“…For example, I do not seek to explain these processes at the level of 'society' or 'culture', but retain a tight focus on one medical system. Furthermore, although I pay close attention to the words that are used, their ordering, and various levels of meaning, I privilege ethnographic observational methods over the textually focused approach favoured by the main proponents, most notably the systematic linguistic analysis of Fairclough. Following several groundbreaking publications on the topic, I understand conferences and public meetings as increasingly important sites of social interaction, politics, and policy making, and hence for ethnographic research (see Blaikie et al 2015;Brosius and Campbell 2010;Cohen 1995;MacDonald 2010;Riles 2001). The way discourse is orchestrated at such events -who is invited, how topics are selected, how the programme is structured, and who is allowed to speak to whom and for whom -appears just as analytically important as the content of the spoken and written texts themselves, further distinguishing my approach from the text-oriented work of the major discourse analysts.…”