scholarly journals Wooden Language - a Contemporary Tool in Political and Advertising Communication

2021 ◽  
Vol 8 (2) ◽  
pp. 55-64
Author(s):  
Daniela Catau Veres
Keyword(s):  
The Media ◽  
Advertising Communication ◽  
Linguistic Structures ◽  
Linguistic Phenomenon

Appeared with the totalitarian ideology, the wooden language remains a linguistic phenomenon frequently used in contemporary discourse. Used in contemporary thought circles, by advertisers, by communication agencies, by the media, by politicians, by polling institutes, etc., the wooden language pejoratively qualifies the discourse that contains it, provided that its specific structures be decrypted, as well as the intention of the issuer who wants to give the impression of authenticity, credibility and transparency. The issue of the use of wooden language in discourse presupposes a complex and transdisciplinary decryption process, which goes first through the identification of the means and procedures of realization, then through the identification of the functions that these linguistic structures hold at the level of discourse.

scholarly journals Advertising at the threshold: Paratextual promotion in the era of media convergence

2018 ◽  
Vol 19 (2) ◽  
pp. 195-215 ◽  
Author(s):  
Chris Hackley ◽  
Amy Rungpaka Hackley
Keyword(s):  
Mass Media ◽  
Analytical Framework ◽  
Product Placement ◽  
Future Research ◽  
Media Convergence ◽  
Research And Practice ◽  
The Media ◽  
Advertising Communication ◽  
Advertising And Promotion ◽  
Hybrid Forms

In the media convergence era, brands are embracing hybrid forms of advertising communication such as branded content, product placement and sponsored TV ‘pods’, brand blogs, shareable video, programmatic advertising, ‘native’ advertising and more, as alternatives to, and extensions of, traditional mass media advertising campaigns. In this article, we draw on Genette’s theory of transtextuality to reframe this phenomenon from a paratextual purview. We suggest that the analogy of the paratext articulates the iterative, ambiguous, participative and intertextual character of much contemporary brand communication. We describe extended examples of paratextual advertising and promotion that illustrate the fluid and mutually contingent relation of advertising text to paratext, and we outline an analytical framework for future research and practice.

scholarly journals The specifics of the vlog audience and its influence on the process of retial communication

2021 ◽  
Vol 8 (3) ◽  
pp. 261-272
Author(s):  
Elena V. Medvedeva ◽  
Keyword(s):  
Mass Media ◽  
Target Audience ◽  
Modern World ◽  
Interactive Communication ◽  
Media Space ◽  
Final Design ◽  
Communication Activity ◽  
The Media ◽  
Advertising Communication ◽  
Distinguishing Features

The demand for vlogs (video blogs) in the modern world stipulates the relevance of this work: having turned into a full-fledged media space, vlogs are steadily beginning to win back the position of leading mass media from television. The article studies the audience of vlogs as the most important factor which determines the model of communication of a vlogger and the final design of the media product as a whole and its issues in particular. The sources for the research are popular vlogs of the Runet which make it possible to trace distinguishing features of the vlog audience in comparison with the TV audience and to point out its similarities with the target audience in advertising communication. The retail communication act itself, which is initiated by a vlogger, demonstrates the similarity with the AIDMA model. As a result of the conducted analysis the author is able to make several conclusions: 1) about specific featuresof the audience of the vlog; 2) about the influence of the factor of the addressee on the vloggers’ work; 3) about different means of influence used by a vlogger to retain the audience’s attention and involve the audience in post-communication activity; 4) about the singularity of retail communication in vlogs. The active position of the addressee of communication in the virtual media space, the opportunity and the necessity of interactive communication for vlog promotion induce vloggers to constantly resolve the objectives of attracting and retaining the attention of subscribers, audience augmentation, and elaboration of topics for postcommunication activity of the audience. The vlog format, which is aimed at the creation and dissemination of media texts with complicated semiotics, enables and forces a vlogger to apply the widest range of verbal and nonverbal means of communication.

scholarly journals COVID-19 AS A LINGUISTIC PHENOMENON (BASED ON ENGLISH MASS-MEDIA TEXTS)

2020 ◽  
pp. 51-58
Author(s):  
Вероника Викторовна Катермина ◽  
Екатерина Андреевна Яченко
Keyword(s):  
Mass Media ◽  
Language Development ◽  
Social Institutions ◽  
Modern World ◽  
Public Consciousness ◽  
The Media ◽  
Lexical Composition ◽  
The Masses ◽  
Social Upheaval ◽  
Linguistic Phenomenon

Статья посвящена изучению COVID-19 как лингвистического явления на материале журнала “The Economist” за март-май 2020 года. В статье отмечается, что в современном мире, характеризующемся переломными моментами цивилизационного плана, особое значение приобретает изучение основ формирования общества, роли информационных технологий и новых дискурсивных практик социального взаимодействия. Начало 2020 года ознаменовалось эпидемией коронавируса, перешедшей в пандемию. Повсеместное распространение заболевания отразилось не только на функционировании медицины и других социальных институтов, но и на лексическом составе многих языков, в частности английского. В статье анализируется структурный и семантический план лексемы «COVID-19». Данная лексема и ее синонимы вводятся в дискурс средств массовой информации, что позволяет рассмотреть их в дискурсивном контексте, выражающем изменения общественного сознания в период пандемии. В статье подчеркивается, что в периоды социальной стабильности процессы языкового развития протекают размеренно и постепенно, а языковые изменения затрагивают отдельные участки системы. В пору социальных потрясений процессы языкового развития ускоряются, создается впечатление хаоса и нестабильности. В соответствии с особенностями ситуации в обществе изменяются психологические установки масс, их языковой вкус и чувство языка. Комплексный лингвистический анализ материала позволил установить, что лексема «COVID-19» в английском массмедийном дискурсе приобретает дополнительные коннотации и служит для формирования информационной картины мира, отражающей национально-культурные особенности мировосприятия и систему ценностных отношений. The article is devoted to the study of COVID-19 as a linguistic phenomenon on the material of The Economist (March-May 2020). The article notes that in the modern world, characterized by critical moments of the civilization plan, the study of the foundations of the formation of society, the role of information technology and new discursive practices of social interaction is of particular importance. The beginning of 2020 was marked by the coronavirus epidemic, which turned into a pandemic. The wide spread of the disease affected not only the functioning of medicine and other social institutions, but also the lexical composition of many languages, in particular English. The article analyzes the structural and semantic plans of the COVID-19 token. This token and its synonyms are introduced into the discourse of the media, which allows us to consider them in the discursive context expressing changes in public consciousness during the pandemic. The article emphasizes that during periods of social stability, the processes of language development proceed gradually, and language changes affect individual parts of the system. At a time of social upheaval, the processes of language development are accelerating, an impression of chaos and instability is created. In accordance with the peculiarities of the situation in society, the psychological attitudes of the masses, their linguistic taste and flair of the language are changing.A comprehensive linguistic analysis of the research material made it possible to establish that the lexeme COVID-19 in the English mass media discourse acquires additional connotations and serves to form an informational picture of the world that reflects the national-cultural characteristics of worldview and the system of axiological relations.

scholarly journals Living in between a house and a home: Where’s the comfort zone anyway? Dislocated identities in Morrison’s "The Bluest Eye" and Cisneros’ "The House on Mango Street"

Oceánide ◽  
2020 ◽  
Vol 12 ◽  
pp. 18-27
Author(s):  
Alcina Pereira de Sousa ◽  
Alda Maria Correia
Keyword(s):  
The United States ◽  
Literary Representations ◽  
Comfort Zone ◽  
Bluest Eye ◽  
Close Analysis ◽  
Cultural Experiences ◽  
The Media ◽  
The One ◽  
Linguistic Structures ◽  
Selection Of

This paper aims to provide a reflection on literary representations of home alternatively to current collocations in the media, in the psychological and sociological realm (home vs comfort zone). The selection of two postcolonial texts, one by Morrison, The Bluest Eye (1970), and another by Cisneros, The House on Mango Street (1984), provides ways-in to discuss changing social and cultural experiences with a focus on characters’ search for identity in a multicultural and multilingual setting, as is the one in the United States. The study will depart from a brief theoretical survey (Anderson 1991) to a corpus-based approach which maps such shifts and changes (Baker 2006) while resorting to a close analysis of contexts of occurrence of the keywords home and house, along with their patterns of collocation, in the texts under scope (from the sentence to the textual levels, following Biber et al. 1998; Sinclair 2004, among other). The analysis is meant to unveil ways in which writers make use of linguistic structures and most importantly what it means to be at home when characters never felt welcome there, or characters’ inner / outer struggle to develop a sense of belonging in disrupted settings.

scholarly journals The Acceptability of Feminine Job Titles in Italian Newspaper Articles A Survey Involving Italian Native Speakers

2020 ◽  
Author(s):  
Giorgia Castenetto ◽  
Stefano Ondelli
Keyword(s):  
Native Speakers ◽  
Frequent Use ◽  
Job Titles ◽  
Grammar Rules ◽  
The Media ◽  
Linguistic Assessment ◽  
Linguistic Structures ◽  
Newspaper Articles

This paper describes a procedure to assess the acceptability of gender-inclusive linguistic structures. Informants were asked to provide an overall linguistic assessment of extracts from newspaper articles while unaware of the final objective of the survey, i.e. eliciting their opinions on the masculine and feminine forms of professions and titles. Although opinions varied, the results show an increase in the acceptability of feminine forms, probably strengthened by their frequent use in the media. Furthermore, those forms provide a solution to the morphological and syntactic inconsistencies considered by the informants as a violation of Italian grammar rules.

scholarly journals Sexist stereotypes and biases associated with the female nursing model in advertising communication

2014 ◽  
Vol 23 (3) ◽  
pp. 530-537 ◽  
Author(s):  
Manuel-Ángel Calvo-Calvo
Keyword(s):  
Gender Stereotypes ◽  
Aesthetic Value ◽  
Double Standards ◽  
Representation Of Women ◽  
Basic Care ◽  
Lack Of Control ◽  
The Media ◽  
Female Nurse ◽  
Female Nurses ◽  
Advertising Communication

In the media, gender stereotypes and biases appear that transmit a sexist representation of women. The aim of this study was to know the sexist stereotypes and biases that are projected on female nurses in advertising campaigns and to identify the characteristics of the female nurse model shown in advertising. A qualitative study was performed on four campaigns featuring female nurses in white dresses and caps, using descriptive and inferential content analysis. Conclusions show that female nurses appearing in advertising transmit both sexist stereotypes (female profession, gentleness, lack of control, strong affectivity, frivolousness, passivity, submissiveness, commitment to basic care, merely sexual and aesthetic value) and sexist biases (androcentrism and double standards). In particular, advertising propagates the model of the seductive nurse, depicted as a young, attractive, sensual and defiant woman that is used merely as a decorative presence.

scholarly journals The Journalistic Discourse Translating Strategies: From English into Arab

2019 ◽  
Vol 9 (2) ◽  
pp. 19
Author(s):  
Houaria CHAAL
Keyword(s):  
Comparative Analysis ◽  
Current Paper ◽  
Translation Strategies ◽  
Transfer Strategies ◽  
The Media ◽  
Communicative Act ◽  
Real Challenge ◽  
Linguistic Phenomenon ◽  
Good Transfer

The journalistic discourse is a communicative act of particular linguistic phenomenon that requires some special norms and reflects on social, cultural, political, ideological aspects.Thus, it is regarded as a specialized discourse, and its translation imposes a real challenge for the translator. In this regard, this paper examines the journalistic discourse translation with a more focus on the transfer strategies. News translation, in fact, might be risky when it relies on the media authority that should be respected. Moreover, it is often politically oriented. Accordingly, the current paper aims at discovering whether good transfer is appropriately assured by news translating or news making. For this purpose, a comparative analysis of the source and target press articles (English- Arabic) has been conducted based on the use of a range of micro translation strategies for news discourses. The study showed that good transfer is better assured by trans-editing and reproduction among other appropriate strategies of news translation required for the journalistic discourse.

scholarly journals Towards a critical stylistics of disability

2017 ◽  
Vol 1 (1) ◽  
pp. 34-60 ◽  
Author(s):  
Rod Hermeston
Keyword(s):  
Noun Phrases ◽  
Disabled People ◽  
The Media ◽  
Narrative Mode ◽  
Linguistic Structures

This article sets out the initial terrain for a critical stylistics of disability exposing the linguistic structures that encode often harmful ideologies surrounding disabled people. Disabled people are represented in literature and the media in general as ‘other’, and as curiosities to be described and explained. They are represented stereotypically as pitiable, evil, burdensome, as ‘Super Cripples’ or super humans, or as self-pitying. Such depictions can be internalised by and harmful to disabled people. Analysis will need to acknowledge that disabled people are frequently foregrounded as socially deviant in representations. Areas for analysis will include the author status as disabled or non-disabled, narrative mode, and the use of disability as metaphor. However, major areas for study will be description in noun phrases, transitivity analysis and the language of appraisal and evaluation. These can be scrutinised to expose the manner in which ideologies and stereotypes of disability are encoded.

Using the scanning electron microscope for failure analysis of high density magnetic media

1987 ◽  
Vol 45 ◽  
pp. 392-393
Author(s):  
Evelyn R. Ackerman ◽  
Gary D. Burnett
Keyword(s):  
Electron Microscope ◽  
Scanning Electron Microscope ◽  
Failure Analysis ◽  
High Density ◽  
Magnetic Media ◽  
Specific Data ◽  
Retrieval Systems ◽  
Operating Environments ◽  
The Media ◽  
Scanning Electron

Advancements in state of the art high density Head/Disk retrieval systems has increased the demand for sophisticated failure analysis methods. From 1968 to 1974 the emphasis was on the number of tracks per inch. (TPI) ranging from 100 to 400 as summarized in Table 1. This emphasis shifted with the increase in densities to include the number of bits per inch (BPI). A bit is formed by magnetizing the Fe203 particles of the media in one direction and allowing magnetic heads to recognize specific data patterns. From 1977 to 1986 the tracks per inch increased from 470 to 1400 corresponding to an increase from 6300 to 10,800 bits per inch respectively. Due to the reduction in the bit and track sizes, build and operating environments of systems have become critical factors in media reliability.Using the Ferrofluid pattern developing technique, the scanning electron microscope can be a valuable diagnostic tool in the examination of failure sites on disks.

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