Pragmatic Force of Covid-19 Ads as Health Protection Practices in Mass Media Discourse

A Contrastive Analysis Study

Bibliographic Data

ID21776003
AuthorsMerve GEÇİKLİ (0000-0002-8619-5026, Atatürk University, corresponding author)
Year2021
Volume10
Issue2
Pages1214-1224
Publication date2021-04-19
Open AccessYes
TypeARTICLE
VenueMANAS Sosyal Araştırmalar Dergisi (JOURNAL)
Journal identifiersISSN: 1694-7215
PublisherMANAS Sosyal Arastirmalar Dergisi (PUBLISHER)
DOI10.33206/mjss.906340
OpenAlexW3153275014
LanguageEN
References cited34

Moving on speech act theory, this study aims to analyse texts in Covid-19 Ads from different parts of the world in order to explore the pragmatic force of mass media discourse across contexts. Thus, the data source of the study is 450 Covid-19 Ads from countries in Asian context, in European context, and in American context compiled from the websites of countries national web platforms. Following qualitative paradigm, the linguistic functions of Covid-19 Ads were analysed on the basis of descriptive analysis moving on ready-made categories in order to compare and contrast the sort of pragmatic force employed in Ads. The overall findings show that, regarding the frequency of illocutionary acts across contexts, there are no significant differences among the Ads in terms of the pragmatic force. Directives and assertives were found to be the most frequent illocutionary acts in texts. In this respect, Covid-19 Ads seemingly perform the same function in mass media discourse of Asian, European, and American contexts; that is, the public discourse is pragmatically manipulated by the Ads for the sake of health protection practices

Advertising · Business · Contrastive analysis · Discourse analysis · Linguistics · Mass media · Political science · Sociology · Hate Speech and Cyberbullying Detection · History · Law · Media Influence and Politics · Medicine · Misinformation and Its Impacts · Psychology

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