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Description
The vast research in advertising discourse has extensively explored commercials on traditional media such as TV and printed magazines. However, less is known about the advertising discourse on social media platforms, especially across these platforms internationally. The social contemporary phenomenon of advertising via social media platforms is increasing rapidly because of their popularity among millions of users in Saudi Arabia. This dissertation represents a first attempt to cover the existing gap in previous research in terms of media platforms and international scope. It examines advertising discourse by three Saudi female social media influencers on Snapchat. The study uses mixed methods in data collection and analysis. The data include a survey identifying three outstanding media influencers in terms of their popularity and self-presentation as well as a total of 33 advertisements. The analytical framework employs Critical Discourse Analysis following Fairclough’s three-dimensional framework. It also draws upon multimodality analysis and identity construction analysis. Findings reveal noteworthy similarities and differences among the influencers’ advertisements including linguistic features, visual aspects, and identity representation. The influencers all construct a powerful relationship with their audiences which is reflected in their informal spoken and written texts through the frequent use of Arabic pronouns (e.g., we, you, and yours) and address terms like “girls”. The results further show that the influencers display power through using different discursive strategies to persuade the audience of the value of advertised products. This dissertation’s new insights contribute in important ways to the field of advertising discourse. The researcher claims that these new findings demonstrate the value of research associated with advertising through different social media platforms in their global context. Thus, future studies should examine commercials on online media by individuals regardless of their nationality with access to the media and the skills needed to create a product line and an audience moved by their promotion styles.
ContributorsBanjar, Halah (Author) / Adams, Karen L. (Thesis advisor) / James, Mark A. (Committee member) / Ali, Souad T. (Committee member) / Arizona State University (Publisher)
Created2023
Description
This dissertation investigates a subtle yet complex contemporary issue of colorism in India that traces its ideological roots back in the British colonial period or even prior to that. It focuses on the issue of skin-color discrimination in urban Indian men, which is significantly under-researched. This project aims at investigating the issue of skin-color discrimination through analyzing a small corpus of thirteen YouTube commercials dating from 2005 to 2017 for men’s skin-lightening products of a popular skin-care brand called “Fair and Handsome” from a multimodal critical discourse analytic perspective. This study further aims to understand how the discourse of colorism is operating in these Indian commercials for men’s skin-lightening products, what kinds of semiotic and socio-cultural (discourse) elements are naturalizing the notion of “fairness,” and finally, how the construction of male gender is facilitated. Although the project’s main theoretical arc is critical discourse analysis (CDA), the methodological needs necessarily require drawing upon theoretical tools from advertisement analysis, multimodal analysis, gender studies, social psychology, history, cultural anthropology, race theory, and other related fields of study. After successfully facilitating an exhaustive analytical undertaking, this dissertation contributes to the understanding of colorism as more than intra-group racism in India and situates this perpetuating issue as a contemporary research target in the socio-cultural contexts of globalization and urbanization.
ContributorsMukherjee, Sayantan (Author) / Adams, Karen L. (Thesis advisor) / Gelderen, Elly van (Committee member) / James, Mark A. (Committee member) / Arizona State University (Publisher)
Created2019
Description
This study explores the topic of Discourse Markers from an Interdisciplinary perspective. Applying the frameworks of Speech Act Theory, Syntax, Conversation Analysis, and Discourse Analysis, to empirical data, it answers the following important questions. What specific types of Speech Actions are performed in everyday Utterances? What Syntactic Mood & Clause Type is used to perform the various Speech Actions? What Discourse Markers occur in the Left-Periphery of the Clause? What Meaning-Functions do Discourse Markers perform? What interactions do Discourse Markers have with the various types of Speech Actions and with the Clause Type with which they are expressed? The results of this study contributed valuable insights to each of the aforementioned fields individually, as well as to the study of human language in general. Among these contributions are the following: Searle’s Taxonomy of Speech Acts was refined by dividing Representatives into Informing and Opinionating and Directives were divided into Commanding and Inquiring. The frequencies of the various Speech Acts relative to each other was identified. Furthermore, 79 distinct and specific Speech Actions were identified. The Speech Act type as well as the Clause Types with which they are expressed were identified. Among the many insights with respect to the interactions between the Speech Action Types and the Clause types with which they are expressed were each of the major Clause Types perform many different Speech Actions that are in addition to those normally attributed to them. Many of the particular Speech Acts are performed via various of the different Clause Types. The Indicative Clause type has the ability to perform most, if not all of the Speech Actions performed by all of the other Clause types. The 200 most frequently-occurring Left-Periphery Elements were identified and observations regarding their Word Class and the Meaning-Functions they perform were identified. The Meaning-Functions of the 10 most frequently-occurring Discourse Markers were identified and defined. The interactions between these Discourse Markers and the Speech Actions to which they attach as well as the Clause Types with which they are expressed were identified, thus documenting empirically that Discourse Markers are intricately connected to the Clause.
ContributorsLopez Villegas, Cristian (Author) / Gelderen, Elly van (Thesis advisor) / James, Mark A. (Committee member) / Cerron-Palomino, Alvaro (Committee member) / Arizona State University (Publisher)
Created2020
Description
Academic recommendation letters are an essential component of institutional gatekeeping practices, yet few scholars have explored their use in the context of nationally competitive scholarships and fellowships. Using a mixed-methods framework, this study uses Hyland’s (2005a) taxonomy to analyze the frequency, form, and function of hedges and boosters across fifty-one recommendation letters submitted for a nationally competitive undergraduate STEM scholarship. Of the eighty-nine terms that occurred in the letters, there were thirty-seven boosting terms and fifty-one hedging terms (41% boosters and 59% hedges). Despite the higher rate of hedges, the majority of these terms were not used to express doubt. Results show that letter writers for prestigious programs use a combination of hedges and boosters alongside their status and expertise within the academy to sponsor promising undergraduate researchers. This study expands our understanding of recommendation letters outside of graduate-level selection processes and answers Hyland’s (2005b) call for more mixed method approaches and use of discourse analysis across academic genres.
ContributorsSalgado, Catherine (Author) / Prior, Matthew (Thesis advisor) / Van Gelderen, Elly (Committee member) / James, Mark A. (Committee member) / Arizona State University (Publisher)
Created2021