Evaluations are made not just locally in text or action, but also propagate along cohesive and thematic chains through a text or activity, coloring later or prior units of meaning with their implications. The interpretation of evaluative meaning depends on assumptions about the voice or viewpoint from which an evaluative orientation is being constructed, and the heteroglossic relations among different possible voices in the community, or directly implicated in the text/activity. Thus evaluative meaning provides an important link between textual instances and microsocial acts on the one hand, and larger social ideologies and political relations on the other. To the extent that ideational meanings help shape human action in the world, they do so according to evaluative judgments of the kinds noted above.
The analysis will be based on examples taken from newspaper editorials and cartoons, print advertisements, video-recordings of social activity, and multimedia objects designed for CD-ROM and WorldWideWeb distribution.
Lemke, J.L. 1996. Resources for Attitudinal Meaning: Evaluative Orientations in Text Semantics. ISFC 1996, University of Technology Sydney; (manuscript in preparation for Functions of Language).