Approaches in CDA I

(Fairclough, van Dijk)

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Audy Febrina Aziz

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Topic Outline
Introduction of language, ideology and
01
power

Critical and descriptive goals in discourse

02
analysis

03 Language and ideology

Semiosis, ideology and

04
mediation. A dialectical view
01
Introduction of Language,
ideology and power
Introduction
Norman Fairclough (2010)

Critical Discourse Analysis (CDA) encompasses various

approaches. One approach is Fairclough’s critical approach,
which focuses on analyzing the relationship between language,
power, and ideology.

Norman Fairclough is a prominent linguist who has

extensively written about the relationship between
language, power, and ideology. According to Fairclough,
language plays a crucial role in the exercise and reproduction of
power and ideology.
02
Critical and descriptive
goals in discourse analysis
The Definitions (Norman, 2010)

Critical Goals
Critical discourse analysis, on the other hand, has global explanatory goals aimed at
understanding how discourse contributes to the reproduction of macro structures within
society.

Descriptive Goals
Descriptive approaches to discourse analysis focus primarily on describing the features of
discourse without seeking deeper explanations. Descriptive goals may be non-explanatory, where
the objective is merely to describe without explaining causation, or they may be "locally" explanatory,
where causes are sought within the immediate situation but not beyond it.
 The Concept of Orderliness
(Norman, 2010)
The concept of "orderliness" in discourse refers to the feeling of
participants that interactions are unfolding as expected or normal.
This includes coherence within and between speaker turns, the
expected taking of turns, the use of appropriate markers of deference
or politeness, and the use of expected lexicon. The feeling of
orderliness is shaped by participants' shared background knowledge
(BGK), which includes naturalized ideological representations.
The Concept of Naturalisation
(Norman, 2010)
“Naturalisation” refers to the process by which a particular ideology
or view becomes seen as natural, natural, or even as a “common
view” that does not require further questioning or study. This occurs
when certain ideas or concepts are presented in a discourse in a way
that makes them appear as an inevitable part of reality, rather than as
a social or political construct.
Examples of Naturalisation
(Norman, 2010)

Gender Social Use Racial Portrayals

Stereotypes of Terms in Media
The Concept of Social Institutions
(Norman, 2010)
In the context of discourse analysis, social institutions refer to patterns,
norms, and practices found in written or spoken language that are used
to discuss or reflect the role, function, and structure of institutions in
society. Social institutions in discourse can be reflected in the way people
speak, write, or communicate about topics related to those institutions
such as politics, mass media, education, religion.
The Concept of Critical Analysis
(Norman, 2010)
Critical analysis is an interdisciplinary approach that examines
communication texts to reveal the relationship between language, power,
and ideology. It involves in-depth research into how language is used to
construct, reinforce, or challenge power structures and social
representations in society.
03
Language and Ideology
 Location of Ideology
(Norman, 2010)
The understanding of the "location" of ideology in discourse refers to the way
in which ideology is reflected in language and communication practices.
Ideology is not only found in political texts or public rhetoric; it is also
embedded in everyday language, advertising, mass media, and everyday social
interactions.
 Discourse and Text
(Norman, 2010)
Discourse includes all forms of communicative interaction that involve the use
of language, such as conversation, writing, presentations, and media.
Discourse includes interactions between individuals, groups, or institutions in
various contexts, such as politics, media, culture, or education. Text refers to
the concrete product of discourse, both in written and oral form. These can be
articles, books, speeches, advertisements, text messages, and so on.
 Hegemony
(Norman, 2010)
In simple terms, hegemony in discourse is the dominance or power possessed by a
particular group or entity in determining meaning and forming opinions through
communication. In other words, hegemony in discourse is when one group or
ideology dominates in determining the narrative or thoughts that are accepted
collectively and widely by society.
 Limits of Ideology
(Norman, 2010)
Ideological boundaries in discourse refer to limitations in the influence and power of
certain ideologies in shaping meaning and influencing behavior in communication.
Although ideology can have a strong influence in shaping human discourse and
thinking, there are several factors that can limit or inhibit the influence of this
ideology.
04
Semiosis, Ideology and
Mediation.
 Semiosis
(Norman, 2010)
Semiosis is the process of forming meaning through signs or symbols. In critical
discourse analysis (CDA), according to Fairclough, semiosis plays an important role
in the formation and spread of ideology in discourse. Fairclough emphasizes that
signs in discourse not only communicate meaning directly but also reproduce and
strengthen the power structures, hierarchies, and ideologies that exist in society.
 Ideology and Mediation
(Norman, 2010)
Ideology refers to a set of beliefs, values, and worldviews that shape the way
individuals or groups understand and explain the world around them. Ideology
plays an important role in shaping human thinking, attitudes and behavior, as well
as in shaping the discourse and meaning produced through communication.
Mediation refers to the process or mechanism by which messages or meanings
are conveyed, processed, and interpreted in communication.
 Summary
Developed by Norman Fairclough, this model emphasizes the interrelationship
between text, discourse practice, and sociocultural practice. It examines how
language use both reflects and shapes social structures and power. relations.
Fairclough's approach involves analyzing texts, interpreting discourse practices,
and understanding broader sociocultural contexts.
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Reference
Norman Fairclough - Critical Discourse Analysis_ The Critical Study of Language-Routledge
(2010) (2).pdf