Discourse Analysis I: Text, Intertextuality and Context

 

 

 

Discourse analysis encompasses the study of language use beyond the level of sentence or utterance, in relation to a social context. Discourse analysis encompasses both speech and interaction and written texts as objects of study. The work by Rose (2001) will be referred to, as she defines and discusses discourse analysis and categorises it into two components. First of all, discourse is defined by Foucault to mean “a group of statements which structure the way a thing is thought, and the way we act on the basis of that thinking” (Rose, 2001, pg 136). Discourse is a particular knowledge that shapes how the world is understood and how things are done in it. Discourses are seen as socially produced rather than created by individuals, as Lynda Nead states “discourse is a particular form of language with its own rules and conventions and the institutions within which the discourse is produced and circulated” (Rose, 2001, pg 136).

For the purpose of this blog post, the first type of discourse analysis which primarily focuses on the notion of discourse “as articulated through various kinds of visual images and verbal texts than it does to the practices entailed by specific discourses”, as Rose states (2001, pg 140). Similar to semiotic analysis, texts and signs are deemed to be discourse, and the meaning derives from the cultural context. However, discourse analysis differs from semiotics as it investigates how a discourse is structured and how this creates knowledge or common practice (pg 150). The prejudices and biases of a researcher must be annulled, as it is important to conduct discourse analysis and examine sources with ‘fresh eyes’. Then it is vital to study the sources thoroughly as then key themes, their truth, contradictions and complexities will be able to be identified. The diversity of forms through which a discourse can be articulated means that intertextuality is important to understanding discourse. Intertextuality, according to Rose, is any discursive image or text whose meaning depends on the meaning carried by other images and texts, the meaning comes from references to other signs.

Elliot (2001) uses the coffee company Starbucks as a case study of discourse analysis I. The brand prides itself on a cross-cultural consumption, it emphasises that its products are globally sourced. This is evident in their slogan: “whether this Starbucks came from Africa, Arabia, Indonesia or Latin America, its destination is your cup”. Starbucks is part of the general discourse about coffee in North America, however Elliot uses this verbal text from Starbucks to demonstrate how it is contributing to Orientialist and Eurocentric discourse. Whilst it is boasting about the international sources for their product, they state that in the end it is insignificant as you end up drinking their coffee in a Western cafe. In contemporary culture fair trade and environmentally friendly coffee are readily available and more desirable, however many brands, such as Starbucks, push the sense of exotic on to its consumers as it pleases the Western gaze. Elliot suggests that Starbucks make their product seem exotic, mysterious and primitive, but it doing so they have it all about Starbucks. This demonstrates intertextuality, as Elliot is referencing postcolonial discourse to that of the discourse of Starbucks. Additionally, Elliot identified discourse surrounding female sexuality, as she spotted the brand using sexually charged terminology to describe its coffee, e.g. ‘full-bodied’. Elliot examined Starbucks thoroughly and focused on the brand, and its marketing strategies, and was able to identify the contradictions made in Starbucks’ claim to the truth.

 

References:

Rose, G.
(2001). Visual methodologies: An introduction to researching with visual materials. London: Sage. (Chapter 6: Discourse Analysis I)

Elliott, C.
(2001). “Consuming caffeine: The discourse of Starbucks and coffee” In: Consumption, Markets and Culture, 4(4), pp. 369-382.

Leave a Reply

Your email address will not be published. Required fields are marked *