A Review Of Fairclough's Critical Discourse Analysis Framework

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The theoretical framework used in this study was Fairclough’s critical discourse analysis framework CDA (2015). The three-dimensional framework examined the discursive relationship of text with society and culture. The first level tackled the textual level, then discourse practice (interpretation) social practice (explanation) levels are discussed. At the textual level, linguistic features such as vocabulary, syntax and grammatical features employed in advertisements were analyzed. Discourse practice analysis interpreted how power relations work, in order to attract consumers. This was done by analyzing how these influencers were using emotional words, intertextuality, code switching and celebrity names. Social practice analysis included the …show more content…

In this section, I attempted to answer the first part of this research question which investigated the textual, social and discursive techniques employed in Snapchat cosmetics advertisement to persuade women. The analysis was supported with Fairclough’s propositions of language, society and ideology. Finally, the discussion of the analysis contributed to answering the second questions of this research, which explores the contribution of textual, social and discursive techniques in affecting women idealized …show more content…

Look at the colors they are fantastic, don’t apply too much, and use beauty blender. Imperatives in such context are said in a very friendly tone which gave an impression of low in formality and high in intimacy. According to Fairclough, formality is a vocabulary feature that is linked to relational values, so informality of these advertisements context entails informality of the relation between the participants in Snapchat (2015, p.135). This indicated that the advertisers were trying to show friendship and equal status between them and the follower. But in reality, and by critical analysis, the advertisers were in a higher status due to the power and dominant they had which enabled them to persuade their followers to buy whatever they recommend. This power could be metaphorically described as a soft power, a term that politicians often use, that force people to do what the advertisers want but with the followers’

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