Adopting a Critical Discourse Analytical Approach to the Mediation of Sociolinguistic Reality in Mass Culture: The Case of Youth Language in Advertising

The way sociolinguistic phenomena such as linguistic variation are mediated through mass cultural texts has not been a privileged area of research in early variationist sociolinguistics. On the other hand, despite being a social theory of language, critical discourse analysis has not much examined h...

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Bibliographic Details
Published inCritical studies in media communication Vol. 30; no. 4; pp. 327 - 346
Main Author Stamou, Anastasia G.
Format Journal Article
LanguageEnglish
Published Abingdon Routledge 01.10.2013
Taylor & Francis Ltd
Subjects
Advertising
Critical Theory
Culture
Dialects
Discourse
Discourse Analysis
Greece
hegemonic discourses of youth
Ideologies
Ideology
Language use
linguistic variation
Linguistics
Mediation
Popular Culture
Sociolinguistics
Television
TV commercials
variationist sociolinguistics
Youth
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Summary:The way sociolinguistic phenomena such as linguistic variation are mediated through mass cultural texts has not been a privileged area of research in early variationist sociolinguistics. On the other hand, despite being a social theory of language, critical discourse analysis has not much examined how particular linguistic variation phenomena (e.g., geographical or social dialects) are mediated, and the (language) ideologies knitted to this mediation. In the present study, I adopt a critical discourse analytical approach so that it serves as a complement to the existing stylistic-variationist tradition. In this way, I hope to address the ideological aspects implicated in the mediation of sociolinguistic reality in mass culture. To illustrate this approach, I draw upon empirical data from Greek TV commercials, which construct images of youth language.
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ISSN:1529-5036
1479-5809
DOI:10.1080/15295036.2012.755049