scholarly journals The Au Pair Cultural Exchange Program Advertising: A Critical Discourse Analysis

2020 ◽  
Vol 3 (2) ◽  
pp. 47-56
Author(s):  
Ana Karen Cruz Gómez
Keyword(s):  
Discourse Analysis ◽  
Critical Discourse Analysis ◽  
Three Dimensional ◽  
Cultural Exchange ◽  
Social Practices ◽  
Critical Discourse ◽  
Linguistic Features ◽  
Exchange Program ◽  
Online Advertisements ◽  
Au Pairs

Advertising is everywhere, and the effects of advertisements on people are notorious. Consequently, through ads, you can convince the audience to follow an ideology or to acquire certain products. The following article examines the au pair cultural exchange program online advertisements from a Critical Discourse Analysis perspective. The article sets out to explore the linguistic features used in the au pair program advertisements that persuade participants to become au pairs and hosts. The analysis was achieved through a three-dimensional framework (Fairclough, 1994; 2001; 2003). This model demonstrates the correlation between linguistic forms, discourse, and social practices. The findings imply that advertisers use different linguistic forms and strategies to persuade Mexican girls from the age of 18 to 26 years old to enroll in the cultural program, as well as US citizens’ families who are persuaded to host someone.

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 A Critical Discourse Analysis on Beauty Product Advertisements

2019 ◽  
Vol 2 (1) ◽  
pp. 41-57
Author(s):  
Sri Susanti
Keyword(s):  
Discourse Analysis ◽  
Critical Discourse Analysis ◽  
Qualitative Method ◽  
Three Dimensional ◽  
Social Practices ◽  
Critical Discourse ◽  
Dimensional Approach ◽  
The Social ◽  
Discourse Strategies ◽  
Textual Features

This research is aimed at describing the use of language in beauty ads (Pantene and Garnier ads), elaborating the way of the strategy are used in persuading the consumers and investigating the reason for the use of strategies. This is a descriptive qualitative method in which the data were collected from the advertisements of Pantene and Garnier. The collected data are the words, phrases, clauses, sentences that are used in ads. The data were analyzed according to Fairclough’s three dimensional approach of discourse analysis; they are textual features, discursive features, and social feature. The findings of this study show that the language used in Pantene and Garnier advertisements appear very interesting in building image to the audience and were successful in utilizing the various discourse strategies to gain people’s attraction to buy the product being advertised. For the social practices, the words found in their advertisement are considered have control or power over people.

scholarly journals Female Disney Characters’ Linguistic Features in the 1990’s

2021 ◽  
Vol 13 (1) ◽  
pp. 121-142
Keyword(s):  
Discourse Analysis ◽  
Critical Discourse Analysis ◽  
Three Dimensional ◽  
Critical Discourse ◽  
Dimensional Approach ◽  
Linguistic Features ◽  
Linguistic Feature ◽  
Beauty And The Beast ◽  
Tag Questions ◽  
Specific Interests

The present study aims to investigate female Disney characters’ linguistic features in the 1990’s. It studies sexist ideologies manifested through these characters’ language. The sample consists of three Disney animated movies from the 1990’s: Mulan, Beauty and the Beast and Pocahontas. The frameworks adopted to study female Disney characters’ language are Lakoff’s (2004b) forms of women’s language and Fairclough’s (1995) three-dimensional approach to CDA. The findings revealed that the linguistic features that mostly characterized female Disney characters’ language were hypercorrect grammar, super polite forms and hedges. They reflect the sexist stereotypicality of women’s language being slang-free and polite. They also used large stock of words related to their specific interests, empty adjectives and intensive ‘so’, which imply having stereotypical lexicon. The least linguistic feature used was tag questions. However, when used, they implied anticipation of being corrected by others. Keywords: Critical Discourse Analysis, Disney, Gender, Women’s language.

scholarly journals Ideology of ISIS

2020 ◽  
Vol 2 (132) ◽  
pp. 45-66
Author(s):  
Manal Ni’met Abdulhadi
Keyword(s):  
Discourse Analysis ◽  
Critical Discourse Analysis ◽  
Social Practices ◽  
Critical Discourse ◽  
Linguistic Features ◽  
Figures Of Speech ◽  
Cultural Aspects ◽  
The Social ◽  
Global And Local ◽  
Research Show

To the best of the researcher’s knowledge many studies (e.g., Bunzel: 2015) have been conducted studying the social practices of ISIS discourse only. Others (e.g, Buckingham, and Alali: 2019) focus upon the linguistic aspects of that discourse. The present paper aims at filling this gap by investigating both the social and the linguistic elements that characterize ISIS ideology. The present study focuses on analyzing the first speech delivered by Abu Bakkar Al Baghdadi in 2014 through implementing critical discourse analysis methodologies. The objective of this analysis is to outline the ideology of ISIS through exploring the critical social and cultural aspects together with the linguistic features in the text under investigation. The study will adopt an eclectic model of analysis and research based on Fairclough's (1992) principles of critical discourse analysis and Van Dijik’s ( 1980) framework of semantic structures (topics). Both global and local semantics are studied so as to relate social to linguistic practices and vise versa. The results of the research show that this speech has a distinctive tactic language that is full of figures of speech, in particular euphemism and dysphemism that help the speaker transfer his intended ideologies.

scholarly journals A CRITICAL DISCOURSE ANALYSIS ON ORIFLAME CATALOGUE BEAUTY PRODUCT ADVERTISEMENTS

2019 ◽  
Vol 16 (1) ◽  
Author(s):  
Mei Lastri E.F. Butar Butar ◽  
Anni Holila Pulungan ◽  
Rahmad Husein
Keyword(s):  
Discourse Analysis ◽  
Critical Discourse Analysis ◽  
Three Dimensional ◽  
Critical Discourse ◽  
Linguistic Features ◽  
Social Implication ◽  
Linguistic Feature ◽  
Qualitative Research Design ◽  
Interpretation Process ◽  
Level Analysis

The aims of this study are to investigate linguistic features, to describe the discursive techniques and to describe social implications that are used in oriflame catalogue beauty product advertisements. This research was conducted by using qualitative research design. The data of this study were texts on oriflame beauty product advertisements. The data analyzed by using three dimensional nature of critical analysis as preceded by Fairclough. There are three dimensional frameworks of analysis that are description/ text analysis, interpretation/process and explanation/social. The findings are (1) there were 7 out of 8 kind of linguistic features were found in oriflame catalogue beauty product advertisements. the most dominant linguistic feature used in the advertisement is adjective, (2) there were 9 discursive techniques that found in the second level analysis, the most technique used in the advertisements is emotive word.Keywords: Critical Discourse Analysis, Advertisement, Linguistic Feature, Discursive Technique,  Social Implication

The Legitimating Power of Discourse

2020 ◽  
Vol 13 (3) ◽  
pp. 256-275
Author(s):  
Mustafa Menshawy
Keyword(s):  
Discourse Analysis ◽  
Critical Discourse Analysis ◽  
The State ◽  
Critical Discourse ◽  
The Political ◽  
Discursive Construction ◽  
Linguistic Features ◽  
Media Texts ◽  
Insight Into ◽  
Culturally Embedded

Abstract In this article, I examine a corpus of texts that address the 1973 war; these texts cover the period from 1981 to 2011, marking the beginning and end of Hosni Mubarak’s rule. Utilizing Critical Discourse Analysis (CDA), I explore how Mubarak’s regime employed the war to legitimize its power and defend its policies by deploying longstanding culturally-embedded ‘macro themes’. These macro themes refer to the war as an overwhelming and undisputed ‘Egyptian victory’ and, more significantly, they portray Mubarak himself as ‘war personified/war personalized’. The analysis of linguistic and extra-linguistic features in al-Ahram newspaper (the mouthpiece of the state), among other media texts on the war, show how the discursive construction was made consistent, coherent and resonant in a managed context that characterized the political and media landscapes. Depending on unique access to those who produced, edited and even censored the texts under analysis, this method unravels a complex set of cultural messages and conventions about the war, and fills a lacuna in the literature by offering insight into the deliberate and well-coordinated process of shaping and reshaping a specific discourse for a specific purpose.

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 Your home, my refuge: being a refugee in Brazil

2021 ◽  
Vol 19 (2) ◽  
pp. 222-233
Author(s):  
HÉLIO ARTHUR REIS IRIGARAY ◽  
RENATA ANDERSON ◽  
FLÁVIO VELLASQUEZ ◽  
FERNANDO FILARDI
Keyword(s):  
Discourse Analysis ◽  
Critical Discourse Analysis ◽  
A Priori ◽  
Social Practices ◽  
Critical Discourse ◽  
Local Society ◽  
Hegemonic Discourse ◽  
Demographic Profiles ◽  
Brazilian Society ◽  
Textual Practices

Abstract The objective of this study was to reveal how refugees who live in Brazil perceive the macro-dynamics of the local society and how their response to them varies in accordance with their different psycho demographic profiles. We interviewed 24 refugees from different countries, genders, ages, and races. The interviews were taped, transcribed, and subjected to critical discourse analysis, resulting in three a priori categories: social, discursive, and textual practices. We found out that social practices did differ in terms of their countries of origin, gender, and race. The analysis of their discourses revealed three different places and roles: hero, victim, or faker. Finally, the textual analysis indicated the choice of words that subverted the hegemonic discourse of refugees, revealing resistance to the place refugees are relegated to in Brazilian society.

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

scholarly journals AN EXPLORATION OF GRAFFITI ON UNIVERSITY’S WALLS: A CORPUS-BASED DISCOURSE ANALYSIS STUDY

2017 ◽  
Vol 7 (1) ◽  
pp. 29 ◽  
Author(s):  
Nisreen Naji Al-Khawaldeh ◽  
Imad Khawaldeh ◽  
Baker Bani-Khair ◽  
Amal Al-Khawaldeh
Keyword(s):  
Discourse Analysis ◽  
Critical Discourse Analysis ◽  
Cultural Values ◽  
Critical Discourse ◽  
Linguistic Features ◽  
Language Functions ◽  
Analysis Technique ◽  
Teachers And Parents ◽  
The University ◽  
Hashemite University

Graffiti have received a great attention from scholars as they have been considered a vital cultural phenomenon for many years (Trahan, 2011; Divsalar & Nemati, 2012; Zakareviciute, 2014; Farnia, 2014; El-Nashar & Nayef; 2016). Although there are extensive contemporary researches on graffiti in many disciplines, such as linguistics, cultural studies, politics, art, and communication (Pietrosanti, 2010;  Farnia, 2014; Oganda, 2015), there are few studies exploring graffiti on classrooms’ walls in higher education milieus (Farnia, 2014). To the best knowledge of the researchers, very few studies were done on the Jordanian context (e.g. Al-Haj Eid, 2008; Abu-Jaber, et al., 2012) and none was done on the Jordanian universities. Therefore, this study aims at analysing the content and communicative features of writings found on universities’ classrooms’ walls, corridors, and washrooms and their relation to the socio-cultural values of the society in order to explore how universities help students voice their attitudes and thoughts. The linguistic features that characterise these writings were also examined. Graffiti-writings, which were collected from the University of Jordan and the Hashemite University, were coded and analysed using the thematic content analysis technique (Braun & Clarke, 2006) and Critical Discourse Analysis (Fairclough, 1995). The analysis of the data has shown that graffiti serve different communicative language functions related to personal, social, national, religious, political, and taboo matters. The most salient linguistic features of these graffiti are simplicity and variation. It can be concluded that graffiti are distinctive and silent ways of communication, particularly in students’ society. The study will be of great importance to linguists, sociologists, educators, administrators, teachers and parents. It is enrichment to the available literature on linguistic studies.

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