The representation of the image of women in the media and discourse through TV advert of donation campaigns'

Table of Contens

Methodology3

Literature review5

Results and discussion9

References16

The representation of the image of women in the media and discourse through TV advert of donation campaigns'

Methodology

Discourse analysis is a group of analytical methodologies that study texts of all kinds in relation to their context, along a range of dimensions at both the microlevel and the macrolevel, with the broad goal of articulating universally applicable theories of how texts construct meaning.43, 44, 45 and 46 “Meaning” here extends from narrow verbal denotation to pragmatics,47 which deals with meaning in use, connotation, and what the words imply about the participants and the entire situation.

Four prime dimensions of context dominate current discourse analysis. (1) The overall architecture of the text: how its various parts connect; how they cohere yet contrast; how information is backgrounded and foregrounded, and otherwise modulated, for instance, in the presentation of factuality. Thus, advertisements, whether narrative or not, are an intriguing blend of fact and fiction, and it is interesting to see what use is made of voice-over, a channel typically used in documentaries to offer factual interpretation.

The communicative circumstances, notably

what the message does and seeks to accomplish,

the speaker and addressee and their relationship,

the institutional framework,

the genre,

the channel of communication.

Two influential models are Hymes' theory of communication48 and the ethnography of speech49, 50 and 51; the latter identifies sequences of communicative “frames” or “activities” and seeks internal or external clues for how speakers construct speech events. Microanalysis of a text, be it a conversation, a monologue, or the results section of a scientific paper, is capable of highlighting aspects of the message or situation that one might otherwise take for granted or simply be unaware of, such as the changing identities or participatory footing that a speaker is seeking to project52 and 53 as the text unfolds, and the patterns of knowledge (“schemas”) assumed of the addressee.54 This microanalysis can be extended to the hearer's verbal response.

In seeking to identify a hearer's “structure of expectations” (the dynamic framework within which the reception operates), Tannen55 analyzed such discourse features as omissions, repetitions, inexactitude, false starts, hedges, negation, but's, modals, evaluative language, and moral judgments. Advertising is particularly given to “open” textual analysis, 56 and 57 allowing a polyphonic meaning, with readers “resisting” and “contesting” meaning between themselves and with the author. This focus on text and context maintains an independence from cognitive models of attitudes, beliefs, and the like.

The connections between the verbal text, the “paratext” (fonts and size, loudness, and so on), and other supporting “multimodal” symbols that make up the message (notably, images, sound effects, and body language).58 and 59 Advertising research has drawn on literary, semiotic, and rhetorical studies in the study of images and their relation to text.

The ideologies and other social systems underlying the message and subtly or overtly affecting the language used. In cultural studies and critical discourse analysis, the term “discourse” is sometimes conceived as 3 ...