Chapter 5 presents Tuning as a new system for adjusting interpersonal meaning, structured around three clinal dimensions: Scope (breadth of address), Stakes (degree of risk), and Spirit (affective tone). The chapter positions Tuning as a discrete system that complements Positioning and Orienting, offering additional ways to calibrate how meanings are “tendered” in discourse. However, a close reading reveals several critical issues in its conceptualisation and analytic necessity.
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Scope parallels Engagement and Graduation, as well as reference and membership categorisation devices, capturing inclusivity/exclusivity and group alignment.
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Stakes is largely a repackaging of Graduation (force/focus) and Engagement (proclaim vs entertain), with its “risk” defined relationally by background values rather than independently observable linguistic features.
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Spirit mirrors Attitude (Affect, Judgement, Appreciation) and interacts with Graduation and Engagement to produce “tone,” yet is presented as a separate dimension labelled with a metaphorical “vibe.”
Across all three dimensions, Tuning risks terminological inflation — taking familiar linguistic and discourse-semantic resources, giving them new labels, and promoting them as a distinct system.
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Observable linguistic patterns (pronouns, vocatives, quantifiers, hashtags, emojis, commands), and
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Inferred social consequences (disruption of community values, high-stakes positions, warmth or hostility in social bonds).
For instance, the notion of “stakes” relies on an analyst’s projection of social significance within a community, rather than on measurable linguistic features. Similarly, “spirit” uses impressionistic affective labels (warm/warn) that risk turning description into subjective commentary. These slippages undermine the claim that Tuning is a discrete linguistic system.
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