Language, Identity and Cycling in the New Media Age

1. Front Matter

   Pages i-xv

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2. Introduction: Exploring Language, Identity and Cycling in the New Media Age Through Systemic Functional Linguistics

   • Patrick Kiernan

   Pages 1-36

3. Identities in the Media

   1. Front Matter

      Pages 37-37

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   2. ‘Mark, Mark, Can We Have a Word?’: Narrative and Evaluation in the Media Interview

      • Patrick Kiernan

      Pages 39-70

   3. Coming Clean: Framing and Identity Negotiation in the Oprah Winfrey-Lance Armstrong Interview

      • Patrick Kiernan

      Pages 71-90

   4. Multimodality Identity in Manga: Yowamushi Pedal and the Semiotics of Japanese Comics

      • Patrick Kiernan

      Pages 91-119

4. Identity and Online Communities

   1. Front Matter

      Pages 121-121

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   2. Having a Rashomon Moment: Identity Negotiation in an Online Community

      • Patrick Kiernan

      Pages 123-147

   3. Making the Link: Intertextual Resources in an Online Forum

      • Patrick Kiernan

      Pages 149-164

   4. The Case of Franz: Identity and Carnival in Online Communities

      • Patrick Kiernan

      Pages 165-194

5. Multimodality, Corporate Identity, and Market Positioning

   1. Front Matter

      Pages 195-195

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   2. ‘Hey You, Thanks for Buying Our Stuff’: Language, Multimodality and Identity in Two Corporate Websites

      • Patrick Kiernan

      Pages 197-218

   3. ‘Sixty-Eight Years on the Same B17’: Brooks, Consumer Reviews and Brand Loyalty

      • Patrick Kiernan

      Pages 219-248

   4. In Pursuit of Marginal Gains: Corporate Sponsorship and Brand-Building Videos

      • Patrick Kiernan

      Pages 249-270

   5. Welcome to the GCN Show!: Community and Identity on YouTube

      • Patrick Kiernan

      Pages 271-294

   6. Conclusion: Rethinking Interpersonal Semiotics in New Media

      • Patrick Kiernan

      Pages 295-300

6. Back Matter

   Pages 301-306

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This book examines how identities associated with cycling are evoked, narrated and negotiated in a media context dominated by digital environments. Arguing that the nature of identity is being impacted by the changing nature of the material and semiotic resources available for making meaning, the author introduces an approach to exploring such identity positioning through the interrelated frameworks of Systemic Functional Linguistics and Multimodal Analysis, and illustrates how this happens in practice. The book is divided into three parts, each of which focuses on a different aspect of identity and media environment. Part I considers celebrity identities in the conventional media of print and television. Part II investigates community and leisure / sporting identity through an online cycling forum, while Part III examines corporate identity realised through corporate websites, consumer reviews and Youtube channels. This unique volume will appeal to students and scholars of discourse analysis, applied linguistics and the world of cycling.

• applied linguistics
• communication
• identity
• linguistics
• media
• semantics
• semiotics
• social science
• sociolinguistics
• sports
• cycling
• language in cycling
• bicycle

“This book is rich in interesting and engaging content, innovative and insightful analysis and discussion, and has a coherent and well-organized structure. It is a valuable and enlightening addition for students and scholars of discourse analysis, applied linguistics, and the world of cycling.” (Hongyan Liang, Language in Society, Vol. 48 (2), April, 2019)

• School of Business Administration, Meiji University, Tokyo, Japan

  Patrick Kiernan

​Patrick Kiernan is Associate Professor in the School of Business Administration at Meiji University, Japan. His research specialises in Applied Linguistics and he is the author of Narrative, Identity and Language Teaching. He is also an avid cyclist. 

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