Cosmopolitan and For Him Magazine (FHM) are, at present, both the most widely read and, therefore, the most popular "white" consumer magazines in South Africa. They both appeal to young audiences of between 18 and 34 years of age, approximately, and target middle-class, educated groups of readers. My interest in Cosmopolitan and FHM lies in their ability to influence and shape their readers' actions, values, identities and relationships, in particular with the other gender. My analysis is focused on the cover pages and the Editor's letters of six copies of each magazine, ranging from April to September 2003, providing me with a corpus of 12 cover pages and 12 Editor's letters. I adopt a critical perspective through the use of Fairclough's (1989) Critical Discourse Analysis, supported by Mills (1995) Feminist Stylistics, McLoughlin's (2000) textual analysis of cover pages and Kress & van Leeuwen's (1996) visual analysis tools. By combining these different methodologies my research falls into what is newly termed Feminist Critical Discourse Analysis (Lazar 2005). The cover page analyses used primarily McLoughlin and Kress & van Leeuwen and provides an element of pure genre analysis, while the analysis of the Editor's letters were subject to Fairclough's three inter-related stages of analysis, namely: a Description of the formal textual elements of the letters, an Interpretation which analyses the processes of text production and interpretation, and lastly an Explanation of the socio-historical context. Through an analysis of these magazines, whose interests are being served and how the readers are shaped and positioned by the magazines can be identified. My analyses revealed conflicting discourses within each magazine, however it was Cosmopolitan that revealed more tension and conflict in terms of identifying and representing women, while FHM subscribed, for the most part, uniformly to the "new lad" ideology. However, while Cosmopolitan attempted to show a forward-thinking and emancipatory view of the roles of men and women in society, both magazines covertly sustain patriarchal dominance and hegemonic masculinity. In conclusion, I reveal the need for consumers of the mass media to become more critically aware of the ideologies that are promoted through the differing tools of the media and that only through this critical awareness can any further movement towards equal relations between men and women be made. / KMBT_363 / Adobe Acrobat 9.54 Paper Capture Plug-in

Made available in DSpace on 2017-06-01T18:24:43Z (GMT). No. of bitstreams: 1 heloisa_pedrosa_mafra.pdf: 26136807 bytes, checksum: 4c05054c3f24b579b73221f47cdeacab (MD5) Previous issue date: 2012-11-05 / This work shows the entries of the oral language perceived in advertising campaigns of educational institutions, on billboards, advertising its courses, with the purpose of interacting with their consumer audience. As linguistic contribution, the work is based on the teachings of Marcuschi, in Textual Linguistics, and in Koch theoretical proposals, aiming at the investigation of Intertextuality in building expressive outdoor, on texts produced by different schools. It also sought to examine how these messages are elaborated to the dissemination of services offered in different billboards, identifying the characteristics of the genre as well as the importance of understanding and acceptance by the target audience. The work has as goal the provision of data for the study on the preparation of billboards. So, it was observed details of expressions, in addition to the lexical choices carried out to draw the attention of the reading public, the offers in different courses. In addition, it was observed how messages are targeted to a specific audience, making use of a proper language, aiming to the enthusiasm and satisfaction of the target audience, in location, time and purpose in disclosure. / No presente trabalho, buscou-se mostrar as inscrições da linguagem oral percebidas nas mensagens de campanhas publicitárias de Instituições de Ensino, em outdoors, com propaganda de seus cursos, com vistas a uma interação com seu público consumidor. Como contribuição linguística, o trabalho se apoia nos ensinamentos de Marcuschi (2008), para auxiliar a esclarecer definições dos gêneros textuais, que permitam responder algumas características de apresentação textual, e nas propostas teóricas de Koch (2002), com vistas à investigação da intertextualidade na construção expressiva do outdoor, em textos produzidos por diferentes escolas. Buscou-se, ainda, analisar a forma como essas mensagens são elaboradas para a divulgação dos serviços ofertados nos diferentes outdoors, que identificam as características do gênero, bem como a importância da compreensão e aceitação pelo público alvo. O trabalho teve como meta o fornecimento de dados para o aprofundamento sobre a elaboração de mensagens publicitárias. Com a análise, foi possível observar como as mensagens são direcionadas a um público específico, através do uso de uma linguagem adequada, considerando-se local, tempo e finalidade na divulgação. Foram identificadas, alterações nos processos de coesão textual, dos tipos remissão e sequenciação, reiteração e colocação, e, ainda, a ambiguidade como intencionalidade proposital na comunicação, direcionada a cada público específico por Faculdades e Universidades, Cursos Técnicos, Formação Escolar e Cursos de Línguas.

This study sought to examine linguistic and discursive strategies used to construct messages reflective of the implementation of the HIV and AIDS policy for Zimbabwe of 1999 by government and private newspapers. Such analysis was perceived to be important since media content has a bearing on Zimbabweans‘ perception and attitudes regarding HIV and AIDS prevention, treatment and control. The study was aimed at comparing messages from newspapers with views by the people of Zimbabwe regarding the implementation of the policy. Findings reveal that empowerment programmes particularly those targeting women and children are lagging behind as Zimbabweans, literature and newspaper data sources testify. In addition, information sources concur that cultural (For example, stigmatisation, polygamy, religious practices, spouse inheritance) and structural (For example, patriarchy, masculinity, bureaucracy, politics) are stumbling blocks that negatively affect the implementation of the policy. Further, even though private and government newspapers do not fully agree on the portrayal of human agents, there is a general consensus between newspaper reports and Zimbabweans that people still face socio-economic and econo-political challenges that militate against the smooth implementation of the HIV and AIDS policy. Government newspapers tend to downplay aspects which reveal inadequacies of government activities. The study notes this as betrayal of use of ideological squares both by government and private newspapers whereby certain aspects regarding the implementation of the policy are either downplayed or highlighted to influence perception. The study reveals that newspaper reports used nominalisation, quantification, positive politeness, thematisation, rhematisation, intertextuality, euphemism, proverbs, idioms, action verbs, metaphors and citation of experts as linguistic and discursive strategies both for agenda setting and building purposes regarding the implementation of the HIV and AIDS policy. Other devices used particularly in the encoding of Operation Murambatsvina are, claptraps, deictic referencing, personal pronouns, adjectives and direct speech. The study attributes problems regarding the Zimbabwean HIV and AIDS intervention model to the top – down approach inherent in the policy. Hence, the call for an adoption of an unhu/hunhu/ubuntu inspired bottom – up HIV and AIDS intervention model in Zimbabwe. This would inculcate pro-family, pro-village, pro-nation/people and ―servant leadership‖ (Mangena and Chitando, 2011) values in the fight against the pandemic through the embracing of Indigenous Knowledge Systems (IKS). Unfortunately, such values largely continue to elude the radar of the current top – down HIV and AIDS intervention model cuurently in use in Zimbabwe. / African Languages / D. Litt et Phil. (African Languages)