Journal articles on the topic 'Comparative and general English language English language Syntagme verbal'

Language varieties should be taken into account in order to enhance fluency and naturalness of translated texts. In this paper we will examine the collocational verbal range for prima-facie translation equivalents of words like decision and dilemma, which in both languages denote the act or process of reaching a resolution after consideration, resolving a question or deciding something. We will be mainly concerned with diatopic variation in Spanish. To this end, we set out to develop a giga-token corpus-based protocol which includes a detailed and reproducible methodology sufficient to detect collocational peculiarities of transnational languages. To our knowledge, this is one of the first observational studies of this kind. The paper is organised as follows. Section 1 introduces some basic issues about the translation of collocations against the background of languages’ anisomorphism. Section 2 provides a feature characterisation of collocations. Section 3 deals with the choice of corpora, corpus tools, nodes and patterns. Section 4 covers the automatic retrieval of the selected verb + noun (object) collocations in general Spanish and the co-existing national varieties. Special attention is paid to comparative results in terms of similarities and mismatches. Section 5 presents conclusions and outlines avenues of further research.

The current study aims to examine through lexical stylistic analysis and comparison, the differences and the disparateness of meaning and style in rendering the Quranic verbal irony into English, in the work of Mohammed. A.S Abdel Haleem, Mohammed. M Pickthall and Mohammed Khan and Mohammed Taj Al-Din Al-Hilali . Also, the study aims to investigate how the three translators deal with the Quranic verbal irony in their translations into English. This has its powerful consequence in attaining a better understanding on the part of the Holy Quran translators and subsequently of English language receptors in general and for non- Arabic Muslims in particular, where the Qur’anic verbal irony concerned. Also, the study aims to identify the translation strategies employed by the three translators in rendering the Quranic verbal. irony Moreover, the study revealed that the Qur’anic verbal irony is conspicuous occurrence in the Holy Quran and that the process of rendering them into English is generally problematic for the reasons such as linguistic and cultural divergences and discrepancies. Finally, the study gives two ideas; firstly, the equivalence in translation should be examined as a concept that holds a place on a scale that can begin very equivalent to inequivalent. Secondly, better translation of the Holy Quran should bear intelligibility in terms of a total impact of the Message on the language receptor.

Purpose: This study aims to argue and represent the way general cognitive model of acts in English, speech and verbal associations. Methodology: The article presents the results of a frame analysis of the situation of the acts of the mischievous act in the English language (prank, antic, mischief) via comparative qualitative research methods. Main Findings: As a result, in the English-language associative material, the elements of the mischievous act frame are explicated in minimal. In conclusion, the considered material indicates a stable conceptualization of the category mischievous act, as indicated by the stability of the semantic content of the frame slots, regular and similar updating of the frame elements in language, speech, verbal-associative network. Implications: This study indicated that the stability of the semantic content of the frame slots, regular and similar updating of the frame elements in the language, speech, verbal-associative network.

AbstractIt has been proposed that differences in digit span performance between English and Spanish speakers are due to the greater number of syllables per digit in the Spanish language. To test this hypothesis, we studied the performance of 30 English- and 30 Spanish-speaking elders on the Wcchsler Adult Intelligence Scale-Revised (WAIS-R) Digit Span Subtest, a modified digit span test that was linguistically comparable for both languages, and the Corsi Block Test. Consistent with previous reports, we found that English speakers scored significantly higher than Spanish speakers on WAIS-R Digit Span Forward. Group differences were reduced on the modified Digit Span Forward, but remained significant. English and Spanish speakers scored comparably on Digit Span Backward (WAIS-R and modified) and Visual Span. We suggest that although differences in the number of syllables per digit string are in part responsible for the lower performance of Spanish speakers on Digit Span Forward, cultural and educational issues also contribute to the observed differences between English and Spanish speakers. (J1NS, 1996, 2, 105–110.)

The subject-matter of this paper is the structural mechanism of the proverse and reverse word-compounding as a word-building process in modern English while having the model of word-combination as a starting basis for such transformations. The mechanism of proversion represents the process transforming a word-combination into a compound word while preserving the initial order of components coinciding with that of a word-combination (A + B → AB). When the reverse process of compounding takes place, the components of a resulting compound word change their places as to each other in comparison with a component-order in an initial word-combination (A + B → BA). The hypothesis of the investigation is that the compounding by proversion occurs if words of an initial word-combination are tied with the syntactic relation of agreement, while the reverse compounding usually tends to provide compounding on the basis of the syntactic relation of control. The proversive model is mostly the basis for creating nominative parts of speech, and the result of the reverse intergration of a word-combination into a compound word is manifested mainly by a verb or a verbal. The article describes the general and certain specific models of proverse and reverse compounding with the indication of their functional and stylistic peculiar features. The conclusion indicates the perspectives of working out the problem on the basis of other languages and on the comparative ground.

Based on an ontological frame for comparative onomasiological lexicology which embeds the RAIN eventity type as an exponent-shaped activity into a general linguistic ontology as well as an ontology of motion, the words for RAIN in two Germanic and two Romance languages are compared with respect to their semantic and syntactic variability. It turns out that the Germanic forms are more flexible than the Romance forms. English rain has the highest variability: It can be used with eight valencies, a nominal and seven verbal ones, and with five different meanings, and it is the only one to display a valence that combines an expletive subject with a cognate object as well as a causativized eventity meaning. On the other hand only German regnen has a resultativized meaning. The Romance languages too show some internal variance: In allowing both an impersonal construction with a generalized meaning and a source construction, Spanish llover is slightly more flexible than Italian piovere. Finally, an Optimality Theoretic account of the data is adumbrated in terms of three principles: Avoid linking mismatches, Avoid heterogeneity of sentence patterns, and Avoid redundancy.

LIWC (Linguistic Inquiry and Word Count) is widely used word-level content analysis software. It was used in large number of studies in the fields of clinical, social and personality psychology, and it is adapted for text analysis in 11 world languages. The aim of this research was to validate empirically newly constructed adaptation of LIWC software for Serbian language (LIWCser). The sample of the texts consisted of 384 texts in Serbian and 141 texts in English. It included scientific paper abstracts, newspaper articles, movie subtitles, short stories and essays. Comparative analysis of Serbian and English version of the software demonstrated acceptable level of equivalence (ICCM=.70). Average coverage of the texts with LIWCser dictionary was 69.93%, and variability of this measure in different types of texts is in line with expected. Adaptation of LIWC software for Serbian opens entirely new possibilities of assessment of spontaneous verbal behaviour that is highly relevant for different fields of psychology.

Our familiarity with our teaching of Arabic grammar detect the state of phobia that infect the majority of students when they are studied the Arabic grammar (El-nahoo), but, when I analyzed this phenomenon as a teacher and - before - studying this science, I noticed that the beginner Arabic language learner may focus on the grammatical or morphological base independently of its linguistic and current context; as if His classical Arabic is other than the language used with its many names. From a dialect, to a daily language, etc, and it is in fact only one aspect of its development, and the strange thing is that the name of the language (Arabic) indicates "' Clarity' that may not be achieved with the same accuracy in other languages, and it is a miracle of rhetoric. The expression of the souls and their phenomena in this language may be in words with real connotations, and it is predominant in the language to achieve communication, and the meanings may arrive in a metaphorical form; some words deviate from the origin of their connotations using the linguistic and current contexts, and therefore it is clear that our understanding of language is not based on single words. Rather, by referring to the sentence or text in many times to determine the grammatical function of these words, and that is what has been suggested in this research to trace the actual functions based on the intellectual and reciprocal components, which are among the foundations of linguistic communication in all languages, including the Arabic language that is the subject of study. On the descriptive comparative approach in defining these functions, in order to be able to compare them with their interviews in French and English; To set the term and its origins first, and secondly to facilitate the translation of these verbs between the three languages.

This paper presents an analytical review of scientific works devoted to one of the topical studies in cognitive and cultural linguistics, namely, to the concept of "money", which is included in the corpus of basic concepts of European civilization. Concepts as complex mental formations attract special attention of scientists studying the problem of language conceptualization of the person’s environmental world. Language units of different levels are studied in their correlation with the cognitive structure of the concept knowledge. The framework consists of systematization of the majority of existing scientific results of verbal representation, structuring of the concept of "money" in the context of Russian, English, German, and French. A comparative analysis of the ways and means of language representation of the concept "money" in Russian, English, German, and French sets the combination of versatile and specific features that embody the nature of the concept of "money" in these national languages. The obtained scientific findings represent the opportunities of embodiment of general cultural concept of "money" in national linguocultures. The practical value is determined by the fact that the obtained structured scientific data in the specified conceptual field can be used by scientists when developing linguoculturological dictionaries of basic concepts of European culture, as well as in the development of training courses with the dictionaries in question as content database.

The article is devoted to the comparative analysis of the basic methods of teaching English in chronological order of their development. The following teaching methods are studied: grammar translation method, direct method, audio-linguistic method, communicative teaching method. The specific features of each method, their positive and negative characteristics are revealed. The peculiarities of their application in the system of training in public administration are considered. It is determined that training in the field of public administration corresponds to the activities of those who study, namely, public administration, both in terms of subject matter and linguistic content and language learning activities. In general, teaching / learning a foreign language is not essential, so teachers and students / students should only focus on certain aspects of a foreign language. Thus, general language learning should be combined with professional training. In groups with a sufficient level of language proficiency, it is immediately possible to begin a special vocational-oriented training. And, conversely, in groups with low and average English proficiency it is necessary to focus first of all on general language training, and then on professionally oriented. Grammatical material should always be developed and used in oral language. It is noted that an important role in the study of foreign languages is given to the assimilation of professional vocabulary. Assimilation of lexical units is carried out in order to develop the skills of oral communication and is aimed at the implementation of communication skills and an adequate response in typical situations of professional communication, both verbal (for compilation of messages on professional subjects) and written (ability to write resume, any documents, etc.). After all, the possession of the working or official languages of the community provides in practice wide opportunities for obtaining international experience in public administration, undergo internships, work in international projects, etc. In the context of broad international relations with other countries, it is important to communicate with foreign specialists, to develop professional-business and personal contacts with foreign partners, colleagues, to read different editions in the original language.

Purpose. The purpose of the research is to define structural, semantic and grammatical features of the Phraseological Units (PhU) with the component denoting weapon in the English language. It is realized through determining the corpus of PhUs with the component denoting weapon in English, developing their semantic-grammatical classification and describing their most productive structural models in each semantic-grammatical category.Methods. The study is characterized by the integrated application of general and specific research methods. General scientific methods analysis and synthesis, induction and deduction, logical operations definition and classification were used for empirical data processing. As to research methods specific for linguistics, the descriptive method allowed to comprehensively represent the results, the method of internal interpretation was involved in the process of dividing the collected data into semantic-grammatical classes. Within the structural approach, the method of immediate constituents was applied for building structural models of PhUs. The elements of the quantitative analysis ensured the objectivity and accuracy of the obtained results.Results. Defining the notion weapon made it possible to establish the criteria for data collection. The corpus of the analyzed data includes the English PhUs with the component denoting the general concept of weapon (arms, weapon), defensive weapon, cold weapon, fire weapon, their constructive parts and service ammunition. According to the semantic-grammatical classification, the PhUs fall into semantic-grammatical classes: verbal, substantive, adverbial and adjective PhUs, within which the verbal class is the most widespread. In each semantic-grammatical class, the most productive structural models are determined and the type of syntactic connection between the components of the models is described. Verbal PhUs with the component denoting weapon are mainly subordinate phrases formed according to the model V+N. The highest number of substantive PhUs are phrases with an attributive relation between the core and the dependent components (Adj+N). The most typical structural model of adverbial PhUs is Prep+N+N. Adjective PhUs are often comparative phrases with a comparative component in their structure (Adj+Conj+N).Conclusions. The corpus of English PhUs with the component denoting weapon is formed by the PhUs with the component denoting the general concept of weapon, types of weapons, their parts and service ammunition. According to the structural-semantic classification, the analyzed PhUs are divided into structural-semantic classes: verbal, substantive, adverbial and adjective PhUs, among which the verbal class is dominating. The most productive structural model for verbal PhUs is V+N, for substantive PhUs – Adj+N, for adverbial PhUs – Prep+N+N, and for adjective PhUs – Adj+Conj+N.Key words: classification, classes, structural models, verbal idioms, substantive idioms, adverbial idioms, attributive idioms. Мета. Метою дослідження є висвітлення структурних та семантико-граматичних характеристик фразеологічних одиниць (ФО) з компонентом на позначення зброї в англійській мові, досягнення якої уможливлюється шляхом встановлення корпусу ФО з компонентом на позначення зброї в англійській мові, розробки їх семантико-граматичної класифікації та опису найпро-дуктивніших структурних моделей кожного семантико-граматичного розряду.Методи. Дослідження характеризується комплексним застосуванням загальнонаукових та спеціальних лінгвістичних методів. Для обробки емпіричного матеріалу використовувалися загальнонаукові методи аналіз і синтез, індукція та дедукція, логічні операції визначення та класифікація. Серед лінгвістичних методів описовий метод дає змогу репрезентувати результа-ти, а прийом внутрішньої інтерпретації залучався для розподілу ФО за семантико-граматичними розрядами. У межах струк-турного підходу методика безпосередніх складників використовувалась для побудови структурних моделей ФО. Елементи кількісного аналізу забезпечили об’єктивність і точність отриманих результатів.Результати. Окреслення поняття зброя уможливило встановлення корпусу досліджуваних одиниць, до якого ввійшли англійські ФО, в структурі яких є лексема-компонент на позначення узагальненого поняття зброя (arms, weapon), на позначен-ня захисної, метальної, холодної, вогнепальної зброї, її конструктивних частин та боєприпасів. У результаті розробки семан-тико-граматичної класифікації ФО розподілено за семантико-граматичними розрядами: дієслівні, субстантивні, адвербіальні й ад’єктивні ФО, серед яких дієслівні ФО набувають найвищої кількісної представленості. У межах кожного розряду виявлено найпродуктивніші структурні моделі утворення ФО, описано тип синтаксичного зв’язку між компонентами моделей. Дієслівні ФО з компонентом на позначення зброї переважно є підрядними словосполученнями утвореними за моделлю V+N. Найви-ща кількість субстантивних ФО є словосполученнями з атрибутивний зв’язком між стрижневим і залежним компонентом (Adj+N). Найтиповішою моделлю утворення адвербіальних ФО є модель Prep+N+N. Ад’єктивні ФО часто є компаративними словосполученнями із порівняльним компонентом у своїй структурі (Adj+Conj+N).Висновки. Корпус ФО з компонентом на позначення зброї формують ФО з лексемою-компонентом на позначення узагаль-неного поняття зброя, різновидів зброї, її частин та боєприпасів. Згідно зі структурно-семантичною класифікацією ФО роз-падаються на структурно-семантичні розряди: дієслівні, субстантивні, адвербіальні й ад’єктивні ФО, серед яких дієслівні ФО кількісно переважають. Найпродуктивнішою структурною моделлю дієслівних ФО є модель V+N, субстантивних – Adj+N, адвербіальних – Prep+N+N, ад’єктивних – Adj+Conj+N.Ключові слова: класифікація, розряди, структурні моделі, дієслівні фразеологізми, субстантивні фразеологізми, адвербі-альні фразеологізми, атрибутивні фразеологізми.

Purpose: Mathematics is a globally compulsory school subject and plays a fundamental role in an individual’s daily life activities. Elementary school teachers’ instructional practices are key in fostering among learners the foundational competences in basic number operations. This study explored the instructional practices Primary One teachers in Busiro North and Luuka North Counties can adopt from each other in order to enhance their learners’ mathematics competence.Methodology: A qualitative approach with an observational multiple case study design was employed to obtain data from 74 purposively selected teachers. Data was collected through non-participant observation. Each teacher was observed teaching mathematics to Primary One learners and interviewed after the lesson. Data obtained was analysed descriptively.Findings: Findings indicate that teachers use songs, rhymes and games involving mathematical concepts, in both English language and the local languages to help learners attain competence. Teachers have also embraced use of locally available materials like woven plastic propylene bags (buveera) and banana fibres to make and decorate charts in the classrooms’ mathematics learning areas. Attention grabbers like “Good children, Good teacher”; “We, Work”; are common verbal interactions between teacher and learners when the class seems to lose concentration. Teachers recognise learners’ efforts when they correctly answer oral, written or practical tasks by asking the class to give a classmate “flowers” or “the pa-pa-pa clap”.Unique contribution to theory, practice and policy: For teachers to help learners’ master mathematical concepts and augment their competence, they should build on learners’ experience and prior knowledge, give learners opportunities to explain their mathematical ideas and use the think – pair – share strategy during problem solving.

The Routledge Handbook of language and culture represents a comprehensive study on the inextricable relationship between language and culture. It is structured into seven parts and 33 chapters. Part 1, Overview and historical background, by Farzad Sharifian, starts with an outline of the book and a synopsis of research on language and culture. The second chapter, John Leavitt’s Linguistic relativity: precursors and transformations discusses further the historical development of the concept of linguistic relativity, identifying different schools’ of thought views on the relation between language and culture. He also tries to demystify some misrepresentations held towards Boas, Sapir, and Whorf’ theories (pp. 24-26). Chapter 3, Ethnosyntax, by Anna Gladkova provides an overview of research on ethnosyntax, starting from the theoretical basis laid by Sapir and Whorf and investigates the differences between a narrow sense of ethnosyntax, which focuses on cultural meanings of various grammatical structures and a broader sense, which emphasises the pragmatic and cultural norms’ impact on the choice of grammatical structures. John Leavitt presents in the fourth chapter, titled Ethnosemantics, a historical account of research on meaning across cultures, introducing three traditions, i.e. ‘classical’ ethnosemantics (also referred to as ethnoscience or cognitive anthropology), Boasian cultural semantics (linguistically inspired anthropology) and Neohumboldtian comparative semantics (word-field theory, or content-oriented Linguistics). In Chapter 5, Goddard underlines the fact that ethnopragmatics investigates emic (or culture-internal) approaches to the use of different speech practices across various world languages, which accounts for the fact that there exists a connection between the cultural values or norms and the speech practices peculiar to a speech community. One of the key objectives of ethnopragmatics is to investigate ‘cultural key words’, i.e. words that encapsulate culturally construed concepts. The concept of ‘linguaculture’ (or languaculture) is tackled in Risager’s Chapter 6, Linguaculture: the language–culture nexus in transnational perspective. The author makes reference to American scholars that first introduced this notion, Paul Friedrich, who looks at language and culture as a single domain in which verbal aspects of culture are mingled with semantic meanings, and Michael Agar, for whom culture resides in language while language is loaded with culture. Risager himself brought forth a new global and transnational perspective on the concept of linguaculture, i.e. the use of language (linguistic practice) is seen as flows in people’s social networks and speech communities. These flows enhance as people migrate or learn new languages, in permanent dynamics. Lidia Tanaka’s Chapter 7, Language, gender, and culture deals with research on language, gender, and culture. According to her, the language-gender relationship has been studied by researchers from various fields, including psychology, linguistics, and anthropology, who mainly consider gender as a construct that preserves inequalities in society, with the help of language, too. Tanaka lists diachronically different approaches to language and gender, focusing on three specific ones: gender stereotyped linguistic resources, semantically, pragmatically or lexically designated language features (including register) and gender-based spoken discourse strategies (talking-time imbalances or interruptions). In Chapter 8, Language, culture, and context, Istvan Kecskes delves into the relationship between language, culture, and context from a socio-cognitive perspective. The author considers culture to be a set of shared knowledge structures that encapsulate the values, norms, and customs that the members of a society have in common. According to him, both language and context are rooted in culture and carriers of it, though reflecting culture in a different way. Language encodes past experience with different contexts, whereas context reflects present experience. The author also provides relevant examples of formulaic language that demonstrate the functioning of both types of context, within the larger interplay between language, culture, and context. Sara Miller’s Chapter 9, Language, culture, and politeness reviews traditional approaches to politeness research, with particular attention given to ‘discursive approach’ to politeness. Much along the lines of the previous chapter, Miller stresses the role of context in judgements of (im)polite language, maintaining that individuals represent active agents who challenge and negotiate cultural as well as linguistic norms in actual communicative contexts. Chapter 10, Language, culture, and interaction, by Peter Eglin focuses on language, culture and interaction from the perspective of the correspondence theory of meaning. According to him, abstracting language and culture from their current uses, as if they were not interdependent would not lead to an understanding of words’ true meaning. David Kronenfeld introduces in Chapter 11, Culture and kinship language, a review of research on culture and kinship language, starting with linguistic anthropology. He explains two formal analytic definitional systems of kinship terms: the semantic (distinctions between kin categories, i.e. father vs mother) and pragmatic (interrelations between referents of kin terms, i.e. ‘nephew’ = ‘child of a sibling’). Chapter 12, Cultural semiotics, by Peeter Torop deals with the field of ‘semiotics of culture’, which may refer either to methodological instrument, to a whole array of methods or to a sub-discipline of general semiotics. In this last respect, it investigates cultures as a form of human symbolic activity, as well as a system of cultural languages (i.e. sign systems). Language, as “the preserver of the culture’s collective experience and the reflector of its creativity” represents an essential component of cultural semiotics, being a major sign system. Nigel Armstrong, in Chapter 13, Culture and translation, tackles the interrelation between language, culture, and translation, with an emphasis on the complexities entailed by translation of culturally laden aspects. In his opinion, culture has a double-sided dimension: the anthropological sense (referring to practices and traditions which characterise a community) and a narrower sense, related to artistic endeavours. However, both sides of culture permeate language at all levels. Chapter 14, Language, culture, and identity, by Sandra Schecter tackles several approaches to research on language, culture, and identity: social anthropological (the limits at play in the social construction of differences between various groups of people), sociocultural (the interplay between an individual’s various identities, which can be both externally and internally construed, in sociocultural contexts), participatory-relational (the manner in which individuals create their social–linguistic identities). Patrick McConvell, in Chapter 15, Language and culture history: the contribution of linguistic prehistory reviews research in this field where historical linguistic evidence is exploited in the reconstruction and understanding of prehistoric cultures. He makes an account of research in linguistic prehistory, with a focus on proto- and early Indo-European cultures, on several North American language families, on Africa, Australian, and Austronesian Aboriginal languages. McConvell also underlines the importance of interdisciplinary research in this area, which greatly benefits from studies in other disciplines, such as archaeology, palaeobiology, or biological genetics. Part four starts with Ning Yu’s Chapter 16, Embodiment, culture, and language, which gives an account of theory and research on the interplay between language, culture, and body, as seen from the standpoint of Cultural Linguistics. Yu presents a survey of embodiment (in embodied cognition research) from a multidisciplinary perspective, starting with the rather universalistic Conceptual Metaphor Theory. On the other hand, Cultural Linguistics has concentrated on the role played by culture in shaping embodied language, as various cultures conceptualise body and bodily experience in different ways. Chapter 17, Culture and language processing, by Crystal Robinson and Jeanette Altarriba deals with research in the field of how culture influence language processing, in particular in the case of bilingualism and emotion, alongside language and memory. Clearly, the linguistic and cultural character of each individual’s background has to be considered as a variable in research on cognition and cognitive processing. Frank Polzenhagen and Xiaoyan Xia, in Chapter 18, Language, culture, and prototypicality bring forth a survey of prototypicality across different disciplines, including cognitive linguistics and cognitive psychology. According to them, linguistic prototypes play a critical part in social (re-)cognition, as they are socially diagnostic and function as linguistic identity markers. Moreover, individuals may develop ‘culturally blended concepts’ as a result of exposure to several systems of conceptual categorisation, especially in the case of L2 learning (language-contact or culture-contact situations). In Chapter 19, Colour language, thought, and culture, Don Dedrick investigates the issue of the colour words in different languages and how these influence cognition, a question that has been addressed by researchers from various disciplines, such as anthropology, linguistics, cognitive psychology, or neuroscience. He cannot but observe the constant debate in this respect, and he argues that it is indeed difficult to reach consensus, as colour language occasionally reveals effects of language on thought and, at other times, it is impervious to such effects. Chapter 20, Language, culture, and spatial cognition, by Penelope Brown concentrates on conceptualisations of space, providing a framework for thinking about and referring to objects and events, along with more abstract notions such as time, number, or kinship. She lists three frames of reference used by languages in order to refer to spatial relations, i.e. a) an ‘absolute’ coordinate system, like north, south, east, west; b) a ‘relative’ coordinate system envisaged from the body’s standpoint; and c) an intrinsic, object-centred coordinate system. Chris Sinha and Enrique Bernárdez focus on, in Chapter 21, Space, time, and space–time: metaphors, maps, and fusions, research on linguistic and cultural concepts of time and space, starting with the seminal Conceptual Metaphor Theory (CMT), which they denounce for failing to situate space–time mapping within the broader patterns of culture and world perspective. Sinha and Bernárdez further argue that although it is possible in all cultures for individuals to experience and discuss about events in terms of their duration and succession, the specific words and concepts they use to refer to temporal landmarks temporal and duration are most of the time language and culture specific. Chapter 22, Culture and language development, by Laura Sterponi and Paul Lai provides an account of research on the interplay between culture and language acquisition. They refer to two widely accepted perspectives in this respect: a developmental mechanism inherent in human beings and a set of particular social contexts in which children are ‘initiated’ into the cultural meaning systems. Both perspectives define culture as “both related to the psychological make-up of the individual and to the socio-historical contexts in which s/he is born and develops”. Anna Wierzbicka presents, in Chapter 23, Language and cultural scripts discusses representations of cultural norms which are encoded in language. She contends that the system of meaning interpretation developed by herself and her colleagues, i.e. Natural Semantic Metalanguage (NSM), may easily be used to capture and convey cultural scripts. Through NSM cross-cultural experiences can be captured in a thorough manner by using a reduced number of conceptual primes which seem to exist in all languages. Chapter 24, Culture and emotional language, by Jean-Marc Dewaele brings forth the issue of the relationship between language, culture, and emotion, which has been researched by cultural and cognitive psychologists and applied linguists alike, although with some differences in focus. He considers that within this context, it is important to see differences between emotion contexts in bilinguals, since these may lead to different perceptions of the self. He infers that generally, culture revolves around the experience and communication of emotions, conveyed through linguistic expression. The fifth part starts with Chapter 25, Language and culture in sociolinguistics, by Meredith Marra, who underlines that culture is a central concept in Interactional Sociolinguistics, where language is considered as social interaction. In linguistic interaction, culture, and especially cultural differences are deemed as a cause of potential miscommunication. Mara also remarks that the paradigm change in sociolinguistics, from Interactional Sociolinguistics to social constructionism reshaped ‘culture’ into a more dynamic as well as less rigid concept. Claudia Strauss’ Chapter 26, Language and culture in cognitive anthropology deals with the relationship between human society and human thought/thinking. The author contends that cognitive anthropologists may be subdivided into two groups, i.e. ones that are concerned with the process of thinking (cognition-in-practice scholars), and the others focusing on the product of thinking or thoughts (concerned with shared cultural understandings). She goes on to explore how different approaches to cognitive anthropology have counted on units of language, i.e. lexical items and their meanings, along with larger chunks of discourse, as information, which may represent learned cultural schemata. Part VI starts with Chapter 27, Language and culture in second language learning, by Claire Kramsch, in which she makes a survey of the definition of ‘culture’ in foreign language learning and its evolution from a component of literature and the arts to a more comprehensive purport, that of culturally appropriate use of language, along with an appropriate use of sociopragmatic and pragmalinguistic norms. According to her, in the postmodern era, communication is not only mere transmission of information, it represents construal and positioning of the self and of self-identity. Chapter 28, Writing across cultures: ‘culture’ in second language writing studies, by Dwight Atkinson focuses on the usefulness of culture in second-language writing (SLW). He reviews several approaches to the issue: contrastive rhetoric (dealing with the impact of first-language patterns of text organisation on writers in a second language), or even alternate notions, like‘ cosmopolitanism’, ‘critical multiculturalism’, and hybridity, as of late native culture is becoming irrelevant or at best far less significant. Ian Malcolm tackles, in Chapter 29, Language and culture in second dialect learning, the issue of ‘standard’ Englishes (e.g., Standard American English, Standard Australian English) versus minority ‘non-standard’ speakers of English. He deplores the fact that in US specialist literature, speaking the ‘non-standard’ variety of English was associated with cognitive, cultural, and linguistic insufficiency. He further refers to other specialists who have demonstrated that ‘non-standard’ varieties can be just as systematic and highly structured as the standard variety. Chapter 30, Language and culture in intercultural communication, by Hans-Georg Wolf gives an account of research in intercultural education, focusing on several paradigms, i.e. the dominant one, investigating successful functioning in intercultural encounters, the minor one, exploring intercultural understanding and the ‘deconstructionist, and or postmodernist’. He further examines different interpretations of the concepts associated with intercultural communication, including the functionalist school, the intercultural understanding approach and a third one, the most removed from culture, focusing on socio-political inequalities, fluidity, situationality, and negotiability. Andy Kirkpatrick’s Chapter 31, World Englishes and local cultures gives a synopsis of research paradigm from applied linguistics which investigates the development of Englishes around the world, through processes like indigenisation or nativisation of the language. Kirkpatrick discusses the ways in which new Englishes accommodate the culture of the very speech community which develops them, e.g. adopting lexical items to express to express culture-specific concepts. Speakers of new varieties could use pragmatic norms rooted in cultural values and norms of the specific new speech community which have not previously been associated with English. Moreover, they can use these new Englishes to write local literatures, often exploiting culturally preferred rhetorical norms. Part seven starts with Chapter 32, Cultural Linguistics, by Farzad Sharifian gives an account of the recent multidisciplinary research field of Cultural Linguistics, which explores the relationship between language and cultural cognition, particularly in the case of cultural conceptualisations. Sharifian also brings forth illustrations of how cultural conceptualisations may be linguistically encoded. The last chapter, A future agenda for research on language and culture, by Roslyn Frank provides an appraisal of Cultural Linguistics as a prospective path for research in the field of language and culture. She states that ‘Cultural Linguistics could potentially create a paradigm that “successfully melds together complementary approaches, e.g., viewing language as ‘a complex adaptive system’ and bringing to bear upon it concepts drawn from cognitive science such as ‘distributed cognition’ and ‘multi-agent dynamic systems theory’.” She further asserts that Cultural Linguistics has the potential to function as “a bridge that brings together researchers from a variety of fields, allowing them to focus on problems of mutual concern from a new perspective” and most likely unveil new issues (as well as solutions) which have not been evident so far. In conclusion, the Handbook will most certainly serve as clear and coherent guidelines for scholarly thinking and further research on language and culture, and also open up new investigative vistas in each of the areas tackled.

The objective of the article is to identify specific features of black colour representation in English and Russian media headlines for 2019-2020 at the verbal level of the text. The method of continuous sampling was used to select a number of examples in English and Russian, containing various variations in the functioning of the lexeme “black” in the period from 2019 to 2020. Methods. The research is carried out through the cognitive-discourse analysis of metaphors within the media discourse with the involvement of linguistic, general philological and linguocultural data that contributed to research activities, taking into account the specific features of the social and political realities of the media segments under consideration. The results were interpreted using generalization, descriptive and comparative methods. Conclusions. The analysis of the headlines of the media in this period allows us to assert the frequency and importance of verbalization of black colour in modern media discourse. The English and Russian segments demonstrate various aspects of its functioning. The dominant sphere of realization of black colour is the social context: the formation of groups, protest movements, the fight against prejudices, resonant incidents, tragedies, etc. It seems possible to include the similarity of the transmission of unfavourable states, events or shocks according to the “colour + time” scheme and the fixation of race in colour embodiment to the adjacent black verbalization of black colour. Among the differences, one can single out the total dominance of headlines in relation to race in the English-language media in the context of the struggle for rights and confrontation and the presence in this regard of a strong connection with racism through colour.

Teesid: Tartu Ülikooli maailmakirjanduse professori, luuletaja, kirjandusteadlase ja hispaaniakeelse kirjanduse spetsialisti Jüri Talveti tõlketegevuse viljade hulka kuulub luulet ja proosat nii sajandeid vanast Hispaania klassikast kui ka 20. sajandil või tänapäeval romaani keeltes või inglise keeles loodud teostest. Käesolev artikkel keskendub sellele, kuidas professor Talvet on tõlgendanud luule ja poeetika, kuid ka kirjandusajaloo, iseäranis barokk-kirjanduse alaseid küsimusi oma kirjandusteaduslikes esseedes. Vaadeldakse ka tema tõlketegevuse mahtu ja tõlketöö põhimõtteid. Jüri Talvet (born in 1945) is a poet and a scholar of comparative literature, Chair Professor of World Literature at the University of Tartu. His numerous translations of poetry and poetical fiction from the Romance languages and, to a lesser extent, from English, reflect his views on world poetry. Those views are also expressed in his theoretical writings from the years of 1977 to 2015. Having studied English literature as the main subject at the University of Tartu, he early developed an interest in Spanish, in other Iberian languages, and in the Iberoamerican literatures. His translations from that area include works from medieval and early modern literature as well as notable literary achievements from the 20th century and the contemporary era. Talvet’s interpretations of Federico García Lorca and the “Latin American boom” authors are supported by profound insights into the philosophy, aesthetics, and poetics of the 17th century Spanish Baroque literature, known as the literary Golden Age of Spain. The influence which Talvet’s activities have exerted has widened the horizons of Estonia’s literary culture: while in the early 20th century, the previous German, Russian and Finnish leanings were supplemented by orientations to, and translations from, French and Italian literatures, Talvet has helped to enrich the Estonian literary landscape with the mentality and traditions of even more distant language areas, such as Castilian (Spanish), Catalan, Galician, Portuguese, and the Latin American countries. In the section “Quevedo and Góngora” of this article, Talvet’s interpretation of some of the key issues of dispute in the Baroque literature of Spain are studied, based both on his theoretical essays and on his translations of the poetry of Francisco de Quevedo. Talvet has attempted to use the terms of the Baroque philosopher and writer Baltasar Gracián, agudeza, concepto (definable approximately as “conceit” or “wit”) and conceptismo, for the analysis of the late 20th century Estonian poetry. On that background, defnitions of conceptismo and cultismo (the other main school in Spanish Baroque poetry) are offered in this article, with implications that those definitions may have for understanding different styles and methods of poetry in general, and the characteristics of Talvet’s own poems and poetry translations in particular. To escape diffusion in pure sensuality and verbal indulgence, poetry has to rely on concepts as well as images. Talvet’s interpretations of poetry and poetical thinking are found to be close to conceptismo, or with a considerable amount of conceptuality inherent to them. The juxtaposition of paradoxical ideas from different levels of reality, social and psychic, is seen as the essential poetical method that Talvet refers to as he defines, quoting Yuri Lotman, the structural-semantic code of poetry as being “paradigmatic”. In the final section of the article, Talvet’s 23 book-length published translations are listed, including translations from Spanish, Catalan, English and French. The list does not include numerous translations of single poems or cycles of poetry that have appeared in literary journals, nor his contributions to anthologies of poetry, nor the translations from his native Estonian into a foreign language, such as Spanish or English, in which he has participated. His translations encompass lyrical works as well as fiction and plays. Talvet has translated classical European poetry, such as the sonnets of Petrarch and Quevedo and Provençal poems, as well as the rhymed poems of American poets into Estonian with complete metrical correspondence and full rhymes. However, in the latest decades Talvet has expressed scepticism in the sense and feasibility of attempting to convey the rhyming complexities of the major European literatures into Estonian, a language with a considerably smaller potential for finding full rhymes. Accordingly, his three translations of Spanish Baroque drama (by Calderón and Tirso de Molina) employ a liberal method of versification. In all his versatile activities as a poet, a translator, and a theorist of poetry, Professor Talvet has shown great devotion to developing and cultivating aesthetic values. A lot of his colleagues and students have benefited from his friendly advice. Thinking of his contributions to Estonia’s literary tradition, one may repeat and paraphrase the sentence that he used for the conclusion of his essay on the Catalan poet Salvador Espriu in 1977: “to write (and to translate) poetry is to work for the benefit of the people.”

This paper argues that illegitimacy is a concept that relates to almost all of the fundamental ways in which Western society has traditionally organised itself. Sex, family and marriage, and the power of the church and state, are all implicated in the various ways in which society reproduces itself from generation to generation. All employ the concepts of legitimacy and illegitimacy to define what is and what is not permissible. Further, the creation of the illegitimate can occur in more or less legitimate ways; for example, through acts of consent, on the one hand; and force, on the other. This paper uses the study of an English Renaissance text, Shakespeare’s Henry V, to argue that these concepts remain potent ones, regularly invoked as a means of identifying and denouncing perceived threats to the good ordering of the social fabric. In western societies, many of which may be constructed as post-marriage, illegitimate is often applied as a descriptor to unlicensed migrants, refugees and asylum seekers. In countries subject to war and conflict, rape as a war crime is increasingly used by armies to create fractures within the subject community and to undermine the paternity of a cohort of children. In societies where extramarital sex is prohibited, or where rape has been used as a weapon of war, the bastard acts as physical evidence that an unsanctioned act has been committed and the laws of society broken, a “failure in social control” (Laslett, Oosterveen and Smith, 5). This paper explores these themes, using past conceptions of the illegitimate and bastardy as an explanatory concept for problematic aspects of legitimacy in contemporary culture.Bastardy was a particularly important issue in sixteenth and seventeenth century Europe when an individual’s genealogy was a major determining factor of social status, property and identity (MacFarlane). Further, illegitimacy was not necessarily an aspect of a person’s birth. It could become a status into which they were thrust through the use of divorce, for example, as when Henry VIII illegitimised his daughter Mary after annulling his marriage to Mary’s mother, Catherine of Aragon. Alison Findlay’s study of illegitimacy in Renaissance literature lists over 70 portrayals of illegitimacy, or characters threatened with illegitimacy, between 1588 and 1652 (253–257). In addition to illegitimacy at an individual level however, discussions around what constitutes the “illegitimate” figure in terms of its relationship with the family and the wider community, are also applicable to broader concerns over national identity. In work such as Stages of History, Phyllis Rackin dissected images of masculine community present in Shakespeare’s history plays to expose underlying tensions over gender, power and identity. As the study of Henry V indicates in the following discussion, illegitimacy was also a metaphor brought to bear on issues of national as well as personal identity in the early modern era. The image of the nation as a “family” to denote unity and security, both then and now, is rendered complex and problematic by introducing the “illegitimate” into that nation-family image. The rhetoric used in the recent debate over the Scottish independence referendum, and in Australia’s ongoing controversy over “illegitimate” migration, both indicate that the concept of a “national bastard”, an amorphous figure that resists precise definition, remains a potent rhetorical force. Before turning to the detail of Henry V, it is useful to review the use of “illegitimate” in the early modern context. Lacking an established position within a family, a bastard was in danger of being marginalised and deprived of any but the most basic social identity. If acknowledged by a family, the bastard might become a drain on that family’s economic resources, drawing money away from legitimate children and resented accordingly. Such resentment may be reciprocated. In his essay “On Envy” the scientist, author, lawyer and eventually Lord Chancellor of England Francis Bacon explained the destructive impulse of bastardy as follows: “Deformed persons, and eunuchs, and old men, and bastards, are envious. For he that cannot possibly mend his own case will do what he can to impair another’s.” Thus, bastardy becomes a plot device which can be used to explain and to rationalise evil. In early modern English literature, as today, bastardy as a defect of birth is only one meaning for the word. What does “in everything illegitimate” (quoting Shakespeare’s character Thersites in Troilus and Cressida [V.viii.8]) mean for our understanding of both our own society and that of the late sixteenth century? Bastardy is an important ideologeme, in that it is a “unit of meaning through which the ‘social space’ constructs the ideological values of its signs” (Schleiner, 195). In other words, bastardy has an ideological significance that stretches far beyond a question of parental marital status, extending to become a metaphor for national as well as personal loss of identity. Anti-Catholic polemicists of the early sixteenth century accused priests of begetting a generation of bastards that would overthrow English society (Fish, 7). The historian Polydore Vergil was accused of suborning and bastardising English history by plagiarism and book destruction: “making himself father to other men’s works” (Hay, 159). Why is illegitimacy so important and so universal a metaphor? The term “bastard” in its sense of mixture or mongrel has been applied to language, to weaponry, to almost anything that is a distorted but recognisable version of something else. As such, the concept of bastardy lends itself readily to the rhetorical figure of metaphor which, as the sixteenth century writer George Puttenham puts it, is “a kind of wresting of a single word from his owne right signification, to another not so natural, but yet of some affinitie or coueniencie with it” (Puttenham, 178). Later on in The Art of English Poesie, Puttenham uses the word “bastard” to describe something that can best be recognised as being an imperfect version of something else: “This figure [oval] taketh his name of an egge […] and is as it were a bastard or imperfect rounde declining toward a longitude.” (101). “Bastard” as a descriptive term in this context has meaning because it connects the subject of discussion with its original. Michael Neill takes an anthropological approach to the question of why the bastard in early modern drama is almost invariably depicted as monstrous or evil. In “In everything illegitimate: Imagining the Bastard in Renaissance Drama,” Neill argues that bastards are “filthy”, using the term as it is construed by Mary Douglas in her work Purity and Danger. Douglas argues that dirt is defined by being where it should not be, it is “matter in the wrong place, belonging to ‘a residual category, rejected from our normal scheme of classifications,’ a source of fundamental pollution” (134). In this argument the figure of the bastard aligns strongly with the concept of the Other (Said). Arguably, however, the anthropologist Edmund Leach provides a more useful model to understand the associations of hybridity, monstrosity and bastardy. In “Animal Categories and Verbal Abuse”, Leach asserts that our perceptions of the world around us are largely based on binary distinctions; that an object is one thing, and is not another. If an object combines attributes of itself with those of another, the interlapping area will be suppressed so that there may be no hesitation in discerning between them. This repressed area, the area which is neither one thing nor another but “liminal” (40), becomes the object of fear and of fascination: – taboo. It is this liminality that creates anxiety surrounding bastards, as they occupy the repressed, “taboo” area between family and outsiders. In that it is born out of wedlock, the bastard child has no place within the family structure; yet as the child of a family member it cannot be completely relegated to the external world. Michael Neill rightly points out the extent to which the topos of illegitimacy is associated with the disintegration of boundaries and a consequent loss of coherence and identity, arguing that the bastard is “a by-product of the attempt to define and preserve a certain kind of social order” (147). The concept of the liminal figure, however, recognises that while a by-product can be identified and eliminated, a bastard can neither be contained nor excluded. Consequently, the bastard challenges the established order; to be illegitimate, it must retain its connection with the legitimate figure from which it diverges. Thus the illegitimate stands as a permanent threat to the legitimate, a reminder of what the legitimate can become. Bastardy is used by Shakespeare to indicate the fear of loss of national as well as personal identity. Although noted for its triumphalist construction of a hero-king, Henry V is also shot through with uncertainties and fears, fears which are frequently expressed using illegitimacy as a metaphor. Notwithstanding its battle scenes and militarism, it is the lawyers, genealogists and historians who initiate and drive forward the narrative in Henry V (McAlindon, 435). The reward of the battle for Henry is not so much the crown of France as the assurance of his own legitimacy as monarch. The lengthy and legalistic recital of genealogies with which the Archbishop of Canterbury proves to general English satisfaction that their English king Henry holds a better lineal right to the French throne than its current occupant may not be quite as “clear as is the summer sun” (Henry V 1.2.83), but Henry’s question about whether he may “with right and conscience” make his claim to the French throne elicits a succinct response. The churchmen tell Henry that, in order to demonstrate that he is truly the descendant of his royal forefathers, Henry will need to validate that claim. In other words, the legitimacy of Henry’s identity, based on his connection with the past, is predicated on his current behaviour:Gracious lord,Stand for your own; unwind your bloody flag;Look back into your mighty ancestors:Go, my dread lord, to your great-grandsire’s tomb,From whom you claim; invoke his warlike spirit…Awake remembrance of these valiant dead,And with your puissant arm renew their feats:You are their heir, you sit upon their throne,The blood and courage that renowned themRuns in your veins….Your brother kings and monarchs of the earthDo all expect that you should rouse yourselfAs did the former lions of your blood. (Henry V 1.2.122 – 124)These exhortations to Henry are one instance of the importance of genealogy and its immediate connection to personal and national identity. The subject recurs throughout the play as French and English characters both invoke a discourse of legitimacy and illegitimacy to articulate fears of invasion, defeat, and loss of personal and national identity. One particular example of this is the brief scene in which the French royalty allow themselves to contemplate the prospect of defeat at the hands of the English:Fr. King. ‘Tis certain, he hath pass’d the river Somme.Constable. And if he be not fought withal, my lord,Let us not live in France; let us quit all,And give our vineyards to a barbarous people.Dauphin. O Dieu vivant! shall a few sprays of us,The emptying of our fathers’ luxury,Our scions, put in wild and savage stock,Spirt up so suddenly into the clouds,And overlook their grafters?Bourbon. Normans, but bastard Normans, Norman bastards!...Dauphin. By faith and honour,Our madams mock at us, and plainly sayOur mettle is bred out; and they will giveTheir bodies to the lust of English youthTo new-store France with bastard warriors. (Henry V 3.5.1 – 31).Rape and sexual violence pervade the language of Henry V. France itself is constructed as a sexually vulnerable female with “womby vaultages” and a “mistress-court” (2.4.131, 140). In one of his most famous speeches Henry graphically describes the rape and slaughter that accompanies military defeat (3.3). Reading Henry V solely in terms of its association of military conquest with sexual violence, however, runs the risk of overlooking the image of bastards themselves as both the threat and the outcome of national defeat. The lines quoted above exemplify the extent to which illegitimacy was a vital metaphor within early modern discourses of national as well as personal identity. Although the lines are divided between various speakers – the French King, Constable (representing the law), Dauphin (the Crown Prince) and Bourbon (representing the aristocracy) – the images develop smoothly and consistently to express English dominance and French subordination, articulated through images of illegitimacy.The dialogue begins with the most immediate consequence of invasion and of illegitimacy: the loss of property. Legitimacy, illegitimacy and property were so closely associated that a case of bastardy brought to the ecclesiastical court that did not include a civil law suit about land was referred to as a case of “bastardy speciall”, and the association between illegitimacy and property is present in this speech (Cowell, 14). The use of the word “vine” is simultaneously a metonym for France and a metaphor for the family, as in the “family tree”, conflating the themes of family identity and national identity that are both threatened by the virile English forces.As the dialogue develops, the rhetoric becomes more elaborate. The vines which for the Constable (from a legal perspective) represented both France and French families become instead an attempt to depict the English as being of a subordinate breed. The Dauphin’s brief narrative of the English origins refers to the illegitimate William the Conqueror, bastard son of the Duke of Normandy and by designating the English as being descendants of a bastard Frenchman the Dauphin attempts to depict the English nation as originating from a superabundance of French virility; wild offshoots from a true stock. Yet “grafting” one plant to another can create a stronger plant, which is what has happened here. The Dauphin’s metaphors, designed to construct the English as an unruly and illegitimate offshoot of French society, a product of the overflowing French virility, evolve instead into an emblem of a younger, stronger branch which has overtaken its enfeebled origins.In creating this scene, Shakespeare constructs the Frenchmen as being unable to contain the English figuratively, still less literally. The attempts to reduce the English threat by imagining them as “a few sprays”, a product of casual sexual excess, collapses into Bourbon’s incoherent ejaculation: “Normans, but bastard Normans, Norman bastards!” and the Norman bastard dominates the conclusion of the scene. Instead of containing and marginalising the bastard, the metaphoric language creates and acknowledges a threat which cannot be marginalised. The “emptying of luxury” has engendered an uncontrollable illegitimate who will destroy the French nation beyond any hope of recovery, overrunning France with bastards.The scene is fascinating for its use of illegitimacy as a means of articulating fears not only for the past and present but also for the future. The Dauphin’s vision is one of irreversible national and familial disintegration, irreversible because, unlike rape, the French women’s imagined rejection of their French families and embrace of the English conquerors implies a total abandonment of family origins and the willing creation of a new, illegitimate dynasty. Immediately prior to this scene the audience has seen the Dauphin’s fear in action: the French princess Katherine is shown learning to speak English as part of her preparation for giving her body to a “bastard Norman”, a prospect which she anticipates with a frisson of pleasure and humour, as well as fear. This scene, between Katherine and her women, evokes a range of powerful anxieties which appear repeatedly in the drama and texts of the sixteenth and early seventeenth centuries: anxieties over personal and national identity, over female chastity and masculine authority, and over continuity between generations. Peter Laslett in The World We Have Lost – Further Explored points out that “the engendering of children on a scale which might threaten the social structure was never, or almost never, a present possibility” (154) at this stage of European history. This being granted, the Dauphin’s depiction of such a “wave” of illegitimates, while it might have no roots in reality, functioned as a powerful image of disorder. Illegitimacy as a threat and as a strategy is not limited to the renaissance, although a study of renaissance texts offers a useful guidebook to the use of illegitimacy as a means of polarising and excluding. Although as previously discussed, for many Western countries, the marital status of one’s parents is probably the least meaningful definition associated with the word “illegitimate”, the concept of the nation as a family remains current in modern political discourse, and illegitimate continues to be a powerful metaphor. During the recent independence referendum in Scotland, David Cameron besought the Scottish people not to “break up the national family”; at the same time, the Scottish Nationalists have been constructed as “ungrateful bastards” for wishing to turn their backs on the national family. As Klocker and Dunne, and later O’Brien and Rowe, have demonstrated, the emotive use of words such as “illegitimate” and “illegal” in Australian political rhetoric concerning migration is of long standing. Given current tensions, it might be timely to call for a further and more detailed study of the way in which the term “illegitimate” continues to be used by politicians and the media to define, demonise and exclude certain types of would-be Australian immigrants from the collective Australian “national family”. Suggestions that persons suspected of engaging with terrorist organisations overseas should be stripped of their Australian passports imply the creation of national bastards in an attempt to distance the Australian community from such threats. But the strategy can never be completely successful. Constructing figures as bastard or the illegitimate remains a method by which the legitimate seeks to define itself, but it also means that the bastard or illegitimate can never be wholly separated or cast out. In one form or another, the bastard is here to stay.ReferencesBeardon, Elizabeth. “Sidney's ‘Mongrell Tragicomedy’ and Anglo-Spanish Exchange in the New Arcadia.” Journal for Early Modern Cultural Studies 10 (2010): 29 - 51.Davis, Kingsley. “Illegitimacy and the Social Structure.” American Journal of Sociology 45 (1939).John Cowell. The Interpreter. Cambridge: John Legate, 1607.Greenblatt, Stephen. Renaissance Self-Fashioning: From More to Shakespeare. 1980. Chicago: University of Chicago Press, 2005.Findlay, Alison. Illegitimate Power: Bastards in Renaissance Drama. Manchester: Manchester University Press, 2009.Hay, Denys. Polydore Vergil: Renaissance Historian and Man of Letters. Oxford: Clarendon Press, 1952.Laslett, Peter. The World We Have Lost - Further Explored. London: Methuen, 1983.Laslett, P., K. Oosterveen, and R. M. Smith, eds. Bastardy and Its Comparative History. London: Edward Arnold, 1980.Leach, Edmund. “Anthropological Aspects of Language: Animal Categories and Verbal Abuse.” E. H. Lennenberg, ed. New Directives in the Study of Language. MIT Press, 1964. 23-63. MacFarlane, Alan. The Origins of English Individualism: The Family Property and Social Transition Oxford: Basil Blackwell, 1978.Mclaren, Ann. “Monogamy, Polygamy and the True State: James I’s Rhetoric of Empire.” History of Political Thought 24 (2004): 446 – 480.McAlindon, T. “Testing the New Historicism: “Invisible Bullets” Reconsidered.” Studies in Philology 92 (1995):411 – 438.Neill, Michael. Putting History to the Question: Power, Politics and Society in English Renaissance Drama. New York: Columbia University Press, 2000.Pocock, J.G.A. Virtue, Commerce and History: Essays on English Political Thought and History, Chiefly in the Eighteenth Century. Cambridge: Cambridge University Press, 1985. Puttenham, George. The Arte of English Poesie. Ed. Gladys Doidge Willcock and Alice Walker. Cambridge: Cambridge University Press, 1936.Reekie, Gail. Measuring Immorality: Social Inquiry and the Problem of Illegitimacy. Cambridge: Cambridge University Press, 1998. Rowe, Elizabeth, and Erin O’Brien. “Constructions of Asylum Seekers and Refugees in Australian Political Discourse”. In Kelly Richards and Juan Marcellus Tauri, eds., Crime Justice and Social Democracy: Proceedings of the 2nd International Conference. Brisbane: Queensland University of Technology, 2013.Schleiner, Louise. Tudor and Stuart Women Writers. Bloomington: Indiana University Press, 1994.Shakespeare, William. Henry V in The Norton Shakespeare. Ed. S. Greenblatt, W. Cohen, J.E. Howard, and Katharine Eisaman Maus. New York and London: Norton, 2008.

She's the dollars, she's my protection; she's a promise, in the year of election. Sister, I can't let you go; I'm like a preacher, stealing hearts at a traveling show. For love or money, money, money... Desire -- U2, "Desire" (1988) For the love of money. In the worship of things. Desire has traditionally been employed by advertising as a means of selling product. Regardless of culture, more powerful than context, desire is invoked as one of capitalism's iron-clad codes of quality. The Uses of Desire in Advertising Specifically, two variants have been most common. That in which desire is: (1) stimulated or (2) sated by a product. Crucial to advertisers, in both cases the product is more powerful than the thing the audience finds most powerful: the physical surge, the emotional rush, the chemical compulsion we label "desire". In the case of the former, a typical approach has been to create an equation in which product intervenes in the relationship between man and woman (and it is always man and woman), stimulating the psycho-physiological desire of one for the other. A classic pre-post design. Absent the product, desire would not arise, ad text often alleges. This tack is well captured in this ad for a perfume. Implicit in this approach is the assumption that the ad reader will desire desire. If so, he or she -- equally desirous of this turn of events -- will insert him or herself into the scenario, engaging in a symbolic, if not actual purchase of the product1. As we saw above, desire is often depicted via substitute symbols -- flashing red neon, burning matches, flame-blowers, stifling heat and raging brush fires2. The product is then used to extinguish such signs -- metaphorically quenching desire. This is the satiation variant identified at the outset. Standardised Desire? This last is an Australian ad, but in a wide variety of contexts, the same formula of product/desire appears. A recent Malaysian ad, for instance, plays out like this: a motorbike roars up to a doorstep; its leather-clad rider dismounts. Removing the helmet we find beneath a ... beautiful long-haired woman. Cut to a medium shot of the front door opening. A similarly-clad male leans against the molding. Rugged, firm, slightly aloof. Cut to product name: Dashing for Men. Followed by a picture of the cologne. "The Dashing Sensation" is then posted -- ripe with the implication that the cologne has worked its magical, magnetic attraction uniting female and male. It should be pointed out that Malaysia is a market with a significant western presence. Its top advertising firms are American, British and Italian. Thus, if one were curious as to whether desire was inherently a "cultural universal" or rather due to accession (i.e. the movement of intellectual and corporate capital), Euro-American presence would certainly be a factor to consider 3. Innovating Desire Bringing us to Japan. Desire is also a major theme there, as well. However, there, Japanese firms dominate ad production. And, interestingly, though the above-mentioned formulations do appear, desire in Japan also has its own specialised discourse. Rather than a relationship between the consumable and the consumer's emotional/physical state, discourse about desire can transpire independent of the product. Desire is often simply about desire. This is in keeping with a trend (or, more formally, a stage) of development Japanese advertising has achieved -- what I call "product-least advertising"; a condition in which discourse is about many things other than consumption. One of these things being desire. In closing I will wonder what this might say about Japanese society. Japanese Approaches to Desire As noted above, it is not the case that messages of product-induced desire do not appear in Japan. They are certainly more pervasive than in their Islamic neighbor, Malaysia. And, like America, desire is treated in an array of ways. Object-Mediated Desire One approach, admittedly less conventional, posits the product as medium. Only through the product will desire be manifested. In this ad, though verbal substitutes are invoked -- "lust", "love", "lick", "pinch", bite", "touch" -- desire is the guiding force as the figures trapped inside the product's bar code move mechanically toward physical consummation. Of particular note is the product's multi-faceted relationship to desire: it subsumes desire, stimulates it, provides a forum and means for its expression, and is the device securing its culmination ... the ad text is ambiguous as to which is controlling. This is a definitive "postmodern ad", pregnant with shifting perspective, situational action, oppositional signs and interpretive possibilities. The kind of text so-called "cultural studies" intends by the term "polysemy" (the notion that multiple meanings are contained in any sign -- see Fiske). In the case of desire, postmodern ads tell us not that desire is multiple. Rather, it is a singular (i.e. universally experienced) condition which may be differentially manifested and variously interpretable vis-à-vis singular object/products. Object-Induced Desire For instance, in this ad, again for instant noodles, two salarymen contemplate the statement "this summer's new product is stimulating". Each conjures a different image of just what "stimulating" means. For the younger man, a veritable deluge of sexual adoration; for his elder, an assault by a gang of femmes toughs. And while the latter man's fantasy would not qualify as the conventional definition of "desire", the former would. Thus, despite its polysemic trappings, the ad varies little from the standard approach outlined at the outset (plates 1 and 2). It posits that the product possesses sufficient power to stimulate desire for its consumer in external, unrelated others. Object-Directed Desire One of sociology's earliest complaints about capitalism was its reduction of people to the status of things. Social relations became instrumental acts aimed at achieving rational ends; the personalities, thoughts and qualities of those human agents engaged in the exchange become secondary to the sought good. Advertising, according to early semiotic critiques (see for instance Williamson), has only intensified this predilection, though in a different way. Ads instrumentalise by creating equality between the product presented and the person doing the presenting. When the presenter and product are conflated -- as in the case where a major star clasps the product to her bosom and addresses the camera with: "it's my Nice Once" (the product name) -- the objectification of the human subject may be unavoidable. The material and corporeal meld. She cherishes the drink. If we desire her (her status, her style, her actual physical being) but are realistic (and thus willing to settle for a substitute) ... we can settle for the simulation (her drink). This kind of vicarious taking, this symbolic sharing is common in advertising. Played out over and over the audience quickly learns to draw an equal sign between the two depicted objects (product and star). Purchasing one enables us to realise our desire (however incompletely) for the other. Sometimes the product and person are separated, but in a way that the discourse is about longing. The product is consumed because the human can't be -- perhaps a less satisfactory substitute, but a replacement, nonetheless. Or, as in the ad below, the two might be interchangeable. Interior. Bright yellow room without any discernible features. No walls, windows or furniture. Tight shot of black fishnet stockings, barely covered by a yellow dress. The legs swivel in a chair, allowing a fleeting shot of the model's crotch. Cut to a darkened interior. The product sits next to a set of wrenches. Cut back to first interior. Medium tight of the model's bare shoulders. She spins in her chair. Cut to the mechanic working on the engine of a car. Female voiceover: "Hey! Work AGAIN? ... Let's play!" Cut to tight shot of her pursed lips. "Hey! ... let's go for a drive", accompanying consecutive shots of the mechanic wiping sweat from his brow and the vamp's derriere. Next, a sequence of fast, tight images: mechanic revving the engine, the model's face, then her upper body viewed through heavily-ventilated apparel. "Oh", she says, "cars are cuter, huh?" The mechanic pauses to consider. Walks over to the product, pops the top. "When it comes to that sort of man..." her VO says as he gulps the drink, "women are suckers". Tight on woman's face: "(he's a) rake", she pouts. To better appreciate this endemic correspondence between objectification and desire, consider this ad for a car named "Rosso" ("red" in Italian, "aka" in Japanese). The model, "Anna", is tinted head to toe in red (red, of course, being the universal signifier for passion and desire)4. She and/or the car rouse enough passion in a male by-stander to literally make his blood boil. This, in turn, produces steam which, in turn, sends air current of sufficient force to propel Anna's skirt skyward. This, in turn, converts the man's face into an embarrassed and/or impassioned red. "Rosso!" he gushes enthusiastically -- reference to car, his condition, Anna and, presumably, her panties5. Thus, the desire for things -- people included -- is by no means disappearing in Japanese advertising. The name of the game is still to sell that which has been produced. Although Japanese ads have moved toward a decentring of product -- an introduction of consumption-least discourse, with a concomitant increase in popular cultural and societal content -- the great majority still speak in the language of "here it is, buy it!" The prevailing tenor is still object-oriented. And the spill-over, as we just saw, is a tendency to depict humans and their interactions in objectified terms. A recent ad, for the discount store LLAOX, is rather stark in this regard. A young man displays photos of the many items (guitars, television, appliances) he found at LLAOX. In the final shot, of an attractive woman standing in front of the items, he proudly boasts: "I found her at LLAOX, too!" Subject-Oriented Desire Like ads in other countries, then, Japanese ads tend to place the object ahead of the subject. Desire for the person depicted in the ad is either ancillary to the desire expressed for the product, or else exists as a function of the subject's objectified status. However, an accreting number of Japanese ads have begun orienting desire toward one or both of the subjects in the ad, over or independent of the object for sale. A man and woman in their early thirties sit at a table sipping whiskey. The woman leans toward the man and in a perky voice utters: "Hey, let's turn in soon." The man protests, pointing to the drink: "we haven't finished this, yet." The woman tilts her head. She insists "let's head home." Then in a conspiratorial undertone "it's that day" and winks. The man's elbow falls off the tabletop. The woman blows him a kiss. Cut to a cat hiding beneath one of his paws in embarrassment. (Source: Nikka All Malt Whiskey -- Japan, 1993) Admittedly, not all ad discourse involves desire. But of late considerable ad space has been devoted to human relations and longing6. Consider this promo for a health drink. A man stands on his verandah in his t-shirt and pyjama bottoms. He looks groggy. Cut to a young woman watering her plants on the adjacent porch. "Hey!" she coos to her bushes, "are you lively?" She tends the pots along the centre divider. Is she addressing her foliage or the young man on the other side? He cranes his neck to steal a peek. She seems unaware. He lays his head on his forearms, admiring her. Cut to a shot of her regarding the product; drinking it; savouring the taste. The text reads: "With Lactia you will bloom beautifully." The woman enthuses audibly: "happiness!" Her voyeur, still in thrall, emits a sigh, suddenly straightens and declares aloud (in English): "Nice!" The previous two examples feature desire by adults. Considerable contemporary desire-centred discourse, however, focuses on teens. In these cases the product is sometimes introduced as a symbol for desire -- as in this case of a potato chip which snaps crisply each time a boy's romantic advance is repelled. A boy and girl walk along a boardwalk. The boy tentatively reaches for his partner's hand. Just then an approaching bicyclist toots his horn and cleaves a path between the two. A superimposed chip snaps. Next, seated on the shoreline, the boy reaches out again. Suddenly, a wind-blown ball rolls past, prompting his intended to abruptly vacate her position. He is left, literally clutching air. Another chip snaps again. The boy reaches out to touch the girl's handprint in the sand. He utters "I like you". The girl turns and asks "what did you say?" He impotently shrugs "nothing at all." Cut to a box of the chips. This youthful obsession with desire plays prominently in ads. First, because it fits well with the "mini-drama" format currently favoured in Japanese advertising. Second, because it is an effective technique for capturing viewer interest. The emotional tugs keep the audience attending to the ad beyond the first viewing. In the following ad, while desire for the product is the punch line, the entire ad is structured around unrequited desire. The confusion of the former for the latter not only redounds to product value, but predisposes the audience toward empathy and engagement. A teenage girl in her plaid uniform steers her bike into its berth outside school. Her voiceover identifies the bike name, shows how one touch locks the wheel in place and the seat in the vertical position. "Oh!" a quavering male voice utters off camera. "Can I ask name?" Japanese being a language that often operates without articles and pronouns, we aren't sure which name he means. Quick zoom in on the girl's expectant expression. "Eh?" she asks breathlessly. Her narration stops, her heart soars, glowing a vibrant red over her white sweater. "The bike's name", her interlocutor clarifies. All at once, the throbbing red heart is extinguished, fading to a black circular smudge. Her expectant smile dissolves into disappointment. Not all scenarios are downers, however. In the following case the product is a prop -- at best an accoutrement -- in the teenage game of expressing desire. A spry girl pours hot water into two cups. Off camera an older female voice asks whether she isn't supposed to be resting. "Don't worry about it", the girl replies. Cut to exterior shot. She's wearing a short coat, backing through the front door with the two cups in her hands. Cut to an angled reaction shot: a handsome boy leans across his bike, placing a letter in the post. He holds the letter up. "This", he says. Cut to the girl, now leaning against the entryway of the building, sipping her drink. Haltingly, in a breathy voice, she utters: "To... tomorrow... would have been... okay. But..." Japanese being the language of implication we read this as "it's fine the way it is working out." With the girl in the foreground, we see the boy leaning against the entryway on the opposite side contemplating his drink. Cut to a long angled shot from high above. The two teens sup in the cool evening air, alone, intimate, yet separated by the building's bright entrance. The narrator closes with a message about the nutritional value of the drink -- wholly unrelated to the unequivocal web of intimacy spun by these two youths. This ad offers us a perfect take on how desire is constructed and reproduced in contemporary ads in Japan. A perfect place for us to close. Evolving Desire? Desire is not new to advertising, but the form in which it is currently being expressed is. In Japan, at least, where commercials strive for polysemy in the volatile, evanescent and ultimately quixotic struggle for audience attention, communication is increasingly about things unrelated to the product. High on the list are affection, intimacy and sexuality -- aspects of human existence which bear considerable connection to desire. Reproduced in a variety of forms, played out in an array of contexts, by a variety of demographic "types", such commercial communications have the effect of centralising desire as a major theme in contemporary Japanese society7. The increase in so-called "secondary discourse"8 about human longing is palpable. But what to make of it? Clear explanations lie in "social evolution" -- factors such as: Japan's remarkable achievement of its postwar economic goals; its subsequent economic meltdown and accreting political malaise; the dramatic decline in corporate loyalty; disintegration of the family; increased urbanisation, atomisation and anomie; the stratification of generations and economic classes; increased materialism and attention to status; the concomitant loss of a personal raison d'être and collective moral beacon. In fact, all the reasons that Emile Durkheim diagnosed in fin de siècle France in inventing the discipline of sociology and Murakami Ryu has recently discerned a century later in fin de siècle Japan. Desire is a manifestation of social breakdown, as well as a plea for its resolution. As we enter a new century -- indeed a new millenium -- it is an empirical question worth monitoring whether the Japanese obsession with desire will continue to swell. Footnotes 1. Although the claims in this paper are qualitative, rather than quantitative, without question it is true that both men and women in Japanese television advertising are depicted as desiring. In this way, one could claim that desire exists independent of gender in ads. At the same time, it is almost certain that desire is often depicted as being manifested differentially by men and women. However, as one can infer from the data below, this is not always so (viz. "True Love"). Moreover, while women (or men) might more often fit one or another of the constructs below (i.e. object-mediated, object-induced, object-directed, subject-oriented) than their opposite number, cases can generally be found in which both (male and female) are depicted desiring in each of the stated relationships. 1. Thinking of this (fire-desire) symbol-set generally (and this ad specifically), one is reminded of the Springsteen lyric: At night I wake up with the sheets soaking wet and a freight train running through the middle of my head; Only you can cool my desire. I'm on fire. -- Bruce Springsteen: "I'm on Fire" (1984) Reminding one of the lyric by Shocking Blue from their decade-spanning Number 1 single (1970 by the Dutch band as well as the 1986 cover version by Bananarama): I'm your Venus, I'm your fire at your desire. If not the Earth, Wind and Fire phrasing from "That's the Way of the World" (1975): Hearts of fire, creates love desire... Of course, the fire/desire combo might also have become a universal association due to the easy opportunity (at least in English) to commit a rhyme (no matter how cloddish). 2. It has yet to be determined that desire is a cultural universal. However, the universal presence and relatively uniform logic of the "machinery of capitalism" (a major aspect of which is advertising) certainly serves as a powerful prod. That machinery overlaps culture and tends to act on it in relatively similar ways (one of which may just be the discourse about desire). This, of course, makes no claims about universal outcomes. I have addressed the interaction of capitalism and context and the themes of global/local, homogeneity/heterogeneity, universal/particular in a series of articles concerning information transfer, body, color, and advertising form in comparative context. Please see my home page for references to and greater detail on this work. 3. Regarding red as signifier, see Branston & Stafford (7). Also see my work on color universals ("The Color of Meaning") and culture-specific colour conventions ("The Color of Difference"). 4. Support for this interpretation can be found in other ads, as ideas and practices in Japanese advertising tend to travel in twos or threes. During this same period, Suzuki Move placed Leonardo DiCaprio behind the wheel. As he tooled around the city, his accelleration was such as to raise the skirts of two by-standers. DiCaprio promptly braked, placed the car in reverse, rolled astride the two women, and impishly pointing at each, identified the shade of underpants ("white and strawberry") they were sporting. 5. And let me reiterate: All such depictions are exclusively about sexual/emotional longing between men and women. 6. As I am mainly working with Japanese data in this article, I feel comfortable only seeking to draw conclusions about Japanese society. Certainly, one could fathom conducting the same sort of analysis and arriving at the same general conclusions about other postmodern, capitalist, commercial-centred, consumer-oriented societies. 7. The word is O'Barr's. It bears considerable similarity to Barthes's "second order signification". Plates 1 Caliente perfume (USA, 1994) 9 Georgia canned coffee (Japan, 1999) 2 Old Spice cologne (USA, 1994) 10 Rosso (Japan, 1998) 3 Coke (Australia, 1994) 11 LLAOX (Japan, 1999) 4 Dashing cologne (Malaysia, 1997) 12 Lactia (Japan, 1997) 5 Cup Noodles (Japan, 1998) 13 5/8 and 3/5 Chips (Japan, 1993) 6 Cup Noodles (Japan, 1998) 14 Gachyarinko (Japan, 1999) 7 Nescafe Excella (ice coffee; Japan, 1999) 15 Hotpo (health drink; Japan 1999) 8 Various ads References Barthes, Roland. Mythologies. Jonathan Cape, 1972 (1957). Branston, G., and R. Stafford. The Media Student's Book. London: Routledge, 1996. Fiske, John. Television Culture. London: Methuen, 1987. Holden, Todd. "The Color of Meaning: The Significance of Black and White in Television Commercials." Interdisciplinary Information Sciences 3.2 (1997): 125-146. ---. "The Color of Difference: Critiquing Cultural Convergence via Television Advertising" Interdisciplinary Information Sciences 5.1 (1999): 15-36. O'Barr. Culture and the Ad: Exploring Otherness in the World of Advertising. Boulder, Co.: Westview Press, 1994. Williamson, Judith. Decoding Advertisements: Ideology and Meaning in Advertising. London: Marion Boyers, 1979. Citation reference for this article MLA style: Todd Joseph Miles Holden. "The Evolution of Desire in Advertising: From Object-Obsession to Subject-Affection." M/C: A Journal of Media and Culture 2.5 (1999). [your date of access] <http://www.uq.edu.au/mc/9907/adverts.php>. Chicago style: Todd Joseph Miles Holden, "The Evolution of Desire in Advertising: From Object-Obsession to Subject-Affection," M/C: A Journal of Media and Culture 2, no. 5 (1999), <http://www.uq.edu.au/mc/9907/adverts.php> ([your date of access]). APA style: Todd Joseph Miles Holden. (1999) The evolution of desire in advertising: from object-obsession to subject-affection. M/C: A Journal of Media and Culture 2(5). <http://www.uq.edu.au/mc/9907/adverts.php> ([your date of access]).