A computational text analysis of the South African banking sector's representation of its core values: A corpus-driven approach

Abstract

This article uses corpus linguistics (CL) to computationally quantify and qualitatively explain how meaning is represented vis-à-vis core values in the text of the 2009 annual reports of the South African banking sector. Core values prescribe the behaviour, attitude and character of an organisation and may be indicative of an organisation's ideologies. This article draws on the work of Fox (2006a and b), who advances the new development of merging linguistics and corporate communication, and in so doing adopting a transdisciplinary perspective on language. Written text is an ideal method with which to capture an organisation's ideologies through corporate public discourse (CPD) such as annual reports, because the organisation can control the content and distribution. However, as corporate messages are generally written by the ‘entity’ and not by the individual, writers essentially accept the banks’ practicing power through consent. The results illustrate how the repeated use of content words may skilfully position the reader of the text positively towards the South African banking sector's core values represented in the text. Researching language in organisations not only facilitates strategic competence in comprehending communication processes, but can also be beneficial in terms of more credible CPD.     

A Multimodal Interaction Analysis of Selected 2015 Nigerian Election Campaign Adverts

ABSTRACT

Politics is intrinsic to the human societal structure and the exploration of language in politics has attracted the attention of social scientists and discourse/linguistic analysts. The role of mass media in framing political discourse has also been explored, particularly as the media is often exploited as a resource for influencing the audience. With the proliferation of the Internet and its democratising potentials, graphics and audio have become veritable tools for courting political patronage and maintaining positive perception by politicians. The present study analyses campaign videos from the two dominant parties during the 2015 Nigerian election. Six videos—three for each party—were selected and downloaded for the study. Employing the Multimodal Interaction Analysis theory as its framework, the research accounted for embodied and disembodied communicative modes in linguistically constructing and infusing meanings as campaign strategies to win the confidence of the voting public. The study identified history, declaratives, subtle imperatives, and linguistic tagging as discursive strategies used in political campaign videos. The study concluded that multimodal political advertisements strengthen Nigerian politics and engender positive citizenship participation in democratic practices.     

From Top-Down to Trickle-Up Influence: Revisiting Assumptions About the Family in Political Socialization

A growing number of theorists are calling for a revival of research on political socialization based on the premise that children are active in their own civic development. We advance this argument a step further by proposing a model of family communication that reverses the roles of parents and children as conventionally understood in political socialization. Adolescent children are not merely receptive to political stimulation; they possess the power to transform patterns of family communication in ways that benefit themselves and their parents. We first challenge a series of interrelated assumptions about the nature and direction of influence in the family. We then document evidence of "trickle-up influence," in which child-initiated discussion--stimulated by a civics curriculum--prompts the parent to increase her civic competence via increased news media use, knowledge gain, and opinion formation. The parent's response reflects her desire to maintain a leadership role in the family, and more important from a theoretical perspective, it reveals the intrinsic forces of family adaptation that can make the home a powerful incubator of citizenship. Political growth occurs when the family system adjusts to reestablish equilibrium in response to exogenous factors or developmental needs that propel change. The ultimate purpose of this essay is to propose a functional model of family political communication. We apply theoretical perspectives from developmental literature to illustrate how political communication serves the family goals of autonomy and cohesion during various stages of the family life cycle.     

The broadcast media: A persuasive institution

At present, the broadcast media (radio and television) because of their pervasive presence in society are a “taken‐for‐granted” part of the social environment, as natural as the air one breathes. The persuasive power of the media is not so readily ascertained by all who watch and listen. Looking at the growth and spread of the media in three highly industrialized countries, namely Japan, the United Kingdom, and the United States, each with its own particular broadcast system, one can see the variety of emphasis on commercial and public broadcasting. Since the media have more in common with interpersonal communication than they have differences, the public is constantly open to media messages, continuously processing as well as responding to information received via media sources. The persuasive effect of these broadcast media in terms of the latent function of commercial messages needs deep and careful analysis.     

Issue-Based Strategies in Election Campaigns: The Case of Health Care in the 2000 Canadian Federal Election

This article explores the myriad uses of television drama in mediated political discourse using the case study of 24, Fox's counterterrorism drama. It examines references to 24 in articles and columns of nine major daily newspapers, magazines, and political Web sites from 2001 to 2007 and demonstrates how the show was invoked to support and express different political opinions, how political identity and media preferences were reconciled, and how different categories of use interacted with different political allegiances, as well as different assumptions about the ontological and epistemological status of the show. The study shows that while, at one level, fictional events and characters can function in political discourse in similar ways to nonfictional people and events, the “ontological openness” of politically relevant fictional texts serves as a resource for political discourse that is not readily available through nonfiction media texts. Finally, this article is an attempt to revisit and develop the concept of inter-textuality as a way to account for the complex interactions within the contemporary media environment, analyze media-related practices beyond direct viewing experiences, and bridge text-centered and audience-centered approaches to communication studies. Within this framework, journalists and political commentators are viewed as both mediators of other media texts for their audiences and as audiences in their own right who use these popular texts to negotiate and express their own identities and ideologies.     

The Place of Sociology in the Study of Political Communication

Robert K. Merton's Mass Persuasion (1946) and related 1940s communications research represent a body of work that repays those who read it carefully today. Merton charted a world that became our own, one marked by the interplay of mass media, celebrity, and “public images” that traversed cultures of entertainment, moral life, and politics. In this essay, I read Mass Persuasion through a later Merton article discussing the role of reading and rereading classic texts in the human sciences. After extending Merton's arguments about the functions of predecessor texts, I amplify aspects of Mass Persuasion that remain instructive within political communication and related fields today.     

Excavating Concealed Tradeoffs: How Russians Watch the News

Citizens in democracies are expected to make better decisions if they understand policy tradeoffs. However, politicians rarely have incentives to communicate them; citizens are uncomfortable choosing among valued outcomes; and devising a common metric is difficult. It is not surprising that in the United States the environment provides relatively little cuing or priming of tradeoffs in television news. Russian citizens, on the other hand, face a media environment in which tradeoff cuing is intentionally suppressed by owners' agendas, yet viewers detect concealed tradeoffs even in the absence of tradeoff priming and viewpoint diversity. Analysis of discourse among ordinary Russians in 16 focus groups convened in four cities, differentiated by political reform and media market environments, showed that when watching news in which tradeoffs are thoroughly concealed, viewers challenge stories by offering a broad spectrum of uncued tradeoffs. Tradeoffs come from diverse policy domains and represent a range of cognitive strategies, some of which are considerably more abstract than others and link elements of their observations and assumptions (together with what they can extract from the stories) into complex reasoning outcomes.     

A Spiral of Cynicism for Some: The Contingent Effects of Campaign News Frames on Participation and Confidence in Government

This article explores the impact of strategy-based campaign coverage on turnout and confidence in government. Recent theoretical advances suggest that variables such as sophistication and involvement frequently moderate media exposure effects. We hypothesize that the impact of strategy frames will be moderated by political involvement and sophistication. In an experiment, we precisely isolate and manipulate particular story elements that have been said to foster public cynicism: the strategic interpretation of candidate motives, the presence of polling results, and the use of war or game metaphors to describe the campaign. Relative to the issue-oriented coverage, strategy frames boost the number of strategy-based comments people offer when describing the campaign and depress issue-based commentary. As expected, framing effects on turnout, trust in government, civic duty, and the perceived meaningfulness of elections are moderated by involvement and sophistication. Nonpartisans and those with less than a college degree are significantly demobilized and alienated by strategy-based coverage, while partisans and the highly educated are mostly unaffected.     

Assessing the Democratic Debate: How the News Media Frame Elite Policy Discourse

This article examines the way in which the news media frame public policy issues and the extent to which other political players (e.g., interest groups, politicians) influence this issue framing process. Our analysis focuses on the issue of gun control, comparing the rhetoric generated by interest groups and public officials on the Brady Bill and Assault Weapons Ban with actual network news coverage of this legislation from 1988 to 1996. Results indicate that both sets of political players employed several interpretative issue frames and worked hard to put their preferred themes on the agenda. However, at times, the media intervened in the framing process, especially as the debate matured. Specifically, the news media (a) structured the overall tone of the gun control debate, (b) adopted a distribution of framing perspectives different from that of politicians and interest groups, and (c) packaged policy discourse more often than not in terms of the "culture of violence" theme. These findings point toward previously ignored media effects and attest to the potential role the media play in shaping public policy debates.     

Talking Tough: Gender and Reported Speech in Campaign News Coverage

Building on the notion of "gendered mediation," we argue that conventional news frames construct politics in stereotypically masculine terms, and we examine the implications of these news frames for the coverage of female party leaders. Content analysis of reported speech in television news coverage of the 1993 and 1997 Canadian elections, combined with the results of an experiment, reveals that the speech of the three women leaders was subject to more interpretation by the media and was reported in more negative and aggressive language. The study concludes that gendered mediation may hinder women's chances of electoral success.