Research output: Contribution to Journal/Magazine › Journal article › peer-review
Research output: Contribution to Journal/Magazine › Journal article › peer-review
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TY - JOUR
T1 - How to analyse collective identity in discourse
T2 - Textual and contextual parameters
AU - Koller, Veronika
PY - 2012
Y1 - 2012
N2 - This article presents an approach to analysing collective identity in discourse that distinguishes the linguistic and semiotic description of textual features from their socio-cognitive interpretation. Collective identities are theorised as conceptual structures comprising beliefs and knowledge, norms and values, attitudes and expectations as well as emotions, and as being reinforced and negotiated in discourse. A number of linguistic and semiotic features are suggested to ascertain what collective identities are constructed in texts and how. These include social actor representation, process types, evaluation, modality, metaphoric expressions and intertextuality. The findings from such an analysis are then linked to questions about genre and the participants and processes of discourse practice as well as to the social context and the ideologies by which it is dominated. The analytical procedure is exemplified with an excerpt from a retailer’s catalogue that is investigated for the discursive construction and socio-cognitive representation of gender and sexual identity.
AB - This article presents an approach to analysing collective identity in discourse that distinguishes the linguistic and semiotic description of textual features from their socio-cognitive interpretation. Collective identities are theorised as conceptual structures comprising beliefs and knowledge, norms and values, attitudes and expectations as well as emotions, and as being reinforced and negotiated in discourse. A number of linguistic and semiotic features are suggested to ascertain what collective identities are constructed in texts and how. These include social actor representation, process types, evaluation, modality, metaphoric expressions and intertextuality. The findings from such an analysis are then linked to questions about genre and the participants and processes of discourse practice as well as to the social context and the ideologies by which it is dominated. The analytical procedure is exemplified with an excerpt from a retailer’s catalogue that is investigated for the discursive construction and socio-cognitive representation of gender and sexual identity.
KW - advertising discourse
KW - collective identity
KW - gender
KW - sexual identity
KW - socio-cognitive approach
M3 - Journal article
VL - 5
SP - 19
EP - 38
JO - Critical Approaches to Discourse Analysis Across Disciplines
JF - Critical Approaches to Discourse Analysis Across Disciplines
IS - 2
ER -