In the descriptions and narratives of these sites, the area is represented as caught between a semi-mythical past and industrial/post-industrial futures, between the complexities of human social organisation and the apparent simplicity of the natural world. More specifically, the paper investigates narratives of contact between the modernist discourse of industrial development and emergent, eco-friendly discourses. The heuristic device of proximisation is used, connecting it to more traditional concepts of temporal-spatial deixis. In this paper, websites promoting a nature reserve on the South Eastern coast of Sicily, Priolo Saltpans, are analysed from an ecolinguistic and narrative perspective. Despite the bucolic image portrayed by traditional farming, the production discourse objectifies and commodifies the nonhumans, emphasising the underlying apprehension of them as objects and an instrumental means to an economic end.
The animal production machines are treated as brands to some extent, with new ones being manufactured using genetics to meet the specific needs of the industry. This article analyses articles that appeared in a general farming and lifestyle magazine over a period of six months and finds a strong discourse of production where the nonhuman animals are linguistically constructed as raw materials, production machines and product. Nowadays, one finds products on the market with labels such as organic and green, which suggest more humane systems of farming and certainly ones in which the nonhumans are apparently not perceived as machines. The intensive farming industry, where nonhuman animals are treated as machines in a production process, is abhorrent to many people, and more traditional farming may seem more acceptable ethically.
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