27/02/2019
1
Group work
At the end of the course (end of April or May) we
will organize a conference and in groups you will
present your own analysis of an advert of your
choice.
You need to create groups of 4 people (not more,
not less). I must receive the names of group
members by Tuesday 5th March. By Tuesday, all
the attending students must also be enrolled
online (both on the course page and on the e-
learning).
Choose your advert before the end of March.
First come first served.
+
HOW MEANING IS
CREATED
+Power and resistance
We started from Advertising Strategies
To understand how they work
To understand theso ciety that creates them
To learn to defend yourself from manipulation
Introduction:
How powerful groups can influence the way
language is used
How‘ordinar y people’ can and do contest
discursive power through a variety of language
strategies
+Aim
Being able to identify the ways in which power is
disseminated through language
Print or broadcast media
Legal discourse
Advertising discourse
Political rhetoric
Other forms of institutional rhetoric
REVEAL BURIED IDEOLOGY
Language and grammar can be used as
ideological instruments
+Example (Kress, 1989)
The large size of the farms is
needed because of the land's
poor carrying capacities.
(school geography book about Africa)
Who needs what?
Focusing on what is bad
Economic exploitation never mentioned
CAN BE REVEALED
BY LOOKING
FOR ABSENCES
+IDEOLOGY
LANGUAGE IS INFLUENCED BY IDEOLOGY
ALL TEXTS, spoken or written,
are SHAPED and DETERMINED
by a web of POLITICAL BELIEFS
and SOCIO-CULTURAL PRACTICES.
NEVER
NEUTRAL NEVER
DISINTERESTED
CLOSE LINGUISTIC ANALYSIS CAN HELP
US UNDERSTAND HOW IDEOLOGY IS
EMBEDDED IN LANGUAGE
