Black, White, Yellow, and Brown are technically just colors. With respect to the subject of race, however, they assume personified and even anthropomorphic qualities. Each color represents a whole people or group of people with its own geographical origins, supposed behaviors, and generalized world outlook. In the two commercials the two races that are objectified are white and black. The victims in need of help from the viewer are blacks, probably living in Africa. The first commercial involving the white New Zealand woman is especially laden with racial motifs. She, as an individual from a Westernized country, is making an appeal to the audience for money. She says, “…food prices are hard enough for us here in New Zealand.” This is not just to highlight the fact that prices are high in New Zealand in addition to being high in Africa. It is more to establish a rapport with the audience. She is a white, educated woman seeking to help poor, black people in a distant land. Her use of “us” is a euphemism for “we, white-affluent people.” Thus her discoursive techniques seek to underscore her and the audience’s racial-ethnic commonality, as well as pointing out that she does not want to imply that she is ignorant of the rise in food prices in New Zealand. This all seeks to establish a sense of trust. “I am white, like you.” Once this framework is established she goes on to talk about helping “these” people. “They” are all black and all poor and all in need of “your help.” The mentality then, within the context of race, is an “us-them” one. The second commercial uses similar devices and appeals. Only in this one, the narrator is never shown. The viewer knows the narrator only by her voice. But because this commercial employs similar motifs as the first one, the effect is quite similar. There is the depiction of poverty-stricken black people
Modern television commercials stem from over one hundred years of advancements, study, and fine-tuning in the field of advertising and its body of knowledge. These techniques typically include, but are not limited to, a series of appeals to the viewer’s base emotions, primal…
There are so many researchers who have contributed to the study of critical discourse analysis. This approach has found disciplines that include humanity, social sciences, linguistics, power and language, and more. The discourse can be studied in three contexts, which are language texts, discourse practice and discursive events. The analysis of the above mentioned factors will lead to a better understanding of critical discourse analysis.
I chose this self-help article as it is an excellent piece for showing the importance of the Critical Discourse Analysis method when it comes to deal with power relationships as well as with language in the context of improving one's behavior according to the parameters of mass media.
There was a recent lifting up after the 9/11 attacks, even though, viewed from the periphery, events were totally unconnected to one another.
There are many widespread Marxist schools of thought today, and some of them look distinctly different from the initial theories of Karl Marx.
Over the past four decades, the media has come under considerable scrutiny, in particular, about its effects on society. The triple features of mass appeal, mass audience and mass production have given birth to mass suspicion of the ideological impact of institutions such as television, print media (the press) and radio, and more recently, the internet in all its forms.
Although the word “ideology” has come to carry negative connotations, the propagated ideas need not necessarily detrimental to the well-being of the audience. A very good example of this positive use of
The paper shall follow Faircloughs assumptions in depth, to define the discourse analysis. Additionally, the paper shall examine how the Medias language about the Chinese immigrants may have contributed to a
It is not just one approach, but a series of interdisciplinary approaches that can be used to explore a number of different social domains in many different types of studies. Discourse is defined as a particular way of talking about and
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