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How to Do Critical Discourse Analysis: A Multimodal Introduction by Andrea Mayr, David Machin (Paperback, 2012)

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Product Description : Using a multimodal approach graphic vocal written How to do Critical Discourse Analysis guides students to an understanding of how language power and ideology are negotiated in visual communication and media texts from magazine and advertising to YouTube and music videos Authors David Machin and Andrea Mayr draw on discourse analysis appraisal theory stylistics and conversation analysis to present a systematic toolkit for doing language and image analysis Using case studies and examples from a range of traditional and new media content the book equips students with the necessary tools to analyze and understand the relationship between language discourse and social practices

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How great to have this practical introduction to doing critical discourse analysis, especially one that provides examples of multimodal discourse analysis. Extremely useful for students who need tools for the study of text, talk and images. - Teun van Dijk, Pompeu Fabra University The authors have truly achieved the impossible: to make extremely complex phenomena accessible for students and scholars alike. Thus, this textbook will provide a most helpful guide when looking for adequate ways to grasp and analyze the intricate interdependence of written, oral and visual forms of semiosis. - Ruth Wodak, Lancaster University How do media texts manipulate and persuade us? How do language and images play out the ideas, values and identities? This book shows readers exactly how language, power and ideology are negotiated in media texts, from magazine and advertising, to YouTube and music videos. Presenting a systematic toolkit of theories, concepts and techniques for doing language and image analysis, students learn how to dig deep into discourses and the media landscape. With case studies and examples from a range of traditional and new media content, the book equips students to understand the relationship between language, discourse and social practices.