A Critical Discourse Analysis of a Visual Image in Norman Fairclough’s CDA Model

Abstract

Eleştirel Söylem Analizi (Eleştirel Söylem Analizi) gelişimsel bir süreçten geçmiş ve bir sürecin sonucunu etkileyen dilin ayrılmaz bileşenleri olan söylemlere bir çerçeve sağlayarak medya metinlerini ve konuşmalarını açıkça incelemek için bir yöntem olarak yararlanılmıştır. Bu bağlamda, bir sosyal uygulama biçimi olarak dil, CDA'nın önemli bir aracı gibi görünmektedir. Çalışmanın amacı, “Moms Demand Action” adlı silahlanma karşıtı bir hareketin ürettiği bir medya metnini görüntü biçiminde incelemektir. Sözcük düzeyinde, metin düzeyinde ve norm düzeyinde analiz olan Fairclough'un CDA modeline başvurularak, seçilen görüntü üzerinde ve aracılığıyla sunulan çelişkilere işaret edilmesi amaçlanmaktadır. Bu model, araştırmacının muhatabın bir metin aracılığıyla muhataba ne iletmek istediğini bulması gerektiğinde çok kullanışlıdır. Fairclough'un CDA modeli üç kategoriden oluşur ve bu kategorilere “boyutlar” denir. Bu nedenle, bu çalışma bir görüntüyü üç boyutta incelemektedir: kelime boyutunda, metin boyutunda ve norm boyutunda.

Keywords

• Critical Discourse Analysis
• discourse analysis
• Fairclough’s CDA model
• language
• media text
• Critical Discourse Analysis, discourse analysis, Fairclough’s CDA model, language, media text

A Critical Discourse Analysis of a Visual Image in Norman Fairclough’s CDA Model

Abstract

Critical Discourse Analysis (CDA) has passed through a developmental process, and it has been benefited as a method to study explicitly media texts and talks. CDA provided scholars with a framework to discourses, the characteristics of which are inseparable components of language that influence the outcome of a conversation. In this regard, language, as a form of social practice, appears to be a significant tool of CDA. The purpose of the study is to examine a media text in an image form produced by an anti-gun ownership movement named “Moms Demand Action”. The study aimed to point out the contradictions presented on and through the selected image by referring to Fairclough’s CDA model, which is the analysis at word level, text level and norm level. This model is very useful when a researcher needs to find out what the addresser wants to convey to the addressee through a text. CDA model of Fairclough consists of three categories, and those categories are called “dimensions”. Therefore, this study examined an image in three dimensions, and it concluded contradictions at three dimensions.

Keywords

• Critical Discourse Analysis
• discourse analysis
• Fairclough’s CDA model
• language
• media text
• Critical Discourse Analysis, discourse analysis, Fairclough’s CDA model, language, media text

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