Date of Publication
2009
Document Type
Dissertation
Degree Name
Doctor of Philosophy in Applied Linguistics
Subject Categories
Applied Linguistics | Linguistics
College
Br. Andrew Gonzalez FSC College of Education
Department/Unit
English and Applied Linguistics
Thesis Adviser
Danilo T. Dayag
Defense Panel Chair
Remedios Z. Miciano
Defense Panel Member
Leonisa A. Mojica
Allen Mateo Munoz
Rochelle Irene G. Lucas
Marilu Ranosa Madrunio
Abstract/Summary
A television-mediated political campaign advertisement (TPCA) is a type of political discourse that remains under-explored. Its multidisciplinary nature renders an added complexity that entails a thorough examination of its features that are reflective of the disciplines of linguistics, politics, advertising, and media. The study aims to describe the TPCA not only as a linguistic expression, but also as a type of discourse that involves action and interaction in society. The corpus of the study consists of sixty (60) TPCAs that were recorded during the campaign period of the senatorial elections held in the Philippines on May 14, 2007. A discourse and linguistic analysis of the TPCAs was conducted to address the multi-modal nature of the discourse and correlate form and function. The discourse analysis has two phases: the first phase provides a description of the global patterns and their functions, while the second phase presents an analysis of the speech acts performed in utterances. The linguistic analysis provides an examination of the linguistic features such as the use of personal pronouns, politeness marker po, address forms, codeswitching and word play. The study shows that the TPCAs are constitutive of interactive frames. The frames encapsulate the motivated sequences of messages that help realize the overall goal of persuasion. The sketched global structure of the TPCA reveals two indispensable motivated sequences: drawing attention and offering solutions to the electorate. The structure reflects the employment of strategies such as the use of songs and banter to serve as the attention-getting devices, while the positive assertions of the candidates achievements and qualities fulfill the motive of offering solutions. In terms of the speech iii acts performed by the utterances, the study reveals the predominance of representatives, followed by directives. The positive assertions of the candidates abilities and performance reinforce the identified obligatory structures of the
Abstract Format
html
Language
English
Format
Electronic
Accession Number
CDTG004474
Shelf Location
Archives, The Learning Commons, 12F Henry Sy Sr. Hall
Physical Description
xi, 238 leaves ; 28 cm.
Keywords
Advertising campaigns--Philippines; Political campaigns--Philippines; Television; Linguistics
Recommended Citation
Gocheco, P. M. (2009). An analysis of discourse and linguistic features of television-mediated political campaign advertisements in the Philippines. Retrieved from https://animorepository.dlsu.edu.ph/etd_doctoral/215
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