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Journals / MANAS Sosyal Araştırmalar Dergisi / 2021 / Cilt: 10 - Sayı: 2

Pragmatic Force of Covid-19 Ads as Health Protection Practices in Mass Media Discourse: A Contrastive Analysis Study

Medya Söyleminde Sağlık Koruma Faaliyeti Olarak Covid-19 Reklamlarının Edimsel Eylemi: Bir Karşıtsal Çözümleme Çalışması

Merve GEÇİKLİ
Pages
1214–1224
Publication Date
2021-04-19
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

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.

📌 3 Key Takeaways

🎯
Objective & Hypothesis: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.
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Key Findings & Data: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.
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Conclusion & Impact: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.
🔬Design:Research Article
📍Scope:Comprehensive Sample
⚙️Variables:Covid-19 Ads · Pragmatic Force · Speech Act Theory

Abstract

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.

Özet

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.

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Cite This Article

GEÇİKLİ, M. (2021). Pragmatic Force of Covid-19 Ads as Health Protection Practices in Mass Media Discourse: A Contrastive Analysis Study. MANAS Sosyal Araştırmalar Dergisi, Cilt: 10 - Sayı: 2, 1214–1224. https://ajindex.com/articles/132966

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