi-
cation at the Hilo campus of the University of Hawai’i. He served as chair of his department for
eight years, as President of the Pacific and Asian Communication Association for three years and
has been twice-nominated for the University of Hawai’i Board of Regents’ Teaching Excellence
Award. He has authored five books, the most recent of which are Wisdom for Mindful Living:
Dwelling in Awareness (Wipf & Stock, 2023) and The Way of Dialogue: 1 + 1 = 3 (Wipf & Stock,
2020), and he is currently co-editing a volume on Communication Wisdom. His scholarship has
appeared in over 20 different academic journals, including Journal of Multicultural Discourses,
China Media Research, Journal of Business Communication, Journal of Communication and
Religion, Psychological Reports, International and Intercultural Communication Annual, Journal
of Pure Communication Inquiry, Communication Quarterly, Small Group Behavior, Journal of
Transformational Learning, and others.

Rona Tamiko Halualani (Ph.D., 1998, Arizona State University) is Professor of Intercultural
Communication in the Department of Communication Studies at San Jose State University.
Dr. Halualani is a diasporic Native Hawaiian born and raised on the continent and specifically,
on Ramaytush and Ohlone Native land. Dr. Halualani is the author of In the Name of Hawaiians:
Native Identities and Cultural Politics (University of Minnesota Press) and is the co-editor (with
Dr. Thomas K. Nakayama) of the Handbook of Critical Intercultural Communication (Wiley). She
has published numerous articles in the Journal of International and Intercultural Communica-
tion, International and Intercultural Communication Annual and International Journal of Intercul-
tural Relations, Intercultural Education, among other journals and collections. Dr. Halualani is also
the former editor-in-chief of the Journal of International and Intercultural Communication. She
teaches courses on intercultural communication, critical intercultural communication, globalized
intercultural communication, and culture and gender identity. Dr. Halualani works on projects
related to critical intercultural communication studies, critical indigenous studies, critical inter-
cultural communication pedagogy and Pacific Islander communication studies. She is currently
writing a book manuscript on diasporic Native Hawaiian belonging. Dr. Halualani also served as

xvii
 Contributors

the special assistant to the president, director of inclusive excellence and institutional planning for
San Jose State University from 2007 through 2009. Dr. Halualani also provides diversity, equity
and inclusion consulting and trainings for organizations and campuses around the country.

Tamar Katriel is Professor (Emerita) at the University of Haifa, Israel. Her research is at the
intersection of the study of culture, language and communication in both public and interpersonal
settings, combining analytical frameworks derived from the Ethnography of Communication, Dis-
course Studies and Cultural Anthropology. She is author of a wide range of articles in academic
journals and book collections as well as the following books: Talking Straight (1986); Communal
Webs (1991); Performing the Past (1997); Dialogic Moments (2004); Defiant Discourse (2021);
a Hebrew collection of essays Key Words (1999). She is co-editor of Cultural Memories of Non-
Violent Struggles (2015) and of a special issue of the journal of the Israeli Communication Asso-
ciation, Media Frames, on Communication and Violence (2022). She is the recipient of several
awards, including the Golden Anniversary Award for Outstanding Scholarship for Talking Straight
from the American National Communication Association (NCA) n 1987, and a Life Achievement
Award from the Israeli Anthropological Association in 2022. In 2017, she was elected Fellow of
the International Communication Association (ICA).

Manfred Kienpointner is Professor Emeritus of General and Applied Linguistics at the Univer-
sity of Innsbruck, Austria. His main research areas are rhetoric and argumentation, contrastive lin-
guistics and (im)politeness studies. Publications include the books Argumentationsanalyse (1983),
Alltagslogik (1992), Vernünftig argumentieren (1996) and Latein—Deutsch kontrastiv (2010).
Editor of the special issues of the journals Pragmatics 9(1) (1999) on Ideologies of Politeness and
Discourse Studies 25(4) (2023) on New Developments in Argumentation Studies.

Shuang Liu is a professor in the School of Communication and Arts at The University of Queens-
land, Australia. She is an internationally recognised intercultural communication expert, specialis-
ing in the areas of immigration, acculturation, and identity negotiation, particularly in relation to
older immigrants ageing in a foreign land. One of her key contributions to the field of intercul-
tural research is advancing process-oriented approach to understanding the integration experiences
of immigrants. Another main contribution of Shuang’s work is reflected in her interdisciplinary
approach to integrating acculturation and ageing research, which was traditionally studied by
researchers in separate fields. Shuang has led the successful completion of large projects explor-
ing the ageing and aged care experiences of older people from culturally and linguistically diverse
backgrounds with the goal of identifying practice and policy avenues for supporting older people
to age well in a foreign land. Shuang has published extensively in the form of books, book chapters
and articles in peer-reviewed international journals. The international reach and wide applicabil-
ity of Shuang’s work is evidenced by citations of her publications from 32 countries in journals
covering 33 subject areas including communication, business, psychology, gerontology, family
studies and medicine. Shuang is a fellow of the International Academy for Intercultural Research,
a premier international association for intercultural researchers.

Yoshitaka Miike (PhD, University of New Mexico, USA) is a professor in the Department of
Communication at the University of Hawai‘i at Hilo and Senior Fellow at the Molefi Kete Asante
Institute for Afrocentric Studies. He is best known as the founding theorist of Asiacentricity in the
communication discipline. His original essays have appeared in a number of academic journals

xviii
 Contributors

and scholarly books and have been translated into Chinese and Korean. He is the co-editor of The
Handbook of Global Interventions in Communication Theory (International Communication
Association Handbook Series, Routledge, 2022) and The Global Intercultural Communication
Reader (Routledge, 2008 and 2014). He also guest-edited four journal special issues and themed
section on Asian communication theory. He was Chair (2013–2014) of the International and Inter-
cultural Communication Division of the National Communication Association and a review article
editor (2011–2016) of the Journal of Multicultural Discourses. He has served on the editorial
boards of China Media Research; Intercultural Communication Studies; International and Inter-
cultural Communication Annual; International Encyclopedia of Intercultural Communication;
Journal of Black Studies; Journal of Content, Community and Communication; Journal of Inter-
national and Intercultural Communication and Universal Write Publications. His recent research
focuses on the history of the field of Asian communication theory, non-Western traditions of com-
munication ethics and aspects of Japanese culture and communication.

Trudy Milburn (PhD, University of Massachusetts, Amherst) is Associate Vice President for
Academic Affairs at Southern Connecticut State University. Dr. Milburn has published widely
in the area of culture and communication in professional contexts. Her four authored, edited and
co-authored books include: Engaging and Transforming Global Communication Through Cul-
tural Discourse Analysis: A Tribute to Donal Carbaugh (with Michelle Scollo); Communicating
User Experience: Applying Local Strategies Research to Digital Media Design; Citizen Discourse
on Contaminated Water, Superfund Cleanups, and Landscape Restoration: (Re)making Milltown,
Montana (with Susan Gilbertz) and Nonprofit Organizations: Creating Membership through Com-
munication. She has been a tenured associate professor on the faculties of California State Univer-
sity, Channel Islands and Baruch College/The City University of New York.

Walkyria Monte Mór has a PhD in language and education (University of São Paulo), a mas-
ter’s degree in philosophy of education (PUC-SP), and a BA in languages–Portuguese and Eng-
lish. She has done postdoctoral research at the University of Manitoba, Canada. She is a senior
associate professor at the Department of Modern Languages, University of São Paulo. She has
co-founded and co-directed the Nationwide Project on Literacies: Language, Culture, Education
and Technology, DGP-CNPq-USP, (2009–2021) and the USP-UIUC Pilot Project (Knowledge
Exchange and Research Proposal: Literacies and Languages in Teacher Education, University of
São Paulo, Brazil and University of Illinois, Urbana-Champaign, USA, since 2018). Her research
interests include language and culture, multicultural discourses, literacies (multiliteracies, critical
literacy, digital and visual literacies), meaning-making, language education, teacher education and
coloniality/decoloniality.

Hamid Mowlana (PhD, Northwestern University, 1963) is Professor Emeritus of International

Relations at the School of International Service, American University, Washington DC. He was
the founding director of the Intercultural and International Communication Program at the same
institution from 1968–2005. He served as the president of the International Association for Media
and Communication Research (IAMCR) between 1994 and 1998 and is now an honorary president
of that organisation. He has received many national and international awards, including the Inter-
national Studies Association’s Distinguished Senior Scholar Award and the International Com-
munication Association’s award for outstanding research. His numerous books are translated into
several languages. He has been a visiting professor in a number of universities around the world.

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 Contributors

María Valentina Noblía received PhD in linguistics from the Facultad de Filosofía y Letras,
Buenos Aires University (UBA), Argentina. She is Professor of Linguistics at that faculty and
a researcher at the Institute of Linguistics (UBA). She has an extensive academic and scientific
background in linguistics and discourse analysis, focusing on digital discourses and interaction
in social networks. In the field of applied linguistics, she has specialised in forensic linguistics,
particularly in topics related to authorship and plagiarism. She is a founding member and cur-
rent President of the Argentine Association of Forensic Linguistics (ALFA) and a member of the
working group “Rede de estudos do discurso jurídico e grupos minorizados” (REDEJUR) and the
International Association of Forensic and Legal Linguistics (IAFLL). She has numerous publica-
tions in peer-reviewed journals and books on the study of discourse in digital media and legal
discourse in forensic contexts. Among her recent publications are “Anonymity, pseudonymy and
crimes in social networks: a multidimensional proposal of forensic linguistics for the identification
of authorship” (with T. Gershanik and A. Renato), “A theoretical-methodological proposal for the
analysis of digital discourses” and “Labor interaction in mobile social networks: the use of modes
as a mitigation strategy”.

Ringo Ossewaarde is Associate Professor in Governance, Society and Technology and the Head
of the Department of Public Administration in the Faculty of Behavioural, Management & Social
Sciences at the University of Twente, Netherlands. He took his undergraduate and master’s degrees
in sociology at the Erasmus University of Rotterdam. In 2002 he received his doctorate in political
science from the London School of Economics and Political Science (LSE). His current research
is concerned with the intermingling between political-administrative constellations, power, lan-
guage and technology. Recently he has mainly worked on topics like the politics of artificial intel-
ligence, the governance of digital transformation, algorithmic governance and the European Green
Deal, in which he seeks to reveal the particular myths at work that mystify problematic power
constellations in politics and administration. His publications include Tocqueville’s Moral and
Political Thought: New Liberalism (Routledge, 2004) and Theorizing European Societies (Bas-
ingstoke: Palgrave Macmillan, 2013). Over the years, he has extensively published on topics like
cosmopolitanism, multiculturalism, patriotism, democracy, rule of law, commons, publics, dialec-
tic, politics of technology, resistance, domination, ideology, mythology and memory politics and
in journals like Sustainability, AI & Society, Journal of Multicultural Discourses, Organization
Studies, Organization, Futures, Current Sociology, Technological Forecasting and Social Change,
Critical Sociology, European Journal of Social Theory, European Societies, Sociology and The
European Legacy.

María Laura Pardo is PhD in linguistics, a Principal Researcher at the National Council of
Scientific and Technical Research (CONICET), the Director of the Department of Linguistics at
the Philosophical and Cultural Anthropology Research Centre (CIAFIC-CONICET), Professor of
Analysis of the Languages of the Mass Media at the Faculty of Arts, University of Buenos Aires
and the ex-president of the Latin American Association of Discourse Studies. She is a found-
ing member of the Latin American Network for Critical Analysis of Poverty (REDLAD) and the
Argentine Forensic Linguistics Association, an honorary member of the Women for Justice Asso-
ciation and an associate member of the Language Research Center and the Research Institute for
the Arts and Humanities (RIAH), University of Swansea, UK. She has over 100 refereed jour-
nal publications and books in critical discourse studies, methodology, media and legal discourse.
Among her publications, stand outs include Discourses of the developing world. Researching
problems, complexities and aspirations (Shi-xu, K. K. Prah y M.L. Pardo. 2016); Descolonización

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 Contributors

del conocimiento, globalización y posmodernidad Los estudios del discurso y el desafío de la

identidad (Oxford, UK: Routledge); Language, Discourse & Society, Vol. 8, No. 1(15), 2020 (Tay-
lor and Francis Group; Pardo, M.L. 2020) and Violencia y Derechos vulnerados: el discurso em
acción. Buenos Aires: Biblos (Pardo, M.L. y M. Marchese, 2022).

Kwesi Kwaa Prah is the founder and former Director of the Centre for Advanced Studies of
African Society (CASAS) based in Cape Town. He was educated at the Universities of Leiden and
Amsterdam. He has worked extensively across Africa, Europe and Asia researching and teach-
ing Sociology and Anthropology in various universities including Makerere University, Uganda;
University of Zambia, University of Botswana and Swaziland; University of Juba, Sudan; Cape
Coast University, Ghana; National University of Lesotho; University of Namibia; University of
the Western Cape; University of Heidelberg; the Amsterdam Municipal University, and the Insti-
tute for West Asian and African Studies, China. Professor Prah has also been a Nuffield Fellow
and Associate at the Centre for African Studies, Cambridge University, and served as Professorial
Research Fellow at the Namibia Economic Policy Research Unit. He has lately been assisting the
University of Zululand. Prah has written many books including The Social Background of Coups
d’etat. (Brazil 1964, Indonesia 1965, Ghana 1966) (1973), Essays on African Society and History
(1976), Beyond the Color Line (1998), African Languages for the Mass Education of Africans
(1995), Capitein. A Critical Study of an 18th Century African (1992), The Bantustan Brain Gain
(1989), Mother Tongue for Scientific and Technological Development in Africa (2000), The Afri-
can Nation: The State of the Nation (2006), Kromantsihene; Before and After Garvey (2019), etc.

Ian Roderick is Associate Professor in Communication Studies and the MA in Cultural Analysis
and Social Theory at Wilfrid Laurier University in Waterloo, Ontario, CANADA. He currently
serves as the Special Issues Editor for Critical Discourse Studies. His research focuses upon the
intersection between design, technology, culture, and power. He is author of Critical Discourse
Studies and Technology: A Multimodal Approach to Analysing Technoculture. His essays have
appeared in multiple journals including The Journal of Multicultural Discourses, Social Semiotics,
Discourse: Studies in the Cultural Politics of Education, Critical Discourse Studies, and Journal
of Language and Politics.

Michelle Scollo (PhD, University of Massachusetts Amherst) is Associate Professor of Commu-

nication and Chair of the Faculty Senate and General Faculty Council at the University of Mount
Saint Vincent in New York, USA. She is Co-Immediate Past Chair of the Language and Social
Interaction Division and member of the Nominating Committee of the National Communication
Association. Her research and teaching are situated within the ethnography of communication and
cultural discourse analysis research programmes, in which she critically examines (inter)cultural
communication in interpersonal, health and environmental contexts in the United States and inter-
nationally. She is a two-time recipient of the National Communication Association Outstanding
Publication Award for Language and Social Interaction Scholarship for a (2011) article and (2019)
a co-edited book on cultural discourse analysis: Engaging and Transforming Global Communica-
tion Through Cultural Discourse Analysis: A Tribute to Donal Carbaugh (with Trudy Milburn).
Her work has been published in multiple journals and edited volumes.

Shi-xu (PhD, University of Amsterdam) is Changjiang Distinguished Professor (Ministry of Edu-

cation, China) and Director of the Centre for Contemporary Chinese Discourse Studies, Com-
munication University of Zhejiang and Hangzhou Normal University respectively. Previously,

xxi
 Contributors

he has held university teaching posts in the Netherlands, Singapore and Great Britain. His books in
English include Cultural Representations, A Cultural Approach to Discourse, Discourse and Cul-
ture, Chinese Discourse Studies, Discourses of the Developing World (with Prah and Pardo), Read
the Cultural Other (with Kienpointner and Servaes) and Discourse as Cultural Struggle (editor);
books in Chinese include《文化话语研究：探索中国的理论、方法与问题》,《什么是话语
研究》. He is the founding Editor-in-Chief of Journal of Multicultural Discourses, General Edi-
tor of Routledge Cultural Discourse Studies and serves on a dozen of international journal boards.
His central scholarly position is that human communication must be studied as a site of interac-
tion, contest, cooperation and transformation of diverse cultural discourses on a path towards
higher levels of civilisation.

Kaiming Su is a PhD student at School of Communication, Hong Kong Baptist University. His
research areas include media effects, social psychology, discourse analysis, information disorder
and misinformation.

Nara Hiroko Takaki holds a BA in English and Portuguese from the University of São Paulo,
USP (1988), a BA in English and Portuguese from the University of São Paulo (1989), an MA in
Modern Languages (Portuguese and English) from the University of São Paulo, USP (2004), and
a PhD in Languages from the University of São Paulo, USP (2008). She is Associate Professor at
the Federal University of Mato Grosso do Sul, UFMS. She has experience in the field of Language,
Interpretation, Society, working mainly on the following themes: critical literacies, decolonialities,
translingualism, post-humanism. Leader of the research group Critical, creative and ethical educa-
tion through Languages, Transculturalities and Technologies. Member of the National Association
for Postgraduate Studies and Research in Languages and Linguistics (ANPOLL)—Transcultural-
ity, Language and Education. Member of the National Literacy Project (University of São Paulo—
USP). Author of Leitura na formação de professores de inglês da rede pública: a questão da
reprodução de leitura no ensino de inglês and Letramentos na Sociedade digital: navegar é e não
é preciso. Co-author of Literacies in Paulo Freire’s Land and Constructions of meaning and criti-
cal digital literacy in the area of languages and Critical education in languages in study groups.

Brion van Over (PhD, University of Massachusetts Amherst) is Associate Professor of Com-
munication at Manchester Community College. His research focuses on the intersection of cul-
ture, technology and the environment. His recent book is a co-authored work on human-machine
interaction: Communication in Vehicles: Cultural Variability in Speech Systems (with Ute Winter,
Elizabeth Molina-Markham, Sunny Lie and Donal Carbaugh); a recent chapter appears in Engag-
ing and Transforming Global Communication through Cultural Discourse Analysis: A Tribute to
Donal Carbaugh (with Gonen Dori-Hacohen and Michaela Winchatz, Michelle Scollo and Trudy
Milburn, eds). His research has been published in several journals and edited volumes.

Elena Vartanova is Professor, Dean and Chair in Media Theory and Economics at the Faculty
of Journalism, Lomonosov Moscow State University, Russia. She is Academician of the Rus-
sian Academy of Education and President of the National Association of Mass Media Research-
ers. Professor Elena Vartanova specializes in digital divide, digital capital, media economics,
media management and the theory of media systems, including the development of comparative
research of media systems in terms of cultural aspects. Her papers appeared in Journalism, Euro-
pean Journal of Communication, Journal of Multicultural Discourses, Journalism & Mass

xxii
 Contributors

Communication Education, and other journals. She is also Editor-in-Chief of Vestnik Moskovskogo
universiteta. Seriya 10. Zhurnalistika and Head of Scientific Board in World of Media. Journal of
Russian Media and Journalism Studies.

Xueliu Wang is a graduate from MA in Bilingual Corporate Communication programme at the

Department of Chinese and Bilingual Studies, The Hong Kong Polytechnic University.

Yilei Wang is Assistant Professor at the School of Foreign Studies, Xi’an Jiaotong University. Her
research interests include media and communications research, and multimodal discourse analy-
sis. Her publications appeared in journals such as Environmental Communication, Discourse, con-
text, & media, and Social Semiotics.

Doreen D. Wu (PhD from University of Florida, USA) is Associate Professor in the Department
of Chinese and Bilingual Studies, The Hong Kong Polytechnic University. Her main research areas
are comparative discourse studies, glocalization, and media communication in Greater China.
Among the journal issues and books she has edited and co-edited with other scholars include:
Brand China in the Media: Transformation of Identities (2020, Routledge), Media Discourses &
Cultural Globalization: A Chinese Perspective (2011, special issue of Critical Arts), and The Dis-
courses of Cultural China in the Globalizing Age (2008, The Hong Kong University Press).

Jing Yin (PhD, Pennsylvania State University, USA) is Professor and Chair of the Department of
Communication at the University of Hawai‘i at Hilo and Fellow at the Molefi Kete Asante Institute
for Afrocentric Studies. Her research interests include non-Western cultural identity, Asiacentric
womanism and media representation. She is the Co-Editor of The Handbook of Global Inter-
ventions in Communication Theory (International Communication Association Handbook Series)
(Routledge, 2022) and The Global Intercultural Communication Reader (Routledge, 2008 and
2014). She is also the Guest-Editor of a special section of China Media Research on “Cultural
Traditions and Ethical Concerns in the Age of Global Communication” (Vol. 9, No. 2, 2013). She
has served on the editorial boards of the Journal of International and Intercultural Communica-
tion, Journal of Multicultural Discourses, and Human Communication: A Journal of the Pacific
and Asian Communication Association.

xxiii
 INTRODUCTION
Shi-xu

Cultural discourse studies (CDS) concerns itself with human communication, parallel to com-
munication studies (CS) broadly conceived. That is, it takes as its object of study social interac-
tion in which people use linguistic symbols and other means purposefully and consequentially in
historical and cultural context and seeks to describe, interpret and critique it. In this view, commu-
nication is a social process which encompasses multiple elements and dimensions (e.g. language,
gesture, technology, channels, time and place). As such, communication functionally constructs
reality, exercises power and changes the world.
And yet crucially different from many common forms in CS whether they are rhetorical, con-
versational, textual or media analysis, CDS considers human communication, not as universal
or culturally neutral, but as a global system composed of culturally diversified and competing
discourses. Here the term discourse refers to a culturally particular form of communication, real
or potential, of an ethnically and geopolitically characterised community, say the Chinese/Asian/
Developing/Third World or American/Western/Developed World. So culture in this context refers
to the set of ways of thinking, speaking and acting, often involving concepts, norms, values, rules,
language, ethnicity, religion, traditions, as well as material artefact, that are embodied in and so
characterise the discursive practice of such a community as just mentioned. In other words, culture
is the defining feature of a discourse—hence cultural discourses—and of communication more
generally. To study a discourse, then, is also to study a discursive community’s culture.
Cultural discourses are not just different from one another. Very importantly, in the globalising
world, they are in an interactive relationship and, consequently, relations of power—domination,
exclusion, resistance, cooperation, etc.—saturate the process.
It may be stressed here that cultural discourses in general and culture in particular are not to
be taken essentialistically, as if they were homogeneous, reified or fixed. Rather, they should be
understood in differential, dialectic and dynamic terms: They have dissimilarities both within and
without, they are interdependent and they are subject to change.
It may be pointed out, too, that any given community’s discourse, or any particular cultural
discourse, has its own system—discourse system. By this is meant the underlying, constitutive
configuration of (a) communicative institutions (community, organisation, platforms, media tech-
nology, etc.—“the motor system”) and (b) communicative know-how (concepts, values, theory,

DOI: 10.4324/9781003207245-1 1
 Shi-xu

information, principles, tactics, etc.—“the nervous system”) which combine to enable, organise
and sustain a community’s discursive practice at different levels of abstraction (e.g. the Develop-
ing World/Asian/Chinese) and fields of action (e.g. political, economic, scientific, artistic). It is
the communicative competence of a given community and so can have profound impact on the
outcome of its communicative practice. Therefore, it is crucially important to study the discourse
system of a cultural community, as a whole and at its various social domains.
For practical research purposes, CDS categorises a cultural discourse into six interlocking
components; they are communicators, act, medium, purpose, history and culture (CAMPHAC).
Specifically, communicators imply discursive actors as cultural organisations and members for
investigating who is (not) speaking and acting, in what position and capacity and with what char-
acteristics (e.g. world views, ways of thinking, character, past experiences). Act is relevant verbal
and nonverbal (inter)actions for studying what is (not) said and (not) done and how, how it is
responded to and what social representation and relation result. Medium is the use of symbols,
channels and other tools (e.g. specific languages, conventional and new media; occasion; time;
place) for studying what means are (not) used and how (also in relation with language use) and
why. Purpose is the causes, intentions, goals, effects and consequences for studying why the dis-
cursive activity in question has taken place, why it has done the way it did and what impact has
resulted. History is the processes involving the aforementioned discursive categories for studying
the nature, change and (ir)regularity of the discourse in question. Culture is the sum of features
in all the previous categories, but in dialectic, differential and power relations to other relevant
discourses, for studying the identity, distinction and intercultural relation and standing of the dis-
course in question. Depending on the particular research purposes and conditions of the data at
hand, these categories may be mobilised either in part or as a whole. As should be reminded, too,
since these categories are dialectically interconnected, a form of synthesis on the basis of their
analyses is required in order to reach a comprehensive and so practically productive conclusion.
Immediately, it should be cautioned that, just like the notion of cultural discourse, these analytic
categories must not be used as universal tools, either. They are proffered as heuristics, starting
points, for studying specific cultural discourses. For, just as the diverse cultural discourses of the
communication system may not have the same nature or shape, so do the analytic categories pro-
posed here. Therefore, they are to utilised subject to readjustment and reconfiguration according
as the specifics of the particular discourses under investigation.
Profoundly concerned with cultural diversity, dynamic and division of contemporary com-
munication, CDS is designed and dedicated to directing and practicing locally-grounded and
­globally-minded, culturally conscious and critical study of cultural discourses with a view to foster-
ing cultural innovation in scholarship on the one side and facilitating cultural development, har-
mony and prosperity in society on the other side. Locally-grounded, here, means drawing on native
wisdom and scholarship; globally-minded means learning from foreign knowledge and expertise.
Culturally conscious means being attentive to cultural difference and coherence of communication,
whereas culturally critical is being supportive of cultural harmony and resistant to cultural hegem-
ony. It is in these senses that CDS is culturalist in stance: It is an intellectual form of cultural politics.
To achieve the broad objectives set out here, a spate of interrelated tasks that CDS practitioners
may and should be taken up are provided. These are, to name but a few more urgent and badly
needed ones, as follows:

(1) To highlight and deconstruct ethnocentrism in the communication/discourse field with a

view to rebalancing and reforming it. To that end, research questions could revolve around:

2
 Introduction

How does the field of CS constitute ethnocentrism (i.e. cultural domination, prejudice and
exclusion), e.g. who are the dominant speakers/gate-keepers and who are excluded? Whose
cultural scholarship (theory, concepts, values, methods, topics, questions, etc.) is being uni-
versalised and whose marginalised? What is the current order of scholarly communication
flow like? What does scholarly ethnocentrism imply for academic innovation and societal
development? How are we to transform the current unbalanced order of CS discourse in
favour of cultural-intellectual diversity and creativity for CS?
(2) To (re)construct and apply the frameworks of cultural discourses of the world’s diverse
communities, but especially those unfamiliar, repressed or otherwise disadvantaged
ones, with a view to reclaiming identity and regaining voice, thereby enlivening, expand-
ing and enriching communication/discourse studies. To accomplish this task, efforts may
be made to query such questions as: What are the worldviews, ways of thinking and acting,
norms and values, etc.—the identity and distinctions—of a discourse community concerned
like? How are we researchers to (re)construct culturally conscious and critical frameworks
of cultural discourses, such as the Asian, African, Latin American or of the developing world
as a whole, which have hitherto been under-theorised and understudied? What should be the
agenda for their scholarship in CS like? What are the philosophical, theoretical, methodologi-
cal and topical assumptions for researching their discourses? What are the properties, prob-
lems and potentials, not just of the culturally dominant discourses, but especially of those that
have hitherto been misunderstood, misrepresented or silenced? How have the disadvantaged
discourses been evolving? How are they related and compared with their historical past? How
are they related and compared with their cultural others? How are discourses of cultural coop-
eration, mutual learning and shared benefit constructed?
(3) To compare and critique relevant cultural discourses in terms of commonality,
­difference and interrelations, with a view to enhancing intercultural empathy, equality
and cooperation. This means that research may be rendered into such questions as: What
are the common grounds, similarities, equivalences, linkages, differences and contradictions
between particular cultural discourses concerned, if any? What are the possible or actual
discourses of complementation, cross-fertilisation, sharing, helping, collaboration, synergy,
solidarity, and otherwise domination, demonisation, coercion, prejudice and exclusion like?
How are such discursive acts enabled, formed or changed? How may those positive ones be
recreated or promoted and negative ones undermined, reduced, transformed or otherwise
prevented?
(4) To craft new discursive strategies for the world’s cultural communities to come together
to confront common, pressing issues and crises facing humanity, with a view to ensuring
a future world of security, peace and prosperity. To do that, researchers should endeavour
to come up with answers to questions like: What are the real, important and urgent problems
facing humanity (what about poverty, climate change, nuclear threat) where communication
has a role to play? What should the world’s diverse communities do in order to ensure contin-
ued, egalitarian and sustainable communication? How could communication/discourse stud-
ies contribute to solving those existential problems? With the fast scientific and technological
advancement (say artificial intelligence [AI]), what would happen to society and to human
communication and so what preparation must be made?

These tasks may of course be taken up separately, in tandem, in parallel or as an ensemble

according as the particular research aims are chosen and the specific research conditions allowed.

3
 Shi-xu

To come to terms with human-communicative, or more specifically, cultural-discursive, rich-

ness and complexity, and more particularly, to accomplish the research tasks, CDS develops a
comprehensive and integrated, though still evolving, system of explicit approaches, as follows.

Intracultural Analysis: To search for identity, distinction, particularity or peculiarity of a cultural

discourse, through description and explanation of the relevant discursive components and their
relations in the data at hand (e.g. self-image, concepts, values, major themes, strategies of
meaning-making); because there is no parallel comparative analysis, the results do not guaran-
tee any cultural uniqueness.
Transcultural Analysis: To search for incursion by, influence from or fusion with aspects of rel-
evant other cultural discourses by discovering borrowings, transfusions or recreations of con-
cepts and ideas, norms and values, topics and expressions or else responses and reactions of
some sort in the discourse under study.
Cross-Cultural Analysis: To search for differences, variations, contrasts as well as ambivalence
between cultural discourses in question through comparison of relevant discursive components
or aspects so as to discover differential representations of the ‘same’ reality, variable attitudes
towards the ‘same’ issue, contrary actions, unique features, etc.
Pancultural Analysis: To search for commonalities, similarities, equivalences and interconnec-
tions between different cultural discourses in question by analysing all relevant discursive
components or aspects (e.g. types of communicators, ways of thinking, conceptions, values,
objectives, shared experiences).
Intercultural Analysis: To search for and make sense of self and other representations by and
processes of interaction between different, and by implication multiple, cultural discourses in
question and so also the resultant identities, actions performed, penetrations, relations of power
(e.g. domination, exclusion, marginalisation, resistance, cooperation, synergy) and changes of
situation.
Axiocultural Analysis: To offer evaluations over aspects or properties of a cultural discourse(s)
in question and propose new ways and norms of communication in order to enhance cultural
development, unity and prosperity. In this regard, CDS has its own cultural-political criteria,
global and local. Namely, while the global criterion, subject to continuing dialogue within
our discipline, is whether and to what extent a discourse is in favour of cultural flourishing—
development, unity, prosperity—the local standards are contingent upon the specific needs,
aspirations and traditions of the communities concerned, whether or not they impinge upon
sovereignty, security or socio-economic advancement.

It may be added that these methods may be employed selectively or in combination, depending
on the goals of research and the nature of data at hand.
Finally, to ensure the attainment of the culturalist ideal and the accomplishment of these out-
lined tasks, a set of rules applies as to the practice of CDS. They may be classified into two kinds,
one positive and one negative: On the one hand, (a) to give due attention to local context (e.g. its
relevant norms, values, habits), (b) to be conducive to native wishes and concerns, (c) to tap into
native intellectual resources (e.g. wisdom, knowledge, scholarship), (d) to take into consideration
international, intercultural and global interests, (f ) to be mindful of history and progress (e.g. new
media, AI, ChatGPT) and (g) to be modest and open to dialogue (e.g. by continuous and cultural-
mutual learning); on the other hand, (a) not to monopolise or dominate in scholarship (e.g. not
to universalise one’s own culture), (b) not to ignore, disregard or marginalise foreign intellectual
traditions and (c) not to be blind to inequality and repression.

4
 Introduction

This handbook is organised in four parts or at four levels—philosophical, theoretical, methodo-

logical and empirical—so the comprehensive research system or paradigm of CDS is presented
to the reader.
Part One has five chapters; it critically reflects on the relevant fields, defines the object of study
and highlights its character, projects research directions and stipulates appropriate approaches of
CDS. Thus, Chapter 1 outlines the contours of CDS in terms of its background, scope, directions,
paths and rules. Chapter 2 identifies and critiques sociological and epistemological forms of colo-
nialism in discourse studies and suggests ways of transformation. Chapter 3 proposes what is called
Asiacentricity as metatheoretical impetus for steering culturally productive investigations into
Asian discourses. Chapter 4 excavates the historical complexity and diversity of intercultural com-
munication research, exposing its current parochialism, ethnocentrism and nationalism thereby.
Chapter 5 argues from a non-hierarchical perspective for the re-merger of the discursive and the
material in the study of discourse. All in all, the reader is proffered a road map for doing CDS.
Part Two contains seven chapters and canvases various levels and domains of cultural discourse
theory. Thus, Chapter 6 brings the reader to a central issue in CDS—power struggle—and offers
an analytic concept that highlights its assemblages and operations. Chapter 7 sheds light on multi-
ple cultural dimensions and aspects of communication, outlining a broad and multifaceted theory
thereby. Chapter 8 shows the importance of understanding bicultural identity and, by implication,
multicultural identity as well as their formative processes in the study of communication in gen-
eral and of discourses in particular. Chapter 9 propounds Asiacentric womanism as an alterna-
tive framework that resists the hegemony of Eurocentric feminism, redefining emancipation and
empowerment for women within and without Asia as a result. Chapter 10 presents an integrated
research system for contemporary Chinese discourse, complete with philosophical, theoretical,
methodological and topical components. Chapter 11 offers an account of ethnic media and journal-
ism in the less explored milieu of Russia. Chapter 12 reconstructs European science as a cultural
discourse by teasing out the history of European scientific discourse, uncovering intellectual impe-
rialism in the process. Chapter 13 focuses on basic, important concepts of social life and highlights
their differences cross culture and history.
Part Three is composed of five chapters and provides tool kits for exercising CDS. So ­Chapter 14
introduces and advocates a new notion of spirit as epistemological prompt for CDS intellectuals to
expand their horizons of sensing, feeling, thinking and creating in the continuing Power/Other dia-
lectic and dialogue. Chapter 15 provides a methodological framework for multimodel cultural dis-
courses. Building upon the tradition of the ethnography of communication, Chapter 16 explicates
how cultural discourse analysis can serve as an effective tool for investigating intercultural contact
and mobility. In association with the same tradition, Chapter 17 spells out the new analytic catego-
ries of discursive hubs for identifying and specifying identities, actions, feeling and many other
elements in cultural discourses. Chapter 18 recommends Freire’s interrelated perspectives on mar-
ginalised groups and literacy as crucially important strategies for the study of cultural discourses.
Part Four is the largest of all with ten chapters; together they showcase a diversity of cultural
forms of communication under empirical and practical lenses. Thus, through using a notion of
speech-action nexus, Chapter 19 identifies two divergent versions of an ideology within the Israeli
discourse that underlines trust in language. Proceeding from a decolonial perspective, Chapter 20
shows that hate speech is rendered in Argentina through the language of prejudice couched in com-
mon sense. Chapter 21, similarly, engages with right-wing discourse in Argentina by scrutinising
its intragroup competing self-representations. Chapter 22 brings into sharper relief the Western
political priorities that sustain global inequality and discord by examining document design and
photography in the websites of voluntary carbon markets. Chapter 23 looks at Chinese social

5
 Shi-xu

media on popular culture with a view to discovering transcultural tensions. Chapter 24 explores
local and global interaction in the Argentinian discourse of space and place. Chapter 25 critiques
the populist styles of impolite discourse by reflecting on its impact on democracy at both local and
global levels. Through a cross-cultural study of Chinese and British business discourses, Chap-
ter 26 highlights the role of industrial norm in corporate communication in the age of globalisation
and digitisation. Chapter 27 provides a critical reflection on an educational initiative conducted
in Brazil that aims to expand cultural perspectives of university students. Finally, Chapter 28
recounts an African experience in the production and use of harmonised orthography for African
languages in favour of socio-economic development.

6
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(Re)location of discourses in institutional space

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The normalisation of impoliteness in political dialogue

Bravo, D. & Briz, A. (eds.) (2014). Pragmática sociocultural: estudios sobre el discurso de cortesía en
español. Barcelona: Ariel.
This book contains a collection of chapters that give an overview of (im)politeness in the Spanish speaking
world and is of interest mainly for researchers in Spain, Latin America and the USA. It served as a general
reference for the proliferation of new publications.
Flowerdew, J. & Richardson, J. E. (eds.) (2018). The Routledge handbook of critical discourse studies.
London and New York: Routledge.
This is a handbook that may be very useful for those interested in critical discourse studies. It includes
several approaches that provide conceptual as well as methodological orientation to deal with the relation
between language, ideologies and identities.
Kádár, D. (2017). Politeness, impoliteness and ritual. The moral order in interpersonal interaction.
Cambridge: Cambridge University Press.
This book focuses on the interface between ritual and politeness/impoliteness. It provides the first
(im)politeness-focused interactional model of ritual from a multidisciplinary perspective covering many
languages and cultures.
Macauley, M. (2019). Populist discourse. International perspectives. London: Palgrave Macmillan.
This book discusses populism and provides examples of how a wide range of international leaders construct
their political reality (Donald Trump, Bernie Sanders, Hugo Chávez, Vladimir Putin, Barack Obama and
others).
Moffitt, B. (2016). The global rise of populism: Performance, political style and representation. Stanford:
Stanford University Press.
This book is relevant for understanding what is common to different populist political cultures. The author
sustains that populism today is a political style that runs across different cultures as different as the US,
Europe and Latin America.
Acosta, Y. (2018). Sufrimiento psicosocial del siglo XXI. Venezuela y la revolución. Investigación
psicológica, 19. www.scielo.org.bo
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violencia hacia el otro en el discurso de Hugo Chávez Frías. Una aproximación diacrónico- contextual.
Discurso & Sociedad, 12(2): 255–296.
Alcaide Lara, E.R. (2019). Discursos populistas en la política española actual: el caso de Podemos y
Ciudadanos, in: F. Sullet-Nylander , M. Bernal , C. Premat & M. Roitman (eds.). Political discourses at the
extremes. Expressions of populism in Romance-speaking countries, pp. 83–104. Stockholm: Stockholm
University Press. https://doi.org/10.16993/bax.e.Licence:CC-BY
Al-Shaikhli, K. & Al-Santareesi, M. (2021). Politeness violated: A study of tweets by Donald Trump. Jerash
for Research and Studies Journal, 22(1): 557–571. https://digitalcommons.a.aru.edu.jo/jpu/vol22/iss1/21
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polémica entre el Presidente Chávez y el Cardenal Urosa. Revista Latinoamericana de Estudios del
discurso, 10(1): 35–64. https://periodicos.unb.br/index.php/raled
Alvarez, A. & Chumaceiro, I. (2013). ¡Chávez Vive! La sacralización del líder como estrategia en el discurso
político venezolano. Boletín de Lingüística, 25(39/40): 7–35.
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Revista mexicana de ciencias políticas y sociales, 64: 237.
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