Main Article Content
The myth of attachment to the land as the hermeneutic fountainhead of territoriality and as the source of identity and signification is undergoing a shift in Canada in the context of global postmodernism. No longer validating the orthodoxy’s pursuit of the ‘single, deep meaning’ of a text, the literary discourse as well as the discourse of advertising in the Americas currently work to transform their audience into producers of multiple legitimate readings. However, in the case of the discourse of the advertising industry, the resulting displacements are not identical to those created by literary postmodernism. Advertisers continue to be driven by the promotion of their service/product as the sole solution to a perceived problem, whereas literary texts continue to multiply possible problems, and/or possible resolutions. Specialized languages dynamics are therefore, in different ways, adopted to develop every citizen’s faculty for semantic production. They attempt to steer populations towards intercultural dynamics and adaptation to different cultural contexts within global postmodernism/postcolonialism. This dynamic complements Canadian laws on multiculturalism aiming at creating a society where integration is linked to the recognition of difference.
How to Cite
Imbert, P. (2006). New forms of belonging and of relational identity in the context of globalization. AmeriQuests, 3(1). https://doi.org/10.15695/amqst.v3i1.17