Representations of Russia and the Russian national character in the modern advertising discourse: linguistic and cognitive analysis

Neophilology ◽  
2020 ◽  
pp. 819-835
Author(s):  
Marina V. Terskikh
Keyword(s):  
Media Discourse ◽  
Spiritual Values ◽  
Communication Space ◽  
Rich People ◽  
The Media ◽  
Advertising Discourse ◽  
Commercial Advertising ◽  
Social Advertising ◽  
The One ◽  
Government Executives

We refer to the concept of the country’s image, which arose in the practice of politicians, government executives, and marketing specialists and has been actively developed in recent dec-ades in the works of representatives of various branches of scientific knowledge: linguists, political scientists, sociologists, philosophers, etc. Media discourse becomes a communication space within which messages are created, on the one hand, reflecting the stereotypical attitudes of the internal and external audience regarding Russia and the Russian people, on the other, correcting negative and reinforcing positive ethnic stereotypes. In this work, the media image of Russia is modeled on the basis of texts of commercial, social and political advertising, speeches of political figures, in particular, in the framework of the election campaign. As a basic methodology, we use the frame modeling method, reconstructs the “Russia” frame in Russian and foreign advertising discourse. Russian commercial advertising forms a positive image of a great, beautiful country with a strong and spiritually rich people, and the concept of “Russian” is used in texts exclusively with positive connotations. Russian social advertising creates the image of a country with a rich history and a great past, however it represents modern Russia as a country in which spiritual values play an increasingly smaller role. The external image of Russia can be generally assessed as negative. The sphere in which the least attractive image is realized is politics. The political theme is updated in all considered types of media discourse and forms the image of a backward, undemocratic state with high corruption and Soviet heritage.

scholarly journals Typology of Communication Strategies in the Discourse of Social Advertising

2020 ◽  
pp. 164-175
Author(s):  
M. V. Terskikh
Keyword(s):  
Scientific Literature ◽  
Media Discourse ◽  
Outdoor Advertising ◽  
Social Communications ◽  
Communicative Strategies ◽  
Different Types ◽  
The Media ◽  
Commercial Advertising ◽  
Social Advertising

A typology of strategies, tactics and techniques used in the discourse of social advertising is proposed in the article. The relevance of modeling the tools of communicative impact in social advertising is determined by the persuasive nature of the discourse of social communications, as well as the insufficient development of this issue in the scientific literature. The author of the article relies on the studies of linguists who proposed the classification of communicative strategies used in commercial advertising, as well as in the discourse of socio-political newspapers. The material for analysis was the polycode texts of Russian and foreign social advertising (outdoor advertising, social videos, as well as social photo projects posted on Instagram). The result of the study was a model of communicative strategies and tactics that constitute the discourse of social advertising. Since the effect of persuasiveness is achieved, among other things, by using different types of semiotic codes in the advertising text, special attention is paid to the verbal and visual implementation of the selected strategies, tactics and techniques. The author comes to the conclusion that the frustration strategy based on tactics of escalating negative emotions , shocking with facts and negative forecasting is the basis for the discourse of social advertising. Moreover, the main part of the identified strategies and tactics is invariant for the media discourse as a whole.

scholarly journals Wstrząsająca treść jako manipulacyjny element dyskursu konfliktu

2018 ◽  
Vol 9 ◽  
pp. 135-143
Author(s):  
Anna Hłuszko
Keyword(s):  
Hate Speech ◽  
Traditional Approach ◽  
Point Of View ◽  
Media Discourse ◽  
Visual Content ◽  
Political Situation ◽  
The Media ◽  
The Common ◽  
The One ◽  
Web News

Shock content as a manipulative component of conflict discourseDifficult socio-political situation in Ukraine creates specific media discourse, which in turn gives rise to a number of phenomena, connected to information war categories, war of meanings, hate speech etc. Active entry of military issues into web news content affects traditional approach to the media-text drafting. The report examines the trends of shock visual content and its announcement in the web headlines. The influence of the content emotionalization, which is one of the common features for conflict discourse, not only on text style, but also on features of page making, selection and use of photo illustrations, headline creation, is studied. The material covering military developments usually involve deaths, injuries, loss, destruction of settlements as a result of hostilities, that is, they focus on information on suffering of both military and civilians. This results in stronger integration of shock visual content into the news, which in turn may be used as manipulation and propaganda tool. On the one hand it is used to demonstrate crimes of the enemy, on the other — as an evidence of Ukrainian military success. From the point of view of ethic and humanism the justification of such tactic is doubtful in both cases. However, the study shows that open image of death, blood, injuries in the materials and the announcement of such content in headlines are the cause of high popularity of such publications, and this mainstreams the problem of dehumanizing impact both on material’s subjects and on media audience.

scholarly journals Critical analysis of government vs. Commercial advertising discourse on older persons in Spain

Comunicar ◽  
2014 ◽  
Vol 21 (42) ◽  
pp. 189-197 ◽  
Author(s):  
Susana de-Andrés-del-Campo ◽  
Rosa de-Lima-Maestro
Keyword(s):  
Older Persons ◽  
Age Distribution ◽  
The Elderly ◽  
Old People ◽  
Discourse Relations ◽  
The Media ◽  
Advertising Discourse ◽  
Commercial Advertising ◽  
Entertainment Products ◽  
Medios De Comunicacion

The elderly population has increased considerably in recent years and it is estimated that by 2050 32% of the Spanish population will be old people. This group is underrepresented in the media and does not attract much research interest. To put this right, we present an analysis of the representation of older persons in advertisements appearing in magazines aimed directly or indirectly at seniors in Spain. A content analysis estimated the frequency of appearance of the images and words that represent the elderly, and a discourse analysis enabled this study to investigate the presence of stereo types and discourse relations between advertising and theories of ageing. The results show that the older people who appear in the ads are mostly men portrayed as consumers of entertainment products who are at the beginning of their period of old age. A marked gender stereotype is observed. The differentiation between the institutional and commercial advertising discourse is also clear. The study analyses such advertising over three decades, covering the period in which the age distribution of the population has been inverted in Spain. Throughout this period, the frequency of ap pearance has been very low. Old people are clearly an invisible collective in magazine advertising. La población de personas mayores se ha multiplicado en los últimos años. Se estima que en el año 2050, el 32% de la población española estará constituido por personas mayores. Mientras tanto, es fácil observar la infrarrepresentación de este colectivo en los medios de comunicación, pero la cuestión apenas recibe interés investigador. Se presenta aquí un análisis de la representación de las personas mayores en la publicidad de dominicales y revistas dirigidas directa o indirectamente a las personas mayores en España. A través de un análisis de contenido se calcula la frecuencia con que se recurre a la imagen de los y las mayores en la publicidad. Mediante un análisis del discurso se indaga también en la presencia de estereotipos y en las relaciones discursivas entre los mensajes publicitarios y las teorías de la vejez. Los resultados muestran que las personas mayores que aparecen en los anuncios son mayoritariamente varones, que inician su periodo de vejez y consumidores de productos de ocio. Se encuentra un marcado estereotipo de género y una clara diferenciación discursiva entre los mensajes comerciales y los institucionales. El estudio analiza tres décadas, abarcando el periodo en el que se ha producido la inversión poblacional en la distribución por edades en España. En todo este periodo la frecuencia de aparición ha sido muy baja. Se trata de un colectivo de patente invisibilidad en los anuncios publicitarios.

scholarly journals Outsourcing Equality: Migrant Care Worker Imaginary in Finnish Media

2016 ◽  
Vol 6 (3) ◽  
pp. 101 ◽  
Author(s):  
Camilla Nordberg
Keyword(s):  
Media Discourse ◽  
Term Contract ◽  
Self Sufficiency ◽  
Cultural Imaginary ◽  
Care Workers ◽  
The Media ◽  
The One ◽  
Care Worker ◽  
Regional Authorities

Implications from the restructuring of Nordic eldercare include the incorporation of new categories of care workers and a redefinition of the terms of citizenship and participation in working life. Drawing on the idea that policy actors script care worker subjectivities, this article examines print media as a key arena where the cultural imaginary of care work is played out. The media has the potential to accommodate ideological complexity through the possible range of participatory actors. From the scripts promoted through the mediascape, we can learn about the positions understood as being (in)appropriate for migrant care workers. This study draws on the analysis of news and feature stories from 2003 to 2013 in the largest Finnish daily, Helsingin Sanomat, and in the periodical Kuntalehti, published by the Finnish Association of Local and Regional Authorities. The article points to tensions in Finnish media discourse, identifying ambiguous occupational scripts for migrant care workers—rooted in neoliberal repertoires of self-sufficiency and normative individualism on the one hand and helplessness and naivety on the other hand. It draws attention to an unsettling construction whereby migrant care workers are excluded from a long-term contract with the Finnish care labor market, and where social equality is conditioned to global redistribution.

scholarly journals The Category of Masculinity in the Polish Media Discourse on Robert Lewandowski

2020 ◽  
Vol 16 (1) ◽  
pp. 12-27
Author(s):  
Krzysztof Arcimowicz
Keyword(s):  
The Other ◽  
Media Discourse ◽  
Body Type ◽  
Discursive Strategies ◽  
Media Messages ◽  
Traditional Gender Roles ◽  
Polish Language ◽  
The Media ◽  
The One ◽  
Discourse Historical Approach

The fundamental objective of the studies was to reconstruct and analyze the category of masculinity in the media discourse that refers to Robert Lewandowski as well as to describe and interpret the most important discursive strategies used in creating the image of the footballer. The research material includes almost 120 Polish-language media messages: mainly Internet articles, commercial spots, and interviews, all of which appeared in the years 2013-2019. This article presents the results of the critical analysis of the discourse, including proposals of the discourse-historical approach. The prime theoretical framework of the studies is made up of the theory of hegemonic masculinity on the one hand and the theory of inclusive masculinity on the other, as well as the concept of caring masculinities. The discourse on Lewandowski is not homogeneous; it includes elements derived from different versions of masculinity. The discourse is divided into two parts: one connected with the professional sphere and the other referring to the private. The strategies describing the footballer’s professional life are quite conservative. The elements of the highest importance within this part of the discourse include hard work, success, rivalry, and the mesomorph body type. The part of the discourse referring to the footballer’s family life is dominated by the strategies connected with the concept of caring masculinities and the notion of egalitarian relationship even though it is not completely free from the traditional gender roles.

scholarly journals Odcienie obcości. Wyniki sondażu „Polacy i inni 30 lat później” — analiza porównawcza (1988, 1998, 2018)

2020 ◽  
Vol 64 (3) ◽  
pp. 169-198
Author(s):  
Ewa Nowicka ◽  
Sławomir Łodziński
Keyword(s):  
The Other ◽  
Media Discourse ◽  
World Outlook ◽  
Other Hand ◽  
Personal Experiences ◽  
Polish Society ◽  
The Media ◽  
Migration Crisis ◽  
The One

The aim of the article is to analyze selected results of the 2018 survey “Poles and Others after Thirty Years” on attitudes to the arrival of foreigners in Poland and to compare them with the results of analogous studies from 1988 and 1998. The authors suggest that the notion of “foreign” is becoming increasingly definite in the consciousness of Polish society. There is a noticeable decline in openness in regard to more foreigners coming to Poland and an increase in the number of people who are clearly opposed to foreigners. The authors argue that the current attitudes of the respondents could have been influenced, on the one hand, by their personal experiences, which in the last few years have begun to take the form of real (non-abstract) contact with foreigners (immigrants), and on the other hand, by the media discourse related to the migration crisis of 2015. In light of the research, open (inclusive) attitudes toward foreigners can not be reduced to simple yes or no answers but remain related to wider world-outlook complexes reflecting the shape of Polish society, which in recent years has experienced the effects of immigration.

scholarly journals Universal and national precedent phenomena in the headlines of Ukrainian media publications

2019 ◽  
pp. 165-175
Author(s):  
Anastasiia Petrenko
Keyword(s):  
Mass Communication ◽  
Information Source ◽  
Media Discourse ◽  
Linguistic Expression ◽  
Level Of Consciousness ◽  
The Media ◽  
The One ◽  
Definition Of ◽  
New Research ◽  
Modern Mass

Modern mass communication has become the lingual background of the definition of linguistic preferences of «human speaker» (Homo Loquens). Nowadays, media discourse is not only an information source, but also a means of influence that can manipulate different human moods, feelings, preferences, including those at the level of consciousness and language. Most scholars of contemporary journalistic discourse point to two parallel trends. On the one hand, the language of mass communication tends to individualize the linguistic expression of information, on the other – to the traditional, standard, cliché, etc. One of the means of penetrating the human consciousness and activating its thinking activity is the use of precedent phenomena that can reveal both tendencies at the same time. The precedent phenomena, having fallen into the field of view of scholars at the end of the twentieth century, continue to hold the interest of researchers in various fields of humanities. Everything related to the study of mentality, issues of the interconnection of language and thinking, prompts new and new research. This explains the numerous works of Ukrainian linguists, whose subject of analysis are the precedent phenomena in different aspects of their expression by the means of different languages in different genres and different discursive practices. In particular, these are publications by F. S. Batsevych, Yu. M. Velikoroda, I. O. Golubovska, O. A. Gapchenko, S. Ya. Yermolenko, S. S. Yermolenko, E. A. Karpilovska, T. Yu. Kalchenko, O. Yu. Karpenko, A. K. Moisienko, E. S. Otin, O. O. Selivanova, N. V, Listen, M. I. Stepanenko, G. M. Sіuta, T. V. Radzievska, I. A. Kazimirova, S. B. Serebrova, G. Yu. Kasim, T. V. Chrdileli, T. А. Cosmeda, O. A. Levchenko, O. G. Ruda, I. V. Bogdanov, R. S. Chornovol-Tkachenko, S. V. Lazarenko, O. O. Malenko, N. O. Sunko, O. V. Nadyuk, O. S. Palchevska, L. Y. Mercoton, M. V. Mamich, O. B. Sprissa, A. A. Berestova, G. V. Tashchenko, M. V. Roslitskaya and others. The purpose of this article is to describe national and universal precedent phenomena in the media resources of Ukraine, to clarify their significance for contemporary speakers. Its relevance is determined by the need to identify the main features of the national cognitive base of modern Ukrainian.

scholarly journals Universal and national precedent phenomena in the headlines of Ukrainian media publications

2019 ◽  
pp. 165-175
Author(s):  
Anastasiia Petrenko
Keyword(s):  
Mass Communication ◽  
Information Source ◽  
Media Discourse ◽  
Linguistic Expression ◽  
Level Of Consciousness ◽  
The Media ◽  
The One ◽  
Definition Of ◽  
New Research ◽  
Modern Mass

Modern mass communication has become the lingual background of the definition of linguistic preferences of «human speaker» (Homo Loquens). Nowadays, media discourse is not only an information source, but also a means of influence that can manipulate different human moods, feelings, preferences, including those at the level of consciousness and language. Most scholars of contemporary journalistic discourse point to two parallel trends. On the one hand, the language of mass communication tends to individualize the linguistic expression of information, on the other – to the traditional, standard, cliché, etc. One of the means of penetrating the human consciousness and activating its thinking activity is the use of precedent phenomena that can reveal both tendencies at the same time. The precedent phenomena, having fallen into the field of view of scholars at the end of the twentieth century, continue to hold the interest of researchers in various fields of humanities. Everything related to the study of mentality, issues of the interconnection of language and thinking, prompts new and new research. This explains the numerous works of Ukrainian linguists, whose subject of analysis are the precedent phenomena in different aspects of their expression by the means of different languages in different genres and different discursive practices. In particular, these are publications by F. S. Batsevych, Yu. M. Velikoroda, I. O. Golubovska, O. A. Gapchenko, S. Ya. Yermolenko, S. S. Yermolenko, E. A. Karpilovska, T. Yu. Kalchenko, O. Yu. Karpenko, A. K. Moisienko, E. S. Otin, O. O. Selivanova, N. V, Listen, M. I. Stepanenko, G. M. Sіuta, T. V. Radzievska, I. A. Kazimirova, S. B. Serebrova, G. Yu. Kasim, T. V. Chrdileli, T. А. Cosmeda, O. A. Levchenko, O. G. Ruda, I. V. Bogdanov, R. S. Chornovol-Tkachenko, S. V. Lazarenko, O. O. Malenko, N. O. Sunko, O. V. Nadyuk, O. S. Palchevska, L. Y. Mercoton, M. V. Mamich, O. B. Sprissa, A. A. Berestova, G. V. Tashchenko, M. V. Roslitskaya and others. The purpose of this article is to describe national and universal precedent phenomena in the media resources of Ukraine, to clarify their significance for contemporary speakers. Its relevance is determined by the need to identify the main features of the national cognitive base of modern Ukrainian.

scholarly journals Old age – „how beautiful to be yourself”

2020 ◽  
Vol 2 (2) ◽  
pp. 47-54
Author(s):  
Ilona Zakowicz
Keyword(s):  
Old Age ◽  
Social Group ◽  
Senior Citizens ◽  
Human Life ◽  
The Elderly ◽  
The Body ◽  
Media Discourse ◽  
Late Adulthood ◽  
The Media ◽  
The One

in every given period one can observe different attitudes towards old age, death and the elderly, which are shown through varied stances and ideas about this specific period of human life. The reality of the xxicentury often regarded as “vision-centric” is dominated by the cult of beauty and youth which creates increasingly demanding requirements, rela-ted mainly to the attractiveness of appearance, of the body – especially the one belonging to the elderly. The increase in the number of senior citizens compared to the rest of the society that can be witnessed nowadays leads to the elderly being amore carefully examined social group. Mediated by the media discourse the images of the elderly are becoming more common and therefore the author’s attempt at reconstructing the postmodern strategy of the rendering of late adulthood seems to be an interesting and important topic to consider.

scholarly journals Sarcastic evaluation in mass media as a way of discrediting a person: Greta Thunberg case

2021 ◽  
Vol 9 (1) ◽  
Author(s):  
Yulia Mikhailovna Konyaeva ◽  
Anastasiya Aleksandrovna Samsonova
Keyword(s):  
Mass Media ◽  
The Other ◽  
Media Discourse ◽  
Russian Media ◽  
The Media ◽  
Media Texts ◽  
The One ◽  
Linguistic Means

The article is devoted to the analysis of a sarcastic evaluation of a person, which leads to their discrediting in media texts. Sarcastic evaluation is considered in terms of linguistic praxeology: the language and compositional means of nomination, description, and actions are analyzed. In a media text, these means interact with the means of expressing the category of deviance and forming semantic nodes. The category of deviance can manifest itself, on the one hand, in exuberance or the absurd, while on the other, in simplification or insufficiency of the sign revelation. Also, specific sarcastic speech techniques are identified. They are based on the discrepancy of referent and illocutionary meanings in the person’s speech portrait. The study of Russian media discourse about Swedish eco-activist Greta Thunberg revealed the active use of linguistic means expressing sarcastic evaluation to demonstrate the opposing viewpoint in relation to the transmitted semantic position of “Other”. When the media represents Greta in the totality of her disadvantages, this enters into a polemic against those who support the ideas of this person. With the help of sarcasm, the media shows the absurdness and failure of these ideas. In this case, a sarcastic evaluation becomes an instrument of discrediting not only the person him/herself, but also his/her views and associates. Linguistic means of sarcastic evaluation are widely represented in discrediting media texts. The most important of them are means such as absurdity, hyperbole, alogism, simplification, etc.

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