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- All Subjects: Advertisements
- All Subjects: Critical Discourse Analysis (CDA)
- Creators: Adams, Karen L.
- Resource Type: Text
Description
While Huntington’s (1996) theory of “The Clash of Civilizations” illuminated the concept of the gap between the Western and non-Western cultures, the framework of an opposite approach, which intensively emphasizes and strives for mutual understanding, cooperation and solidarity towards peace, has created a new and vital discursive perspective and practice through the establishment of The United Nations Alliance of Civilizations (UNAOC). As the domain of UNAOC has not received linguistic attention yet, the goal of the current dissertation is to investigate and reveal the notions and messages conveyed in the related context of Turkey’s accession to the EU by the Turkish Prime Minister (2003-2014) and the co- founder of the Alliance of Civilizations, Recep Tayyip Erdogan. It seeks answers to the following questions: How does Mr. Erdogan conceptualize Turkey, which has geopolitically bridged the Western and non-Western cultures throughout the centuries, and which borders the boiling pot of the Middle East? How does the Prime Minister construct identities in the context of the Western and non-Western countries especially in his discussion of Turkey’s accession to the EU? How does the Prime Minister further reconceptualize the urgent need for global peace and stability in the world, contributing to the UNAOC directly and indirectly? This dissertation employs a cognitive framework approach which entails speech act theory and analogical reasoning, in addition to Reisigl and Wodak’s (2001) Discourse-Historical Approach (DHA) to analyze Prime Minister Erdogan’s speeches in the international context. In conclusion, the discourse of UNAOC gives rise to new discursive practices for global peace, “countering the forces that fuel polarization and extremism” (http://www.unaoc.org/about/). The discursive construction of global phenomena, events and actions as defined in Erdogan’s speeches are reconceptualized on the basis of non-Western but secular pro-Western intertextuality and perspectivization.
ContributorsTumay, Jale (Author) / Adams, Karen L. (Thesis advisor) / Gelderen, Elly van (Committee member) / Prior, Matthew (Committee member) / Arizona State University (Publisher)
Created2016
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