DISCOURSE ANALYSIS
Assoc. Prof. Bilge ŞENYÜZ
Hakan Kılınç
What is Discourse Analysis?
• Discourse analysis (söylem
analizi) is a qualitative research
method that draws on the
theoretical perspectives of
different disciplines such as
psychology, sociology,
linguistics, anthropology, literary
studies, philosophy, media and
communication studies.
Introduction to Discourse Analysis in Media Studies
• Definition: Discourse analysis is
the examination of language in
use, focusing on the structure
and function of language in
social contexts.
• Importance: Helps understand
how language constructs
meaning, shapes ideologies,
and influences perceptions in
media texts.
• Key Theorist: Teun A. van Dijk,
a prominent scholar in the field
of discourse analysis.
Most Important Representatives
Ruth Wodak – Teun Adrianus van Dijk Norman Fairclough
Teun A. van Dijk
Brief Bio:
Dutch linguist and discourse
analyst.
Known for his work on critical
discourse analysis (CDA).
Contribution to Media Studies:
Developed approaches to analyze
how language is used in media to
perpetuate power structures,
ideologies, and social inequalities.
Principles of Discourse Analysis
•Contextualization:
Language is situated within social, cultural, and historical
contexts.
•Power Relations:
Language use reflects power dynamics and hierarchies in
society.
•Social Cognition:
Language shapes and reflects our understanding of social
realities.
•Ideology:
Language is a tool for conveying and reinforcing
ideologies.
Analytical Framework of van Dijk
Macro Structures:
• Sociocultural, institutional, and historical contexts
influencing discourse.
Superstructures:
• Overall organization and framing of discourse.
Macro Strategies:
• Patterns of discourse used to achieve
communicative goals.
Micro Features:
• Linguistic details such as word choice, tone, and
syntax.
Examples of Discourse Analysis in Media
•News Reporting:
• Framing of news stories to emphasize certain perspectives or
ideologies.
• Example: Bias in reporting on immigration, portraying
immigrants as threats or victims.
•Political Discourse:
• Rhetorical strategies used by politicians to persuade or
manipulate public opinion.
• Example: Politicians using euphemisms to downplay
controversial policies.
•Advertising:
• Construction of consumer desires and identities through
language and imagery.
• Example: Gender stereotypes perpetuated in advertisements
for household products.
Example 1: News Story
Example 1: News Story
Text: A news article titled “Migrants Flood the Border:
Security Concerns Rise”
1. Context
Social Context: The article is published in a conservative
newspaper during a time of political debate on
immigration.
Cultural Context: Dominant narratives around national
security and “us vs. them” thinking.
Example 1: News Story
2. Textual Analysis
Using van Dijk’s model:
Macrostructure (Global Meaning/Themes):
• The headline and lead sentence frame migrants as a threatening mass.
• The overarching theme is national security rather than humanitarian
concerns.
Superstructure (Schematic Structure):
• Follows the inverted pyramid style typical of hard news, but prioritizes
voices from security officials and politicians over migrants themselves.
• Lacks balance: migrants are not quoted or humanized.
Example 1: News Story
2. Textual Analysis
Using van Dijk’s model:
Microstructure (Local Meaning):
Lexical Choices: “Flood” suggests danger and
uncontrollability. “Illegals” is dehumanizing.
Syntax: Passive constructions like “were caught crossing
the border” obscure who is responsible for actions and
decisions.
Presuppositions: Assumes border crossing is inherently
bad without exploring causes.
Example 1: News Story
3. Cognitive Structures
Readers are positioned to fear migrants by associating
them with chaos and threat.
The article activates existing mental models of fear and
insecurity among readers.
4. Social Cognition
Supports dominant ideologies around nationalism and
border control.
Silences alternative voices (e.g., humanitarian workers,
migrants).
Example 1: News Story
5. Ideological Square (van Dijk)
Emphasize Our Good: Security efforts, national
protection.
Emphasize Their Bad: Migrants as lawbreakers.
De-emphasize Our Bad: Avoids mention of inhumane
border practices.
De-emphasize Their Good: Ignores migrant stories,
dreams, or struggles.
Example 2: Advertisement
Text: A luxury watch advertisement featuring a male
CEO in a private jet, with the tagline:
“Time is Power. Own It.”
1. Context
Social Context: Published in a high-end magazine
targeting affluent male readers.
Cultural Context: Reflects capitalist ideals and
masculine success narratives.
Example 2: Advertisement
2. Textual Analysis
Macrostructure:
The theme is success and dominance through material
possessions.
Superstructure:
The layout leads with a powerful image (private jet,
power pose), supported by minimal text with a bold
message.
Example 2: Advertisement
2. Textual Analysis
Macrostructure:
The theme is success and dominance through material
possessions.
Superstructure:
The layout leads with a powerful image (private jet,
power pose), supported by minimal text with a bold
message.
Example 2: Advertisement
3. Cognitive Structures
Constructs the ideal male self as rich, powerful, and in
control.
Encourages readers to associate product ownership
with social dominance.
4. Social Cognition
Reinforces capitalist and patriarchal ideologies: success
equals wealth and ownership.
Suggests power is earned through consumption.
Example 2: Advertisement
5. Ideological Square
Emphasize Our Good: Watch brand as a symbol of elite
status.
Emphasize Their Bad: Implied exclusion of those who
“don't own time.”
De-emphasize Our Bad: Omits the labor, exploitation,
or environmental cost of luxury.
De-emphasize Their Good: No representation of
alternative definitions of success.