Discourse and Ideology
Presented By: Sapna Rehmat
BS .B (4) English language and literature
Table of contents
● What is ideology
○ Types
○ Features
○ Importance
● Ideology in Discourse
○ Key conepts
○ Relationship
○ Examples
● Discourse and ideology example
● Key theorist (Four)
● Socio Cognitive Approach
● Research paper
What is ideology?
● Ideology refers to a set of beliefs, values, or ideas that guide and shape an individual’s
or a group’s worldview. It often includes social, political, economic, and cultural
perspectives. Examples of ideologies include:
Liberalism: Emphasizes individual rights, democracy and a free-market economy.
Conservatism: Advocates for tradition, authority, and limited government intervention.
● Socialism: Calls for collective ownership of the means of production and a more
equal distribution of wealth.
● Feminism: Focuses on achieving gender equality in social, political, and economic
realms.
● Nationalism. Stresses the importance of a shared national identity and often
promotes the interests of a particular nation.
● Communism: Aims for a classless society where the means of production are
collectively owned.
● Environmentalism: Prioritizes the protection of the environment and sustainable
Key Features Of Ideology
Beliefs and Values; Ideologies consist of core beliefs that reflect what is considered
important or valuable.
Worldview: An ideology shapes how individuals perceive and interpret reality.
Guiding Principles: Ideologies provide guidelines for behavior and decision-making.
● Social and Political Context: Ideologies often emerge within specific social or
political contexts.
● Group Identity: Ideologies foster a sense of belonging and solidarity within
groups.
Importance
● Influences Policy and Governance: Ideologies can shape political
platforms, influence legislation, and guide government actions.
● Affects Social Movements: Ideologies often drive social movements,
motivating individuals to advocate for change based on shared beliefs.
● Frames Public Discourse: Ideologies influence how issues are discussed in
the media, shaping public perception and understanding.
Ideology in Discourse
In Discourse Studies, ideology refers to the ways in which language is used to convey and
shape ideologies or belief systems within a society. It involves analyzing how language
constructs and reflects power relations, social norms, and cultural values. Examples of
how ideology operates in discourse studies include:
● Media Discourse Examining how news articles or media outlets frame events can
reveal ideological biases shaping public perception.
● Political Discourse Analyzing political speeches or debates can unveil the ideologies of
different parties, highlighting their values and policy priorities.
Cont...
● Gender Discourse Studying language use in discussions about gender can
reveal societal norms and power dynamics, exposing underlying ideologies
about gender roles.
● Advertising Discourse Advertisements often employ language to convey
cultural norms and values, reflecting and perpetuating specific ideologies to
sell products.
● Educational Discourse: Analyzing textbooks or classroom interactions can
reveal the ideologies embedded in educational systems, influencing how
knowledge is presented and understood.
Relationship
- Ideology Shapes Discourse:
● - Ideologies influence how information is interpreted and communicated, with
language reflecting ideological positions.
- Discourse Reinforces Ideology:
● - Discourse can legitimize or challenge ideologies, shaping public perception through
media and public narratives.
- Mutual Construction:
● - Ideology and discourse shape each other, with changes in one leading to shifts in the
other, such as through social movements.
- Power Dynamics:
● - Those in power control dominant discourses, while marginalized groups create
counter-discourses to challenge ideologies.
Examples
Media Representation: Advertisement
Example: Example:
■ A news outlet with a capitalist ideology • An ad saying “You deserve the best”
might use positive language like “job creators” promotes consumerism, suggesting that
to describe business owners, suggesting they buying products leads to happiness and
are beneficial to society. success.
• Conversely, a news outlet with a socialist • An ad focusing on “community
ideology might focus on the negative aspects, support” and “sustainable products”
using terms like “corporate greed to highlight promotes environmental and social
the downsides of big business. responsibility.
Explanation: The language (discourse) used in Explanation: The messages in
each outlet reflects its underlying beliefs advertisements (discourse) support the
(ideology) about the role of businesses in ideologies (beliefs) of consumerism or
society. sustainability.
Discourse and ideology
- Texts reflect hidden values and ideologies rather than being neutral or objective
(Threadgold, 1989).
- Texts are linked to social realities and help maintain or challenge dominant
ideologies.
- Spoken and written genres are not just linguistic forms but play a role in
reproducing or changing ideologies.
● - These genres are historically and politically significant, not just language
models.
Example
1.Mr. President; every year billions of dollars leave poor countries & go to rich countries.
Billions of dollars siphoned by corrupt politicians to tax havens, expensive properties
bought in western capitals. It is devastating to the developing world.
2. We have faced Islamophobia while travelling abroad; and in European countries it is
marginalizing Muslim communities. And marginalization creates room for and leads to
radicalization
3. Most important thing I want to say, to explain this Islamophobia, I’ve played cricket in
the West & I know how the western mind works. One of the reasons for Islamophobia; in
1989 this book was published maligning, ridiculing our Prophet (PBUH).
4. What kind of a mindset locks up 8 million people? Women, children, sick people. What
I know of the west, they wouldn’t stand for 8 million animals to be locked up. These are
humans.
5. Supposing a country 7 times smaller than its neighbor; faced with a question. Either
you surrender, or you fight till the end. I ask myself this question. And my belief is ‘La
ilaha illAllah’, there is no God but one. We will FIGHT!
Key Theorist;
● -Louis Althusser: Ideology shapes how individuals perceive the world, reinforced by
institutions like education and media to maintain social power structures.
● -Antonio Gramsci: Introduced *hegemony*, where dominant ideologies secure power
through cultural consent, not just force. Counter-hegemonic movements can challenge
this.
● -Michel Foucault: Discourse is a form of power shaping identities and societal norms;
ideology is embedded in knowledge and language structures.
● -Teun A. Van Dijk: Focused on the relationship between language, power, and
ideology, particularly in media, and how discourse reinforces social hierarchies.
Socio Cognitive Approach
● “Van Dijk” is a Dutch linguist and cognitive scientist renowned for his
extensive work in discourse analysis, particularly Critical Discourse Analysis
(CDA). His research focuses on the interplay between language, cognition, and
society, examining how discourse structures shape and are shaped by social
practices and power relations.
- Socio-Cognitive Approach: Links cognitive psychology and discourse analysis
to understand how knowledge and language shape each other.
- Macro and Micro Levels: Analyzes societal power relations (macro) and
sentence structure (micro) in discourse.
- Interdiscursivity: Studies interaction between different discourses within or
across texts.
● - Discourse and Power: Examines how language constructs and maintains
power relations.
Language and power in Van Dijk Frame
work
● Van Dijk’s analysis of language and power centers on how discourse serves as
a medium for the reproduction and negotiation of power structures. He posits
that language is not merely a tool for communication but also a mechanism
through which social dominance and control are exercised.
Key Aspects
Discourse and Social Practices: Discourse shapes and is shaped by social
practices, embedding power relations in language.
Ideological Processes: Language conveys and reinforces ideologies that
support power structures, often implicitly.
● Power Strategies: Discourse strategies to maintain power include
controlling agendas, framing issues, and marginalizing alternative viewpoints.
Application of Model
A. Media Discourse
“News Reporting”: Analyzing how news outlets frame events can reveal biases and
power affiliations. For instance, the choice of words, sources cited, and narratives
constructed can influence public perception and reinforce societal hierarchies.
“Political Speeches”: Examining how politicians use language to persuade, manipulate
emotions, and establish authority.
B. Institutional Discourse:
“Educational Materials”: Investigating how textbooks and curricula reflect and
perpetuate societal norms and power relations.
“Corporate Communication”: Understanding how businesses use language to assert
dominance, market products, and influence consumer behaviour.
Example
● Media Representation of Migrants
Van Dijk’s framework can be applied to analyze how media discourse
portrays migrants. By examining word choices, narratives, and framing, one
can uncover underlying ideologies that either humanize migrants and
promote empathy or dehumanize and incite fear, thereby influencing public
opinion and policy.
Research Paper
● The research paper titled “Language Power and Ideology in Commercial
Discourse: A Prologue to Critical Discourse Analysis for Neophyte Analysts” by
Jabreel Asgha, published in 2014, provides an introduction to Critical
Discourse Analysis (CDA), specifically focusing on commercial discourse. It
explores how CDA can be applied to analyze texts in terms of power, ideology,
and social practices, especially within commercial contexts such as
advertising, marketing, and other forms of media.
Cracks of the Paper:
Critical Discourse Analysis (CDA): The paper outlines CDA as an
interdisciplinary approach that helps analyze the language in texts critically,
uncovering hidden ideologies, power dynamics, and social practices.
● Practical and Theoretical Insights: It combines both theoretical
explanations and practical examples, allowing the reader to understand how
CDA tools and techniques can be used to analyze discourse.
● Commercial Discourse Focus: The study uses commercial discourse (such
as advertisements) as an example to demonstrate how language can reflect
power and ideology.
● Target Audience: The paper is intended for readers with little or no prior
knowledge of CDA, making it accessible to beginners.
Examples
● Print and TV Advertisements:
An ad showing a woman applying a skincare product, followed by the
message, “Because you deserve it,” could be examined. CDA would explore
how this ad reinforces gendered ideologies of femininity, self-care, and the
societal expectation that women should maintain youthful beauty.
● Cultural and Social Norms in Ads:
A commercial where a man is portrayed in a powerful, authoritative role,
while a woman is shown in a passive, caregiving role, could be analyzed to
reveal how these ads reinforce traditional gender roles. CDA would focus on
how language and visuals subtly propagate gender stereotypes.
References
● Asghar, J. (2014). Language power and ideology in commercial discourse: A
prologue to critical discourse analysis for neophyte analysts. Journal of Studies
in Social Sciences, 3(4), 225-240.
● Threadgold, T. (1989). Reformulating genre: The role of spoken and written
genres in reproducing ideologies. Language and Communication, 9(2), 107-
120.
● Van Dijk, T. A. (2012). Ideology: A multidisciplinary approach (2nd ed.). Sage
Publications
● Van Dijk, T. A. (1993). Principles of critical discourse analysis. Discourse &
Society, 4(2), 249-283.
● Smith, J. (2023). The relationship between ideology and discourse: A critical
perspective. Journal of Political Discourse Studies, 15(2), 45-59.
● https://youtube.com/@englishwitharcomrade?si=R3fwYPp_sQyT7NXi
● https://youtube.com/@learnenglishliterature-eu3rt?si=GqFfALeLV3T1cMAL
● https://youtube.com/@litlingoenglishacademy?si=Lj6S16AOkp4A8Kg6
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