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Discourse in social change
Ideology is the prime means of manufacturing
consent (Fairclough 2001)
Text is ideologically creative and it appears as:
• Individual
• Commonsensical
Texts should be thought in terms of:
• one’s position in society
• how society positions individuals over time
Foucault’s notion of technologies of themselves
• Academic discourse types are instrumentals in framing our identity and our subjectivity
Discourse and social struggle
• Physical struggle (revolution, war, demonstrations, protests, elections)
• Ideological struggle in language
• Ideological power (having power to legitimize and to naturalize)
Discourse types
• Ideologically particular or ideologically variable (one position or another)
• Determined by different economic and political realities (elite and dominant block)
• Naturalization and universality of discourses (sustaining power in social institutions)
Alternative discourses
• Conscious (against dominant discourse)
• Oppositional (resistance)
• Marginal to political and economic dominance
Presentation of experiential values through words
• Coded in vocabulary
• Significance of ideology in words (subversive, democratic forces, etc)
The Contra war in Nicaragua
• Depending on the discourse they are freedom fighters or murderers
Relations between words in discourse
• Ideologically contested
• Meaning depending on the discourse
• Depending on the relation of some words with others (communism and evil Empire versus communism and solidarity)
Contemporary capitalism is characterized by a degree of
colonization of peoples’ lives by systems such as the economy and
state institutions in which discourse is the most important
tool.
Two ways of colonization of people’s lives
• Consumerism(economy and commodity markets)
• Institutional control (bureaucracy, social order)
Social tendencies
• Imposed by the dominant block
• They change according to the change of these tendencies
• Discourse of consumerism: re-structuring of other discourse types
Strategic discourse versus communicative discourse
• Strategic discourse: discourse oriented to instrumental goals, to getting results (advertising)
• Communicative discourse: oriented to reaching understanding between participants
The dimensions of ideological work in advertising
• The relationship advertising discourse construct between the producer/advertiser and the consumer
• The way advertising discourse builds an imagine for the product (predicated on the ideology (freedom, richness, efficiency, etc)
• The way it constructs subject positions for consumers
Cultural capitalism
The process of industrialization and urbanization that has destroyed traditional cultural ties: Traditional ties (extended families, religion or ethnic community) are replaced (ties of class)
How does advertising construct consumption communities?
It does it indirectly
• Through ideology
• Superficial view of the relationship between truth and fiction
• Commons sense assumptions
How does advertisement work ideologically?
Works ideologically through
• Building relations• Building images• Building the consumer
Give an example of a common sense assumption in a power relationship. How can this common sense assumption
contribute to sustaining unequal power relations?