GLOSSARY
Types of discourse:
a. Media discourse;
b. Persuasive discourse.
Critical approaches:
a. Critical discourse analysis CDA / Critical discourse studies CDS (the current term);
b. Multimodality and multimodal discourse analysis MDA.
Discourse: CDS views discourse (language use in speech and writing) as a form of SOCIAL PRACTICE
(context is very important).
It implies a dialectical relationship between a particular discursive event and the situation,
institution and social structure which frame it.
The discursive event is shaped by the situation / institution / social structure but also it shapes
them.
Discourse practices can have ideological effects, producing, reproducing, or enforcing unequal
power relations, for example with regard to social class, gender, race, and minorities.
Rhetorical devices to describe the persuasive discourse:
a. Pathos (emotional appeal for an audience);
b. Ethos (moral character of the speaker);
c. Logos (logical organisation of argument, purpose, structure, substance, evidence).
Framework for CDA: Fairclough’s Dimensions of Discourse and Discourse Analysis.
Multimodality: it’s not a theory or a method, but a phenomenon of contemporary communication,
and we know that changes in communication are constant all the time, particularly in the last
decades there have been fast changes. Multimodality is not quite the same as multimedia, you
don’t have to be multimediatic to be multimodal. Multimodality analyses what happens when
different modes come together to make meaning. People working in all these disciplines can
conduct a multimodal approach frame analysis.
