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Building a Brand: A Multimodal Analysis of the Brand I Feel Slovenia
Ema Ivanuša, 2021, magistrsko delo

Opis: This master’s thesis aims to analyse how the brand I Feel Slovenia uses verbal and visual texts to present its brand identity to the audience on its official website. Specifically, it aims to investigate how this brand uses multimodal texts to convey its core values (“Slovenian green”, “pleasant excitement” and “the elemental”); how it builds a relationship with its audience; and how verbal and visual texts contribute to the overall meaning-making in the presentation of the brand. The study uses multimodal discourse analysis to analyse five multimodal texts, which consist of verbal texts and visual texts, taken from the official website of the brand I Feel Slovenia. Both verbal and visual texts were analysed in terms of register variables (field, tenor and mode) and their intermodal connections. The analysis has shown that both verbal and visual texts convey the core values of the brand differently but are equally important in their presentation. Both types of texts build a positive relationship with the audience through the use friendly-neutral language, positive aesthetic appreciation of nature and bright, saturated colours. Both verbal and visual texts are important in the meaning-making in the presentation of the brand, although the latter draw more attention to themselves due to their size and are thus the dominant components.
Ključne besede: branding, brand I Feel Slovenia, multimodal discourse analysis, register variables
Objavljeno: 27.07.2021; Ogledov: 14; Prenosov: 0
.pdf Celotno besedilo (1,38 MB)

Diskurzni okvir v predsedniški retoriki Donalda Trumpa
Žiga Krajnc, 2020, magistrsko delo

Opis: This Master’s Thesis engages in research of Donald Trump’s presidential rhetoric from the perspective of evaluative framing in rhetoric. The analysis stems from Jim A. Kuypers’ theory of framing from a rhetorical perspective and J.R. Martin and P.R.R. White’s theory of language evaluation. The corpus for analysis consists of three speeches delivered by President Trump in 2017; these speeches are Inaugural Address, Remarks by President Trump on the Administration’s National Security Strategy (“America First Speech”), and Ohio Rally Speech 2017. The theoretical part consists of presenting the theory of framing as a rhetorical perspective, followed by short introduction of the theory of language evaluation. Donald Trump’s rhetoric style and characteristics are also included separately. The empirical part presents the analysis of the corpus. The research consists of two parts; the first part presents the analysis of subjects and objects and how are they framed. Furthermore, this part also detects which frames are present in the discourse. The second part consist of a discussion of results and an analysis of detected evaluative frames. It has been established that Trump’s addresses frame the President’s persona into a saviour-like figure, which offers powerful protection, security and restoration from the decay the previous administrations, supposedly, caused.
Ključne besede: discourse, rhetoric, Donald Trump, discourse frame, language evaluation
Objavljeno: 27.02.2020; Ogledov: 499; Prenosov: 113
.pdf Celotno besedilo (2,88 MB)

The construction of sexual harassment in american online tabloids and quality newspapers: a comparative study
Jasmina Odorčić, 2018, magistrsko delo

Opis: This master’s thesis deals with the construction of sexual harassment in American online tabloids and quality newspapers. Ten texts of relatively the same length, 5 articles from tabloids and 5 articles from quality newspapers, have been selected for analysis, which was based on the methods of discourse analysis. The thesis deals with ideational and interpersonal metafunctions of language in the selected texts. In connection with this, the thesis examines how victims and perpetrators of sexual harassment are described and classified, and which kinds of sexual harassment are mentioned in the texts. This master’s thesis also analyzed external voices included in the texts (heteroglossia). Findings from tabloids have been compared with findings from quality newspapers. The results have shown that perpetrators were judged negatively for their harassment in both kinds of newspapers, while victims were judged for their lack of strength and competence. As expected, victims were referred to more frequently than perpetrators. Physical harassment was the center of focus in tabloids, while in quality newspapers the reference to verbal harassment was made more often.
Ključne besede: Discourse analysis, sexual harassment, victim, perpetrator, heteroglossia, tabloids, quality newspapers.
Objavljeno: 14.01.2019; Ogledov: 577; Prenosov: 75
.pdf Celotno besedilo (449,00 KB)

A comparative analysis of transitivity and conjunctions in selected newspaper articles in english
Sara Čizmazija, 2018, magistrsko delo

Opis: The aim of the present master’s thesis is to analyse the discourse of selected newspaper articles according to Michael Halliday’s theory of systemic functional grammar (1985) and James Martin and David Rose’s theory of cohesion (2003). The discourse analysis implemented in the thesis has 2 objectives. First, the study focuses on determining the type of processes, participants and circumstantials in every clause in the selected texts according to Halliday’s transitivity analysis. Second, the thesis investigates discourse relations in the texts by analysing conjunctions according to Martin and Rose’s theory of cohesion. The corpus used in the present master’s thesis consists of 4 different articles that were collected from the newspapers’ websites; 2 articles were published on the websites of broadsheet newspapers Washington Post and The Guardian and 2 were published in the tabloids Hello and US Weekly. All the articles have one common topic: the First Lady Melania Trump’s move to the White House. A comparison of the findings of the discourse analysis provides an insight into the patterns at the micro-linguistic level and into the intersentential connections in relation to the genre of the newspaper article.
Ključne besede: discourse analysis, transitivity, conjunctions, Halliday, newspaper articles, tabloids, broadsheet newspapers
Objavljeno: 15.10.2018; Ogledov: 497; Prenosov: 59
.pdf Celotno besedilo (932,41 KB)

The employee as the unknown actor?
Olaf Kranz, Thomas Steger, Ronald Hartz, 2016, izvirni znanstveni članek

Opis: Background and purpose: Although employee share ownership (ESO) deserves of a long tradition, we still know little about employees’ perspectives about ESO. The lack of knowledge about the employees’ attitudes towards ESO is discursively filled in the ESO debate. This paper challenges that deficit by carrying out a semantic analysis of the literature with the aim to identify the various actor constructions used implicitly in the ESO discourse. Design/Methodology/Approach: We conduct a semantic analysis of the ESO discourse. To unfold the order of this discourse we draw on the distinction between surface and underlying structure of communication in the sense of Michel Foucault. We interpret some semantic lead differences, a term coined by Niklas Luhmann, to constitute the underlying structure of communication. Results: We can identify six different streams on the ESO discourse’s surface level each defined by the ends pursued. The discourse’s underlying structure is made up of the distinctions production-consumption, capital-labour, and ownership-control that also determine the actor models implicitly in use. Conclusion: We can identify five different actor models implicit in the ESO discourse. While the CEE discourse differs on the surface level in as far as it is more concerned with questions of political legitimation of the privatisation process than with questions of economic efficiency, thus introducing political distinctions in the discourse rather missing in the west, it shares the underlying semantic lead differences with the Western discourse as well as the actor models anchored in those differences.
Ključne besede: Employee Share Ownership, discourse analysis, semantic lead distinctions, actor constructions, CEE countries
Objavljeno: 22.01.2018; Ogledov: 419; Prenosov: 45
.pdf Celotno besedilo (657,20 KB)
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SMS communication - Croatian SMS language features as compared with those in German and English speaking countries
Blaženka Filipan, Damir Velički, Katica Sobo, 2012, izvirni znanstveni članek

Opis: SMS is a relatively new asynchronous communication form, generally accepted in Croatia, where the number of mobile phones surpasses the number of the inhabitants. A language analysis of the corpus of SMS messages has been done for the purpose of this investigation, with the aim to examine the type of communication involved, and to establish whether the language in the Croatian SMS messages differs from those in German and English. It has been found that the limit of 160 characters in a single message presents a basic determining factor of the SMS discourse, as it requires utmost economy of the language used, i.e. briefness (saving the effort, space, time and money). The language analysis performed has also shown that SMS messages are used to communicate almost any topic of everyday life, as well as that, apart from numerous elements of deviation from the accepted language standards, they exhibit a lot of abbreviations, together with graphostylistic signs (emoticons) and Anglicisms. The language used in Croatian SMS messages does not differ significantly from that used in English or German messages of the same type.
Ključne besede: SMS discourse, conceptually oral expression, abbreviating, anglicisms, deviation from the standard, graphostylistic signs, emoticons, Croatia
Objavljeno: 26.09.2017; Ogledov: 424; Prenosov: 55
.pdf Celotno besedilo (85,38 KB)
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The challenges of translating culturally-specific elements
Natalia Kaloh Vid, 2016, izvirni znanstveni članek

Opis: Mikhail Bulgakov's novel The Master and Margarita, a highly complex and multi-levelled narrative, is a challenge for any translator. The emphasis in the current research is on the translation strategies used when translating culturally-specific elements, or historical realia, referred to as "Sovietisms," in three English translations of the novel by Glenny (1967), Pevear and Volokhonsky (1997) and Aplin (2008). Sovietisms refer to items characteristic of the Soviet discourse of the 1930s: word-formations of the non-standard "Soviet Russian." Bulgakov's language is sated with Soviet vocabulary, which refers to various cultural and socio-political elements of Soviet reality. Sovietisms occur at various levels (lexical, syntactic, stylistic and rhetorical) and should be carefully translated as a significant characteristic of Bulgakov's style. A complete domestication of Sovietisms may lead to a loss of a connotative meaning essential for understanding the context, while a foreignisation of these terms, which are most likely unknown to western readers, may disturb fluidity of reading and cause confusion. The purpose of this analysis, thus, is to illustrate the use of domesticating/foreignising strategies employed by Bulgakov's translators and to assess the translation choices. The comparative analysis employs the taxonomies suggested by Vlakhov and Florin (1995) and Vinay and Darbelnet (1958/1989) as the grounds for the case study.
Ključne besede: Russian literature, Soviet literature, literary translation, culture, discourse
Objavljeno: 17.08.2017; Ogledov: 655; Prenosov: 109
.pdf Celotno besedilo (342,29 KB)
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Kako natančna je lahko transkripcija
Mira Krajnc Ivič, 2010, izvirni znanstveni članek

Opis: The article attempts to show how a message of a direct dialogue gets its (illocutionary) force as the result of the interplay of linguistic, semi-linguistic and non-linguistic activities of the participant. It is also trying to show that researchers' difficulties are the consequences of his other wish to transcribe a dialog ue perfectly, because only a perfect and theoretically non-neutral transcription can be used for several different purposes.
Ključne besede: Slovene language, discourse, conversation, direct dialogue, transcription, prosody
Objavljeno: 29.05.2017; Ogledov: 607; Prenosov: 292
.pdf Celotno besedilo (595,92 KB)
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Key word analysis of discourses in Slovene speech
Iztok Kosem, Darinka Verdonik, 2012, izvirni znanstveni članek

Opis: One of the aspects of speech that remains under-researched is the internal variety of speech, i. e. the differences and similarities between different types of speech. The paper aims to contribute to filling this gap in research by making a comparison between different discourses of Slovene spontaneous speech, focusing on the use of vocabulary. The key word analysis (Scott 1997), conducted on a million-word corpus of spoken Slovene, was used to identify lexical items and groups of lexical items typical of a particular spoken discourse, or common to different types of spoken discourse. The results indicate that the presence or absence of a particular word class in the key word list can be a good indicator of a type of spoken discourse, or discourses.
Ključne besede: corpus analysis, media discourse, private discourse, official discourse, spoken language, Slovene, key words
Objavljeno: 17.05.2017; Ogledov: 692; Prenosov: 66
.pdf Celotno besedilo (142,91 KB)
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Exploring student attitudes to the refugee crisis
Kirsten Hempkin, 2016, izvirni znanstveni članek

Opis: The issue of migrants and refugees has occupied Europe for the last few months. Much of the discourse surrounding this issue has been overwhelmingly negative, lapsing at times into stereotype, prejudice and even hate speech. As language teachers at a humanities faculty, we have a responsibility to address this issue in the classroom, especially as classroom experience tells us that our students are prone to stereotypical thinking. The article presents a series of song-based activities intended for use in language development classes for future teachers and translators at the Faculty of Arts, University of Maribor.
Ključne besede: migrants and refugees, negative discourse, stereotypical thinking, songs, intercultural awareness
Objavljeno: 16.05.2017; Ogledov: 539; Prenosov: 91
.pdf Celotno besedilo (95,63 KB)
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