Magister Artium - MA / At the dawn of democracy, Higher Education in South Africa was in dire need of change. One of the essential initiatives in response to transformation in Higher Education was the mandate from the Ministry of Education for each university to develop a language policy. Along with other initiatives, the language policies were intended to address issues of access and success in Higher Education, especially given the unequal opportunities people of colour had been given to access Higher Education in the country’s apartheid past. Although there is widespread acknowledgement of the barrier which language poses to epistemological access, and concern that in Higher Education the linguistic dimensions of transformation are yet to be institutionalised, the explanation commonly offered hinges on the non-implementation of university language policies. The relevant discourse presupposes that existing language policy instruments are otherwise adequate to transform language practices in the country’s universities. As a consequence, there has been relatively little research problematizing the texts of university language policies from the standpoint of policy design and those interests which conceivably make language transformation difficult. Against this backdrop, this thesis draws on work in policy analysis and critical discourse analysis to analyse the language policies of Stellenbosch University and of the University of the Western Cape. The detailed textual analysis to which both language policy documents are subjected draws on experiential analysis, demodalisation, activation, the use/non-use of conditional clauses and modality. The analysis reveals that even though the policies express unequivocal commitment to the country’s multilingual heritage and to the promotion of Afrikaans, English and isiXhosa, they betray a pattern of differential commitment to English versus Afrikaans and isiXhosa. Together with the key informant interviews, the analysis suggests that many of the concerns regularly expressed around a transformation of language practices are issues of policy design which have their origin in both the discourses around the language policy texts, and the policy texts themselves.

Abstract A textbook is a key component in the arsenal of a teacher of English. For this reason, it is of importance that textbooksused in Swedish schools are compliant with the fundamental values of equality, provided in the LPO 94. I will attempt to discover the extent to which English textbooks present males and females in non-stereotyped ways and as equal. I want to provide an overview to show how they deal with gender issues. In addition, I aim at establish whether there are any connection between learning and gender, and whether it hinders the pupil’s language learning. My analysis will draw on previous research  and theories presented by prominent figures in the field, such as, Butler (1990), Mills (1995), Renner (1997), Ravitch (2004) and Jones, Kitetu & Jane Sunderland (1997)among others. Thereafter, these theories, and my own research will be compared, to and contrasted with the guidelines from the Swedish National Agency of Education. This dissertation comprises a qualitative critical discourse analysis of two randomly selected textbooks that have been, or are being used, in Swedish secondary schools. For my study, I have chosen Team 8 (1984) and Wings 8 (2000). In my analyses, a number of different aspects will be taken into consideration, such as the   gender distribution of narrators, main characters and sub characters, as well as the   description of gender/gender roles, and the representation of gender in illustrations. Further, I will study what kind of language is used: the extent to which it is gendered or de-gendered language.  These aspects will be collected quantitatively. The findings from the analysis show that the language in Wings 8 gives a broad and non-stereotypic view of gender roles, which is in accordance with the fundamental values of LPO 94. However, the illustrations tend to portray males and females in what can be considered as quite stereotypical. Team 8, on the other hand, contains gendered language and male dominance; women were placed in the background or left out completely.  Therefore, Team 8 would not be deemed to be compliant with the requirements set by the Swedish National Agency of Education today.   Key words: Education, teaching material, Wings, Team 8, gender, critical discourse analysis.

Este trabalho verificou como os jornais Folha de S. Paulo e O Estado de S. Paulo cobriram assuntos relacionados a árabes e muçulmanos seis meses antes dos atentados de 11 de setembro de 2001 e seis meses depois. Com base no Orientalismo, tese desenvolvida por Edward W. Said, e na Teoria Social do Discurso, de Norman Fairclough, foram analisadas as escolhas lexicais de ambos os jornais em relação aos assuntos que mais apareceram nos dois recortes. O estudo concluiu que dogmas orientalistas se mostraram presentes nos dois períodos e que os jornais naturalizaram discursos hegemônicos, que se colocaram em contraposição aos de árabes e muçulmanos. / This paper analyzed how the newspapers Folha de S. Paulo and O Estado de S. Paulo covered issues relating to Arabs and Muslims six months before the September 11, 2001 attacks and six months after. Based on the thesis of Orientalism, developed by Edward W. Said, and on the Social Theory of Discourse by Norman Fairclough, lexical variations from both newspapers were analyzed with regard to the issues that most appeared in the clippings. The paper concluded that Orientalist dogmas were present in both periods and that the newspapers frequently crystalized hegemonic discourse, contrary to Arabs and Muslims ones.

This paper aims to study Swedish newspapers and their reporting on climate change and the climate threat in regard to different discourses. The two discourses, one regarding rhetoric controlled by a mindset of chatastrophy and the other concerning responsibility were discussed in relation to the content of the Paris agreement. The agreement also functioned as the chosen time period for the essay. This means articles from 2015 and forward were analyzed and the discussed. The methods used for the study were critical discourse analysis which was created by Norman Fairclough in combination with theories regarding policymaking and represented problems, a theory and method created by Carol Lee Bacchi. The essay’s results focused on the two discourses and the content of the Paris agreement, in these the discourses were identified and analysed. The conclusions showed that the rhetoric surrounding climate change was influenced by a doomsday an chatastrophic influenced rhetoric that affected the articles and opinions. Another conclusion showed that in relation to the Paris agreement the question of responsibility was placed on the more developed countries in the agreement but in the media the responsibility was more abstract and concerned a more unclear version of humanity. Therefore the blame for climate change is unclear and uncertain.

Esta pesquisa foi desenvolvida para examinar a articulação dos recursos de linguagem e seus efeitos de sentido e compreender o seu papel na transformação social que motivou, mobilizou e legitimou a Revolução Egípcia de 2011, um evento social do movimento popular Primavera Árabe, promovido na página do site de rede social Facebook denominado We Are All Khaled Said. Para isto, valemo-nos da abordagem metodológica da Teoria Social do Discurso, uma vertente da Análise de Discurso Crítica, desenvolvida por Norman Fairclough, que possibilitou o mapeamento da organização dos enunciados escolhidos ao corpus desta análise. / This research was conducted to examine the articulation of language features and their effects of meaning and understand their role in social transformation that motivated, mobilized and legitimized the Egyptian Revolution of 2011, a social event of the popular Arab Spring movement, promoted on the page social networking site Facebook called We Are All Khaled Said. For this, we used of the methodological approach of Social Discourse Theory, a branch of Critical Discourse Analysis, developed by Norman Fairclough, which enabled the mapping of the organization of the corpus utterances chosen this analysis.

Esta tese teve por objetivo discutir a discursivização do conceito Turismo em currículos de graduação dessa área e o papel das referências na formação profissional considerando o trato do repertório de elementos e valores culturais no âmbito das práticas discursivas e formativas, inter-relacionando aspectos linguísticos e sociais para observar quais valores estão em jogo, admitindo que referenciação e formação são processos. Nesta tese, selecionamos pressupostos teóricos de Fairclough (2001, 2003), Dubois (1994), Ferreira (2000), Mondada & Dubois (1995), Koch (2001) e Marcuschi (2002, 2003 e 2004), Bakhtin (2002), Beaugrande (2003), Van Dijk (2001), Sacristán (2000), Delphino (2009) e Perrenoud (2003), além um referencial legal constituído por currículos, decretos, pareceres e diretrizes oficiais. Feitas as análises lexicais, concluímos que os discursos que permeiam as referências ao Turismo estão em descompasso em relação tanto à totalidade do fenômeno; a influência do setor produtivo na academia direciona os estudantes a atividades de interesses de grupos particulares e as representações materializadas nas referências atuam para além da formação profissional perpetuando uma assimetria sócio-histórica. A efetiva participação dos estudantes nos rumos da formação exige práticas institucionais compatíveis com a essência das DCN; dessacralizando-se o currículo, possibilita-se o avanço das teorizações acerca do objeto de estudo, o processo de afirmação do estatuto científico do Turismo, a emancipação sócio-discursiva dos estudantes e a reflexão sobre o seu real significado para a sociedade. Assim, lembrando o postulado de correspondência entre ação e gêneros, representação e discursos, identificação e estilos de Fairclough (2003a), concluímos que a busca pelo equilíbrio das assimetrias nas instâncias ideologia, currículo, gênero, discurso e língua pode orquestrar um ciclo virtuoso para atender a expectativas mais amplas dos estudantes e da sociedade, o que reafirma a indissociabilidade e a importância da relação entre língua e sociedade, ensino, pesquisa e extensão. / This research aimed to discuss the discursivization of the concept Tourism in undergraduate curricula in this field and the role of the references in the professional development training considering the way to deal the repertoire of cultural elements and values within of the discursive and formative practices. We interrelate the linguistic and social aspects to observe what values are at stake, considering that referetiation and training are processes. In this research, we selected theoretical assumptions of Fairclough (2001, 2003), Dubois (1994), Ferreira (2000), Mondada & Dubois (1995), Koch (2001) e Marcuschi (2002, 2003 e 2004), Bakhtin (2002), Beaugrande (2003), Van Dijk (2001), Sacristán (2000), Delphino (2009) e Perrenoud (2003), and a legal reference consisted of curricula, decrees, opinions and official guidelines. After doing the lexical analysis, we conclude that the discourses that permeate references to Tourism are out of step with respect to the whole phenomenon, the influence of the productive sector in academy directs the students to activities of interests from particular groups the representations embodied in references that act beyond professional development, perpetuating a social and historical asymmetry. The effective participation of students in the course of training requires institutional practices compatible with the essence of the National Curricular Guidelines (DCN); demystifying the curriculum, it enables the advancement of theories about the object of study; it also enables the process of assertion of the scientific statute of Tourism, the socio-discursive empowerment of students and reflection on its real meaning for society. Thus, recalling the postulated correlation between action and genres, discourses and representation, identification and styles of Fairclough (2003a), we conclude that the search for the balance of asymmetries in the instances ideology, curriculum, gender, speech and language can orchestrate a virtuous cycle for meeting the broader expectations of students and society, which reaffirms the importance and inseparability of the relationship among language and society, teaching, research and extension.

Submitted by Jorge Silva (jorgelmsilva@ufrrj.br) on 2017-09-05T20:45:02Z No. of bitstreams: 1 2016 - Daniel Castro dos Santos.pdf: 2955105 bytes, checksum: f979a756e7825e9d12a172baf71e4498 (MD5) / Made available in DSpace on 2017-09-05T20:45:02Z (GMT). No. of bitstreams: 1 2016 - Daniel Castro dos Santos.pdf: 2955105 bytes, checksum: f979a756e7825e9d12a172baf71e4498 (MD5) Previous issue date: 2016-04-19 / The objective of this research is to analyze what the ideological discourse of the linked advertising on social networking site Facebook, a Brazilian beer brand. In seeking to achieve this goal, it was possible to question about the relations of power, which in this context are related to the way that an alcoholic beverage demand advertising set up on the receiving audience. If dealing with a product that can cause addiction, social problems and be consumed by an underage audience, it is very important to understand what discursive strategies are employed by the brand. For theoretical foundation was made a literature review about advertising & advertising, online social media, consumer, discourse and ideology. The sources were obtained through desk research of qualitative nature, which lasted two years and six months, starting in January 2013 and ending in June 2015. The research corpus was composed of advertisements with more tanned in each semester , distributed through institutional page of Skol beer brand on Facebook, which totaled ten ads compounds for image and text multimodality. For ideology of identification were categorized eight discursive objects that make up three discursive formations, which are: positioning, educating consumers and consumption as entertainment. The analysis method was Discourse Critical Analysis focused on three-dimensional model of discourse proposed by Fairclough (2001), along with multimodal analysis Machin & Mayr (2012). The results suggest that the Skol beer brand, seeks to sustain consumerism speech order, or market ideology. / O objetivo desta pesquisa consiste em analisar qual o discurso ideol?gico da publicidade vinculada no site de rede social Facebook, de uma marca de cerveja brasileira. Ao buscar alcan?ar esse objetivo, foi poss?vel problematizar sobre as rela??es de poder, que neste contexto est?o relacionadas aos sentidos que uma publicidade de bebida alco?lica procura instaurar no p?blico receptor. Se tratando de um produto que pode causar depend?ncia, problemas sociais e ser consumido por um p?blico menor de idade, ? de grande import?ncia entender quais estrat?gias discursivas s?o empregadas pela marca. Para fundamenta??o te?rica foi feita uma revis?o da literatura sobre publicidade & propaganda, m?dias sociais online, consumo, discurso e ideologia. As fontes foram obtidas por meio de pesquisa documental de cunho qualitativo, que abrangeu dois anos e seis meses, iniciando em Janeiro de 2013 e terminando em Junho de 2015. O corpus de pesquisa foi composto pelas pe?as publicit?rias com maior n?mero de curtidas em cada semestre, distribu?da atrav?s da p?gina institucional da marca de cerveja Skol no Facebook, o que totalizou dez an?ncios compostos pela multimodalidade de imagem e texto. Para identifica??o da ideologia foram categorizados oito objetos discursivos que comp?em tr?s forma??es discursivas, que s?o: posicionamento, educando o consumidor e consumo como entretenimento. O m?todo de an?lise foi a An?lise Cr?tica de Discurso com enfoque no modelo tridimensional de discurso proposto por Fairclough (2001), junto a an?lise multimodal de Machin & Mayr (2012). Os resultados obtidos sugerem, que a marca de cerveja Skol, procura sustentar a ordem do discurso do consumismo.

The aim of this study is to analyze the functional beverage NOCCO’s Instagram account. The purpose is to expose how they use discourses of health and fitness in their marketing. In particular we analyze the social actors in the pictures. The theories in this study is based on a social semiotic theory of communication and an assumption that we live in The new public health era. The method applied is a qualitative multimodal critical discourse analysis (MCDA). The study examines how the social actors are used for marketing purposes, how they are represented in the pictures and in which settings they are placed in. The results shows that NOCCO uses discourses of health and exercise in their marketing on Instagram. NOCCO appears as a healthy product due to its association with exercise and fit social actors.

The aim of this study is to analyze how homosexuality is represented in the modern tv-series Riverdale (2016-). Two confirmed homosexual characters from the show, Kevin Keller and Cheryl Blossom have been used to examine this. To showcase how their homosexuality is represented a multimodal discourse analysis was conducted. The method was used to analyze 34 scenes from varying episodes of the currently available three seasons. Queer theory was used as a theoretical point of departure in the study of the characters sexuality. Findings of the analysis shows that Kevin often withers down to stereotype of being a feminine and comedic gay best friend. Cheryl on the other hand is shown being more than just a stereotype but however noticeably lacking in sexual relations with her same-sex partner. Comparisons with previous studies was further used to see how homosexuality is constructed in the show. Through the comparison similar representation could be found from previous gay characters in terms of stereotypes and roles. The study showed however that Cheryl and Kevin’s depiction in the show was noticeably more positive.

ABSTRACT This study is based on two reportages from the program Uppdrag granskning that have received a lot of attention in 2018 and have led to the highest number of claims to the Ministry of press, radio and television in Sweden. The main theme of the two reportages is men ́s sexual violence against women, thus approached from two different perspectives. Through using a Critical Discourse Analysis and intersectional theory the thesis examines how different bodies are given different spaces, what kind of feelings they provoke and how identity is constructed. It becomes evident that the perspective and how the perpetrator is described in the program depend on whether or not he is part of norm of whiteness. The study shows that Uppdrag granskning uses its discursive power to effect feelings in a way that normalizes sexism and racism. Through the hegemonic discourse that Uppdrag granskning creates, things that are unthinkable to say today become possible to say tomorrow. Keywords: Media, Discourses, Critical Discourse Analysis, Critical Whiteness Studies, Racism, Sexism, Uppdrag granskning