This article deals with the discussion of abortion in a number of US presidential and vice-presidential debates, from a scaling perspective. The interest in scales, as constructed and negotiated by participants in the course of interaction, is a component of occasioned semantics. I found that, in the political debates that I examined, there are a number of different scales anchored by the contrast between ‘pro-life’ and ‘pro-choice’ positions. These are as follows: Stage of pregnancy, Prescribed action, Special circumstances, Locus of (...) enforcement and Frequency. These scales are manipulated in various ways by the candidates to make their own stances seem reasonable and moral and their opponents’ unreasonable and immoral. A position may be made to appear more moderate by adding a more extreme alternative to the scale, which is then rejected. Also, common goals may be emphasized. The debaters also use ‘negative downgrading’ – rejection of a more moderate position – to suggest an opponent’s unreasonableness. It is noted that the availability of several scales affords various ways of formulating the reasonableness or unreasonableness of a particular position. The article continues with a close examination of an extended debate sequence, illustrating the crucial role of implicature in the manipulation of scales, the attribution of attitude, and the practice of argumentation, and the possibility of dealing with implicature within a conversation analytic framework. The discussion is, at all points, grounded in and illustrated by the actual talk of the political candidates. It is suggested that viewing specific occasions of interaction in terms of the creation and negotiation of scales can yield a unique and revealing perspective on what is taking place. (shrink)

This paper puts forward an argument for a systematic, technical approach to formulation in verbal interaction. I see this as a kind of expansion of Sacks’ membership categorization analysis, and as something that is not offered (at least not in a fully developed form) by sequential analysis, the currently dominant form of conversation analysis. In particular, I suggest a technique for the study of “occasioned semantics,” that is, the study of structures of meaningful expressions in actual occasions of conversation. I (...) propose that meaning and rhetoric be approached through consideration of various dimensions or operations or properties, including, but not limited to, contrast and co-categorization, generalization and specification, scaling, and marking. As illustration, I consider a variety of cases, focused on generalization and specification. The paper can be seen as a return to some classical concerns with meaning, as illuminated by more recent insights into indexicality, social action, and interaction in recorded talk. (shrink)