Investigating intertextuality and interdiscursivity in evaluation: the case of conceptual blending

Abstract

The present paper investigates the sense making practices of participants in interaction within the context of reception studies of advertising and explores the cognitive nature of intertextuality and interdiscursivity as evidence of conceptual integration. The paper argues that sense making, through its intertextual and interdiscursive nature, is a carrier of attitudinal disposition which is manifested in the lexical selection of evaluative items arising from conceptual integration. The data examined for this study were collected from informants in focus groups when discussing a series of printed adverts that make reference to works of art. The results of the analysis indicate that intertextuality and interdiscursivity can be seen as constituting evidence of the conceptual phenomena of blending theory in sense making from where evaluative disposition emerges. They further suggest that both are processes in the audience’s sense making process rather than merely a feature of texts.

Precedent Phenomena In Social Networks Of Brands

“…Recently, we can observe the study of tools of intertextuality on the material not only of artistic and kinematic texts (Kuleli, 2014;Albay & Serbes, 2017;Gonzalez Vidal & Morales-Campos, 2017;Kochneva, 2018), but also of new types of discourse: legal (Udina, Kostromin, Chilingaryan, & Kalashnikova, 2018), political (Tsakona, 2018), discourse of the prison subculture (Labotka, 2018). As a separate direction, we can point out the study of intertextual inclusions in polycode media texts (Hart, 2017;Bullo, 2017).…”

“The bloodiness and horror of it”

“…quality and impact. To that end, I selected stretches by identifying the intertextual and interdiscursive references by "identification of a referent found outside the co-text and inferred to be present in the participants' socio-cultural and historical context" (Bullo, 2017). I corroborated references with a number of people, including an audience at a conference, who all agreed with the connections made to the original texts.…”

Clichés as evaluative resources: A socio-cognitive study

“…A linguistic manifestation of the metonymic relation the PRODUCER FOR THE PRODUCT would be I'm reading Shakespeare. Finally, intertextuality is understood in terms of structural relations between texts (Fairclough 1992) whereby social and cultural references are brought into text production and reception (Bullo 2014(Bullo , 2017.…”