hey propose that it is a “powerful tool for organizational analysis and diagnostic
work in organizations and for the analysis of ideological processes.” Semantic
fields are described as “a landscape, the ‘surrounding’ environment within which
speakers move.” The emphasis is on differences or contrasts that inevitably convey
similarities as well. There is a link to the large body of MOC research influenced
by George Kelly, a psychologist, who also pointed to oppositions that help people
Wallemacq and Jacques developed Evoq© software to capture these complexities.
They propose that it is a “powerful tool for organizational analysis and diagnostic
work in organizations and for the analysis of ideological processes.” Semantic
fields are described as “a landscape, the ‘surrounding’ environment within which
speakers move.” The emphasis is on differences or contrasts that inevitably convey
similarities as well. There is a link to the large body of MOC research influenced
by George Kelly, a psychologist, who also pointed to oppositions that help people
understand the world around them (Kelly 1955).1
Wallemacq and Jacques
make the distinctive point that “language is [not] a means of communication which
the speaker masters completely. Speakers are constrained by language. They sculpt
with words as sculptors work with resistant stone.” A very interesting aspect of
Evoq© is that it allows researchers to deliberately explore alternative interpretations
of language use, an agenda that is compatible with this fluid view of both cognition
and communication.