the story of my face how environmental stewards perceive stigmatization (re)produced by discourse我面对环境管理者如何看待的侮辱的故事(重新)产生的话语.pdfVIP

Sustainability 2010, 2, 3339-3353; doi:10.3390/su2113339 OPEN ACCESS sustainability ISSN 2071-1050 /journal/sustainability Article The Story of My Face: How Environmental Stewards Perceive Stigmatization (Re)produced By Discourse Jutta Gutberlet 1,* and Bruno de Oliveira Jayme 2 1 Department of Geography, University of Victoria, P.O. Box 3060 STN CSC, Victoria, B.C., V8W 3R4, Canada 2 Interdisciplinary Program, University of Victoria, P.O. Box 3060 STN CSC, Victoria, B.C., V8W 3R4, Canada; E-Mail: onurbio@uvic.ca * Author to whom correspondence should be addressed; E-Mail: juttag@uvic.ca; Tel.: +1-250-472-4537; Fax: +1-250-721-6216. Received: 25 August 2010; in revised form: 19 October 2010 / Accepted: 21 October 2010 / Published: 27 October 2010 Abstract: The story of my face intertwines concepts of social semiotics and discourse analysis to explore how a simple type of printed media (flyer) can generate stigmatization of informal recyclers, known as binners in Western Canada. Every day, media exposes humans to signifiers (e.g., words, photographs, cartoons) that appear to be trivial but influence how we perceive their meaning. Amongst the signifiers frequently found in the media, the word “scavengers”, has been used to refer to autonomous recyclers. Specific discourse has the potential to promote and perpetuate discrimination against the individuals who deal with selective collection of recyclables and