Fairclough's critical discourse analysis of television advertising production in selected OIC countries
There have been several research studies examining television advertising content in terms of effects rather than television advertising production. The production process is significant to examine so as to determine the factors that influence advertising messages prior to the formation of a fram...
| Main Authors: | , , |
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| Format: | Conference or Workshop Item |
| Language: | English English English |
| Published: |
The International Academic Forum (IAFOR)
2018
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/61088/ http://irep.iium.edu.my/61088/19/61088%20Programme.pdf http://irep.iium.edu.my/61088/7/Fairclough%E2%80%99s%20CDA%20Analysis%20of%20TV%20Advertising%20Production%20OIC%20-%2015July2018.pdf http://irep.iium.edu.my/61088/8/IAFOR2018-1Juy2019.pdf |
| Summary: | There have been several research studies examining television advertising content in terms of
effects rather than television advertising production. The production process is significant to
examine so as to determine the factors that influence advertising messages prior to the
formation of a framework guiding the television advertising production process. The purpose
of the research study is to examine the television advertising production process of countries
that are members of the Organisation of Islamic Cooperation (OIC). The OIC acts as a
collective voice for Muslims making its members important to examine in relation to whether
Islamic values are imbued in the production of television advertisements. The study was framed
using the Hierarchy of Influences model that underlines the five levels of influence on media
content ranging from macro to micro levels that include social systems, social institutions,
organizations, routines, and individuals. Interviews with eight representatives of OIC countries
were carried out and the data was analysed using thematic analysis as the first layer of
Fairclough’s 3D critical discourse analysis model. The findings suggest that television
advertising production is influenced by the countries’ different subsystems involving an
assortment of economic, political, cultural dimensions; government television media prefer
disseminating public communication messages to audience members; the media as a social
institution can be more prominently Islamic in some countries than others thus this fashions
different advertising content; the government plays a more or less prominent role in regulating
the advertisements; and the absence of guidelines that scrutinise television advertising
production by OIC countries is apparent. A television advertising framework is recommended
as the outcome of the research study by focusing on the ideals and commonalities between OIC
countries. |
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