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In cases of protracted social conflict, each protagonist group proclaims their cause to be just, their actions virtuous, and their sacrifices necessary. Over time, such declarations instill and solidify a system of normative positioning that orients one group through beliefs in ingroup virtues and outgroup vices. In this paper the authors explore the interrelation of macro and micro events within this process, combining a generalised teliomorphic model of axiologies of difference with detailed discourse analysis of selected examples of hate media from Hutus extremists in Rwanda. The analysis is chronologically ordered to suggest the dynamics of media representations preceding the genocide. They suggest a transition from narrative to myth via ethnic generalisation and essentialism and a parallel movement from authority and justice ostensibly based in history, science and the law to a call for widespread grassroots vigilantism based on tribal and family loyalty. Essentialized axiological differences are conferred through the authority of the media themselves.
Positioning theory is the study of the nature, formation, influence and ways of change of local systems of rights and duties as shared assumptions about them influence small scale interactions. Evolving from linguistics origins, the theory concerns conventions of speech and action that are labile, contestable, and ephemeral. With this theory, researchers are able to examine the dynamic flow of social interaction as well as give equal weight to the role of discourse and the psychological resolution of conflict.This volume applies positioning theory in order to achieve a fuller and more in-depth understanding of conflict and its psychological resolution. The editors approach positioning from the micro (interpersonal) level all the way to the macro (intergroup and international) level.
