Observing the “Observed Vulnerability”: A Critical Discourse Analysis

1Citations
Citations of this article
11Readers
Mendeley users who have this article in their library.

This article is free to access.

Abstract

This paper advances the concept of “observed vulnerability”, which is based on the inherent power dynamics within observer-observed relationships. We investigate the observed vulnerability of domestic migrant workers in India in the context of COVID-19 lockdowns, characterized by severe health, food, income, and shelter insecurity. Using a process approach, we conducted a critical discourse analysis on migrant workers’ media representations during the lockdowns. Drawing on Stuart Hall's theory of representation and situating the plight of migrant workers within the dominant neoliberal governance regime, our findings reveal how discourse surrounding migrant workers’ vulnerability generated regimes of representation that either ignored the vulnerable, excluded them from the marketplace, criminalized and subjected them to state violence, or reinforced existing hierarchies by distancing the vulnerable from the observer through the politics of pity. We conceptualize observed vulnerability as a discursive practice that connects the macro-level processes to the micro-level experiences and practices through reiterative processes of normalizing and homogenizing representations.

Cite

CITATION STYLE

APA

Sepehr, S., Voola, R., Ray, S., & Waller, D. S. (2025). Observing the “Observed Vulnerability”: A Critical Discourse Analysis. Journal of Macromarketing, 45(4), 574–590. https://doi.org/10.1177/02761467251366570

Register to see more suggestions

Mendeley helps you to discover research relevant for your work.

Already have an account?

Save time finding and organizing research with Mendeley

Sign up for free