Discourses and Discourse Analysis

Discourse Analysis I

Semiotics and Ethnographic research are two of the many methods that can be used in order to gather knowledge. In the next two posts I will write about Discourse Analysis, which is split into two parts. Discourse Analysis deals, according to Rose (2001), with the socially constructed concepts and objects that are created and maintained by the social world. The way we think is influenced by text and images, in which linguistics and our vocabulary are very important. According to Foucault, the term ‘discourse’ is being defined as power relations that are obviously recognisable. His notion on power relations can be traced ack to his work on power relations in buildings. He translated his thoughts and appliesthem to discourse analysis, or in his case cultural studies.

As mentioned before, Discourse Analysis (DA) can be split up into two methods: DA1 and DA2. In this post I will concentrate on DA1. Discourse by itself is twofold. One of the two ways it can be interpreted is seeing as a method. Here it is the aim to uncover the hidden meaning behind a text or an image. Once it is being put into action we speak of the DA approach. The second way it can be interpreted is as a concept. We create discourse once a discussion or further interest is being created around a product.

Discourse analysis looks first and foremost on the how meaning is constructed by media text. In this case however, the texts are rather cultural practices that are constructed by society.

Discourse Analysis 1 as a method looks at three entities: concepts, objets and subject positions, that can be found in media texts. Concepts are socially constructed and ideas for of how reality can be understood, an ideal. Objects can be considered to be the issues that are being addressed by the media text. The subject positions/institutions are the physical spaces of the analysed entity. These can again produce discourses of its own. Rose suggests certain steps that need to be taken for Discourse analysis 1. First, an unbiased mind is needed in order to not be predetermined on the outcome of the source. After that, the sources need to be read carefully, the content need s to be properly understood and the most important themes extracted. Next, the it needs to be checked whether the source is legitimate. The structure of the arguments and counter arguments also need to be taken into consideration. Thereby, the context is just as important as the source itself. The last point on Rose’s list are details (p.158). Small aspects can have a certain impact on the meaning of a text.

Elliot applies the method of Discourse Analysis 1 to Starbucks. She looks at the way Starbucks communicates not only what can be seen in the cafés or their campaigns, but also looks at political and historical issues. Starbucks is know for their revolutionary idea of drinking coffee. The concepts that can be found in the Starbucks discourse are often linked to the origin of tier coffee. While other coffee houses do not display where their coffee is from, Starbucks has made it part of their store concept to advertise the origins of the different beans. The origins become a matter of discourse themselves by displaying the exotic places in the cafés. Another concept is the promotion of the different flavours of the selection of beans. This implies that different countries provide different flavours. This also opens up a rather racial discourse (Elliot, 2001, p. 377), as judgement flows into the way Starbucks talks about the flavours. Orientalism and the Italian flair shines through. The objects are not very clearly defined, due to the details that have to be taken into consideration. However, the aspects that can be seen, the interior and the associated sense perception are parts of the objects in the discourse around Starbuck. Elliot hints to the excessive display of the coffee beans on page 372. Not only are the beans physically offered to touch and smell, the whole interior is dedicated to the roasted beans. Here Elliot talks about “fetishism” (p. 372). Starbucks revolutionised the way coffee is being consummated. This can be considered to be part of the subject positions. They suggest a practice how to order and through that give the practice of drinking coffee a new meaning. Although they advertise a global and international tradition of drinking coffee, the practice itself has become ‘americanised’ (p. 379).

Reference List

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.

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