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Well-intentioned (if poorly authored) article, but it is naive to think that the approach of discourse analysis (which is the academic name for the technique that this article describes) would or could ever be used effectively in the NHS. It requires highly skilled people to do it properly ... this costs £££ ... trusts do not have the funding to implement the recommendations that would pour out of it (if it was done properly!) ... Lovely thought, but that's where it will stay I'm afraid.

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