- Many interactions are 'unequal encounters'
- Language choice is constrained by certain social power situations or power types
- Adverts are ideologies
- advertising builds a relationship between producer and receiver by constructing a 'product image' that in turn, helps to position the receiver as a potential 'consumer' *synthetic personalisation - building relations between producer & receiver through personalisation
'Critical discourse analysis (CDA) is a type of discourse analytical research that primarily studies the way social power abuse, dominance, and inequality are enacted, reproduced, and resisted by text and talk in the social and political context.'
Main tenets of CDA:
1. CDA addresses social problems
2. Power relations are discursive
3. Discourse constitutes society and culture
4. Discourse does ideological work
5. Discourse is historical
6. The link between text and society is mediated
7. Discourse analysis is interpretative and explanatory
8. Discourse is a form of social action.
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