The continued rise of socio-economic inequality over the past decades with its connected political outcomes such as the Brexit vote in the UK, and the election of Donald Trump are currently a matter of intense debate both in academia and in journalism. One significant sign of the heightened interest was the surprise popularity of Thomas Piketty's Capital in the twenty-first Century. The book reached the top of the bestseller lists and was described as a "media Sensation", with Piketty himself as a "rock star Economist". This paper, drawing from a major international and cross-disciplinary study, investigates the print media treatment in four European countries of economic policy proposals presented in Capital. Applying social semiotic and critical discourse analysis, we specifically focus on articles which are in disagreement with these proposals and identify five categories of counterarguments used against Piketty: authorisation, moralisation, rationalisation, portrayal of victimhood and inevitability. Providing textual and linguistic examples we demonstrate how the use of linguistic resources normalises and conventionalises ideology-laden discourses of economic means (taxation) and effects, reinforcing particular views of social relations and class as common sense and therewith upholding and perpetuating power relations and inequalities.

The aim of this study is to analyse the discourses drawn upon by community paediatric nurses in relation to children’s rights to health. The philosophy of Michel Foucault has been used to underpin the analysis of the interviews and exemplars of five experienced community nurses, revealing conflicting power relationships and discourses. Rights are formalised morality and so from a children’s rights perspective, discourses reflect both the moral and ethical positions of the nurses. Children are constructed as developing human beings whose moral status gradually changes and who, through a lack of developmental autonomy, entrust their decision-making to their representatives (parents and caregivers) as their trustees. Rights are correlative with the obligations and duties toward children by both families and society. Society constructs legislative and politically organised structures to govern raising children because children are an intrinsic social concern. Whilst representing society’s interest in children’s rights to health, nurses in the home act as a conduit for multiple governing structures. The nurses in this study construct their “truths” and knowledge about children’s health rights from nursing, medicine, law, education, and social policy. However, the values of individual parents can conflict with universal values for children’s health and wellbeing. Therefore representing society positions nurses as “agents of the state”, a role that potentially holds power over parents and children and leads to the epithet of “the health police”. Within the institution of the family, and in the privacy of the home, there are also mechanisms of power that can resist the mechanisms of the state and its representatives. Therefore the discourse “it takes a village to raise a child” competes with the “my home is my castle” discourse. Nurses negotiate a fine balance between these power relations. Nurses are challenged with using power productively to promote children’s rights whilst respecting the role of parents and families. I argue that children’s rights are central to the moral and ethical work of nurses but that such work is often obscured and invisible. I propose that children’s community nurses are excellent at negotiating networking and connecting at a micro level, but need to create a more sophisticated and cohesive entity at a macro level to become fully political children’s rights advocates.

This paper presents the results of a critical discourse analysis of a selection of Canada’s security texts and argues that the country’s security discourses construct Muslims as dangerous and different from the normative Canadian. The research relies on a social constructionist understanding of discourse and the recognition that our state’s representatives and agents, operating from positions of discursive power, wield disproportionate influence in directing the national conversation and managing the signals that shape our social attitudes and imaginaries. By persistently qualifying terrorism with Islam, portraying the terrorist figure as a religiously and ideologically-motivated actor opposed to ‘Western values’ and by casting suspicion on the ordinary behaviour of Muslims, Canada’s security discourses produce a mental model in which Islam and its followers are associated with a propensity for terrorist violence. The discourses also naturalize the idea that Muslims are in need of surveillance, not only by the state’s agents, but by the public itself. When examined alongside a body of research illustrating Canada’s ‘visible minority’ population continues to be negatively affected by dominant group discrimination, the results of the study raise questions about the culpability of state representatives in the reproduction of ideas of difference which continue to inform the country’s social imaginary and hinder the equality and inclusivity of minority groups within the national collective.

The aim of this study is to analyse the discourses drawn upon by community paediatric nurses in relation to children’s rights to health. The philosophy of Michel Foucault has been used to underpin the analysis of the interviews and exemplars of five experienced community nurses, revealing conflicting power relationships and discourses. Rights are formalised morality and so from a children’s rights perspective, discourses reflect both the moral and ethical positions of the nurses. Children are constructed as developing human beings whose moral status gradually changes and who, through a lack of developmental autonomy, entrust their decision-making to their representatives (parents and caregivers) as their trustees. Rights are correlative with the obligations and duties toward children by both families and society. Society constructs legislative and politically organised structures to govern raising children because children are an intrinsic social concern. Whilst representing society’s interest in children’s rights to health, nurses in the home act as a conduit for multiple governing structures. The nurses in this study construct their “truths” and knowledge about children’s health rights from nursing, medicine, law, education, and social policy. However, the values of individual parents can conflict with universal values for children’s health and wellbeing. Therefore representing society positions nurses as “agents of the state”, a role that potentially holds power over parents and children and leads to the epithet of “the health police”. Within the institution of the family, and in the privacy of the home, there are also mechanisms of power that can resist the mechanisms of the state and its representatives. Therefore the discourse “it takes a village to raise a child” competes with the “my home is my castle” discourse. Nurses negotiate a fine balance between these power relations. Nurses are challenged with using power productively to promote children’s rights whilst respecting the role of parents and families. I argue that children’s rights are central to the moral and ethical work of nurses but that such work is often obscured and invisible. I propose that children’s community nurses are excellent at negotiating networking and connecting at a micro level, but need to create a more sophisticated and cohesive entity at a macro level to become fully political children’s rights advocates.

Thesis (M.A.)--State University of New York at Binghamton, Department of English, General Literature and Rhetoric, 2006. / Includes bibliographical references.

O presente estudo tem por objetivo examinar os discursos estatísticos e pedagógicos contemporâneos relativos à avaliação destinada às classes de alfabetização, marcados metodologicamente por orientações diversas e hegemônicas em tempos e espaços diversos, acompanhando, assim, a trajetória da escolarização e da alfabetização em massa no Brasil do século XX, para, na contemporaneidade do século XXI, analisar a forma como a avaliação governa a escolarização da alfabetização no nosso país. Ao tomar, então, a avaliação como uma técnica de governamento, procuro mostrar como o sujeito aluno é fabricado pelos discursos científicos, como os dos Testes ABC, os dos testes psicogenéticos e o da Provinha Brasil. O trabalho apoia-se na perspectiva dos Estudos Culturais em Educação pósestruturalistas e pós-modernos, ao colocar em suspeição a produção acadêmica sobre a avaliação da alfabetização e letramentos. Evidencia que, desde o momento em que se organizou o setor educação em âmbito do nacional, a avaliação sob medida e a informação estatística foram vistas como promissoras para a regulação da educação. Apresenta a análise de documentos que compõem o kit da Provinha Brasil, dando destaque ao mapeamento de 190 questões das edições de 2008 a 2011, testes 1 e 2, assim como apresenta o pareamento resultante da análise das fichas de avaliação (gabaritos) das questões objetivas da Provinha Brasil, correspondente aos testes 1 e 2, aplicados nos anos de 2008 e 2010, na Rede Municipal de Ensino de Porto Alegre, com vistas a demonstrar quais teriam sido os maiores e menores percentuais de acertos. Constata que esse instrumento avaliativo, considerando sua matriz de referência para a avaliação da alfabetização e do letramento inicial, organizada por cinco eixos e dezessete descritores das habilidades a serem avaliadas, está discursivamente articulado às definições dadas pelas políticas públicas e pela maioria dos estudos acadêmicos brasileiros aos termos alfabetização e letramento. Observa, também, que tais eixos e habilidades estão associados a níveis de desempenho com vistas a “medi-los” e posicionar os alfabetizandos em relação aos primeiros. Assim como a descrição geral de cada nível, os seus detalhamentos podem sofrer alterações, exclusões e alternâncias de um teste para o seguinte, acompanhando as alterações sofridas pelas matrizes de referência e seus descritores. Esmiuçando as análises, mapeia a produtividade desse instrumento avaliativo para posicionar os alfabetizandos em novos níveis de alfabetização e de letramento, contando com uma supremacia de itens que avaliam o eixo leitura (92 questões) em relação aos itens que avaliam o eixo apropriação do sistema de escrita (52 questões), para o período de 2008 a 2010. Examina a forma como seria “medido” o processo de consolidação da alfabetização e de um letramento inicial, a partir da análise dos dados gerais da Rede Municipal de Ensino de Porto Alegre, em que o desempenho dos alfabetizandos, independentemente da edição e do teste, evidenciam uma maior visibilidade do processo de alfabetização e uma (in)visibilidade de um letramento inicial na leitura. Reconhece que o formato dos testes gera tais resultados e deixa à margem outras possíveis leituras (in)visibilizadas nesse instrumento avaliativo. / This study aims at examining contemporary statistical and pedagogical discourses concerning assessment for literacy classes, which were methodologically marked by different hegemonic orientations in different times and spaces, which followed schooling and literacy path in the 21st-century Brazil to analyse how assessment rules literacy teaching in our country in the 21st century. Taking the assessment as a government technique, I seek to show how scientific discourses, such as Testes ABC, psychogenetic tests and Provinha Brasil, have shaped the student. By challenging the academic production about assessment of reading instruction and literacy, Cultural Studies perspective in poststructuralist and postmodern Education supports this work. It shows that the bespoken assessment and statistical data were seen as promising for governing education, from the time education sector was nationally established. It provides analysis of documents making up Provinha Brasil, emphasising the mapping of 190 questions from 2008 to 2011 editions, tests 1 and 2, and analysis of evaluation forms for objective questions of Provinha Brasil, corresponding to tests 1 and 2 applied from 2008 to 2011 in public schools in Porto Alegre, to show which were higher and lower rates of hits. Considering its reference array to assess reading instruction and beginning literacy, organised in five axes and 17 keywords of skill to be assessed, it finds that this evaluative tool is discursively linked to definitions public policies and the majority of Brazilian academic studies have given to the terms reading instruction and literacy. It also notes that these axes and skills are associated to performance levels for ‘measuring them’ and position students in relation to the former. As with the general depict of every level, their details may change, be excluded, or alternate from one test to the next one, following changes for reference array and keywords. Scrutinising analyses, it scans productivity for this evaluative tool to position students in new levels of reading instruction and literacy, relying on more items assessing the axe reading (92 questions) in relation to items assessing the axe written system learning (52 questions) for 2008 to 2010. It examines how the process of reading instruction and beginning literacy would be ‘measured’ from analysis of general data in public schools in Porto Alegre, in which the students’ performance, apart from edition and test, points visibility for the process of reading instruction and (in)visibility of beginning literacy. It recognises that the shape of tests creates these results and keeps other readings in the background (in)visible in this evaluative tool.

Magdaléna Rysová Discourse Connectives in Czech (From Centre to Periphery) Abstract The thesis focuses on description and analysis of discourse connectives in Czech in broader sense, i.e. by which language means it is possible to express sense relation within a text. The thesis is not limited to any parts of speech (like conjunctions or structuring particles) but it tries to find and describe all language means in Czech with the ability to connect two pieces or units of a text into one coherent complex. The thesis investigates discourse connectives in Czech with respect to the so called secondary connectives (i.e. mainly multiword phrases like to je důvod, proč - that is the reason why; kvůli těmto skutečnostem - due to these facts etc., in opposition to primary connectives like však - however, nebo - or, a - and, ale - but, proto - therefore etc.). Discourse connectives are (in general terms) understood as language expressions that signal semantico-pragmatic relations within a text. However, there are many theories that significantly differ in the concrete description of these expressions. Therefore, there is not a generally accepted and universal definition of discourse connectives and their description and characteristics is still a matter of linguistic discussion. The aim of this thesis is to contribute...

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / The present thesis was developed in discursive perspective, carried out from an investigation into the history of higher education in Brazil and teacher training. It has been a focus to understand the functioning of the official discourse on public policies for teacher training, as constitutive of discourse about the teacher subject, in particular Language, aligning this search with the compulsory supervised internship practice for obtaining the Teacher s Degree. The starting point of the research is materialized in the organizational documents of the Language Course at the University Of Cruz Alta/RS. The guiding theme is in the nomination clipping guardian, the definition given to the degree in Language. The theoretical device was established by discourse theory, taking as reference for the analysis, the French line, pecheuxtian in its articulation with the History of Linguistic Ideas (HLI). We try to answer: How was the discourse about the teacher subject? How the meaning effects production happens, in the relationship of the official discourse with the institutional discourse and religious?; Is the discursive paraphrastic process constitutive of the discourse about the teacher? For this study we set the following objectives: 1) Understanding the constitution of the discourse about the teacher subject, evidenced in the juridical and institutional documents, among which the Laws of Directives and Bases of National Education, from an ideological repetition (not) identical ; 2) Analyze the discursive movement of paraphrase by religious discourse, as the constitutive imaginary functioning about the Portuguese teacher subject. The analysis file has been set up in several juridical documents, which meant discourse analysis of the functioning of discourse about, in the LDBS (Law Nº. 4024 / 1961; 5540/1968 and 9394/1996). During the entire process of observation, made in the essential documents to the thesis, it did not think about the predominance of a theoretical sense to the analytical. Otherwise, what we try to bring out was the merger between the two assessments. We were realizing the need for interaction and confrontation of these actions on a survey, which poses to analyze the discourse about. Still, as a form of organization, this thesis is divided into two parts (I. Construction of the route, and II. The materialization of discourse about) and five chapters, namely: 1) To read the file: When language and history (dis) encounter; 2) Establishing relationships: the constitution of the Portuguese language as a teaching object to the teacher training in Brazil; 3) Conditions of production and materialization of power in official discourse: the laws of education directives and bases; 4) Analytical Device: (re) explaining a gesture of reading and the look of the analyst; 5) paraphrastic process as polysemic process: to beyond the official discourse, the religious discourse. The first three chapters constitute the theoretical device, already with an analytical bias; the latter two bring the analytical device, where we present our analysis as well as sustain the results that we present in the considerations (not) finals. In the fifth chapter, the thesis confirms itself: the paraphrastic process, a non-identical ideological repetition, is constitutive of the discourse about the teacher subject, materialized by the official discourse, which intersects with the religious discourse. Our reflection leads us to the understanding that the official discourse combines a network of relationships with science, education, society and religion, as production conditions. This link establishes itself, including with the compliance of the compulsory supervised internship, described as legitimizing practice to the degree. This discourse, as an ideological movement, is being reproduced by the segments that make up society. In it, the discourse about the teacher has firmed its identification as a missionary, a devoted, restricting its professionalism. In addition, we evidenced that the discussion about the laws that govern the education in the country deserves a wider space in teacher training courses. / A presente tese foi desenvolvida na perspectiva discursiva, realizada a partir de uma investigação sobre a história da educação superior no Brasil e a formação docente. Tem-se por foco compreender o funcionamento do discurso oficial nas políticas públicas à formação docente, como constitutivo do discurso sobre o sujeito professor, em especial o de Letras, alinhando essa pesquisa com a prática do estágio supervisionado obrigatório, para a obtenção da licenciatura. O ponto de partida da pesquisa está materializado nos documentos organizativos do Curso de Letras da Universidade de Cruz Alta/RS. O mote norteador está no recorte da nomeação guardião, definição dada ao formado em Letras. O dispositivo teórico foi estabelecido pela teoria do discurso, tomando-se como referência, para a análise, a linha francesa, pecheuxtiana, na sua articulação com a História das Ideias Linguísticas (HIL). Tentamos responder: Como se constituiu o discurso sobre o sujeito professor? Como ocorre o modo de produção de efeitos de sentidos, na relação do discurso oficial com o discurso institucional e o religioso?; O processo parafrástico discursivo é constitutivo do discurso sobre o professor? Para este estudo definimos os seguintes objetivos: 1) Compreender a constituição do discurso sobre o sujeito professor, evidenciado nos documentos jurídicos e institucionais, dentre os quais as Leis de Diretrizes e Bases da Educação Nacional, por uma repetição ideológica (não) idêntica; 2) Analisar o movimento discursivo da paráfrase pelo discurso religioso, como funcionamento constitutivo do imaginário sobre o sujeito professor de língua portuguesa. O arquivo de análise foi constituído em documentos jurídicos diversos, que significaram a análise do funcionamento do discurso sobre, nas LDBs (Leis nº 4.024/1961; 5.540/1968 e 9.394/1996). Durante todo o processo de observação, realizado nos documentos essenciais à tese, não se pensou na predominância de um senso teórico ao analítico. Do contrário, o que tentamos fazer emergir, foi a fusão entre as duas apreciações. Fomos percebendo a necessidade de interação e confrontamento dessas ações em uma pesquisa que se coloca a analisar o discurso sobre. Mesmo assim, como forma de organização, esta tese está dividida em duas partes (I. A construção do percurso, e II. A materialização do discurso sobre) e cinco capítulos, a saber: 1) Para ler o arquivo: quando língua e história se (des) encontram; 2) Estabelecendo relações: a constituição da língua portuguesa como objeto de ensino à formação docente no Brasil; 3) Condições de produção e materialização do poder no discurso oficial: as leis de diretrizes e bases da educação; 4) Dispositivo analítico: (re)explicando um gesto de leitura e o olhar do analista; 5) O processo parafrástico como processo polissêmico: para além do discurso oficial, o discurso religioso. Os três primeiros capítulos constituem o dispositivo teórico, já com um viés analítico; os dois últimos trazem o dispositivo analítico, onde apresentamos nossa análise, bem como sustentamos os resultados que apresentamos nas considerações (não) finais. No quinto capítulo a tese se confirma: o processo parafrástico, numa repetição ideológica não idêntica, é constitutivo do discurso sobre o sujeito professor, materializado pelo discurso jurídico o qual se entrecruza com o discurso religioso. A nossa reflexão conduziu-nos à compreensão que o discurso oficial conjuga uma rede de relações com a ciência, a educação, a sociedade e a religião, conforme as condições de produção. Essa vinculação se estabelece, inclusive, com o cumprimento do estágio supervisionado obrigatório, descrito como prática legitimadora à licenciatura. Esse discurso, como movimento ideológico, vai sendo reproduzido pelos segmentos que compõem a sociedade. Nele, o discurso sobre o professor tem firmado sua identificação como um missionário, um vocacionado, restringindo a sua profissionalidade. Além disso, evidenciamos que a discussão sobre as leis que regem o ensino no país merece um espaço mais amplo nos cursos de formação docente.

O presente estudo tem por objetivo examinar os discursos estatísticos e pedagógicos contemporâneos relativos à avaliação destinada às classes de alfabetização, marcados metodologicamente por orientações diversas e hegemônicas em tempos e espaços diversos, acompanhando, assim, a trajetória da escolarização e da alfabetização em massa no Brasil do século XX, para, na contemporaneidade do século XXI, analisar a forma como a avaliação governa a escolarização da alfabetização no nosso país. Ao tomar, então, a avaliação como uma técnica de governamento, procuro mostrar como o sujeito aluno é fabricado pelos discursos científicos, como os dos Testes ABC, os dos testes psicogenéticos e o da Provinha Brasil. O trabalho apoia-se na perspectiva dos Estudos Culturais em Educação pósestruturalistas e pós-modernos, ao colocar em suspeição a produção acadêmica sobre a avaliação da alfabetização e letramentos. Evidencia que, desde o momento em que se organizou o setor educação em âmbito do nacional, a avaliação sob medida e a informação estatística foram vistas como promissoras para a regulação da educação. Apresenta a análise de documentos que compõem o kit da Provinha Brasil, dando destaque ao mapeamento de 190 questões das edições de 2008 a 2011, testes 1 e 2, assim como apresenta o pareamento resultante da análise das fichas de avaliação (gabaritos) das questões objetivas da Provinha Brasil, correspondente aos testes 1 e 2, aplicados nos anos de 2008 e 2010, na Rede Municipal de Ensino de Porto Alegre, com vistas a demonstrar quais teriam sido os maiores e menores percentuais de acertos. Constata que esse instrumento avaliativo, considerando sua matriz de referência para a avaliação da alfabetização e do letramento inicial, organizada por cinco eixos e dezessete descritores das habilidades a serem avaliadas, está discursivamente articulado às definições dadas pelas políticas públicas e pela maioria dos estudos acadêmicos brasileiros aos termos alfabetização e letramento. Observa, também, que tais eixos e habilidades estão associados a níveis de desempenho com vistas a “medi-los” e posicionar os alfabetizandos em relação aos primeiros. Assim como a descrição geral de cada nível, os seus detalhamentos podem sofrer alterações, exclusões e alternâncias de um teste para o seguinte, acompanhando as alterações sofridas pelas matrizes de referência e seus descritores. Esmiuçando as análises, mapeia a produtividade desse instrumento avaliativo para posicionar os alfabetizandos em novos níveis de alfabetização e de letramento, contando com uma supremacia de itens que avaliam o eixo leitura (92 questões) em relação aos itens que avaliam o eixo apropriação do sistema de escrita (52 questões), para o período de 2008 a 2010. Examina a forma como seria “medido” o processo de consolidação da alfabetização e de um letramento inicial, a partir da análise dos dados gerais da Rede Municipal de Ensino de Porto Alegre, em que o desempenho dos alfabetizandos, independentemente da edição e do teste, evidenciam uma maior visibilidade do processo de alfabetização e uma (in)visibilidade de um letramento inicial na leitura. Reconhece que o formato dos testes gera tais resultados e deixa à margem outras possíveis leituras (in)visibilizadas nesse instrumento avaliativo. / This study aims at examining contemporary statistical and pedagogical discourses concerning assessment for literacy classes, which were methodologically marked by different hegemonic orientations in different times and spaces, which followed schooling and literacy path in the 21st-century Brazil to analyse how assessment rules literacy teaching in our country in the 21st century. Taking the assessment as a government technique, I seek to show how scientific discourses, such as Testes ABC, psychogenetic tests and Provinha Brasil, have shaped the student. By challenging the academic production about assessment of reading instruction and literacy, Cultural Studies perspective in poststructuralist and postmodern Education supports this work. It shows that the bespoken assessment and statistical data were seen as promising for governing education, from the time education sector was nationally established. It provides analysis of documents making up Provinha Brasil, emphasising the mapping of 190 questions from 2008 to 2011 editions, tests 1 and 2, and analysis of evaluation forms for objective questions of Provinha Brasil, corresponding to tests 1 and 2 applied from 2008 to 2011 in public schools in Porto Alegre, to show which were higher and lower rates of hits. Considering its reference array to assess reading instruction and beginning literacy, organised in five axes and 17 keywords of skill to be assessed, it finds that this evaluative tool is discursively linked to definitions public policies and the majority of Brazilian academic studies have given to the terms reading instruction and literacy. It also notes that these axes and skills are associated to performance levels for ‘measuring them’ and position students in relation to the former. As with the general depict of every level, their details may change, be excluded, or alternate from one test to the next one, following changes for reference array and keywords. Scrutinising analyses, it scans productivity for this evaluative tool to position students in new levels of reading instruction and literacy, relying on more items assessing the axe reading (92 questions) in relation to items assessing the axe written system learning (52 questions) for 2008 to 2010. It examines how the process of reading instruction and beginning literacy would be ‘measured’ from analysis of general data in public schools in Porto Alegre, in which the students’ performance, apart from edition and test, points visibility for the process of reading instruction and (in)visibility of beginning literacy. It recognises that the shape of tests creates these results and keeps other readings in the background (in)visible in this evaluative tool.

Objetivo: Os anúncios veiculados nas capas dos jornais gratuitos Metro e Destak, de São Paulo, apresentam um nível de diálogo entre linguagem publicitária e jornalística pouco comum ao que se observa nos periódicos tradicionais. A aproximação entre esses dois campos também é sentida em algumas chamadas de capa gênero marcadamente jornalístico que recorrem a vários elementos do discurso publicitário. Esta pesquisa busca identificar os mecanismos utilizados pelos anunciantes de jornais gratuitos e pelo veículo em si para obter tal efeito nos dois casos analisados. Métodos: Os conceitos de dialogia de Mikhail Bakhtin e da Análise de Discurso francesa são a principal fundamentação teórica a ser aplicada em uma seleção de anúncios e chamadas nas capas de Metro e Destak. Resultados: embora o mercado jornalístico cultive uma imagem dos gratuitos como concorrentes dos jornais pagos populares, as conclusões da análise do corpus reforçam uma estratégia definida pelos gratuitos de se associar a um público jovem, urbano e de bom poder aquisitivo. / Objective: The advertisements published on the front page of the free dailies Metro and Destak, from São Paulo, show a level of dialogue between advertising and journalistic language that is not commonly seen in traditional newspapers. These two discourses get also closer in some top headlines a traditional room for journalistic content that incorporate many elements of the advertising discourse. This study is aimed at identifying the strategies used by both advertisers and the media outlet itself to prompt this effect. Methods: The concepts of dialogism by Mikhail Bakhtin and the French Discourse Analysis are the theoretical basis to be applied to a selection of advertisements and top headlines of Metro and Destak. Results: although the journalistic market regards the free dailies as competitors to popular newspapers, the conclusions drawn from our analysis emphasize a strategy adopted by the free dailies of associating their brand with a young, urban, wealthy audience.