CI5472 Critical Discourse Analysis of Media

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CI5472 Critical Discourse Analysis of Media
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Worlds Discourses

• Discourses ways of knowing/thinking serves to
  limit/restrain ways of talking
• Foucault madness/hysteria
• Rules for talking/defining knowledge
• Subjects--represent discourse mad people
• Social practices for dealing with people

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Gee discourses

• Primary discourses acquired in childhood
• Secondary Discourses more specialized, specific
  discourses
• Academic, community, knowledge-based
• Discourses as identity tool-kits

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Subject matter discourses

• Moje Dillon discourses of science
• Kinds of identities demanded in different
  spaces/classes
• Carolyn positioned as observer
• Heather private struggling

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Racism as Racialized Social Systems

• Placement of people in social categories
• Attaching meaning to groups
• Creation of hierarchies
• Top group--economic, social, political power
• Conflict maintain vs. challenge hierarchy
• Application of racial ideology to explain and
  justify hierarchy
• Blacks as lacking motivation to work

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Racial Ideologies as Interpretive Repertoires

• Common frames
• Fear of the other Token inclusionism
• Racetalk
• Avoid being seen as racist/Archer Bunker
• Storylines used to justify hierarchy
• the past is part/my friend lost out on a job
• Categorizing whiteness as normalizing
• White lives isolated in schools/suburbs/peer
  group
• Whites as racial tourists-- others defined by
  what whiteness is not

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Senator David Hann, R-Eden Prairie

• If local residents cannot be persuaded to support
  increased funding for the schools their children
  attend, why should we expect citizens across the
  state to pay higher taxes to support them?
• Malone also cites the recent phenomenon of
  "outside consultants" helping citizen groups
  organize opposition to levies as evidence of
  polarizing politics harmful to the mission of
  education. Yet we think nothing of the aggressive
  political natures of employment unions and their
  allies, or of district administrations and their
  lobbyists, spending huge amounts throughout the
  year, not just at levy time.

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Color-Blind Racism

• Collective understandings/representations
• Use of racetalk to avoid racist label
• Everyone is equal, but.
• I am not prejudice, but
• Denial of structural nature of discrimination
• Criticism of government race-based programs
• Use of storylines
• I didnt own slaves
• The past is past

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Schools Mediated by a discourse of manageralism

• Distanced, technocratic stances which disallows
  the speaking of concern, of welfare, of
  collective experience (Fairclough, 2003)
• Teachers as needing to be accountable
• pay for performance test outcomes
• Emphasizes productivity, efficiency, and
  performance,
• Disallows teachers from expressing alternative
  voices or perspectives
• Statistical measures as objective representations
  of learning (NCLB)

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Cultural models

• Movies/video tapes that define what is
  normal/typical within discourses
• Reflects common sense assumptions
• Evident in perceptions of hierarchies and
  discussion of what one values
• Acquired through socialization and apprenticeship
  (Holland and Eisenstat, Educated for Romance)

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Culture model Role of government

• Strict Father model
• Government should not coddle people who need to
  acquire self-reliance
• Government needs to establish strict rules
  related to behavior
• Nurturing Parent model
• Government needs to assist people to help them
  succeed

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Syntax and power

• Agency who is doing the action?
• Nominalization actions into nouns
• increased student and teacher accountability
• scientifically-based, test-driven instructional
  approaches to reading
• Use of passive vs. active verbs
• Deflect attention from actors
• New skills-based methods have been implemented.

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Language use

• ideologically-encoded words
• terrorists
• liberal
• Word phrases
• Tax-and-spend
• Cut-and-run
• Islamic facists

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Pronouns

• Imperial we
• We are at war against international terrorism
• You in ads synthetic sisterhood
• Our our way of life is threatened

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References to authority/texts

• As a study conducted by X found
• As our reporters have discovered
• As endorsed by leading experts in the field
• As my generals have informed me

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CDA analysis of advertising

• Analysis of Sprite lowrider ad
• Neiman Marcus catalogue
• Walter Drake catalogue