Modalization in Expert Case Studies

Figure 4.5 shows that low value modalization was most frequently used in expert case studies with a total frequency of 57 instances (48.31%). The least frequently used was high value modalization with only 5 instances (4.24%). The frequency of median value was in between (N=56, 47.46%).

Figure 4.5 Values of modalization in expert case studies

Further to this, Table 4.12 shows that objective explicit was the most frequent orientation, with a total frequency of 49 instances (41.53%), followed by subjective implicit (N=45, 38.14%), objective implicit (N=22, 18.64%) and subjective explicit (N=2, 1.69%). Objective orientations account for a total of 60.17% of all instances of modalization; subjective orientations account for 39.83% of all instances.

Table 4.12 Frequency of orientations of modalization in expert case studies

Orientation subjective explicit subjective implicit objective implicit objective explicit Total N 2 45 22 49 118 (%) (1.69%) (38.14%) (18.64%) (41.53%) (100.00%)

As in essays, the preference for objectivity, combined with low and median values, show that the expert writers aim to maintain distance between the writer and reader when expressing modalization. Low N=57 48.31% Median N=56 47.46% High N=5 4.24%

A finer-grained analysis of the intersectionality of responsibility and commitment, presented in Table 4.13 below, give a more varied account, showing that five value-orientation pairs are prominent with two of them expressing subjectivity:

low value objective explicit (N=26, 22.03%) median value subjective implicit (N=24, 20.34%) median value objective explicit (N=20, 16.95%) low value subjective implicit (N=19, 16.10%) low value objective implicit (N=12, 10.17%)

Table 4.13 Instances of modalization in expert case studies according to orientation and value

EXPERT CASE STUDIES

INSTANCES OF MODALIZATION TOTAL

LOW MEDIAN HIGH (Orientations)

N % N % N % N % Subjective Explicit _{0 0.00% 2 1.69% 0 0.00% 2 1.69%} Subjective Implicit _{19 16.10% 24 20.34% 2 1.69% 45 38.14%} Objective Implicit _{12 10.17% 10 8.47% 0 0.00% 22 18.64%} Objective Explicit _{26 22.03% 20 16.95% 3 2.54% 49 41.53%} TOTAL (Values) N, % 57 48.31% 56 47.46% 5 4.24% 118 100.00%

In the most frequently used value-orientation, the low value objective explicit orientation, the expert writers use the same phraseological constructions to express modalization as they do in essays: the adverbials according to + NP (adverbial of source of knowledge) (41), and as + NP (adverbial subordinator) (42). Furthermore, the expert writers also use the constructions X + VP + that (43) and the thematised comment structure it + is + X + that (44).

(41) According to Gulati and Garino (2000) Clicks-And-Mortar Spectrum (Figure 1), Apple iTunes music store is classified as an in-house division, with fully integration on brand identity, management, operations and equity dimensions (Table 3). [E-CS03- 058]

(42) As Willcocks and Plant (2001, p.56) state, the leading companies are those which have the ability to "integrate marketing, customer service and use of

information and technology to deliver a profitable long term market share or niche strategy". [E-CS03-037]

(43) On one hand, Porter argues that the integration of existing capabilities and the Internet strategy is essential; on the other hand, Tapscott (2001) contends that radical changes of business partnerships and process will happen by the rapid development of ebusiness that shape the ways to conduct businesses. [E-CS03-009]

(44) It is likely in the future that although there are potential substitutes, people will continue to use supermarkets en masse. [E-CS02-040]

As with expert essays, in (41) and (42), the use of the adverbials suggests that the writers are in agreement with the assertions made by the authors through not challenging them. Indeed, in (42), by choosing to replace their own voice with those of the authors, the writer in essence delegates their modal responsibility, and the accompanying evaluations, to the authors.

In (43), the writer begins by using the low value projecting verbs argue and contend in an attempt to balance two counter-opposing assertions. This again demonstrates the writer’s neutrality in the argument, which, by not challenging them, shows that they are in tacit agreement with them.

The use of the GM in (44) once more provides a way for the writer to express their belief in the likelihood of the occurrence of a future action by orienting the reader to the objectivity of the passive construction and by hedging their assessment of the knowledge claim of the statement by using the adverbial ‘likely’.

In the median value variant of the objective explicit orientation only the phraseological construction X+VP + that is used, infusing the construction with median value verbs (45).

(45) Users in all groups tend to believe that a better processor with higher clock speed and larger memory capacity inside (the level-two cache) would apply to a better performance (Chaia et al, 2005). [E-CS04-005]

The median value mental projecting verb in (45) is actualised in modal harmony with the median value tend, which shifts the meaning from probability to usuality. In fact, this is the only example of usuality that was recorded in the expert case studies.

Within the subjective implicit orientation, both the median and low value variants are frequently used. The median value variant is the second most frequently used in modalization in case studies. It is expressed through the use of the modal verbs will (46) and would (47) in finite position with meanings of probability.

(46) The earnings per share is also half as much, which will be a concern for

investors and also for us as suppliers as to the potential future prospects for the firm. [E-CS02-080]

(47) The substantial increase would indicate significant expenditure in the year - to enable a full evaluation it would be necessary to understand what was purchased and why, to see if it was to facilitate further business growth or for another reason. [E- CS02-056]

In (46), will is used to predict a future outcome and the subjectivity of the statement is reinforced through the use of the plural personal pronoun us. This is a dangerous tactic and has the potential for confusion. By using this pronoun, the writer assumes shared knowledge with the reader in understanding who the us refers to. In (47), would also expresses a hypothetical future outcome although with a slightly weaker force than will. This is also exemplified in the second use of would in this sentence where it is used in modal disharmony with a high value modal adjective. Even though necessary is a modulated modal item, it is actualised within a modalized proposition. It is the modalized would that dominates within this pairing and has the effect of reducing the force of the writer’s commitment.

Following on from this, the low value variant of the subjective implicit orientation is also used frequently by the expert writers. This is expressed through the use of the modal verbs could (48), might (49) and may (50) with meanings of possibility (weak speculation).

(48) However, a few issues could have led to developing not the best strategies. [E- CS01-091]

(49) For instance, though the laboratory might possess a new technique in clip making that might lead to open a new market, it is abolished because of uncertain market needs. [E-CS04-053]

(50) Companies in the industry are becoming aware of this and are reacting to it, as a result supplier power may increase in the future. [E-CS02-031]

The low value variant is used by the expert writers with meanings in the past (48), present (49) and future (50). Not only that, there is also evidence that the expert writers can mix the temporality of the speculation being expressed within the same sentence. This is the case with (49) where might is actualised to express low value present speculation with the lexical verb possess within a subordinating clause. That same subordinating clause also contains a non-defining clause and contained within that might is actualised to express weak future speculation with the lexical verb lead.

The final value-orientation pair to be considered is the low objective implicit. This is expressed through the use of only two low value non-projecting verbs (put forth, suggest) (51) which function within the structure of a declarative sentence, and one modal adjective (possible) (52).

(51) Machlup (1966) puts forth an interesting theory towards explaining the accumulation of forex reserves by central banks. [E-CS05-018]

(52) According to Professor Hippel (2006), there are four steps to implement the Lead Users research: Select a specific market and specific major trend that is interested in; Brainstorm those possible lead users within that possible target market; Brainstorm

possible lead users outside possible target market; Specify what thing can be learnt

from each type of Lead User. [E-CS04-093]

Despite the lower frequency of modalization in expert case studies, when compared with expert essays, the writers show great flexibility in the choices of linguistic devices they use, thus expressing their orientations (responsibility) towards the assertions they make and to vary the values (commitment) in order to reflect appropriate illocutionary force.