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Freezing in it-clefts
(2013)
In the present article I have decided to focus on the analysis of one of the most "traditional", but still fast-developing and ever-changing type of advertising – on the analysis of advertising in the press. The more my colleagues, students, and I try to analyse, scrutinise and describe particular aspects of advertising, the more obvious it is that to make this analysis authentic and reliable from the theoretical point of view and important from the practical point of view, it is necessary to suggest a universal approach to the study.
This article advocates an understanding of ‘positioning’ as a key to the analysis of identities in interaction within the methodological framework of conversation analysis. Building on research by Bamberg, Georgakopoulou and others, a performative, interaction-based approach to positioning is outlined and compared to membership categorization analysis. An interactional episode involving mock stories to reveal and reproach an inadequate identity-claim of a co-participant is analysed both in terms of practices of membership categorization and positioning. It is concluded that membership categorization is a core element of positioning. Still, positioning goes beyond membership categorization in a) revealing biographical dimensions accomplished by narration and b) by uncovering implicit performative claims of identity, which are not established by categorization or description.
Quality journalism offers its educated readers unsimplified linguistic usage which comprises standard collocations, phrases and utterances on the one hand, and occasional word-combinations, deformed idioms and quotations on the other. The former belong to the language system and reside in a variety of unilingual dictionaries, whereas the latter are confined to speech and have little chance of being registered by lexicographers.
Television news discourse
(2013)
In this paper, the author develops the narrative approach to TV news discourse as follows: with the categories of the narrator, the “voices” of the narrator, points of view, the composition of narrative, and the recipient's image. A brief review of the basic peculiarities of the Russian discourse is given as an illustration.
The term ‘marketing communications’ is used to denote communications by means of various persuasive messages about products, organizations, candidates and ideas that marketers send to audiences to build up knowledge of the mentioned objects, to evoke positive attitudes towards them, to stimulate the audience to act in a certain way (buy, use, vote, approve) and remain loyal to them. Possibly the most dominant type of marketing communications in our culture is advertising, but there are many other effective forms of marketing persuasion (public relations, sponsorship, point-of-sale communications, sales promotion, event marketing, product placement, etc.). Advertising uses mass media channels (traditional and new media) to contact and interact with the audiences, and thus the language of advertising has become a special form of mass media language.
Thoughts on what kind of dictionaries and why they are necessary for journalists lead to the conclusion: first of all, dictionaries of pronunciation are interesting for them. Radio and television journalists need pronouncing dictionaries. In this regard, there are such modern dictionaries as “The Dictionary of Russian Pronunciation Difficulties” (Kalenchuk/Kasatkina 2006), “The Dictionary of Emphasis for Radio and TV announcers” (Vvedenskaja 2004) and “The Dictionary of Perfect Russian Emphasis” (Shtudiner 2007). Dictionary reference books that help to avoid some spelling mistakes are necessary in the newspaper practice. This type of publication includes “The Abridged Dictionary of Russian Language Difficulties for the Workers of the Press” (1968) that contains about 400 words, and reference books such as: “Word Usage Difficulties in TV and Broadcasting” (Gajmakova/Menkevich 1998) and “Russian Language Difficulties” by Rakhmanova (ed.) (1994).
Based on German speaking data from various activity types, the range of multimodal resources used to construct turn-beginnings is reviewed. It is claimed that participants in talk-in-interaction need to deal with four tasks in order to construct a turn which precisely fits the interactional moment of its production:
1. Achieve joint orientation: The accomplishment of the socio-spatial prerequisites necessary for producing a turn which is to become part of the participants’ common ground.
2. Display uptake: Next speaker needs to display his/her understanding of the interaction so far as the backdrop on which the production of the upcoming turn is based.
3. Deal with projections from prior talk: The speaker has to deal with projections which have been established by (the) previous turn(s) with respect to the upcoming turn.
4. Project properties of turn-in-progress: The speaker needs to orient the recipient to properties of the turn s/he is about to produce.
Turn-design thus can be seen to be informed by tasks related to the multimodal, embodied, and interactive contingencies of online-construction of turns. The four tasks are ordered in terms of prior tasks providing the prerequisite for accomplishing a later task.