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How to Do Critical Discourse Analysis

How to Do Critical Discourse Analysis
A Multimodal Introduction

March 2012 | 240 pages | SAGE Publications Ltd

"How great to have this practical introduction to doing critical discourse analysis, especially one that provides examples of multimodal discourse analysis. Extremely useful for students who need tools for the study of text, talk and images."
- Teun van Dijk, Pompeu Fabra University

"The authors have truly achieved the impossible: to make extremely complex phenomena accessible for students and scholars alike. Thus, this textbook will provide a most helpful guide when looking for adequate ways to grasp and analyze the intricate interdependence of written, oral and visual forms of semiosis."
- Ruth Wodak, Lancaster University

How do media texts manipulate and persuade us? How do language and images play out the ideas, values and identities?

This book shows readers exactly how language, power and ideology are negotiated in media texts, from magazine and advertising, to YouTube and music videos. Presenting a systematic toolkit of theories, concepts and techniques for doing language and image analysis, students learn how to dig deep into discourses and the media landscape.

With case studies and examples from a range of traditional and new media content, the book equips students to understand the relationship between language, discourse and social practices.

Introduction: How Meaning Is Created
Making Active Choices: Language as a Set of Resources
Analysing Semiotic Choices: Words and Images
Presenting Speech and Speakers: Quoting Verbs
Representing People: Language and Identity
Representing Actions: Transitivity and Verb Processes
Concealing and Taking for Granted: Nominalization and Presupposition
Persuading with Abstraction: Rhetoric and Metaphor
Committing and Evading: Truth, Modality and Hedging
Conclusion: Doing Critical Discourse Analysis and Its Discontents


This excellent book demonstrates a wide range of meanings that can be conveyed by language in a manner that is accessible to students.

Dr Jamie Harding
Department of Social Sciences, Northumbria University
January 23, 2018

Very interesting practical introduction to CDA. Easy way to engage with basic concepts and a very useful roadmap to a hands on approach.Relevant and valid textbook

Mr Antonio Mendes
London College of Communication, University of the Arts London
September 30, 2016

Good concise guide with clear use of language throughout

Ms Louise O'Boyle
School of Art and Design, Ulster University
August 6, 2016

Authored by two of the most outstanding scholars in the field of Multimodal Critical Discourse Studies, this excellent book constitutes a perfect blend between the theory and the practice. Strong points: a clear style; case studies; an extended bibliography; and a useful glossary.Weak points: the analysis remains too linguistic and more could have been done for analysing visual elelments; more examples and more pictures would have been desirable.

Mr Francesco Screti
Education , Glion Institute of Higher Education
February 1, 2016

I've adopted this as a key textbook for my undergraduate course. It's a very accessible introduction to CDA and the fact that it incorporates visual semiosis makes it particularly appealing to undergraduates

Dr Jane Mulderrig
School of English Literature, Language and Linguistics, Sheffield University
January 30, 2016

Good support material for students

Ms Louise O'Boyle
School of Art and Design, Ulster University
December 9, 2015

A brilliant, hands-on introduction to CDA that will inform one of the key approaches of my forthcoming module on the Falkland War's legacy in Argentine culture.

Dr Tilmann Altenberg
School of Modern Languages, Cardiff University
May 13, 2015

Machin lays out the foundation for approaching CDA without getting too bogged down in history, linguistics and semiotics. There is enough here to get started and learn as you go or learn by doing. This book will be a nice addition to our new Multimodal research course.

Dr Tim Atkinson
PhD in Interdisciplinary Leadership, University Of Central Arkansas
February 26, 2015

The book is highly recommended for post-graduate students doing critical discourse analysis. It is comprehensive and well-organized. The book guides researches gradually to different approaches to CDA with a special contribution of introducing multimodal CDA.

Mrs Nermin Ibrahim
Department of English Language and Literature, Menoufiya University
February 20, 2015

Good overview and excellent demonstrations of how to do research in a CDA perspective

Ms Roswitha Kersten-Pejanic
Department Of Slavic Studies, Humboldt University of Berlin
December 10, 2015

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ISBN: 9780857028921

ISBN: 9780857028914