Media Studies - Page 3

Nazira S. Iskakova¹, Aibarsha Islam¹

¹Kazakh Ablai khan University of Foreign Relations and World Languages, Almaty, Muratbayev Str., 200, 050022, Kazakhstan.

 Volume 12, Number 6, 2020 I Full Text PDF

DOI: 10.21659/rupkatha.v12n6.29

Abstract

The article is aimed at studying the main evaluation strategies and tactics through contextual analysis of immigration problems in the British social media discourse. The article considers evaluation as a cognitive-pragmatic phenomenon and identifies it as a powerful means of persuasion for manipulating public opinion. The commutative strategies and tactics are defined as the main tools to achieve the author’s pragmatic intention and the goal. Thus, it has become relevant to identify what evaluation strategies and tactics the author uses to highlight immigration issues in British society. As a result, the diversity of examples allows us to conclude that a key evaluation strategy of British media discourse that presents the immigration issues is a strategy of disapproval, expressed through the tactics of a recognition of the existence of the problem, accusation, reproach, discredit, misunderstanding, doubt, indication of the future, disagreement and distancing that imply negative evaluation.

Key words: Evaluation, Evaluation strategy, Evaluation tactics, Manipulation, Media discourse.

Yuting Xie¹, Megat Al Imran Bin Yasin², Syed Agil Alsagoff³, Lay Hoon Ang⁴

¹Department of Communication, Faculty of Modern Languages and Communication, Universiti Putra Malaysia. Email: shirley_xieyt@hotmail.com

²Department of Communication, Faculty of Modern Languages and Communication, Universiti Putra Malaysia. Email: megat@upm.edu.my

³Department of Communication, Faculty of Modern Languages and Communication, Universiti Putra Malaysia. Email: s_agil@upm.edu.my

⁴Department of Foreign Languages, Faculty of Modern Languages and Communication, Universiti Putra Malaysia. Email: hlang@upm.edu.my

 Volume 12, Number 6, 2020 I Full Text PDF

DOI: 10.21659/rupkatha.v12n6.19

Abstract

The rapid development of media in the world promote the prosperity of the economy to a certain degree. Advertisement, as one of communication form of mass media, gradually becoming one of an important part in the attention economy. In view of these, the research chooses M&M’s advertisements as examples to discover what factors attract audiences’ attention and then lead to consumption, and how they play their role during the process. Three methods are employed in this research: in-depth interview, observation and textual analysis. Five Chinese postgraduate students are selected as objects, and they answer the questions by the researcher after they watched two types of M&M’s advertisements (celebrity-based advertisement and content-based advertisement). Through the combination of interview, it can be found that both celebrities, memory and social media platform can exert their role in the attention economy. This article also expects to offer a reference for advertisers and product manufacturers, helping them adjust their marketing strategies rationally by using celebrities and other elements.

Keywords: Attention Economy, Advertisement, Media, Celebrities, Memory.