| Sumario: | "How are people's ideas about languages, ways of speaking, and expressive styles shaped by their social positions and values? How is difference, in language and in social life, made and unmade? How and why are some differences persuasive as the basis for action, while other differences are ignored or erased? Written by two recognized authorities on language and culture, this book argues that ideological work of all kinds is fundamentally communicative, and that social positions, projects, and historical moments influence, and are influenced by, people's ideas about communicative practices. Neither true nor false, ideologies are positioned and partial visions of the world, relying on comparison and perspective; they exploit differences in expressive features - linguistic and otherwise - to construct convincing stereotypes of people, spaces, and activities. Using detailed ethnographic, historical, and contemporary examples, this outstanding book shows readers how to analyze ideological work semiotically"--
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