This paper will use the theoretical concepts of ‘intertextuality’, ‘interdiscursivity’ and ‘resemiotization’ to analyse four media texts on South African president, Jacob Zuma. The aims of the paper are, first, to analyse the role that intertextual references play in the construction of the identity of public figures. Second, the paper investigates the semiotic affordances of the visual and linguistic mode by tracing how previous discourses and texts about Jacob Zuma move across discursive spaces and modes. The findings suggest that reference (...) to previous discourses play a fundamental role in the way in which Jacob Zuma is constructed. More specifically, resemiotization from the verbal to the visual mode seems to serve as a way to bring multiple discourses into a text without necessarily articulating these discourses linguistically. These findings are discussed within the broader framework of critical discourse analysis. (shrink)

Science communication in online media is a discursive domain where science-related content is often expressed through styles characteristic of popular journalism. This article aims to characterize some dominant stylistic patterns in magazine articles devoted to environmental issues by identifying the devices used to enhance newsworthiness, given the fact that for some readers environmental topics may no longer seem engaging. The analytic perspective is an adaptation of the newsworthiness framework that has been applied in news discourse studies. The material is a (...) sample of the 38 most-read environment-oriented articles in the online version of the international science magazine New Scientist collected between late 2013 and late 2014. The articles are analysed qualitatively to show the instantiations of such newsworthiness criteria as novelty and superlativeness, timeliness and impact, negativity and positivity as well as other strategies aimed at engaging the readers: rationalization and speculation, direct address and conversational style. The analysis reveals how, in this case study, science communication is turned into infotainment and considers the implications of this discursive shift for the public understanding of environmental science. (shrink)

The shift from coal to natural gas to fuel electricity generation has positive and negative consequences for people in the affected areas of the US. Representations of the situation in the media shape how citizens understand and respond to it. We explore the role of proximity in media discourse about the closing of a coal-fired power plant near Waynesburg, a small city in a Pennsylvania coal-mining region. Comparing reporting in smaller-circulation newspapers closer to the site with reporting in larger-circulation regional (...) newspapers, we find that Waynesburg-area papers simply describe the events leading to the closure while regional papers analyze the events in larger contexts, and that politicians, not the plant owners, are represented as blaming environmentalists for job loss. Our findings point to the importance of proximity in environmental discourse and to the need to examine not only what kinds of discourse circulate, but also how and to whom. (shrink)

This paper examines within the theoretical framework of intertextuality the mobilization of glocalization as an international marketing strategy in Nike’s and Adidas’s 2008 advertising campaigns in China. Intertextuality is seen as a form of mediation through which the glocalization strategy conducted within the domain of global marking is taken up in the domain of advertising communication. The paper also assumes the interrelations of intertextual performance to value orientations and group affiliations. By analyzing intertextuality in relation to affinity groups, it aims (...) to resolve to some extent the conundrum of Nike’s more successful than Adidas in the sportswear market of China in a social-semiotic perspective. Two print ads constituting a representative example of the corpus were selected for a qualitative analysis. The comparative analysis of intertextuality reveals the contrasting methods of glocalization applied by Nike and Adidas in their 2008 advertising campaigns, thus offering an explanation for Nike’s triumph in competition with Adidas in China. (shrink)

Reading experience is viewed as ‘interactive and negotiable’ for different reading positions are created in readers’ responses to the same news report. To understand the differences between ‘preferred reading’ and actual readings, this article, drawing on the context models and the Appraisal framework, analyzes 785 readers’ comments attached to 23 hard news stories sourced from the China Daily mobile application and the People’s Daily Online website. The study combines corpus semantic tagging analysis for readers’ choices of evaluative lexis with a (...) manual analysis of Appraisal resources for reading position construction based on a whole text perspective. The results show that readers are likely to use Appraisal resources strategically to defend their own opinions against other commenters or affiliate with large numbers of potential readers without commenting. Furthermore, comments were found to be directed either at the text or at other commenters, and through this a number of different reading positions were revealed. The readers’ context models are the cognitive link between discourse properties and social strategies in the process of news understanding. (shrink)

This article uses a 36-million word corpus of news reporting on Hurricane Katrina in the United States to explore how computer-based methods can help researchers to investigate the construction of newsworthiness. It makes use of Bednarek and Caple’s discursive approach to the analysis of news values, and is both exploratory and evaluative in nature. One aim is to test and evaluate the integration of corpus techniques in applying discursive news values analysis. We employ and evaluate corpus techniques that have not (...) been tested previously in relation to the large-scale analysis of news values. These techniques include tagged lemma frequencies, collocation, key part-of-speech tags and key semantic tags. A secondary aim is to gain insights into how a specific happening – Hurricane Katrina – was linguistically constructed as newsworthy in major American news media outlets, thus also making a contribution to ecolinguistics. (shrink)