Matching Items (4)
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- All Subjects: Advertisements
- All Subjects: Language
- Creators: James, Mark A.
- Resource Type: Text
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
The purposes of this dissertation are two-fold. First, it aims to re-examine the new generation of Chinese students in the United States (U.S.) in light of the changing international and educational contexts. Second, the dissertation seeks to understand the new generation of Chinese students’ experience in First-year Composition (FYC) classes in a public U.S. university. A model of dynamic sociocultural approach is developed and applied to explore this new generation of Chinese students. Compared to previous generations of overseas students, the new generation is substantially different in their backgrounds and shares their own unique characteristics. Taking a sociocultural approach, this dissertation undertakes a systematic examination to delineate Chinese overseas students’ demographic trends over time, the backgrounds and characteristics of the new generation, the motivations for them studying in the United States, and the pathways these students take to come to the U.S. universities. Furthermore, this dissertation explores the experiences of 23 Chinese undergraduate student participants in FYC classes at a U.S. university. In the past decade, with a soaring number of Chinese undergraduate students, there is a dramatic rise in the number of Chinese students in FYC classes. Compared with their previous English education and learning experience in China, what these Chinese undergraduates are experiencing and how them adapting to in their FYC classes will shed light to better understanding of this new generation, as well as how their previous educational experience in China overlap, facilitate, or collide with their current studying in the United States. This dissertation enriches the literature on understanding the new generation of Chinese students, their background, and their adjustments to foreign countries and new educational environments. Using the dynamic sociocultural approach, the study provides teachers and administrators an approach for viewing Chinese and other second language (L2) students in a more holistic way. To a greater extent, the study has implications on how to meet the challenges of diversity in our universities and how to help students with different home cultural backgrounds to succeed in class. The results can also be used to improve the services and programs in the U.S. higher education institutions.
ContributorsLiu, Jianing (Author) / Matsuda, Paul Kei (Thesis advisor) / Matsuda, Aya (Committee member) / James, Mark A. (Committee member) / Arizona State University (Publisher)
Created2020
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