Observing the “Observed Vulnerability”: A Critical Discourse Analysis

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.

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Publication Details

Journal
Journal of Macromarketing
Published
2025-08-26
DOI
https://doi.org/10.1177/02761467251366570
Citations
1
Primary Topic
Homelessness and Social Issues
Type
article
Field-Weighted Citation Impact
2.82
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article

Observing the “Observed Vulnerability”: A Critical Discourse Analysis

Sorush Sepehr, David S. Waller, Ranjit Voola, Subhasis Ray
1 citations
Journal of Macromarketing
Homelessness and Social Issues
2.82
article

Observing the “Observed Vulnerability”: A Critical Discourse Analysis

Sorush Sepehr, David S. Waller, Ranjit Voola, Subhasis Ray
article en
1 citations

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.

Journal of MacromarketingVol. 45(4)
University of Technology Sydney (AU), The University of Sydney (AU), Xavier School (PH), Xavier School of Management (IN)
Openalex Percentile: Top 9%
Homelessness and Social Issues
2.82
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