ENG523 Final Term Subjective by VSC

ENG523 · CHAPTER WISE IMPORTANT QUESTIONS · Support this channel for effort · Chapter 8

Metaphor ?

Answer: Lakoff (1987) and Johnson (1980) present the use of metaphor in thought as just one part of a predominant theory of the nature of the mind. But their arguments about "objectivist metaphysics," generative approaches to linguistics and other controversial ideas may have drawn attention away from this specific claim. Therefore, in this article I will examine metaphoric representation as a theory of conceptual structure. I will not be addressing most of the other views of its proponents.

What is verbal metaphor?

In verbal metaphor, there are usually two explicit parts: a topic, which is the entity being talked about, and the vehicle, which is the metaphoric material being predicated of the topic. (Some authors refer to these as the target and source, respectively.) For example, in Lee is a block of ice, Lee is the topic, and block of ice is the vehicle. The implicit connection between the two is often referred to as the ground. In this case, the ground is that blocks of ice have a cold temperature, and this is interpreted in terms of emotional unresponsiveness CDA? Politics and ideology were seen as displayed through grammatical structure, and analyzing language in this way was referred to as “Critical Linguistics.” This approach has since been expanded, both in methodology and theory, and is now seen as part of the broader analytic program known as Critical Discourse Analysis (CDA). Wodak and Meyer (2009) moving the “linguistic” to a “multidisciplinary and multimethodological level”; although grammar remains a central tool in explaining how ideology, power, and domination become constituted through linguistic structures. Suprasegmental features by braga and aldina? Braga and Aldina Marques (2004), argue that supra-segmental features may be harnessed and used in correlation with syntactic, lexical, and pragmatic features to achieve specific political effects. In a study of political debates, politicians focused on a set of prosodic features, including pitch, emphasis, and focus and noted that particular patterns were found to match argumentative goals such as assertiveness, irony, emotion, and hyperbole. While the study of sounds and sound patterns involves a variety of technical forms of analysis, it is nonetheless an important component of the consideration of political discourse. How duez attempt the aspect of acoustic patterning? Duez (1997) has attempted to correlate aspects of acoustic patterning with degrees of political power. Duez suggests that aspects of acoustic delivery within the speeches of ex-French President Franc¸ois Mitterrand were affected by whether Mitterrand was in the role of challenger or opponent, as opposed to holder of the position of president. While in the role of president, Mitterrand made use of a slower articulation rate, but when in the position of challenger, or opponent, the articulation rate was much more rapid. Hence, Duez suggests that temporal organization could reflect relative distance from “power.”  Define media discourse? Media discourse refers to interactions that take place through a broadcast platform, whether spoken or written, in which the discourse is oriented to a non-present reader, listener or viewer. Though the discourse is oriented towards these recipients, they very often cannot make instantaneous responses to the producer of the discourse, though increasingly this is changing with the advent of new media technology, as we shall explore.  Three main approaches of media discourse? The three main approaches to the study of media discourse can be characterized as Discourse analytic Sociolinguistic Nonlinguistic  Difference between sociolinguistics and non-linguistic? Non-linguistic The term “sociolinguistic” for work that involves variation and style in the media or a similar close analysis of language. The “nonlinguistic” research involves work in political science, media studies, or communication studies paradigms and, to some degree, in cultural studies. Sociolinguistic insights, either to characterize some dimension of media language, such as variation and style, or to inform related discourse level work, such as genre and register. Nonlinguistic domains are referred to by media discourse researchers perhaps more than in any other topical area of discourse analysis.

 Briefly explain goffman’s frame analysis of radio talk?

Goffman’s frame analysis of radio talk (1981) was one of the first to articulate and apply the insight that the relationships among the different interlocutors determine the nature of the speech event and the talk that is appropriate to it. Similarly, in Bell’s view (1991), which builds on Goffman’s categories of participant roles, the media audience takes on multiple roles: that of speaker, addressee, auditor, overhearer, and eavesdropper. As mediasavvy participants in the larger culture, we recognize audience roles and embedded points of view and are conscious when an interviewee – or an interviewer – departs from a prescribed position.  How advertising messages used as a mean of communication? Advertising is a means of communication with the users of a product or service. Advertisements are messages paid for by those who send them and are intended to inform or influence people who receive. Ads are wonderful examples of the diverse roles discourse can fulfill in society. To consider them as discourse types can prove very enlightening about the ways people communicate and relate to each other within the different spheres where they perform their daily activities. This exemplary character is basically connected with the very nature of ads: advertising is one of the liveliest and most representative forms of discourse when it comes to displaying its own inner functioning, since it not only enhances its status as a linguistic form of communication but also foregrounds the need for context when it comes to the full understanding of the overall message which is the cornerstone of discourse analysis as a method of discursive interpretation  What is the concept of “whole picture” in the multimedia advertising campaigns? In the specific case of multimedia advertising campaigns, the ‘whole picture’ should doubtlessly be the main focus of analysis. This is where the message effectively lies, since ‘each medium presents its own obvious advantages for advertisers, but also some disadvantages. Multimedia campaigns offer one way of compensating for the weaknesses of one channel by using the strong points of others’ (Freitas, 2004). In that manner, the intended ‘advertising pressure’ can be exerted upon the viewers (Brochand et al., 1999), guaranteeing that, in one way or another, they will be exposed to at least a part of the divulgation effort.  Discourse analysis of telecom Ads?

Discourse Analysis of Telecom Ads: It can be seen that the ad has used different font sizes and colors to grab the attention of the audience. It is also noticed that the information regarding the conditions that apply in availing the promoted product or services are given at the bottom of the layout in fine prints. People hardly read that part because it is written in very small fonts. People tend to ignore the information not deliberately but unconsciously, which are written in small font as it does not attract people as much as the big colored fonts. It is tactics followed by the ad makers to make the audience not to notice all the written information.

Chapter 9

 What is discursive psychology? Describe its principle?

Discursive psychology is an approach that addresses psychological matters in terms of how they figure in discourse in conversations over family mealtimes, in therapy sessions, in witness statements. It begins with psychology, as it confronts people as they live their lives. Discourse is:  Oriented to action  Situated sequentially, institutionally and rhetorically  Constructed and constructive

 Describe the major ways in which the discourse action is situated?

A central recognition of DP is that actions are situated. The most profound way that action is situated is in terms of the here and now of conversational sequence. Talk is occasioned. This point is at the heart of discursive psychological research practice. When we move from language as an abstract system that has a static and abstract relation to the world and to mental organizations to an action-focused approach, we are immediately considering the way events unfold in real time. A second major way in which an action is situated is institutionally. DP does not adopt a position of contextual determinism; it does not treat all interaction in a doctor’s surgery, say, as intrinsically medical. Nor does it treat institutional talk as organized into coherent, conceptually organized discourses, such that medical settings will implicate a medical discourse or register. A third major way in which an action is situated is rhetorically. This came out of the early engagement with Billig’s (1996) rhetorical psychology. It highlights the way that descriptions are often organized to counter actual or potential alternatives and organized in ways that manage actual or possible attempts to undermine them  Heritage suggest three ways for participants to turn towards interaction . explain