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WorkChoices, ImageChoices and the marketing of new industrial relations legislation

Luck, Edwina, Bailey, Janis, & Townsend, Keith (2009) WorkChoices, ImageChoices and the marketing of new industrial relations legislation. Work, Employment and Society, 23(2), pp. 285-304.

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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.

Impact and interest:

5 citations in Scopus
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4 citations in Web of Science®

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497 since deposited on 03 Feb 2010
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ID Code: 27974
Item Type: Journal Article
Keywords: industrial relations legislation, industrial relations, industrial relations advertising, visual semiotics, visual sociology
DOI: 10.1177/0950017009102859
ISSN: 0950-0170
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Communications (150502)
Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Marketing Management (incl. Strategy and Customer Relations) (150503)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2009 Sage Publications Ltd.
Deposited On: 03 Feb 2010 17:50
Last Modified: 07 Sep 2012 14:18

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