ENG523 Final Term Treasure

ENG523

ABSTRACT

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Maha Malik · Lecture-08 Political Discourse and the Role · of Multimedia in Discourse Analysis · POLITICAL DISCOURSE · Representation: Metaphor

An interesting view has recently arisen in cognitive science concerning the nature of mental representation. This view is exemplified by the following passages:

Most people think they can get along perfectly well without metaphor. We have found, on the contrary, that metaphor is persistent in everyday life, not just in language but in thought and action. Our ordinary conceptual system, in terms of which we both think and act, is fundamentally metaphorical in nature. The basic-level metaphors allow us to comprehend and draw inferences about these [emotion] concepts, using our knowledge of familiar, well-structured domains. In short, the locus of metaphor is not in language at all, but in the way we conceptualize one mental domain in terms of another. Human cognition is fundamentally shaped by various poetic or figurative processes.

One disadvantage in discussing metaphoric representation is that it is necessary to discuss verbal metaphor. And as is well known, metaphor is one of the most difficult and intransigent problems in language. 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.

DISCOURSE AND MEDIA

Approaches to 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.

The three main approaches to the study of media discourse can be characterized as

Discourse analytic Sociolinguistic Nonlinguistic

Discourse analytic approach is the primary focus of scholars in the study of media discourse. Discourse analytic approaches that underlie a great deal of the research on media can be characterized as hybrids of existing frameworks of pragmatics, conversation analysis, variation, narrative analysis and interactional sociolinguistics optionally interlaced with sociological content analysis. For example, the approach can be “critical” in the sense of looking at social impact or inequality or concern political economy in the sense of the social value of language without necessarily bring into line with a major tradition, such as discourse analysis or media studies. “Discourse analytic” paradigm, which addresses discourse-level matters related to larger stretches of talk and text beyond the word or sentence level, including questions of participant, topic, function, and discourse structure, as well as a range of topics that includes news interviews, quotation and reported speech, register issues, politeness, positioning and framing.

The term “sociolinguistic” for work that involves variation and style in the media or a similar close analysis of language. 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. The “nonlinguistic” research involves work in political science, media studies, or communication studies paradigms and, to some degree, in cultural studies. Nonlinguistic domains are referred to by media discourse researchers perhaps more than in any other topical area of

ADVERTISING AND DISCOURSE ANALYSIS

Advertising Messages as Samples of Social Interaction and Activities

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 (Cook, 1992).

A possible way of undertaking the analyses of such a campaign is by bearing in mind a number of building tasks and discourse analysis questions that are at pale when we assess any sample of ‘language in use’: they have to do with

(1) the significance that a piece of language can lend to certain situations and the way this happens; (2) what situations this piece of language is creating in such a way that they are recognized by the others. Another important issue is related to the establishment of (3) specific identities and (4) relationships by means of this language sample (Gee, 2005). A given piece of language will also indicate some sort of (5) assessment on social values, will (6) establish connections with other utterances, making them relevant to the present one, as well as (7) attribute prevalence to a given sign system over others (Gee, 2005).