RHETORIC OF POWER; POWER OF RHETORIC

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✎: RHETORIC OF POWER; POWER OF RHETORIC

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Keywords: RHETORIC OF POWER; POWER OF RHETORIC

 

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ABSTRACT

Critical Discourse Analysis (CDA) is a theory of language study that deals with how language relates to the social structure in term of power and dominance. It also investigates how ideological messages are passed on to the people through texts. This work has focused on the analysis of four selected media jingles (Couch Couples, Gender Equity Campaign, Peer Pressure and Stigma) using CDA with the aim of discovering how the media jingles influence HIV awareness and eradication. The work has adopted Fairclough’s (1995) method of CDA. It has been discovered that the jingles are very influential in the HIV eradication campaigns. The textual analysis has shown how the linguistic elements have helped to entrench the ideological message of HIV eradication .The analysis further reveals that media jingles use short drama pieces as effective means of spreading the message. CDA, therefore could be seen as a rich research tool for investigating text in relations to social structure.

 

Keywords: RHETORIC OF POWER; POWER OF RHETORIC

 


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Keywords: RHETORIC OF POWER; POWER OF RHETORIC

 


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