A Critical Discourse Analysis of a College Faculty Recruitment Brochure

Norman Fairclough presents his version of Critical Discourse Analysis with a five stage analyticalframework (Yates, Taylor and Wetherell, 2001: 236). Central to this macro frame is to identify the socialproblem that has a semiotic aspect (Stage 1), the obstacles (Stage 2), whether the problem is needed (Stage 3),resolutions to the problem (Stage 4), and how the researcher's interpretation can "contribute to emancipatorychange" (Stage 5) (Yates, Taylor and Wetherell, 2001: 239). The purpose in this paper is to illustrate howcritical analysis of a text generated by an educational institution encodes the values of that institution and thatthese values "are assembled out of diverse features, "on the spot," as we speak, listen, and act" (Gee, 1999: 46). It is also the purpose to identify conflicted values embedded if the text as part of the broader discourse

Critical discourse analysis · Discourse analysis · Frame (networking · Genre analysis · Institution · Interpretation (philosophy · Macro · Semiotics · Discourse Analysis in Language Studies · Educational Theory and Curriculum Studies · Literary Theory and Cultural Hermeneutics