Identity constructions in multilingual advertising

2001 ◽  
Vol 30 (2) ◽  
pp. 153-186 ◽  
Author(s):  
INGRID PILLER

Contemporary social identities are hybrid and complex, and the media play a crucial role in their construction. A shift from political identities based on citizenship to economic ones based on participation in a global consumer market can be observed, together with a concomitant shift from monolingual practices to multilingual and English-dominant ones. This transformation is here explored in a corpus of German advertisements. Multilingual advertisements accounted for 60–70% of all advertisements released on various television networks and in two national newspapers in 1999. The subject positions that are created by multilingual narrators and multilingual narratees are characterized by drawing on the Bakhtinian concept of dialogism, and on point-of-view more generally. In order to test the acceptance of or resistance to these identity constructions outside the discourse of commercial advertising, the uses of multilingualism in nonprofit and personal advertising are also explored. All these discourses valorize German–English bilingualism and set it up as the strongest linguistic currency for the German business elite.

Author(s):  
M. Nur Erdem

Violence has been a part of daily life in both traditional and digital media. Consequently, neither the existence of violence in the media nor the debates on this subject are new. On the other hand, the presentation of violence in fictional content should be viewed from a different point of view, especially in the context of aesthetization. Within this context, in this chapter, the serial of Penny Dreadful is analyzed. As analyzing method, Tahsin Yücel's model of the “space/time coordinates of narrative” is used. And the subject of “aestheticization of violence” is analyzed through a serial with the elements of person, space, and time. Thus, the role of not only physical beauty but also different components in the aestheticization of violence is examined.


2012 ◽  
Vol 21 (26) ◽  
pp. 34-43
Author(s):  
Joanna Bryła-Lech

Fixed word combinations and their modifications are frequently used by journalists in press releases of a political and/or social profile. Analyzing the source material gathered from “Gazeta Wyborcza” in 2001, I found many lexical variants of phrasemes and proverbs.The most interesting modifications appeared in the headlines. This article describes a few such examples.Fixed word combinations make it easier for senders of political-social announcements to express their thoughts indirectly. They can be used to convey irony, mockery, or aversion towards a person or the subject of the statement in a veiled way. The proper understanding (i.e., in accordance with the sender’s intentions) of such a constructed announcement often requires some intellectual effort from the reader. It is a kind of game. Interpreting the metaphorical sense causes a relationship to form between the participants of the communicative process.Changeable modifications appear as a result of the replacement of one component by a different word, which from the sender’s point of view is more attractive than the one in the base form (Bąba 1989, p. 54). This leads to the appearance of so-called lexical variants. Most frequently, these units are not fixed in the Polish language, but are created especially for the needs of a certain text. They enable the meaning of a phraseme or proverb to be matched to the content of the article, which constitutes the context of its usage. They usually narrow the meaning.The modified phrasemes and proverbs attract the reader’s attention, convincing him of the sender’s views. The language of politics and the media is the language of manipulation and persuasion. Fixed word combinations are very important language devices that facilitate an effective influence on the reader/receiver.


2018 ◽  
Vol 49 ◽  
pp. 129-153
Author(s):  
Piotr Cybula

Purpose. The purpose of this article is to verify, to a certain extent, the thesis on greater protection of the traveller after the entry into force of the Act on Package Travel and Linked Travel Arrangements, in relation to the hitherto binding provisions of the Act on Tourist Services represented e.g. in literature and the media. Method. The paper uses the dogmatic-legal method - analysis of problems presented on the basis of legal regulations and literature on the subject. Findings. The author points out, on selected examples, that with regard to many problems, which are important from a practical point of view, this protection has actually worsened the situation, the traveller is less protected than under the Act on Tourist Services. In fact, the new provisions lead to partial worsening of the legal situation of the traveller. Research and conclusions limitations. Due to the timing of the adoption of Directive 2015/2302 and the Act on Packages Travel and Linked Travel Arrangements, the presented issues are new, with relatively little literature to date. Practical implications. Conclusions resulting from the article may be used to assess the importance of the implementation regarding the provisions of Directive 2015/2302 in Polish law, including possible legislative interference. Originality. The problem has not been presented so far. Type of work. Problem article.


2013 ◽  
Vol 74 (2) ◽  
pp. 224-249
Author(s):  
Jorge Castro-Morales

Bullying as a particular form of social violence is studied, taking into account a psycho-pedagogic point of view, but including its psychopathological correlates as well. After an explorative approach to the issues involved is established, some epidemiological figures from the current Peruvian research on the subject are summarized. Not having a single explanatory cause for these phenomena, various levels of contextualized conflicts are explored, including a typology of aggressors and victims, family functionality, school atmosphere and the way the media and internet facilitate such a thing as the so called cyberbullying. Counseling for children and adolescents, parents and teachers is provided as means either to prevention or conflict resolution, considering the myriad of problems derived from this kind of violence in Perú.


Author(s):  
Iosif M. Dzyaloshinsky

This article examines the specifics and perspectives of the information and communication universe theory for the analysis of the mass media. The aim is to explain the application of the concept of affordance in the context of media theory. The term was introduced by psychologist James J. Gibson to describe the specific inviting nature of objects and events, which, through affordances, suggest an algorithm for subsequent actions. From this point of view, the information and communication universe makes it possible to use it for some important purposes for the subjects of communication. However, the quality and options for implementing the possibilities of affordance depend on the goals, interests and skills of the subject who is trying to work with this affordance. To use an analogy, the same axe could invite some people to chop wood for an old lady, and others to use it as a weapon against her in order to seize her pension benefits. The thesis on the functional usefulness of the category information and communication universe for the analysis of processes in the media system is put forward. Traditional ideas about the specifics of the production and consumption of texts are corrected. The author analyzes the affordances of the Internet as a subsystem of the information and communication universe. It helps to explain the radical differences in the assessment of network digital technologies by representatives of different research schools. The article outlines further prospects for the identification and use of hidden affordances.


2021 ◽  
Vol 12 (1) ◽  
pp. 49-62
Author(s):  
Hanna Kholod

The aim of the research in the article was to clarify the features of modeling the images of the interviewer and the interviewee in print media. The study allowed expanding the theoretical basis in the study of interviews, filling in some gaps and outlining discussion points. The author's vision of the specifics of modeling the images of the interviewer and the interviewee in print media is proposed. A three-stage mechanism for modeling the images of the interviewer and the interviewee is presented. The specificity of the emergence and functioning of the communicative manipulative field between the participants of communication has been determined. A list of communicative manipulative techniques that can be activated when a manipulative field appears.Methods of description, analysis, synthesis and generalization were used. The following research procedure has become the methodology: 1) among the theoretical material, scientific works related to the topic we are going to have been selected; 2) scientific articles, monographs are analyzed, 3) controversial statements are highlighted in them and the author's point of view regarding the subject of research is presented; 4) the author's concept of modeling the image of the interviewer and the interviewee is proposed.The results and discussionmade it possible to formulate conclusions. Firstly, the images of the interviewer and the interviewee go through the followingstages of modeling: the formation of the aforementioned images during the communicative process, the transformation of the images of the interviewer and the interviewee while working on a journalistic text, modeling in the mind of the recipient the imagesof the interviewer and the interviewee, determined by the specifics of the perception and interpretation of the proposed information by the representative. media audience. Secondly, the images of the interviewer and the interviewee are multivariate. The factors of multivariate are the purpose of the interview, the communicative situation, the participants in communication, their worldview orientations, discourse, epistemic characteristics of the participants in communication, the transformation of images due to the work process and the specifics of perception, as well as the interpretation of information by the media audience.


2019 ◽  
Vol 15 (2) ◽  
pp. 101-115
Author(s):  
Soraya Ramli ◽  
Faiz Afio Dhiarafah ◽  
Diah Merrita

Writing in the media, a journalist can create his/her own framing, to be in favor or bias. The framing created will show the subject, the object, the victim or the perpetrator of a case from the point of view of the journalist. This study focuses on the position of subject, object, reader, and the ideology in PRI media and The Sydney Morning Herald media in the case of Baiq Nuril Makmun. The research uses a descriptive qualitative method and analyzed by using discourse analysis framework of Sara Mills. The result of data analysis in the articles show that Jokowi and Nuril are mostly put as subject. On the other side, Nuril is also written as object. Furthermore, based on reader position, the authors mostly use pronoun ‘he’, ‘her’, and ‘she‘. By using third person pronoun, readers are in the position of outsiders which can follow the storyline objectively from both of subject and object position. The ideology of the articles show that a leader uphold justice and solve injustice case that is received by Nuril because she becomes a victim two times, of the immoral action and the violation of Electronic Information and Transactions law.


2019 ◽  
Vol 7 (4) ◽  
pp. 980-990
Author(s):  
Latifah Satiti

Purpose: In this research, I explore feminist activism in online space by group of Muslim women. Having tried to deconstruct the media construction of Muslim women, Muslim Women against Femon (MWAF) Facebook page offers Muslim women to express their freedom in embracing Islam as part of the belief embedded in their identities. Methodology: This paper is using virtual ethnography in compiling data. My participation in this page was started on 8 April 2013, and I already observed the page since then. I limit my observation until 1st of September 2013, since the practical issue related to the time that I have to do this paper. I observe all the postings, comments, and pictures. The data collected will be coded and then categorized to answer the research questions Result: From the research, I find that two main issues that are being discussed on this page to express their subjectivity: celebration of subjectivity and the interpretation of covered and uncovered bodies. This paper is expected to enrich the perspective of multiculturalism. It is also expected to be one of the sources of an understanding of a culture in multicultural society. Applications: In this page groups of women deliberately resist the stigma about the veiled as oppressed and backward. This research will see this feminist activism from the feminist post modern’s point of view, which questions about the concept of freedom and reconceptualise subjectivity. Novelty/Originality: In this research, the model of the subject-subject model in the conditions of mixed learning is presented in a comprehensive and complete manner.


2021 ◽  
Vol 20 (2) ◽  
pp. 116-134
Author(s):  
Isabel Cristiane Jerônimo

Os embates raciais envolvendo negros e brancos estão presentes na estrutura da sociedade brasileira, em suas instituições, no cotidiano das interações interpessoais, na mídia, sempre materializados em discursos dispersos no tempo e no espaço, circulando socialmente. Pontualmente, a imprensa constitui-se como um aparelho ideológico importante em que questões raciais costumam ser apresentadas a partir de diferentes vieses nos gêneros jornalísticos que a compõem. Mobilizando conceitos pertencentes à Análise do discurso de linha francesa na perspectiva pêcheutiana, pretende-se investigar o funcionamento de um discurso produzido em âmbito jornalístico em que o sujeito discursivo se subjetiva como racista. De que forma o sujeito discursivo constrói o sentido da palavra “racista”? Como esse sujeito é afetado pela linguagem, pela ideologia e pelo inconsciente ao tratar da questão racial? De que posições esse sujeito enuncia e a quais formações discursivas e ideológicas vincula-se? Num país que nega o seu racismo diariamente, em que esse tipo de atitude é sempre atribuído ao outro, um discurso no qual o sujeito se subjetiva como racista merece atenção. Em “Eu sou racista”, pretendemos analisar os modos de constituição desse sujeito implicado em relações históricas e ideológicas conflituosas, muitas vezes marcadas por formações discursivas contraditórias, já que o próprio caráter estrutural do racismo é um fator determinante para a flutuação das posições-sujeito na constituição do discurso e para o deslizamento de sentidos. Palavras-chave: Racismo. Condições de produção. Posições-sujeito.  ABSTRACT Racial conflicts involving black and white people are present in the structure of Brazilian society, in its institutions, in the daily life of interpersonal interactions, in the media, those conflicts are always materialized in discourses dispersed in time and space, circulating socially. Occasionally, the press is an important ideological apparatus in which racial issues are usually presented from different biases in the journalistic genres that compose it. By mobilizing concepts belonging to the Discourse Analysis of the French line in the Pêcheux’s perspective, it is intended to investigate the functioning of a discourse produced in a journalistic scope that the discursive subject subjectifies as a racist. How does the discursive subject build the meaning of the word “racist”? How is this subject affected by the language, the ideology and the unconscious when dealing with racial issue? What positions does this subject enunciate and to which discursive and ideological formations does he link? In a country that denies its racism daily, in which this type of attitude is always attributed to the other, a discourse in which the subject subjectifies as a racist deserves attention. In “I’m racist”, we intend to analyze the ways of constitution of this subject involved in conflicting historical and ideological relations, often marked by contradictory discursive formations, since the very structural character of racism is a determining factor for the fluctuation of subject positions in the constitution of the speech and for the sliding of meanings. Keywords: Racism. Conditions of production. Subject positions.


1976 ◽  
Vol 15 (05) ◽  
pp. 246-247
Author(s):  
S. C. Jain ◽  
G. C. Bhola ◽  
A. Nagaratnam ◽  
M. M. Gupta

SummaryIn the Marinelli chair, a geometry widely used in whole body counting, the lower part of the leg is seen quite inefficiently by the detector. The present paper describes an attempt to modify the standard chair geometry to minimise this limitation. The subject sits crossed-legged in the “Buddha Posture” in the standard chair. Studies with humanoid phantoms and a volunteer sitting in the Buddha posture show that this modification brings marked improvement over the Marinelli chair both from the point of view of sensitivity and uniformity of spatial response.


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