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5 - Virtue, Transgression, and Value

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Gwynne Mapes
Affiliation:
University of Bern
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Summary

Chapter 5 examines how speechwriters’ claims to transgressive agency are a source for “affective binding” (see Comer 2022) and status production, contributing to the “virtuous outlaw” identity of the speechwriter community. Mapes’ focus here is rooted in affect studies (e.g. Ahmed 2004) and notions of emotional labor (e.g. Hochschild 2012), as well as the rather prolific scholarship concerning professional/personal identity as it emerges in workplace discourse (e.g. Holmes 2007). What comes to the fore is the way in which emotion is complicatedly entangled with the “semiotic ideologies” of one’s professional life (see again Keane 2018). Focusing on both Professional Speechwriting course materials as well as a video-recorded meeting between members of the Speechwriter Organization, Mapes demonstrates how participants characterize their professional expertise as especially superior to that of (hypothetical) speakers. In framing themselves as uniquely skilled and knowledgeable, speechwriters deem their transgressive professional practices as virtuous and admirable, allowing them to claim power and status within the neoliberal linguistic marketplace.

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Publisher: Cambridge University Press
Print publication year: 2025

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