Estrategias discursivas de posicionamiento al servicio de la legitimación de las dietas milagro: el caso de la dieta Dukan

Silvente i Font, Sara

Estrategias discursivas de posicionamiento al servicio de la legitimación de las dietas milagro: el caso de la dieta Dukan

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Silvente i Font, S. Estrategias discursivas de posicionamiento al servicio de la legitimación de las dietas milagro: el caso de la dieta Dukan. 2016. handle: http://hdl.handle.net/10230/28089

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Abstract

In the last decades, a series of weight-reducing methods, known as ‘celebrity diets’ because of their fast efficiency, have become largely popular. Such methods, deprived of scientific evidences, have to deal with the negative reviews of prestigious healthcare organizations, whose position is well documented by the mass media. Considering this situation, and as a first view on this unexplored context, we have been carrying out a case study in which we have been analysing discursive stance strategies activated by Dukan Diet in its official website in order to legitimate itself before the potential consumers. A series of attitudinal and dialogic resources from the Appraisal Theory are analysed to explore the way they contribute to the discursive legitimation exercise. The results show that Dukan Diet legitimate its methods through the legitimation of their designer, Pierre Dukan, as well as – and most of all– through a discursive construction of a didactic will. Ultimately, this would be the result of the construction of an interlocutor and a dietetic discipline both categorized as incompetent, the discipline requiering to be reinvented.