.

5 (hodnocen1 x )

(32.3) Půjčeno:193x 

BK

1st ed.

Ostrava : Filozofická fakulta Ostravské univerzity v Ostravě, 2009

293 s. : il. ; 21 cm

ISBN 978-80-7368-713-7 (brož.)

Obsahuje bibliografii na s. 278-288 a bibliografické odkazy

000179536

Chapter Two: Communication Strategies in Commercial Media -- discourse (Christopher Hopkinson) -- 2.1 Introduction -- 2.1.1 Generic description -- 2.1.2 Research to date -- 2.1.3 Theoretical framework: situation and strategies in commercial media discourse -- a) The social element: the communicative situation -- b) The cognitive element: strategies for influencing and manipulation -- 2.1.4 Structure of the analysis, key analytical concepts -- 2.2 Interpersonal strategies: manipulating pragmatic mental models -- 2.2.1 Options for encoding the participants within the discourse -- 2.2.2 Constructing producer identity and ’voice’ -- 2.2.3 Constructing receiver identity -- 2.2.4 Constructing participant relationships -- 2.3 Ideational strategies: manipulating semantic mental models -- 2.3.1 Representing the product -- a) Representing product attributes -- b) Representing product roles -- c) Linguistic ’supporting strategies’ -- 2.3.2 Text-building strategies -- a) Textual organization -- b) Cohesion -- 2.4 Conclusions -- Chapter Three: Communication Strategies in Women’s and Men’s -- magazines (Renáta Tomášková) -- 3.1 Introduction -- 3.1.1 Aims -- 3.1.2 Methods -- 3.1.3 The concept of communication strategies -- 3.1.4 Materials -- 3.1.5 Structure of the present chapter -- 3.2 Communication strategies and the target reader in women’s and men’s lifestyle -- magazines -- 3.2.1 COSMOPOLITAN: I never wanted to feel helpless again -- 3.2.2 HARPER’S BAZAAR: Fabulous at every age -- 3.2.3

FIT PREGNANCY: MOM & BABY: Now what? -- 3.2.4 MEN’S HEALTH: What kind of hero are you? -- 3.2.5 Concluding remarks -- 3.3 Conversationalization in lifestyle magazines -- 3.3.1 Medium/channel clash -- 3.3.2 The concept of secondary orality -- 3.3.3 Addition as a structuring principle -- 3.3.4 Aggregative character: parallelisms and modification -- 3.3.5 Redundancy as a significant feature -- 3.3.6 Conservative or traditionalist traits -- 3.3.7 Close to the human lifeworld -- 3.3.8 Agonistically toned discourse -- 3.3.9 Empathetic and participatory character of discourse -- 3.3.10 Homeostatic character of discourse -- 3.3.11 Situationality of discourse -- 3.3.12 Concluding remarks -- 3.4 Advertising in lifestyle magazines: persuasive and manipulative strategies -- 3.4.1 The role of advertising in women’s and men’s magazines -- 3.4.2 Research scope and obj ectives -- 3.4.3 Persuasion and manipulation -- 3.4.4 Developing uncertainty as a manipulative communication strategy -- 3.4.5 Strategies in English and Czech advertisements: a comparison -- 3.5 Text colony as a dominating communication strategy -- 3.5.1 Defining the term -- 3.5.2 Text colony as a text type: productivity and possible sub-types -- 3.5.3 Women’s and men’s magazines as complex text colonies -- 3.5.4 Cohesion in colonies: unifying discontinuous texts -- 3.5.5 Text colonies and hypertext as related structures -- 3.5.6 Concluding remarks -- 3.6 Conclusions -- Chapter Four: Communication Strategies in Academic Texts --

(Gabriela Zapletalová) -- 4.1 Introduction -- 4.2 Pronouns and writer identity -- 4.2.1 Theoretical considerations -- 4.2.2 Interaction in academic texts: Writer identity and writer roles -- 4.2.3 Writer identity and impersonality -- 4.2.4 Personal pronouns: deictic semantics -- 4.2.5 Frequency of personal pronouns -- 4.2.6 Discussion -- 4.3 Lexical cohesion in research articles -- 4.3.1 The research framework: Lexical cohesion -- 4.3.2 Lexical patterning Hoey (1991) -- 4.3.3 Semantic fields Hasan (Halliday & Hasan 1985) -- 4.4 Conclusions -- Part II: Talk -- Chapter Five: Hand Gestures as Manifestations of Communication strategies (Lenka Sedlářova) -- 5.1 Introduction: Communication strategies and the nonverbal aspect -- 5.2 Two distinct perspectives in a feature film -- 5.3 Preliminaries -- 5.3.1 Halliday and language as a means of interaction -- 5.3.2 Speech acts -- 5.3.3 Narrative theory and drama theory -- 5.3.4 Definition and classification of gestures -- 5.4 Analysis -- 5.4.1 Hypothesis and aims of the analysis -- 5.4.2 Types of gestures in a feature film -- 5.4.3 Communication strategies of gesturing in an American feature film -- a) The ideational component and gestures -- b) The interpersonal component and gestures -- c) The textual component and gestures -- 5.5 Conclusions -- Chapter Six: Non-Violence in Media Language as a Communication Strategy for Social Change and Sustainability (Sirma Wilamová) -- 6.1 Introduction -- 6.2 Data and methodology -- 6.3 Discourse,

power and strategy -- 6.3.1 Laclau and Mouffe’s Discourse Theory -- 6.3.2 Discursive constructionism -- 6.3.3 Intentionality, rationality and strategy in talk -- 6.4 Media language, power, asymmetry and institutionality -- 6.4.1 The centrality of language and the role of rhetoric in the media -- 6.4.2 Radio discussions as a genre of media discourse -- 6.5 The nature of violence and non-violence in communication -- 6.5.1 Defining violence and non-violence: a dualistic concept of today’s world -- 6.5.2 The nature of conflict -- 6.5.3 The two dimensions of non-violence -- 6.6 Non-violence as a communication strategy and category of force -- 6.6.1 On the power of the word in the context of Austin’s and Searle’s speech act theory -- 6.6.2 Linguistic violence -- 6.6.3 Discourses and frames -- 6.6.4 Towards a discourse of non-violence -- 6.7 Conclusions -- Chapter Seven: Conclusions.,