Fairclough's critical discourse analysis of television advertising production in selected OIC countries

There have been several research studies examining television advertising content in terms of effects rather than television advertising production. The production process is significant to examine so as to determine the factors that influence advertising messages prior to the formation of a fram...

Full description

Saved in:
Bibliographic Details
Main Authors: Mokhtar, Aida, Samsudin, Sofiah, Tharmalingam, Selvarajah
Format: Conference or Workshop Item
Language:English
English
English
Published: The International Academic Forum (IAFOR) 2018
Subjects:
Online Access:http://irep.iium.edu.my/61088/19/61088%20Programme.pdf
http://irep.iium.edu.my/61088/7/Fairclough%E2%80%99s%20CDA%20Analysis%20of%20TV%20Advertising%20Production%20OIC%20-%2015July2018.pdf
http://irep.iium.edu.my/61088/8/IAFOR2018-1Juy2019.pdf
http://irep.iium.edu.my/61088/
Tags: Add Tag
No Tags, Be the first to tag this record!
id my.iium.irep.61088
record_format dspace
spelling my.iium.irep.610882019-07-02T04:32:47Z http://irep.iium.edu.my/61088/ Fairclough's critical discourse analysis of television advertising production in selected OIC countries Mokhtar, Aida Samsudin, Sofiah Tharmalingam, Selvarajah P87 Communication. Mass media There have been several research studies examining television advertising content in terms of effects rather than television advertising production. The production process is significant to examine so as to determine the factors that influence advertising messages prior to the formation of a framework guiding the television advertising production process. The purpose of the research study is to examine the television advertising production process of countries that are members of the Organisation of Islamic Cooperation (OIC). The OIC acts as a collective voice for Muslims making its members important to examine in relation to whether Islamic values are imbued in the production of television advertisements. The study was framed using the Hierarchy of Influences model that underlines the five levels of influence on media content ranging from macro to micro levels that include social systems, social institutions, organizations, routines, and individuals. Interviews with eight representatives of OIC countries were carried out and the data was analysed using thematic analysis as the first layer of Fairclough’s 3D critical discourse analysis model. The findings suggest that television advertising production is influenced by the countries’ different subsystems involving an assortment of economic, political, cultural dimensions; government television media prefer disseminating public communication messages to audience members; the media as a social institution can be more prominently Islamic in some countries than others thus this fashions different advertising content; the government plays a more or less prominent role in regulating the advertisements; and the absence of guidelines that scrutinise television advertising production by OIC countries is apparent. A television advertising framework is recommended as the outcome of the research study by focusing on the ideals and commonalities between OIC countries. The International Academic Forum (IAFOR) 2018 Conference or Workshop Item PeerReviewed application/pdf en http://irep.iium.edu.my/61088/19/61088%20Programme.pdf application/pdf en http://irep.iium.edu.my/61088/7/Fairclough%E2%80%99s%20CDA%20Analysis%20of%20TV%20Advertising%20Production%20OIC%20-%2015July2018.pdf application/pdf en http://irep.iium.edu.my/61088/8/IAFOR2018-1Juy2019.pdf Mokhtar, Aida and Samsudin, Sofiah and Tharmalingam, Selvarajah (2018) Fairclough's critical discourse analysis of television advertising production in selected OIC countries. In: The IAFOR International Conference on the City The IAFOR International Conference on Global Studies, 13th-15th July 2018, Barcelona, Spain.
institution Universiti Islam Antarabangsa Malaysia
building IIUM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider International Islamic University Malaysia
content_source IIUM Repository (IREP)
url_provider http://irep.iium.edu.my/
language English
English
English
topic P87 Communication. Mass media
spellingShingle P87 Communication. Mass media
Mokhtar, Aida
Samsudin, Sofiah
Tharmalingam, Selvarajah
Fairclough's critical discourse analysis of television advertising production in selected OIC countries
description There have been several research studies examining television advertising content in terms of effects rather than television advertising production. The production process is significant to examine so as to determine the factors that influence advertising messages prior to the formation of a framework guiding the television advertising production process. The purpose of the research study is to examine the television advertising production process of countries that are members of the Organisation of Islamic Cooperation (OIC). The OIC acts as a collective voice for Muslims making its members important to examine in relation to whether Islamic values are imbued in the production of television advertisements. The study was framed using the Hierarchy of Influences model that underlines the five levels of influence on media content ranging from macro to micro levels that include social systems, social institutions, organizations, routines, and individuals. Interviews with eight representatives of OIC countries were carried out and the data was analysed using thematic analysis as the first layer of Fairclough’s 3D critical discourse analysis model. The findings suggest that television advertising production is influenced by the countries’ different subsystems involving an assortment of economic, political, cultural dimensions; government television media prefer disseminating public communication messages to audience members; the media as a social institution can be more prominently Islamic in some countries than others thus this fashions different advertising content; the government plays a more or less prominent role in regulating the advertisements; and the absence of guidelines that scrutinise television advertising production by OIC countries is apparent. A television advertising framework is recommended as the outcome of the research study by focusing on the ideals and commonalities between OIC countries.
format Conference or Workshop Item
author Mokhtar, Aida
Samsudin, Sofiah
Tharmalingam, Selvarajah
author_facet Mokhtar, Aida
Samsudin, Sofiah
Tharmalingam, Selvarajah
author_sort Mokhtar, Aida
title Fairclough's critical discourse analysis of television advertising production in selected OIC countries
title_short Fairclough's critical discourse analysis of television advertising production in selected OIC countries
title_full Fairclough's critical discourse analysis of television advertising production in selected OIC countries
title_fullStr Fairclough's critical discourse analysis of television advertising production in selected OIC countries
title_full_unstemmed Fairclough's critical discourse analysis of television advertising production in selected OIC countries
title_sort fairclough's critical discourse analysis of television advertising production in selected oic countries
publisher The International Academic Forum (IAFOR)
publishDate 2018
url http://irep.iium.edu.my/61088/19/61088%20Programme.pdf
http://irep.iium.edu.my/61088/7/Fairclough%E2%80%99s%20CDA%20Analysis%20of%20TV%20Advertising%20Production%20OIC%20-%2015July2018.pdf
http://irep.iium.edu.my/61088/8/IAFOR2018-1Juy2019.pdf
http://irep.iium.edu.my/61088/
_version_ 1643619684207034368
score 13.211869