Oct 2026· Language in society· pp. 1-22· 0 citations· 37 references
Abstract
This article examines the 2025 controversy over Gallaudet University’s invention of a new American Sign Language (ASL) sign for
Coca-Cola
as a case study of resistance to the commodification of sign language in late capitalism. Drawing on discourse analysis of deaf social media reactions and satirical videos, this study explores how institutional authority and corporate branding collide with perceived deaf community norms of linguistic innovation. Situating the case within debates on language commodification (Heller 2010), symbolic capital (Bourdieu 1977), and sign language ideologies (Kusters, Green, Moriarty, & Snoddon 2020), this article argues that ASL is both a cultural emblem and an economic resource, and as such, a flashpoint for conflict. The backlash to the ‘new Coke sign’ reveals deaf resistance to top-down language planning and the creative reassertion of ownership through humor, critique, and digital activism. (Authenticity, commodification, minoritized languages, neologisms)
This study examines cringe political communication on Czech TikTok, asking how and why politicians fail to meet the platform’s demands for authenticity and cultural literacy. Combining digital ethnography with qualitative interpretive analysis, it applies a two-stage case selection procedure – purposive sampling valida...
Jan Zápotocký· Central European Journal of...· 0 citations
This study examines how social media users discursively construct “critical” or “conscious” consumer identities within sustainability fashion discourse on TikTok, and explores the implications for marketing communication, particularly the risk of being perceived as engaging in greenwashing or purpose-washing. Metho...
This article investigates the discursive construction of ideological antagonism in the speeches of Nigel Farage (UK), Marine Le Pen (France), and Santiago Abascal (Spain), focusing on how each leader produces and legitimizes polarized “us-versus-them” frameworks. Drawing from Critical Discourse Analysis (van Dijk, 1998...
P. A. Artero Abellán· CIRCULO de linguistica aplic...· 0 citations
The purpose of this article is to deconstruct the public-facing announcement videos of the America 250 Civics Education coalition to illuminate the claims and ideologies which undergird it.
Study methodology: We analyzed the videos using critical discourse analysis, an approach to analyzing speech acts like...
Kelly Bradford, Kathryn N. Pegram· Social Studies Research and...· 0 citations
Following Silverstein’s (2016) work on the “scaling of taste,” in this paper we examine the semiotic and ideological processes by which discourses of sustainability come to be valorized in the production of status and distinction. In this regard, and relying on a theoretical backdrop of social class, indexicality,...
Gwynne Mapes, Noëmi Kalbermatter, S. Lüthi· Signs and Society· 1 citation
Abstract:This study explores how hearing children of deaf adults (Codas) in Spain discursively construct their ethnolinguistic identity through visual mapping and narrative reflection. Drawing on linguistic anthropology and heritage language frameworks, the research examines how Codas negotiate belonging within deaf et...
Stéphanie Papin· Sign Language Studies· 0 citations
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