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Critical Discourse Analysis (CDA) of Norman Fairclough's Theory on Gojek YouTube Advertisement GoSend Version: Jadi #BestSellerGoSend Bareng Ariel Noah
Abstract
This study aimed to examine how the language used in GoSend advertisements taken from YouTube could influence consumer perceptions and behaviour. This study provided practical importance on the significance of effective language use, appropriate visual selection, and platform selection that could achieve marketing goals. To analyze the advertisement, the researcher used Fairclough’s three-dimensional framework: text dimension (micro), discourse practice (meso), and socio-cultural practice (macro). This study employed a qualitative method in analyzing the advertising text of Gojek’s YouTube GoSend advertisement #BestSellerGoSend featuring Ariel Noah. The findings of this study indicated that various strategies were used in advertising to attract consumer interest. The selection of interesting and promising language increasingly made customers want to use the GoSend service. This advertisement had an impact on influencing customers that by using this service, goods would arrive quickly with cheap shipping costs and safe and hassle-free delivery. In addition, the selection of models as visual objects in this advertisement was very influential in attracting the attention of the audience and building public trust because the model in this advertisement was a legendary public figure, and the addition of old song clips from the band “Noah” served as a special attraction in this advertisement.
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This study sought to investigate the impact of the PIE strategy on seventh-grade students' ability to write descriptive texts at SMP Negeri 1 Pematangsiantar during the 2024/2025 academic year. The research involved 62 participants and employed a quantitative quasi-experimental methodology. Data collection was conducted through written tests, and the analysis procedure included descriptive statistical hypothesis testing. This involved calculating the mean score, median score, and standard deviation to determine the t-test value, which was then compared to the t-table to assess the significance of the PIE strategy in teaching descriptive text writing skills. The findings revealed that the statistical hypothesis test using t-test analysis at a 5% significance level (0.05) yielded a t-test value of 3.571, surpassing the t-table value of 1.677. Consequently, the null hypothesis (H0) was rejected, and the alternative hypothesis (Ha) was accepted. This outcome indicates a statistically significant disparity between the compared groups, suggesting that the observed effect is unlikely to be attributed to chance. These results provide robust evidence supporting the research hypothesis and warrant further exploration of their implications. This statistical significance implies that the observed differences between the groups are likely due to a genuine effect rather than random variation. It is important to consider the practical significance of these findings alongside the statistical results. Further analysis of effect sizes and confidence intervals could provide additional insights into the magnitude and precision of the observed differences. In conclusion, the study demonstrates that the PIE strategy effectively influences seventh-grade students' descriptive text writing abilities at SMP Negeri 1 Pematangsiantar.
Through the lens of sociolinguistics, this research looks at the dynamic between language and culture. Terms of address are also found in the Simalungun language, a local language in the Simalungun district of North Sumatera, Indonesia. Due to the kinship system of Simalungun ethnic groups, there are many different forms of addressing terms. Speakers of Simalungun must choose the correct addressing terms when speaking to the interlocutors to keep the communication going. This avoids conflict and tension at the time of commencing communication. The goal of this research is to better understand the variety of ways in which Simalungun speakers express their greetings to one another. Methodologically, this study makes use of a qualitative descriptive approach to research. The Simalungun words in current use constitute the research data. The data are collected via interviews, surveys, participant observation, a listing from the Simalungun dictionary, and recordings of Simalungun individuals speaking in a variety of settings (church, family gathering, hospital, market, meeting, party, school, university settings and workplace). The family structure of Tolu Sahundulan Lima Saodoran is the root reason of the language’s extensive vocabulary of addressing terms. Personal names, kinship words, and appreciating persons are determined to be the most common forms of addressing people in Simalungun.
Multimodal discourse analysis is a new study in discourse studies to study text combined with images, colors, symbols, and other semiotic sources. The message and the semiotic assets are utilized to address meaning. Hence, a semiotic methodology is utilized to concentrate on the implied importance of the text, pictures, and varieties utilized. In this review, a multimodal semiotics approach is utilized to look at pictures, varieties, and text on video games instructional exercises. The pictures and varieties were broken down utilizing Kress and Leeuwen’s perusing picture hypothesis, while the text as an impression of the truth was examined utilizing seven structure task hypothesis from James Paul Gee. This study presumes that in the utilization of varieties, pictures, musics and messages contain a specific implying that watchers can decipher as per the truth introduced in the computer games instructional exercises
This study examines Chimamanda Ngozi Adichie's novel Americanah in which, any language form that has been "hybridized" or "infected" by local traditions is viewed with great suspicion. The study focuses on differentiation as a form of symbolic capital used by the powerful to enforce their values of taste, gender status, and progress. There is a widespread belief that one must earn legitimacy, authenticity, and recognition at home and abroad by acquiring the forms of capital represented by one's colonial socio-cultural and linguistic past through means such as imitation, appropriation, and formal education. However, often, the foreign is worshipped as a godlike sign of achievement, while the native is typically demonized as a symbol of backwardness. This paper thus analyzes this novel in terms of its inter-cultural representation, use of language and the difficulties associated with learning a new language. It employs a Socio-linguistics perspective and deconstructs the meanings associated with the story: its characters and the episodes through which the novel unfolds. The findings show that, the novel's discussion of language serves as a metaphor for its exploration of a variety of identities and representations. These are also the major themes, employed by the novel.
Purpose: The purpose of this study was to explore the influence of celebrity endorsements on consumer behaviour in the era of social media. Methodology: The study adopted a desktop research methodology. Desk research refers to secondary data or that which can be collected without fieldwork. Desk research is basically involved in collecting data from existing resources hence it is often considered a low cost technique as compared to field research, as the main cost is involved in executive’s time, telephone charges and directories. Thus, the study relied on already published studies, reports and statistics. This secondary data was easily accessed through the online journals and library. Findings: The findings revealed that there exists a contextual and methodological gap relating to the influence of celebrity endorsements on consumer behaviour in the era of social media. Preliminary empirical review revealed that in the dynamic era of social media, it is clear that celebrity endorsements continue to play a pivotal role in influencing consumer behavior. However, the evolving nature of this influence demands that brands and marketers stay attuned to changing consumer preferences, cultural nuances, and the authenticity of endorsements. As social media platforms and consumer behavior continue to evolve, so too will the strategies and approaches used in leveraging celebrity endorsements to shape consumer choices and behaviors. Unique Contribution to Theory, Practice and Policy: The Social Identity Theory (SIT), Elaboration Likelihood Model (ELM) and the Parasocial Interaction Theory (PIT) may be used to anchor future studies on consumer behaviours. The study made the following recommendations: leveraging authenticity and transparency; considering micro-influencers; monitoring of celebrity behaviour on social media; leveraging data analytics and diversifying marketing channels.
Recent advances in generative pre-trained transformer large language models have emphasised the potential risks of unfair use of artificial intelligence (AI) generated content in an academic environment and intensified efforts in searching for solutions to detect such content. The paper examines the general functionality of detection tools for AI-generated text and evaluates them based on accuracy and error type analysis. Specifically, the study seeks to answer research questions about whether existing detection tools can reliably differentiate between human-written text and ChatGPT-generated text, and whether machine translation and content obfuscation techniques affect the detection of AI-generated text. The research covers 12 publicly available tools and two commercial systems (Turnitin and PlagiarismCheck) that are widely used in the academic setting. The researchers conclude that the available detection tools are neither accurate nor reliable and have a main bias towards classifying the output as human-written rather than detecting AI-generated text. Furthermore, content obfuscation techniques significantly worsen the performance of tools. The study makes several significant contributions. First, it summarises up-to-date similar scientific and non-scientific efforts in the field. Second, it presents the result of one of the most comprehensive tests conducted so far, based on a rigorous research methodology, an original document set, and a broad coverage of tools. Third, it discusses the implications and drawbacks of using detection tools for AI-generated text in academic settings.
This study was conducted to analyze the types and dominant types of semantic meaning of slang word in online advertisement. This research is to explain about various kinds of semantic meaning of slang that used in online advertisement. The phenomenon of slang, especially in online advertisement, has became a trend or style of speech in society. As part of everyday communication, it is always found in human daily conversation. The advertiser used slang language in the online advertisement to catch or attracting millenial generation attention. This research uses qualitative descriptive method. The data from this study are all utterances that consists of 12 selected online advertisement. Semantics (the study of meaning) theory proposed by Leech is used to examine the data utilizing the seven categories of meaning (1983). Seven different categories of meaning are used to categorize the data: denotative, connotative, social, affective, reflective, collocative, and thematic meanings. As a result, five different sorts of meaning have been identified: denotative, connotative, social, affective, and reflective. Online advertisements primarily use denotative meaning.
The goal of this study is to undertake a multimodal analysis of a print advertisement for the Samsung Galaxy S5. According to Cheong (2004), the general structure of print advertisements is as follows: Capture^Focus^Justification. This structure encompasses both the verbal and visual aspects of advertising. The goal of this study is to describe the structure of multimodal analysis observed in a print advertisement for the Samsung Galaxy S5. To achieve the research's goal, descriptive qualitative research was used. The information, which is a print advertisement, was gathered via Google image results. As a result, some data analysis procedures include searching for and printing the Samsung Galaxy S5 print advertisement from a google image result, reading the text and attempting to analyze the advertisement, classifying and analyzing the data (advertisement) according to the verbal and visual components as presented by Cheong (2004), and finally drawing a conclusion. Finally, the researchers discovered that the structure of verbal (Announcement, Enhancer, Emblem, Tag, Cal-and-visit information) and visual (Lead, Display, and Emblem) components are included in the advertisement.
Language education policies contain discourses that have language ideologies embedded within them. This study explores the language ideologies in official language education policy documents of Pakistan from 2000 to 2020. Using Corpus Assisted Critical Discourse Analysis techniques, a 1.28 million-word-corpus was generated from 32 policy documents collected from official websites of UNESCO and the Ministry of Federal Education and Professional Training, Pakistan. The corpus analysis of frequency, collocation, and MI significance values were utilized to find out the typicality of topics and semantic preferences, while the concordance analysis revealed discourse prosody around the languages mentioned in the corpus. Moreover, seven documents were downsampled through dispersion plot. Discourse Historical Analysis was carried out on these documents based on discursive strategies of argumentation, predication, and perspectivization with reference to intertextuality and interdiscursivity. The findings show that English and to some extent Urdu occupy the ideological space related to education. The local languages were discussed in positive light, but they were marginalized in educational ideological space. The analysis also showed that the policies had underlying monoglossic ideology that can be seen having tolerance-oriented and expediency-oriented policy ideologies for local languages. This implies that the official policies of Pakistan marginalized the local languages in the discourse of language education. These findings invite policymakers to bring the local languages in the ideological space of education and introduce high level of ideological uniformity, consistency and goal setting for English, Urdu, and local/indigenous languages in the language-in-education policies of Pakistan that matches, captures and promotes the linguistic diversity in Pakistan.
The trend of digital advertising has risen significantly as the use of internet is increasing. It contributes to the way people shape their lifestyle and perceive themselves as a part of the society. Due to its significant role in influencing the audience, this article aimed to reveal an ideological representation in a digital advertisement. The object of this article was Grabfood advertisement published in YouTube which contained both linguistics and visual aspects. Hence, this descriptive qualitative study adopted Fairclough’s Critical Discourse Analysis as the theoretical framework to analyze the data. The results showed that there is a representation of consumerism identified in Grabfood advertisement. This ideological representation encourages the audience to consume more by glorifying the consumptive behavior. The advertisement intended to influence the audience subconsciously that by purchasing goods through its product service would be rewarding and would save them more money. Subsequently, through the number of selling points shown in the advertisement, both linguistically and visually, it manages to deliver its purpose in persuading and leading the audience to more consumption. By analyzing the advertisement critically, we can equip ourselves with more understanding on the process of product advertisement, so that the meanings behind the surface of the advertisement can be identified and responded wisely.
Text classification is the most vital area in natural language processing in which text data is automatically sorted into a predefined set of classes. The application of text classification is wide in commercial works like spam filtering, decision making, extracting information from raw data, and many other applications. Text classification is more significant for many enterprises since it eliminates the need for manual data classification, a more expensive and time-consuming mechanism. In this paper, a comparative analysis of text classification is done in which the efficiency of different machine learning algorithms on different datasets is analyzed and compared. Support Vector Machine (SVM), k-Nearest Neighbor (k-NN), Logistic Regression (LR), Multinomial Naïve Bayes (MNB), and Random Forest (RF) are Machine Learning based algorithms used in this work. Two different datasets are used to make a comparative analysis of these algorithms. This paper further analyzes the machine learning techniques employed for text classification on the basis of performance metrics viz accuracy, precision, recall and f1-score. The resullltsss reveals that Logistic Regression and Support Vector Machine outperforms the other models in the IMDB dataset, and kNN outperforms the other models for the SPAM dataset as per the results obtained from the proposed system.
This study provides a bibliometric analysis of political discourse in translation studies based on the Web of Science (WoS) database from 1990 to 2020. It adopts a guiding procedure integrating the Preferred Reporting Items for Systematic reviews and Meta-analyses (PRISMA) guidelines into the bibliometric standard workflow and using VOSviewer as the visualization tool. With the help of the built-in WoS analysis tools, the annual publication trends and the most influential productive countries are examined. VOSviewer is used to explore the influential sources in the field, research themes, cited references and their intersections with other references, cited sources and their links to other sources, and most frequently cited authors. The co-occurrence analysis of keywords distinguishes eight research themes, namely, linguistic analysis, ideology and manipulation, power embodied in political communication, interpreting and critical discourse analysis (CDA), the recontextualization of political discourse in media discourse, diplomatic translation, the representation of political speeches in news translation, and conflict and politics. The co-citation analysis of the cited references focuses on discourse analysis models, research approaches, and theoretical frameworks. The co-citation of sources suggests that interdisciplinary features characterize political discourse translation studies, interacting with other disciplines through fields such as pragmatics, discourse analysis, and communication research.
The digital age has given rise to new pathways for everyday individuals to accrue media attention, which can be translated into promotional endeavors. Such sociocultural currency is referred to as celebrity capital, which can be exchanged within the field of advertising through celebrity endorsements. Traditional celebrities acquire celebrity capital through institutional intermediaries such as sport, television, music, and movies. Research is needed to understand the unique process by which social media influencers (SMIs) acquire celebrity capital. We draw on interviews with 40 global advertising industry practitioners and influencers to better understand how influencers acquire celebrity capital in a saturated media landscape. Extending previous work on celebrity capital and influencer advertising, this study conceptualizes a process which we term influencer celebrification. Influencer celebrification is the process by which SMIs acquire celebrity capital within an interconnected advertising ecosystem. Empirical findings identify three types of practices in the influencer celebrification process: generative practices; collaborative practices; and evaluative practices. This study identifies the role of advertising practitioners in the influencer celebrification process and offers implications for advertising theory and practice.
Although social constructionism (SC) and Foucauldian discourse analysis (FDA) are well established constructionist analytical methods, this article propose that Foucauldian discourse analysis is more useful for qualitative data analysis as it examines social legitimacy. While the SC is able to illuminate how the “meaning” of our social action is constructed through our everyday interaction in socio-cultural and political contexts, questions emerge that are beyond the scope of the SC. These questions are concerned with understanding how the construction of “meaning” is connected to the power imbalance in our society, as well as how a particular version of reality comes to us as truth, having excluded other versions. Moreover, SC does not distinguish between successful and unsuccessful/marginalized claims. This article reflects on how using FDA addresses weaknesses in SC when used in qualitative data analysis, using specific examples from different literature.
This study aimed at analyzing two advertisements, and investigating how advertisers use discourse and semiotics to make people and customers buy into their ideas, beliefs, or simply their products. The two advertisements analyzed are beauty products which have been selected from internet magazines. The methodology adopted in this study is qualitative method. The first advertisement is analyzed qualitatively in terms of content; there was no focus on a specific theoretical frame work, while the second advertisement analysis is based on Fairclough's framework, the critical discourse analysis framework.
The critical turn arrived in the field of applied linguistics in the late 1990s and early 2000s, and the field has since witnessed a burgeoning body of literature drawing on a variety of analytical frameworks and methodological approaches that are loosely labeled as critical discourse analysis (CDA). A methodological review of the role of CDA in the field is thus timely both to provide signposts for researchers wishing to draw on CDA methods in applied linguistics research and to provide some theoretical and methodological resources to evaluate the rapidly growing body of CDA-oriented applied linguistics research. Unlike some methodological tools, such as corpus analytic tools that can be inserted into a diverse range of theoretical frameworks (e.g., positivist studies, interpretive studies, critical studies), CDA cannot be applied divorced from its paradigmatic theories, as it is closely related to a specific set of social theories about the nature of language, literacy, identity, social practice, and the social world. CDA methods thus cannot be applied without also a concomitant commitment to CDA's theoretical orientations. In this review, the theoretical commitments as well as the classic methods of CDA will first be discussed and then the major areas in which CDA researchers typically conduct their studies are outlined together with a review of the variety of methodological approaches used in these different areas. The strengths as well as the limitations of these approaches will be discussed with examples of recent studies using CDA in the field of applied linguistics. The article will conclude with some suggestions for future directions of CDA methodological development.
This research aimed to find out or to investigate the students’ perception on the use of English pop song in enhancing pronunciation those are internal and external factors of perception. This research design was descriptive qualitative research method with study case approach. The research conducted focused on tenth-grade students of SMA Swasta YP HKBP 1 Pematangsiantar, comprising four classes with a total population of 78 students. Data collection was carried out through questionnaires containing 25 statements regarding students' perceptions on the use of English pop songs in improving pronunciation. These questionnaires were presented in the form of a Likert scale, ranging from strongly agree to strongly disagree. The data analyzed in form of words, definitions, quotations, statements and figure that supporting in this research. The result showed that students had good or positive perceptions on the use of English pop song in enhancing pronunciation. From 25 questionnaires, only one items that students mostly chose disagree and strongly disagree which is never practice to pronounce cleary by repeating unique words or sentences in the lyrics. The rest of questionnaires were perceived positively where most of students chose agree as their responses to the statements. It can be concluded that English pop song gave a good and positive perception or impact and can be alternative way in teaching and learning process especially in learning pronunciation.
Background
Interpersonal meaning is the interaction between the speaker and the listener and the writer and the reader. This study aims to determine the structure of mood and how the structure of mood is found. The purposes of this study are (1) to be more sensitive to the mood structure shown in Maybelline New York cosmetic advertisement. (2) to investigate the reason of why interrogative sentences are more difficult to find than declarative sentences. Through this research, we can see the types of mood structures, and how these mood structures are used.
Methods
The type of research approach used is descriptive qualitative. Research in this case describes systematically, factually and accurately facts and causal relationships of the phenomena studied. The sources of data in this study are eight cosmetic Maybelline New York products, namely the Maybelline gel pencil, L’oreal colour riche nail, Maybelline mascara and eyeliner, Maybelline creamy lipmatte and Maybelline eyeshadow, Maybelline eyeliner, Maybelline lipstick, and Maybelline clear smooth all in one.
Results
In analyzing the data, the researcher of the 2014 Halliday theory revised by Mathiesse found that there are three types of manifested mood, four types of realized speech function, and mood-based realization of speech function. The moods manifested were declarative (48.64%), interrogative (5.40%) and imperative (45.94%). Speech functions that are realized are statements (48.64%), questions (5.40%), offers (18.91%) and command (24.32%).
Conclusions
It can be concluded that declarative sentences are mostly found in Maybelline New York products. Researchers suggest that readers be more careful in using mood structures in cosmetic advertisements so that there are no misunderstandings.
Given that narratives are everywhere, this special issue aims to contribute to the field of Critical Discourse Studies (CDS, also known as Critical Discourse Analysis) by (a) considering the concept of narrative and showcasing some of its uses in CDS, (b) arguing for its prominent consideration within conceptual architectures in CDS, and (c) illustrating emancipatory potentials of the narrative form in line with CDS’ critical impetus. Indeed, while CDS has long analysed stories, the concept of narrative is employed in a variety of ways, at times lacking a clear definition and being insufficiently demarcated from other key concepts, e.g. discourse. In response, I start with a brief introduction to narrative before illustrating its presence in some CDS studies, and closing with an outline of contributions to this special issue. Although these contributions neither depart from nor arrive at one single understanding of narrative in CDS, they acknowledge the significance of narrative in social life and for critical, discourse-analytical work. The authors therefore also encourage the reader to consider further the various uses of the concept of narrative in our work, the roles that narratives play in our lives and the ways in which narratives can change our world.
This research examines TV advertisements for beauty products on local TV from the perspective of Critical Discourse Analysis. This research mainly focuses on the use of language in beauty advertisements and the strategies used by advertisers to manipulate and influence their customers. This analysis is based on Fairclough's three-dimensional framework, which shows how the ideology of “beauty” is produced and reproduced through advertisements on TV. Qualitative research was conducted on beauty product advertisements from ten TV advertisements for beauty products in 2019. The advertisements taken and analyzed were advertisements for facial beauty products from various brands and types. The findings suggest that advertisers use a variety of strategies to manipulate women. Advertising language is used to control people's thoughts. The better the words the advertisers used to manipulate the viewers, the better reaction that they will get from the viewers. This research shows advertisers are not only promoting their products but highlighting society's standards of beauty and cultural values into the viewers’ lifestyle and how the TV advertisements have shaped the beauty ideology of social practice in Indonesia.
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