scholarly journals Critical Discourse Analysis on TV Advertisements for Beauty Products

2020 ◽  
Vol 5 (2) ◽  
pp. 453
Author(s):  
Falla Nour Rohmah ◽  
Suhardi Suhardi
Keyword(s):  
Qualitative Research ◽  
Discourse Analysis ◽  
Critical Discourse Analysis ◽  
Cultural Values ◽  
Social Practice ◽  
Three Dimensional ◽  
Critical Discourse ◽  
Facial Beauty ◽  
Standards Of Beauty ◽  
Beauty Products

This research examines TV advertisements for beauty products on local TV from the perspective of Critical Discourse Analysis. This research mainly focuses on the use of language in beauty advertisements and the strategies used by advertisers to manipulate and influence their customers. This analysis is based on Fairclough's three-dimensional framework, which shows how the ideology of “beauty” is produced and reproduced through advertisements on TV. Qualitative research was conducted on beauty product advertisements from ten TV advertisements for beauty products in 2019. The advertisements taken and analyzed were advertisements for facial beauty products from various brands and types. The findings suggest that advertisers use a variety of strategies to manipulate women. Advertising language is used to control people's thoughts. The better the words the advertisers used to manipulate the viewers, the better reaction that they will get from the viewers. This research shows advertisers are not only promoting their products but highlighting society's standards of beauty and cultural values into the viewers’ lifestyle and how the TV advertisements have shaped the beauty ideology of social practice in Indonesia.

scholarly journals Rhetorical Strategy and Linguistics Features in E-Petition Through Change.org

2019 ◽  
Vol 13 (4) ◽  
pp. 239
Author(s):  
Nurrahma Restia Fatkhiyati ◽  
Suharno Suharno
Keyword(s):  
Qualitative Research ◽  
Discourse Analysis ◽  
Critical Discourse Analysis ◽  
Three Dimensional ◽  
Critical Discourse ◽  
Rhetorical Strategy ◽  
Emotional Appeals ◽  
Rhetorical Questions ◽  
And Linguistics ◽  
Logical Connectors

The research explored what types and how rhetorical strategy correlated with the linguistics features in e-petitions through Change.org entitled “KPK dalam Bahaya”. The data were e-petitions collected through Change.org. The analysis was holistically descriptive and included in qualitative research. The approach used critical discourse analysis by Fairclough that was using Fairclough’s three-dimensional framework and the strategy of rhetoric by Aristotle. Those theories helped the researcher to find out how the rhetorical strategy and the linguistics features created persuasive meaning. The findings indicate that euphemism, metaphor, connectives, logical connectors, rhetorical questions, and modality support the rhetoric strategy constructing the meaning beyond the words. Through one of the rhetoric strategies, pathos persuades the readers to agree to the argument and sign the e-petitions. Due to the emotional appeals, all of these language instruments help the rhetoric to provoke the readers significantly.

scholarly journals PENDEKATAN DALAM ANALISIS WACANA KRITIS

2020 ◽  
Vol 18 (1) ◽  
pp. 66-76
Author(s):  
Masitoh Masitoh
Keyword(s):  
Discourse Analysis ◽  
Critical Discourse Analysis ◽  
Social Practice ◽  
Historical Context ◽  
Three Dimensional ◽  
Critical Discourse ◽  
Discursive Practice ◽  
Historical Discourse ◽  
Social Actors ◽  
Basic Understanding

Abstract   The basic understanding of critical discourse analysis is that discourse is not only  understood as an object of language study. Language in the analysis of critical discourse in addition to the text also in the context of language as a tool that used for specific purposes and practices in the scope of setting, situation, history, power, and ideology. The Context is everything outside of the language itself. The main purpose of critical discourse analysis is to reveal the blur in discourse. To analyze the critical discourse, there were several approaches presented by experts, as follow; First, Norman Fairclough's approach produces a three-dimensional framework in understanding and analyzing discourse, namely the dimensions of discourse as text, discourse as discursive practice, and discourse as social practice by utilizing semiotics. Second, the approach to critical discourse analysis offered by Van Leeuwen centers on describing social actors in discourse and explaining how social actors were represented in a text. Third, Van Dijk's discourse analysis approach assembles sociocognitive ideologies, so that critical discourse analyzers could reveal ideologies hidden behind the text. Fourth, Wodak proposes a historical-discourse approach, which always integrates analysis of the historical context into the interpretation of discourse. While the fifth, Sara Mills’ approach emphasizes how women who were always marginalized were displayed in the text.

The representation of CSR in Malaysian CEO statements: a critical discourse analysis

2014 ◽  
Vol 19 (3) ◽  
pp. 303-317 ◽  
Author(s):  
Kumaran Rajandran ◽  
Fauziah Taib
Keyword(s):  
Discourse Analysis ◽  
Critical Discourse Analysis ◽  
Social Practice ◽  
Three Dimensional ◽  
Critical Discourse ◽  
Content Type ◽  
Intercultural Studies ◽  
Social Legitimacy ◽  
Corporate Social ◽  
Discourse Practice

Purpose – The purpose of this paper is to examine how Malaysian CEO Statements represent corporate social responsibility (CSR). Design/methodology/approach – A corpus of 27 CEO Statements was analyzed using Fairclough's three-dimensional critical discourse analysis (CDA) model, which proposes analyzing text, discourse practice and social practice. The analysis emphasized image and language features in text while it explored intertextuality in discourse practice and ideology in social practice. Findings – The analysis revealed that selected image and language features contribute to six themes about CSR, namely achievement, identification, aspiration, disclosure, recognition and appreciation. The analysis also revealed that policies, standards and studies are often cited to reduce a credibility gap. These analyses indicate that CEO Statements represent CSR as a corporation's philanthropic initiatives for stakeholders. This representation reflects the ideology of CEO Statements. It establishes corporations as an agent of positive change in society, which helps to improve the social legitimacy of corporations. Research limitations/implications – Since the corpus was limited to ten corporations in three years, the findings might not be representative of the genre of CEO Statements. The corpus could be extended to include CEO Statements from other years, countries and languages and it can launch a productive enterprise in intercultural studies. Originality/value – This paper demonstrates CDA as an approach to understand CEO Statements. It may be useful to people practicing and teaching corporate communication because it encourages them to consider the meaning implied by image and language features, which can influence the meaning of CEO Statements.

scholarly journals A Critical Discourse Analysis of the Advertisements of Unilever Pakistan Limited

2020 ◽  
Vol 9 (5) ◽  
pp. 74
Author(s):  
Jved Hussain ◽  
Syed Khuram Shahzad ◽  
Nadia Sadaf ◽  
Saima Irshad ◽  
Rana Iqtadar Ahmed
Keyword(s):  
Qualitative Research ◽  
Discourse Analysis ◽  
Critical Discourse Analysis ◽  
Three Dimensional ◽  
Critical Discourse ◽  
Personal Care ◽  
The People

The present study observed the advertisement of Unilever Pakistan Limited from the angle of critical discourse analysis. The study primarily concerned with the usage of language in the commercials of Unilever Pakistan and the tactics used by the advertisers to attract and convince the consumers to buy their products. The analysis of this study is based on Norman Fairclough three-dimensional framework. It determines how the ideology of ‘home and personal care’ is used in the advertisements of Unilever Pakistan Limited. Qualitative research was done on the three advertisements of Unilever’s major products. The outcomes showed that promoters employed different techniques to grasp the attention of their consumers. The commercials lead the people to think that whatever is shown to them is based on reality. This study also demonstrated that the ideology of “home and personal care’ in the commercials of Unilever Pakistan is dominant, and the products of Unilever are mandatory to lead a better life. The language of the commercials is used to govern the minds of the people.

CRITICAL DISCOURSE ANALYSIS AT INSTAGRAM’S CAPTION IN ADVERTISEMENT OF PONDS

2020 ◽  
Vol 26 (02) ◽  
pp. 345-370
Author(s):  
Lucia Putri ◽  
Diana Rozelin ◽  
Chandri Febri Santi
Keyword(s):  
Qualitative Research ◽  
Discourse Analysis ◽  
Empirical Study ◽  
Critical Discourse Analysis ◽  
Three Dimensional ◽  
Critical Discourse ◽  
Celebrity Endorsement ◽  
Know How ◽  
Textual Features ◽  
Three Dimensional Models

Critical discourse analysis (CDA) provides theories and methods for the empirical study of the relations between discourse and social and cultural developments in different social domains. CDA is not only a description and interpretation of discourse in context, but also offers an explanation of why and how discourses work. The writer interests in discussing Critical discourse analysis (CDA) because by using the critical discourse analysis (cda) this can express how community ideology about an event. The aims of the research are : (1) to elaborate of textual features of the advertisement, (2) to find out of discursive thecnique of the advertisement, (3) to find out social feature of the adevertisement. In this research, the writer applies the theory of Fairclough with three dimensional models by as supporting theory to answer the problem of the research. This research is qualitative research that focused on qualitative research by Hill Way in Kaelan and uses technique purposive sampling by Sugiyono. The writer found on the research that: (1) there are four textual features in the advertisement, (2) the tecniques of discursive found in the advertisement are two tecniques, with celebrity endorsement and scientific evindence, (3) to know how ideology and consumers views of this advertisement

scholarly journals Representation of Gender Through Framing: A Critical Discourse Analysis of Hillary Clinton’s Selected Speeches

2019 ◽  
Vol 9 (2) ◽  
pp. 321
Author(s):  
Safina Kanwal ◽  
Maria Isabel Maldonado García
Keyword(s):  
Discourse Analysis ◽  
Gender Identity ◽  
Critical Discourse Analysis ◽  
Social Practice ◽  
Three Dimensional ◽  
The United States ◽  
Critical Discourse ◽  
Three Dimensional Model ◽  
Campaign Speeches ◽  
And Gender

Foucault’s theory of power and discourse has opened new horizons in the various fields of linguistics. It has brought the working of the power of discourse into the focus of research. Critical Discourse Analysis looks at this relationship between language and power. Language is taken as a patent tool for exerting power and for building identity (Foucault, 1998). Critical discourse analysis (CDA) reveals the ways by which discourse is manipulated for the construction of various domains such as identity, ethnicity, ideology, cultural differences and gender. The most wide-ranging and most influential work in CDA is of Norman Fairclough. He takes language as a social practice. He makes it clear that the power of discourse is used for depiction of ideology and gender representation. The present study used Critical Discourse Analysis (CDA) as an approach to find out the working of frames for representation of gender identity. The current study analyzed the campaign speeches of Hillary Clinton for finding out her projection of gender identity through frames. The data of the study consists of her opening primary campaign speech which is the Campaign Launch Speech and her last speech for Primary campaign that was delivered in the American presidential election of 2016. The theoretical framework for the present study is Fairclough’s Three Dimensional Model (2015) and the tool applied on this model for looking into the working of frames is the Frame Problem Tool of Gee (2014). The results of the study revealed that Hillary used the technique of framing for projecting her gender identity. She used the fight and family frames for the modification of the boundaries of American presidency with respect to gender. Through her political discourse she framed herself as a brave and bold woman who had she become the president of the United States would have fought for the rights of all Americans irrespective of their creed, sect, religion, gender and nationality.

scholarly journals A Critical Discourse Analysis of Representations of Travellers in Public Policies in Ireland

Societies ◽  
2021 ◽  
Vol 11 (1) ◽  
pp. 14
Author(s):  
Claire Jane Snowdon ◽  
Leena Eklund Eklund Karlsson
Keyword(s):  
Discourse Analysis ◽  
Critical Discourse Analysis ◽  
Social Relations ◽  
Social Practice ◽  
Expert Knowledge ◽  
Minority Group ◽  
Critical Role ◽  
Critical Discourse ◽  
Discursive Practice ◽  
Negative Stereotypes

In Ireland, negative stereotypes of the Traveller population have long been a part of society. The beliefs that surround this minority group may not be based in fact, yet negative views persist such that Travellers find themselves excluded from mainstream society. The language used in discourse plays a critical role in the way Travellers are represented. This study analyses the discourse in the public policy regarding Travellers in the National Traveller and Roma Inclusion Strategy (NTRIS) 2017–2021. This study performs a critical discourse analysis (CDA) of the policy with the overall aims of showing signs of the power imbalance through the use of language and revealing the discourses used by elite actors to retain power and sustain existing social relations. The key findings show that Travellers are represented as a homogenous group that exists outside of society. They have no control over how their social identity is constructed. The results show that the constructions of negative stereotypes are intertextually linked to previous policies, and the current policy portrays them in the role of passive patients, not powerful actors. The discursive practice creates polarity between the “settled” population and the “Travellers”, who are implicitly blamed by the state for their disadvantages. Through the policy, the government disseminates expert knowledge, which legitimises the inequality and supports this objective “truth”. This dominant discourse, which manifests in wider social practice, can facilitate racism and social exclusion. This study highlights the need for Irish society to change the narrative to support an equitable representation of Travellers.

scholarly journals THE CRITIQUES AND IDEOLOGIES SHARED IN THE INAUGURATION SPEECH OF DONALD TRUMP (A STUDY OF CRITICAL DISCOURSE ANALYSIS)

2019 ◽  
Vol 25 (2) ◽  
Author(s):  
Imron Hizbullah ◽  
Muhammad Taufiq Al Makmun
Keyword(s):  
Discourse Analysis ◽  
Critical Discourse Analysis ◽  
Three Dimensional ◽  
Critical Discourse ◽  
Discursive Practice ◽  
Linguistic Features ◽  
Three Dimensional Model ◽  
Donald Trump ◽  
Political Aspect ◽  
Political Condition

<em>This paper investigates the Critical Discourse Analysis (CDA) in studying the inauguration speech of Donald Trump at the Capitol Hill, Washington DC on January 20, 2017. The objective of the study is to uncover the hidden messages regarding ideologies shared and critiques appointed to Obama’s presidency. The paper uses the theory of CDA by Norman Fairclough by focusing on the three aspects of research which are (1) micro or linguistic analysis, (2) Mezzo or discursive analysis, and (3) macro or contextual analysis. The three dimensional model of CDA is aimed to uncover the ideologies shared and critiques appointed to based on linguistic features, socio-political aspect, and discursive practice. The American Dream is represented in seven issues risen which are (1) US economic condition during Obama’s presidency, (2) US political condition during Obama’s presidency, (3) US social condition during Obama’s presidency, (4) The concept of making America great again, (5) Anti-radical Muslim immigrants, (6) America First, and (7) Nationalism. The result of the study reveals that the speech brought some ideologies or thoughts shared to the audiences and might change the people’s perception on Obama’s two periods of presidency who is considered as failure.</em>

scholarly journals Written Text on Pakistani Vehicles: A Critical Discourse Analysis

2021 ◽  
Vol 1 (1) ◽  
pp. 40-57
Author(s):  
Sidra Mahmood
Keyword(s):  
Discourse Analysis ◽  
Critical Discourse Analysis ◽  
Social Issues ◽  
Three Dimensional ◽  
Critical Discourse ◽  
Motor Vehicles ◽  
Three Dimensional Model ◽  
Written Text ◽  
The People ◽  
The Social

Linguistically, the word ‘language’ has shifted into ‘discourse’ which is a social phenomenon not only to express the thoughts but also to reflect the mindset and contexts of a specific community. The purpose of this study is to examine the slogans written on Pakistani automobiles and to understand the logic behind the social and cultural affiliations of these slogans. Pakistani culture of the art of making pictures and written phrases, poetic verses and imperative sentences on vehicles is famous all over the world. The study has analysed the writings found on vehicles, and although these writings might look trivial on the automobiles, they address various social issues. The Three-Dimensional Model of Critical Discourse Analysis (CDA) by Fairclough (2001) is used as a theoretical framework that explains the study at three levels: lexical, syntactic patterns, interpretations, and social practices. The discourses written on the vehicles are characterised into different categories, which are life’s mission statements, loud messages, mind baffling messages, everyday life annoyances, provoking statements, and religious looms. Twenty images and pictures have been captured from vehicles as a random sample of this study. The results reveal the mindset behind these discourses. They are used to highlight social issues which Pakistan faces, being a developing country. In short, the study discloses the strong link between the vehicles and the people using them to convey messages to the society which can bring harmony among the public. The current study is limited to only Pakistani motor vehicles.

scholarly journals STEREOTYPED LANGUAGE ABOUT WOMEN ON INTERNET MEMES OF MEME COMIC INDONESIA (A Multimodal Critical Discourse Analysis)

2019 ◽  
Vol 15 (2) ◽  
Author(s):  
Ayu Lestari Siregar ◽  
Busmin Gurning ◽  
Didik Santoso
Keyword(s):  
Discourse Analysis ◽  
Personality Traits ◽  
Critical Discourse Analysis ◽  
Three Dimensional ◽  
Critical Discourse ◽  
The Internet

This study examined 21 (twenty one) Internet memes taken from instagram wall of Meme Comic Indonesia (MCI). This studies applied Multimodal Critical Discourse Analysis promoted by Van Leeuwen which particularly in this study was the merger between Three Dimensional of Fairclough and Visual Grammatical of Kress and Van Leeuwen. The results of this study revealed five kinds of stereotyped language about women which are women’s personality traits, women’s cooking domestics behaviour, women’s physical appearances, women’s teaching occupation and women’s driving motorcycle behaviour which considered as new kind of stereotype about women. It is also revealed that the process of realization of stereotyped language about women is by seeing the context of the features used by the creator of the internet memes. The reasons of using stereotyped language about women as humour can be seen as critics and warning attemptions by the creator of the internet memes.Key words: Stereotyped Language about Women, internet memes, Multimodal Critical Discourse Analysis

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