Abstract

This article echoes concerns recently formulated regarding CDA’s lack of attention to cognitive science. From a cognitive pragmatic viewpoint, I argue that discourse analysis should undergo an epistemological change in order to seriously take into account what cognitive approaches have to offer, in particular as regards the automatic processing of utterances and the subsequent non-conscious evaluation of contents vis-a-vis previously held beliefs. I regard the epistemological tension in CDA as stemming from a wider tension of the same sort affecting social science in general. Considering discourse as a process of interpretation and evaluation, I address briefly the influence of evidentiality as a pragmatic category in persuasive discourse and conclude that the uptake of new beliefs on the basis of discourse is oriented towards the maximization of relevance in the sense of Sperber and Wilson.