WorkChoices, ImageChoices and the Marketing of New Industrial Relations Legislation

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Title WorkChoices, ImageChoices and the Marketing of New Industrial Relations Legislation
Author Bailey, Janis Mary; Townsend, Keith John; Luck, Edwina
Journal Name Work, Employment and Society
Year Published 2009
Place of publication United Kingdom
Publisher Sage Publications
Abstract This article takes a critical discourse approach to one aspect of the Australian WorkChoices industrial relations legislation: the government's major advertisement published in national newspapers in late 2005 and released simultaneously as a 16-page booklet.This strategic move was the initial stage of one of the largest `information' campaigns ever mounted by an Australian government, costing more than $AUD137 million. This article analyse the semiotic (visual and graphic) elements of the advertisement to uncover what these elements contribute to the message, particularly through their construction of both an image of the legislation and a portrayal of the Australian worker.We argue for the need to fuse approaches from critical discourse studies and social semiotics to deepen understanding of industrial relations phenomena such as the `hard sell' to win the hearts and minds of citizens regarding unpopular new legislation.
Peer Reviewed Yes
Published Yes
Publisher URI http://wes.sagepub.com/
Alternative URI http://dx.doi.org/10.1177/0950017009102859
Volume 23
Issue Number 2
Page from 285
Page to 304
ISSN 0950-0170
Date Accessioned 2009-06-20
Language en_AU
Research Centre Centre for Work, Organisation and Wellbeing
Faculty Griffith Business School
Subject Industrial Relations
URI http://hdl.handle.net/10072/27986
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

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