ABSTRACT
This chapter briefly introduces the basic idea of the model of family semantic polarities. Each member of the family constructs conversation within certain specific semantic polarities made prevalent by the discursive practices of that family. Naturally, the relevance that the conversation assigns to each semantic polarity is continually negotiated through processes that are generally implicit. In the same way, the possibility of the conversation developing new meanings is always open. Conversational partners, positioning themselves with the other partners into the plot of semantic polarities relevant to their own intersubjective contexts, anchor their own identity to those of the other members of those groups. David Campbell was interested in the relationships between semantic polarities, positioning, and identity. People in a median position actively participate in the conversation as much as those at the extremes, so that they continue to move towards one or other pole of the salient polarities in their own relational contexts.
