Discourse and Culture（簡體書）

Within this new theoretical framework, the particular notion of "opinion" has as yet been but a vague one and often used interchangeably with "attitude", "view(point)s" and "beliefs" ( see Billig, 1989, 1991, pp.13-20; Potter & Wetherell, 1987, pp.43 55).That is, the terms refer, by and large, to personal-evaluative discourse. In this paper, I suggest that it is useful to keep a distinction between opinion discourse and attitudinal discourse. Specifically. I will propose that, as a working definition, opinion is a distinct kind, or more precisely dimension, of discourse in which individuals or groups present a mental, subjective and personal belief; call it "the discourse of opinion", or opinion discourse. As such it is a meaning-making process in and meaningful component of discursive interaction.
Another aim of this article is to explore through empirical examination some peculiarities, complexities and paradoxes of opinion discourse, which has hereto been treated less than systematically. If the discourse of opinion is a blurred genre, for example, then in what way is it related to the discourse of facts? For, the latter has traditionally been held as the quintessential antithesis of opinion.Furthermore, if opinion is a dimension of language and social interaction,then how may it be connected with the social other, especially those who have different as well as the same ideas? In addition, if opinion is also a discursive strategy, then in what ways is it related to the speaking agent or self? Discursive details such as these will be examined in this study. To that empirical end, I shall look at three sets of opinion discourse., travel accounts, the mass media and an interview.
In this paper I will first outline a theoretical framework in which notions of language and mind are highlighted. Afterwards I will suggest a working definition of opinion discourse and then move onto a theoretically more complex notion. In the final part, I will demonstrate this proposed notion by empirical analysis of three diverse sets of data.
A discursive approach to opinion, as the present study takes, has important theoretical and critical implications. On the one hand, it further undermines the psychological view of opinion, and of mind more generally, by showing how opinions take form and function in the context of social and cultural life. On the other hand, it reveals the social-interactional dilemma and dynamic of holding and giving opinions. Making transparent the seamless union between opinions and facts in discourse, for instance, not only accentuates the socio-suasive nature of opinions, but also highlights the dubious nature of the opinionated obiectivity. Disclosing the interconnection between individual and social opinions in discourse increases our awareness of the social, cultural .and institutional forces behind the discourse of opinions.