Critical Discourse Analysis
0Europa Universit t Viadrina SoSe 2006 FelicitasMacgilchrist: Media Discourse Analysis Critical Discourse Analysis Analyzing the Beauty Advertisement Discourse : Dove s Campaign for Real Beauty Yella Hoepfner, Matrikelnr. 9862 e-mail: 1Table of Contents I. Introduction 2 II. Theoretical Basics 3 1. What is Discourse and Critical Discourse Analysis ? 3 The Aim of CDA 4 What is Context 4 2. Methodology for CDA the Three-Dimensional Model of Discourse 5 3. Power and Discourse 6 Access to Discourse and Social Struggle 6 Mechanisms to achieve a Coherent Society` 8 4. Ideology and Discourse 9 Ideology in the Media 10 The Functional Model a Scheme for classifying language structures 10 5. Criticism of CDA s Paradigm 11 III. Analysis 12 1. First Dimension: Description Text Analysis 12 The multi-modal Text of the Dove Advertisement Video Clip 13 Text Analysis 14 2.
5 “The aim of Critical Discourse Analysis is to unmas k ideologically permeated and often obscured structures of power, political control, and dominance, as well as strategies of
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