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I decided it was time to branch out and respond to another student's blog, so I selected Cindy Outerio's post on Australian cultural scripts and the use of the word 'bloody'. You can find her post here (I also pasted the same comment on her post).
This week's topic looked at how specific words might both exemplify and constitute well-established cultural positions in discourse.
I decided it was time to branch out and respond to another student's blog, so I selected Cindy Outerio's post on Australian cultural scripts and the use of the word 'bloody'. You can find her post here (I also pasted the same comment on her post).
This week's topic looked at how specific words might both exemplify and constitute well-established cultural positions in discourse.
I agree with Cindy. It is interesting how engrained the word 'bloody' has become in Australian society that politicians can get away with using the word in parliament.
Wierzbicka came to realise that people use the word 'bloody' in two different ways. Firstly, in a negative way, e.g. bloody hell, and secondly, in a neutral way, e.g. bloody wonderful place. It appears that the swear word just intensifies the meaning of the word in front of it. I think 'bloody' has become less offensive in Australia due to its frequent usage and integration into Australian culture. Wierzbicka believes the word developed from Australian pioneers and farmers, who lived out in the Australian bush. It was regarded as a mild swearword, but never seen as foul.
Even though the word is a part of Australia's cultural identity, this does not exempt Australians' use of the word in other countries. It still remains offensive to other English speaking nations. I think the $180 million advertising campaign launched in 2006 by Tourism Australia, 'So where the bloody hell are you?' was a great campaign in promoting tourism nationally. But, to use it in an international advertising campaign was not a smart idea. The campaign caused so much controversy in March 2007 that the Broadcast Advertising Clearance Centre in the United Kingdom had to ban it. The BACC would not allow the word 'bloody' in television versions of the commercial. The reason for this is that the British believe the word to be rude and impolite.
References
Wierzbicka, A. 2002, 'Australian Cultural Scripts- Bloody Revisited,' in Journal of Pragmatics, no.34, pp.1167-1209.
Image- http://www.theage.com.au/ffximage/2006/03/18/ajgbloody_wideweb_470x317,o.jpg
Wierzbicka came to realise that people use the word 'bloody' in two different ways. Firstly, in a negative way, e.g. bloody hell, and secondly, in a neutral way, e.g. bloody wonderful place. It appears that the swear word just intensifies the meaning of the word in front of it. I think 'bloody' has become less offensive in Australia due to its frequent usage and integration into Australian culture. Wierzbicka believes the word developed from Australian pioneers and farmers, who lived out in the Australian bush. It was regarded as a mild swearword, but never seen as foul.
Even though the word is a part of Australia's cultural identity, this does not exempt Australians' use of the word in other countries. It still remains offensive to other English speaking nations. I think the $180 million advertising campaign launched in 2006 by Tourism Australia, 'So where the bloody hell are you?' was a great campaign in promoting tourism nationally. But, to use it in an international advertising campaign was not a smart idea. The campaign caused so much controversy in March 2007 that the Broadcast Advertising Clearance Centre in the United Kingdom had to ban it. The BACC would not allow the word 'bloody' in television versions of the commercial. The reason for this is that the British believe the word to be rude and impolite.
References
Wierzbicka, A. 2002, 'Australian Cultural Scripts- Bloody Revisited,' in Journal of Pragmatics, no.34, pp.1167-1209.
Image- http://www.theage.com.au/ffximage/2006/03/18/ajgbloody_wideweb_470x317,o.jpg

