copy of discourse impacts of the global media

8/2/2019 Copy of Discourse Impacts of the Global Media

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Exploring some aspects of MediaDiscourse

Younes Shokrkhah

Assistant Professor of Mass Communication

Faculty of World Studies

Tehran University

Friday, May 04, 2012


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Slides ahead:

The System Model of Communication

Discourse

Levels of Language

Critical Discourse Analysis (CDA) Hegemony

Ideology

Agenda setting

Denotation and Connotation

Conclusion



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The System Model of Communication

SENDER >>

[Discourse: Not an easy term to get to grips with, because it isused differently in different areas]

[no difference between local or Global ones]

MESSAGE >>

[Intertextuality, Genre, Narrative, Myth, the Subject, Discourse]

RECEIVER >>

[Passive, Active, Situated, Cultivated]



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Discourse:

In linguistics:

an utterance larger than a single sentence

In interpersonal communication:

refers to the analysis of the verbal and non-verbalaspects of an interaction; as well as the context inwhich the interaction takes place.

Discourse analysis often forms a part of ethnographic

studies.



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Levels of Language:

Three Levels of Grammar :

Phonology: Rules of how a language sounds, andhow and when certain sounds can be combined.

Syntax: rules concerning word order

Semantics : combining separate word meaningsinto a sensible, meaningful whole

[These three levels are the primary focus of linguists.]

CDA passes these three levels:

culture, power .[ context,discourse]



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Critical Discourse Analysis (CDA):

Is an interdisciplinary approach to the study ofdiscourse, which views language as a form of socialpractice.

In cultural studies: most usefully developed by the

French post-structuralist philosopher MichelFoucault.

While DA is concerned with the meanings of language and othercodes, his focus is primarily on the power relationshipsembodied in those codes. [CDA]

-Codes and their meanings do not stand somehow outside societyand history; rather they are always subject to the historical andsocial context of the time and prevailing power relationshipsand conflicts. ['discursive practice']



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Critical Discourse Analysis (CDA): Continued

- discourses frequently become institutionalized,particularly by the media industries, in so far as they

are structured by a socially produced set ofconventions that are tacitly accepted by both industryand consumers.

-In this sense we can talk about the discourses of, say,radio and television news, the discourses ofmedicine, science, academia and so on.



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Critical Discourse Analysis (CDA): Continued

3 different expressions of stance:Epistemic stance:

i.e. expression of doubt and uncertainty,

Attitudinal stance:

i.e. the expression of the speakers beliefs,Style stance:

the way in which the information is encoded and organized

How can we detect evaluation?

Lexis. Choice of adjectives, verbs, nouns

Grammar. Use of intensifiers (e.g. very,greatly)

Text. Positioning in a text e.g. at the endor beginning?

Important role of pronouns: they, you, we andFriday, May 04, 2012


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Ideology:

- it may be used in a neutral sense to refer to a set ofpolitical ideas and discourses which are related insome way to the interests of a social group.

- it may be used in a negative sense, according to

which ideology is always necessarily a distortion. The idea derives from Karl Marx's (generally 'negative')

[any system of thought which upholds the position ofthe dominant class]

- 'In every historical epoch the dominant ideas arethose of the ruling classes.

(Marx K & Engels F (1970) The German Ideology Lawrence andWishart (written 1845-6



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Ideology: Continued

In Communication studies:

refers to a dominant ideology.

[Cultural effects - Marxist approach]

[ The Frankfurt School][ versus the American 'empiricist' tradition]

Agenda setting is the continuation of this approach



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Agenda setting:

best described by Bernard Cohen (1963):the press may not be successful much of the time in telling people what to

think, but it is stunningly successful in telling its readers what to thinkabout

The agenda shows the order in which items are to bediscussed and anything not on the agenda is notdiscussed.

- the media are said to set the framework for debate on

current issues.[ Marxist approach]- Hypodermic Needle Theory (Magic Bullet Theory).



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Agenda setting: continued

There are two basic assumptions about agenda-setting:

1. The press and the media do not reflect reality; they

filter and shape it [GUMG]

2. Media concentration on a few issues and subjectsleads the public to perceive those issues as moreimportant than other issues



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Denotation and Connotation:

The sign we choose to use gains much of its meaning,not so much from what it is, but what it isn't.

Its meaning is determined by the rejection of all the othersigns we have chosen not to use.

Main point: Syntagmatic - paradigmatic

what you wear = syntagm [language] the contents of the wardrobe = paradigm [discourse]



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Conclusion: Your position?

Powerful Effects of Mass Media?[Theories of Media Influence/we discussed some of them right now]

Limited Effects of Mass Media?

[Death of the Author/French literary critic Roland Barthes]

[reception theories]

What do you think about this? Shaping and Being ShapedAnd finally in order to fully understand the issue at stake, please think to:

The information superhighway, the infobahn or cyberspace Media

[Hypertext] not text! ;)

TNXFriday, May 04, 2012

copy of discourse impacts of the global media

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