12.46
BRANCH OF DISCOURSE ANALYSIS
1. Media discourse refers to interactions
that take place through a broadcast plat form,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(s) of the discourse, though increasingly this is
changing with the advent of new media
technology, as we shall explore. Crucially,
the written or spoken discourse itself is oriented to there a dership or
listening/viewing audience, respectively. In other words, media discourse is a
public, manufactured, on-record, form of interaction. It is not ad hoc or
spontaneous (in the same way as casual speaking or writing is); it is neither
private nor off the record. Obvious as these basic characteristics may sound,nthey are crucial
to the investigation, description and understanding of media discourse.
2.
Critical Discourse Analysis (CDA) is a
branch of linguistics that seeks to understand how and why certain texts affect
readers and hearers. Through the analysis of grammar, it aims to uncover the
'hidden ideologies' that can influence a reader or hearer's view of the world.
Analysts have looked at a wide variety of spoken and written texts – political
manifestos, advertising, rules and regulations – in an attempt to demonstrate
how text producers use language (wittingly or not) in a way that could be
ideologically significant.
3.
Discourse in social In the late 1960-s significant shifts
occurred in the conceptualisation of how meanings are constructed through the social
use of language. The models developed as the result of this shift have the
notion of discourse as their central category. Their common feature is the
definition of discourse as a form of social practice. The new angle on the view
of discourse challenged the structuralist concept of “language” as an abstract
system (Saussure’s langue) and emphasized the process of making and using
meanings within particular historical, social, and political conditions. At
this level, then, the term discourse is employed to explain the conditions of
language use within the social relations that structure them
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