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Article
Publication date: 8 September 2022

Chi Kit Chan and Anna Wai Yee Yuen

This study scrutinizes the convergence between commercial advertising and the political vision of social movement in media advertisements. This study deliberates how…

Abstract

Purpose

This study scrutinizes the convergence between commercial advertising and the political vision of social movement in media advertisements. This study deliberates how commercial advertisement could be compatible with movement discourses and social resistance. Such hybridization between commercial narration and movement discourses is different from political advertising sponsored by political and civic organizations. This study uses an advertising campaign in Hong Kong which expressed outcry against police search on an outspoken media as a case study to conceptualize advertising activism with the thematic analysis of the movement discourses shown in printed advertisements. This study aims to engage with scholarly dialogue surrounding social movement studies and discuss how movement discourses could hybridize with commercial advertisement.

Design/methodology/approach

This study examines the discourses and textual features of an advertising campaign initiated by the public instead of political elites and social movement organizations in Hong Kong, in which various individual citizens, anonymous participants, business enterprises and civic organizations expressed their anger over a police search against an outspoken media (Apple Daily) by Hong Kong police. This bottom-up advertising campaign shows how the narration of commercial advertising could be hybridized with the activism for social resistance, which is conceptualized as advertising activism in this paper.

Findings

Based on the textual features and discourses embedded in the advertisements, this study investigates the printed advertisements mushroomed in Apple Daily since the police search in August 2020 by the thematic analysis under the concept of advertising activism: frame construction, identities mobilization and decentered solidarity. Advertising activism differs from commercial and political advertising from two ways. Firstly, its advertisements are cosponsored by numerous nonpolitically well-known individuals or organizations. Secondly, advertising activism feature with hybridization between commercial narration and political or movement discourses. Discourses of advertising activism aim to mobilize the commercial identity of consumers for noncommercial means by their consumption behaviors.

Originality/value

The findings illustrate a hybridization of commercial narration and movement discourses stemming from social movement and identity politics, which is coined by our conceptualization of advertising activism. While commercial and political advertising focus on business promotion and political messages, respectively, advertising activism demonstrates multiple layers of cultural meanings on the consumption behaviors which hybridize with political and movement discourses. The authors hope this study could unleash further intellectual dialogue on the social role of advertising in social movement and how movement discourses “spillover” from social events to the commercial advertisement.

Details

Social Transformations in Chinese Societies, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1871-2673

Keywords

Article
Publication date: 6 April 2010

Per Skålén

This paper aims to introduce to marketing a discourse analytical framework on which future qualitative marketing research can draw.

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Abstract

Purpose

This paper aims to introduce to marketing a discourse analytical framework on which future qualitative marketing research can draw.

Design/methodology/approach

The methodology is to utilize Michel Foucault's works and the discourse theory of Ernesto Laclau and Chantal Mouffe.

Findings

A discourse analytical framework for qualitative marketing research consisting of six central concepts – turning points, problematizations, articulations, nodal points, hegemony and deconstruction – is outlined.

Originality/value

The discourse analytical framework outlined can be used in future qualitative marketing research. It is mainly of value to marketing researchers.

Details

Qualitative Market Research: An International Journal, vol. 13 no. 2
Type: Research Article
ISSN: 1352-2752

Keywords

Book part
Publication date: 17 November 2017

David Peacock

Institutional ethnography (IE) is a social ontology pioneered by Dorothy Smith, the Canadian feminist-sociologist. Conceptualizing discourse as social relations that are…

Abstract

Institutional ethnography (IE) is a social ontology pioneered by Dorothy Smith, the Canadian feminist-sociologist. Conceptualizing discourse as social relations that are organized by the activities of people and are empirically investigable, IE has been increasingly employed by researchers outside of sociology in fields such as education and health. The goal in these cases has often been to explicate the effects of power flowing through textually mediated discourses that work to reconfigure local practices to align with official policy mandates. Yet the discourse analysis performed in much IE to date has not paid close linguistic attention to the way specific actors utilize texts in an active appropriation of what Smith calls the “ruling relations” constituting official discourses. Using data from an IE of student equity practices in Australian higher education, this chapter illustrates how a Fairclough-inspired critical discourse analysis (CDA) of the “orders of discourse” assembled within a relay of university and government texts is able to provide useful analytical purchase on how equity policies are actively appropriated within a university outreach practice. It demonstrates how the accomplishment of student equity outreach involves the hybridizing of equity and excellence discourses in ways that bolster the dominant position of an Australian university. This working together of distinct IE and CDA approaches offers possibilities for more nuanced accounts of individual and collective agency in the process of semiotic and social change.

Details

Perspectives on and from Institutional Ethnography
Type: Book
ISBN: 978-1-78714-653-2

Keywords

Abstract

Details

Rethinking Ethics Through Hypertext
Type: Book
ISBN: 978-1-83867-426-7

Book part
Publication date: 8 April 2010

Anneke Meyer

Purpose – The crime of child sex offending or child sexual abuse is a serious social problem. Since the 1990s, it has been popularly conceptualised as a ‘paedophile…

Abstract

Purpose – The crime of child sex offending or child sexual abuse is a serious social problem. Since the 1990s, it has been popularly conceptualised as a ‘paedophile threat’ and has become one of the most high-profile crimes of our times. This chapter examines the social construction of paedophiles in UK newspapers and its impact on official regulation of child sex offenders.

Methodology/approach – Discourse analysis is used to establish how newspaper language produces common discourses around child sex offenders. Documentary research of government legislation and law enforcement helps analyse the ways in which official regulation is informed by media discourses.

Findings – Newspaper discourses around child sex offenders construct the paedophile as a distinct and dangerous category of person. This media figure informs government legislation and law enforcement in several ways. For example, discourses around paedophiles necessitate and legitimate punitive legal trends regarding child sex offenders and facilitate the conceptualisation of specific laws.

The conceptual shift towards understanding child sexual abuse through the figure of the paedophile has several detrimental consequences. This chapter offers a critique of contemporary media and governmental/legal discourses, pointing to misrepresentation, sensationalism, demonisation and insufficient child protection.

Value – This research indicates that discourses and conceptual shifts around child sex offenders are driven by the media but have come to be accepted and perpetuated by the government and the law. This dynamic not only illustrates the power of the media to set agendas but raises questions regarding the adequacy of official governance informed by media discourses.

Details

Popular Culture, Crime and Social Control
Type: Book
ISBN: 978-1-84950-733-2

Abstract

Details

Rethinking Ethics Through Hypertext
Type: Book
ISBN: 978-1-83867-426-7

Book part
Publication date: 9 July 2010

Eero Vaara

Although we have seen a proliferation of studies examining the discursive aspects of strategy, the full potential of the linguistic turn has not yet been realized. This…

Abstract

Although we have seen a proliferation of studies examining the discursive aspects of strategy, the full potential of the linguistic turn has not yet been realized. This paper argues for a multifaceted interdiscursive approach that can help to go beyond simplistic views on strategy as unified discourse and pave the way for new research efforts. At the metalevel, it is important to focus attention on struggles over competing conceptions of strategy in this body of knowledge. At the mesolevel it is interesting to examine alternative strategy narratives to better understand the polyphony and dialogicality in organizational strategizing. At the microlevel, it is useful to reflect on the rhetorical tactics and skills that are used in strategy conversations to promote or resist specific views. This paper calls for new focused analyses at these different levels of analysis, but also for studies of the processes linking these levels.

Details

The Globalization of Strategy Research
Type: Book
ISBN: 978-1-84950-898-8

Book part
Publication date: 12 September 2017

Nicholas P. Triplett

Over the past two decades, scholars have noted an increasing global convergence in the policy and practice of education that predominantly contains Western ideals of mass…

Abstract

Over the past two decades, scholars have noted an increasing global convergence in the policy and practice of education that predominantly contains Western ideals of mass schooling serving as a model for national school systems (Bieber & Martens, 2011; Goldthorpe, 1997; Spring, 2008). A number of transnational organizations contribute disproportionately to global educational discourse, particularly the Organization for Economic Cooperation and Development (OECD) through its international comparative performance measure, the Programme for International Student Assessment (PISA). This study conducted a critical discourse analysis of the OECD document PISA 2012 Results: Excellence through Equity (OECD, 2013) to examine the ways that PISA and the OECD conceive of educational equity in a global context. Given the growing convergence of global educational policy, the way that transnational educational organizations address equity has crucial implications for the ways that the world intervenes in schooling to promote or diminish equitable outcomes. Analysis revealed that the OECD and the PISA foreground economistic notions of educational equity, which diminishes the role of other factors (i.e., race/ethnicity, gender, immigration status, language) that mediate equity in schools. Findings and implications are discussed.

Details

The Power of Resistance
Type: Book
ISBN: 978-1-78350-462-6

Keywords

Book part
Publication date: 25 November 2009

Udi Lebel

The paper examines two discourses of bereavement that crystallized simultaneously in Israel as the third millennium began. One is “the economic discourse of bereavement,”…

Abstract

The paper examines two discourses of bereavement that crystallized simultaneously in Israel as the third millennium began. One is “the economic discourse of bereavement,” with which official organizations dealing with bereavement sought to “free themselves” from the state's directives on entitlement to compensation. Army widows argued that compensation should not depend on their refraining from remarriage, while bereaved parents demanded it would not be contingent on a means test. They urge for liberation from “role demands” and for presenting entitlement to compensation as entitlement to personal rehabilitation, without using it to support pro-establishment behavior or unending interactions with establishment supervision. Those claims express the linkage of bereavement to globalization and individuation, and the desire to rebel against the republican equation conditioning entitlement to welfare on “proper” establishment-compliant behavior. A second discourse is the “hierarchy of bereavement discourse” – which was placed on the agenda together with the first one, and by the same organizations. Unlike the economic discourse, this one acted to replicate the monopoly held by families of IDF dead in the Israeli pantheon, with attempts to bring into it a group of families of civilian bereavement (families of terror victims). The discourse relies on purely republican underpinnings, complying with the spirit of the local–national period. Exploring the two discourses, that were promoted simultaneously by the same agents, assists an analysis of the Israeli discourse of bereavement that results in its definition as “glocal.” This transpires from a review of the literature showing that – even in the face of globalization processes – national–local foundations remained stable. The paper first engages with the concept of glocalization, the ethos of republican citizenship, and, as a facet of it, the identification of social policy as an agent of the social hierarchy, as well as changes in citizenship during globalization. The second section reviews the status of bereaved families, and the central discourses they have promoted in Israeli society. The third and major part contains an analysis of both discourses – the economic discourse of bereavement, and the hierarchy of bereavement discourse. Finally, we attempt to analyze and explain how apparently antithetical discourses took shape in tandem, drawing on the term “glocalism” and the impact of citizenship models.

Details

Advances in Military Sociology: Essays in Honor of Charles C. Moskos
Type: Book
ISBN: 978-1-84855-891-5

Book part
Publication date: 12 November 2018

Rodica Lisnic and Anna Zajicek

Trafficking in women is among the most serious human rights challenges. Extant studies of the media images of trafficked women suggest that these images emphasize women’s…

Abstract

Trafficking in women is among the most serious human rights challenges. Extant studies of the media images of trafficked women suggest that these images emphasize women’s victimization and contribute to the reproduction of existing gender inequalities and power relations. In this case study of Moldovan media and scientific discourse, the authors sought to identify the images of trafficked women that are presented in the print media, on the one hand, and the scientific discourse, on the other. The authors also asked whether those images portray trafficked women in a stereotypical manner. The findings of this chapter revealed that the most prevalent images in both discourses are trafficked women as victims, commodities, and slaves. Both media and scientific discourses include gender oppression, domestic violence, and poverty as dimensions of the victim image. However, these three aspects of the victim image are treated more comprehensively by the scientific discourse. Some of the most prominent differences between the two types of discourses are the absence of women’s agency in the media discourse and absence of the men’s nature as a dimension of the victim image in the scientific discourse. The authors conclude by suggesting that, despite these differences, the images present in both types of discourse could be used to justify policies that would limit the migration of women but fail to effectively address the root causes of sex trafficking in women.

Details

Gender and the Media: Women’s Places
Type: Book
ISBN: 978-1-78754-329-4

Keywords

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