BRANDING NEWSPAPERS Visual texts as social practice
BRANDING NEWSPAPERS Visual texts as social practice
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DOI：
10.1080/14616700701848287
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发表时间：
2008-01-01
影响因子：
3
通讯作者：
Niblock, Sarah
中科院分区：
文献类型：
--
作者：
Machin, David;Niblock, Sarah
自世纪以来，报纸品牌重塑的趋势越来越多地关注字体，颜色，布局和图像的选择。多模态批评语篇分析为分析这些选择的意义潜力和它们所实现的语篇提供了一个有用的工具。然而，本文，解决批评性话语分析的主要批评之一，它没有考虑生产因素在解释文本选择的作用，着眼于这些变化的背景下，一份报纸的品牌重塑。它显示了这些必须如何被理解为新闻媒体最近商业化的一部分，它与营销的一致性，特别是与市场研究分析，这是在这种情况下重新品牌背后的。我们看到的是在新闻制作的背景下做出的文本选择，首先针对的是消费者，而不是公民或读者。本文认为，如果不把文本选择放在新闻生产的社会实践中来看待，就无法提供任何有意义的分析。
Since the turn of the century there has been a trend towards newspaper re-branding with increased attention to fonts, colours, layout and choices of images. Multimodal Critical Discourse Analysis (CDA) offers one useful tool for analysing the meaning potentials of these choices and the discourses that they realise. However, this paper, addressing one of the major criticisms of CDA, that it fails to consider the role of production factors in explaining textual choices, looks at these changes in the context of the re-branding of one newspaper. It shows how these must be understood as part of the more recent commercialisation of the news media, its alignment with marketing, and specifically with the market research profiling which lies behind the re-brand in this case. What we see are textual choices made in the context of news production aimed in the first place at consumers rather than citizens or readers. The paper demonstrates that failure to see the textual choices in the context of the social practice of news production would fail to provide any meaningful analysis.