"Many people have been taught a social habit, a discourse, for speaking about meaning, which considers only the role of the individual organism, or the individual mind, in the process of making meanings... Mentalistic discourses, by creating a separate realm and locating meanings there, are not useful for understanding the material and social aspects of meaning-making. Mentalistic discourses depend on a common sense view of the separation of mind from body, and individual from society, which has ideological functions in our society. Particular aspects of these discourses deflect attention away from the social, cultural, historical and political dimensions of the meanings we make."

“Scientific language that is correct and serious so far as teachers and students are concerned must follow these stylistic norms:”

“Multimodal presentations have an inherent critical potential to the extent that we learn how to use the images to deconstruct the viewpoint of the text, and the text to subvert the naturalness of the image.”

“The mystique of science is an essential tool for technocratic rule. Through it we are all taught that science, as the paradigm of all expert knowledge, has an objective, superior, and special truth that only the superintelligent few can understand. Science education, like it or not, does a great job in foisting these myths on most of us.”

“The biological organism and the social persona are profoundly different social constructions. The different systems of social practices, including discourse practices, through which these two notions are constituted, have their meanings, and are made use of, are radically incommensurable. The biological notion of a human organism as an identifiable individual unit of analysis depends on the specific scientific practices we use to construct the identity, the boundedness, the integrity, and the continuity across interactions of this unit. The criteria we use to do so: DNA signatures, neural micro-anatomy, organism-environment boundaries, internal physiological interdependence of subsystems, external physical probes of identification at distinct moments of physical time -- all depend on social practices and discourses profoundly different from those in terms of which we define the social person.”

“We need a social theory that sees all social phenomena, including itself, as being partly the product of how people in a community deploy semiotic resources: how we mean, and what we mean, by every meaningful act.”

“We are constantly reading and listening to, writing and speaking, this text in the context of and against the background of other texts and other discourses.”