Drawing on a unique interdisciplinary perspective, integrating work from translation studies and linguistics with political science and economics, and applying it to English and French versions of the same documents, this book calls attention to stark ideological differences across versions. This book sheds light on our increasingly globalized world by demonstrating the ways in which globalized discourse undergoes processes of depoliticization and marketization, in turn producing a trickle-down effect on individuals' personal identities.

This book employs a Critical Discourse Studies (CDS) framework to examine cycling mobility, marking a new turn in ecolinguistic discourse analysis. The author focuses specifically on environment-related arguments concerning the promotion of higher levels of cycling, mainly as a means of transport, and investigates the "US vs. "THEM" narratives present in many discourses about road users. Analysing newspaper articles, institutional documents and spoken interviews, the author searches for a positive new discourse that would inspire and encourage cycling as a habitual means of transport, rather than simply exposing ecologically destructive discourse. The book will be of interest to scholars of discourse and ecolinguistics, as well as contributing to the lively debate about how to increase cycling in fields such as sustainability, sociology, transport planning and management.