ABSTRACT
Pink Dot, a homegrown LGBTQ activist group based in Singapore, has been treated as a social movement since its inauguration in 2009, and they organise an annual event to advocate for LGBTQ individuals. In 2020, due to the coronavirus pandemic, the twelfth edition of the event (PD12) took place online as a livestream on YouTube. The highlight of PD12 was the unveiling of a ‘digital pink dot’ via a virtual map of Singapore, where the permeability of its discourse in virtual and physical spaces became much more apparent in comparison with previous physical iterations of the event. Approaching the data with counterpublic and citizenship theory, I outline the circulability of discourse as the key feature of a counterpublic, and argue that PD12 achieves this in two ways: (i) the semiotic fragmentation of its physical signs and online discourse;and (ii) the deployment of intertextual elements in a drag performance. (English) [ FROM AUTHOR] Résumé Pink Dot, un groupe d'activistes LGBTQ originaire de Singapour, perçu comme un mouvement social depuis sa création en 2009 organise, chaque année, un événement défendant les droits des personnes LGBTQ. En 2020, en raison de la pandémie causée par le coronavirus, la douzième édition de l’événement (PD12) fut organisée en ligne et retransmise en direct sur YouTube. Le point culminant du PD12 fut le dévoilement d'un « point rose numérique » via une carte virtuelle de Singapour, grâce à laquelle la perméabilité du discours entre l'espace virtuel et physique devient bien plus manifeste en comparaison des éditions précédentes se déroulant en personne. En abordant les données de l’étude avec les théories du contrepublic et de citoyenneté, je soulignerai l'aspect circulatoire du discours en tant que facteur clef d'un contrepublic, et je soutiendrai que le PD12 y parvient de deux manières : i) par la fragmentation sémiotique de ses symboles physiques et de son discours en ligne, et ii) par le déploiement d’éléments intertextuels dans les performances de drag queen. (French) [ FROM AUTHOR] Copyright of Journal of Sociolinguistics is the property of Wiley-Blackwell and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full . (Copyright applies to all s.)
ABSTRACT
Advertisements employ multimodal configurations of semiotic resources in an effort to lead consumers to draw particular meanings from desired consumption behaviors. This analysis examines the deployment of such resources in advertising during the global Covid-19 pandemic, focusing on the Southeast Asian nation of Singapore. We identify five discourses that offer distinct framings of Covid-19 as a challenge for workers, a wellness issue, a threat to home and family, a challenge for women, and a threat to the Singapore lifestyle. Undergirded by neoliberal notions such as the productivity imperative, these discourses rationalize a range of consumer behaviors as necessary and justified in the struggle to defeat the virus. Advertisements are argued to place the burden of navigating the pandemic primarily on women via the evocation of power femininity. We propose a new framework, crisis commodification, as a means of understanding the ideological mechanisms at play in Covid-19 advertising. (Critical discourse analysis, crisis commodification, semiotic analysis, advertising, public health, Southeast Asia)* (PsycInfo Database Record (c) 2021 APA, all rights reserved)