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In:Framing in Interaction: Pragmatic approaches to framing analysis
Edited by Simon Borchmann, Anne H. Fabricius and Ida Klitgård
[Pragmatics & Beyond New Series 354] 2025
► pp. 160–178

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Chapter 6
Framing and indexicality in parody

Jacob Rees-Mogg’s message to the Common People

 | Roskilde University
Published online: 30 October 2025
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https://doi.org/10.1075/pbns.354.06fab
Abstract
This chapter explores framing theory through a semiotic and pragmatically- informed lens, integrating concepts from linguistic anthropology, particularly the work of Michael Silverstein. The author critiques traditional framing theories that adopt a “bird’s eye view” and advocates for a “sign’s eye view” approach, emphasizing the indexical and semiotic dimensions of framing. Using a 2019 parodic video mash-up of Pulp’s Common People featuring former British politician Jacob Rees-Mogg as a case study, the analysis illustrates the dynamic interaction between source and parody, and highlights the role of indexicality in constructing entextualizations and contextualizations. The chapter argues that framing theory must be grounded in semiotic principles to capture the complex, sign-driven processes across intertextual space-time that underlie all parodic texts.
Article outline
  • 1.Introduction
  • 2.Framing and its schools of thought
  • 3.Entextualization, contextualization, the pantomime and salad dressing
  • 4.The empirical example: PoliticsJoe and the video mashup
  • 5.Class, Brexit politics and (Sir) Jacob Rees-Mogg, (ex-)MP
  • 6.Text and co-text
  • 7.Silverstein and the sign’s eye view
  • 8.Final remarks
  • Notes
  • References
References (26)
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Cited by (1)

Cited by one other publication

Mortensen, Sune Sønderberg & Trine Lizette Djurhuus Glud
2025. Framing agency, identity and credibility in court. In Framing in Interaction [Pragmatics & Beyond New Series, 354], ► pp. 179 ff. DOI logo

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