Abstract
Discourse analysis has typically been associated with linguistics. Authors such as Elliott (1996) however, call for its application into the marketing discipline, as he considers it is time for marketing to adopt new methodologies, particularly from other disciplines. In spite of the fact that discourse analysis on its own does not necessarily set out to be critical, Maingueneau (2006 p. 230) makes a simple but clear distinction between ‘weak’ which entails a “simple description of structures of texts and talks” (discourse analysis) and ‘strong’ involving analysing the connection between discourse and social structures (critical discourse analysis). A forthcoming study of media’s portrayal of the gaming industry will adopt critical discourse analysis using a Foucauldian approach.
Original language | English |
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Title of host publication | Australia and New Zealand Marketing Academy Conference 2008 |
Subtitle of host publication | marketing : shifting the focus from mainstream to offbeat |
Editors | Daniela Spanjaard, Sara Denize, Neeru Sharma |
Publisher | ANZMAC |
Pages | 1-7 |
Number of pages | 7 |
ISBN (Print) | 1863081445 |
Publication status | Published - 2008 |
Event | Australian and New Zealand Marketing Academy Conference (2008) - Sydney Duration: 1 Dec 2008 → 3 Dec 2008 |
Conference
Conference | Australian and New Zealand Marketing Academy Conference (2008) |
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City | Sydney |
Period | 1/12/08 → 3/12/08 |