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The Discourse of Digital Activism: A Linguistic Analysis of Calls for Action Concerning the Fashion Revolution

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Title: The Discourse of Digital Activism: A Linguistic Analysis of Calls for Action Concerning the Fashion Revolution
Language: English
Authors: Barbara De Cock (ORCID 0000-0001-6968-3880), Laetitia Aulit, Sara Cigada, Sara Greco, Ewa Modrzejewska, Rudi Palmieri
Source: Applied Linguistics. 2024 45(6):1091-1110.
Availability: Oxford University Press. Great Clarendon Street, Oxford, OX2 6DP, UK. Tel: +44-1865-353907; Fax: +44-1865-353485; e-mail: jnls.cust.serv@oxfordjournals.org; Web site: http://applij.oxfordjournals.org/
Peer Reviewed: Y
Page Count: 20
Publication Date: 2024
Document Type: Journal Articles
Reports - Research
Descriptors: Clothing, Activism, Language Usage, Sustainability, Case Studies, Social Media
DOI: 10.1093/applin/amae046
ISSN: 0142-6001
1477-450X
Abstract: In this study, we analyze the calls for action in a corpus of tweets with the hashtag #FashionRevolution, related to the 2020 Fashion Revolution week. We offer a linguistic analysis of the discourse of digital activism, relying on insights from pragmatics, discourse analysis, and argumentation. Our analysis focuses on the calls for action concerning the move towards a more sustainable fashion system, issued by account owners that do not have any impositive force on their audience. This leads us to showing that a variety of actors call for action through an imperative but also through other deontic structures. However, those responsible for carrying out the actions towards a fashion revolution are often left vague, in line with overall campaigning strategies. The motive for the call for action, crucial to convince, appears sometimes in an argument and/or through a reference to social or environmental sustainability. Through this case study, we then contribute to the linguistic analysis of digital activism, and to a better understanding of the challenges of bringing about behavioral change from a non-impositive position.
Abstractor: As Provided
Entry Date: 2024
Accession Number: EJ1452505
Database: ERIC
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  Data: <searchLink fieldCode="AR" term="%22Barbara+De+Cock%22">Barbara De Cock</searchLink> (ORCID <externalLink term="https://orcid.org/0000-0001-6968-3880">0000-0001-6968-3880</externalLink>)<br /><searchLink fieldCode="AR" term="%22Laetitia+Aulit%22">Laetitia Aulit</searchLink><br /><searchLink fieldCode="AR" term="%22Sara+Cigada%22">Sara Cigada</searchLink><br /><searchLink fieldCode="AR" term="%22Sara+Greco%22">Sara Greco</searchLink><br /><searchLink fieldCode="AR" term="%22Ewa+Modrzejewska%22">Ewa Modrzejewska</searchLink><br /><searchLink fieldCode="AR" term="%22Rudi+Palmieri%22">Rudi Palmieri</searchLink>
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  Data: Oxford University Press. Great Clarendon Street, Oxford, OX2 6DP, UK. Tel: +44-1865-353907; Fax: +44-1865-353485; e-mail: jnls.cust.serv@oxfordjournals.org; Web site: http://applij.oxfordjournals.org/
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  Data: In this study, we analyze the calls for action in a corpus of tweets with the hashtag #FashionRevolution, related to the 2020 Fashion Revolution week. We offer a linguistic analysis of the discourse of digital activism, relying on insights from pragmatics, discourse analysis, and argumentation. Our analysis focuses on the calls for action concerning the move towards a more sustainable fashion system, issued by account owners that do not have any impositive force on their audience. This leads us to showing that a variety of actors call for action through an imperative but also through other deontic structures. However, those responsible for carrying out the actions towards a fashion revolution are often left vague, in line with overall campaigning strategies. The motive for the call for action, crucial to convince, appears sometimes in an argument and/or through a reference to social or environmental sustainability. Through this case study, we then contribute to the linguistic analysis of digital activism, and to a better understanding of the challenges of bringing about behavioral change from a non-impositive position.
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