A critical discourse analysis of 2008 advertising campaigns against software piracy in South Africa |
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| Authors: | Nixon Kariithi |
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| Affiliation: | 1. Department of Media Studies , University of the Witwatersrand , Johannesburgnixon@tangaza.net |
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| Abstract: | Abstract This article examines the discursive landscape of anti-piracy campaigns run by the Business Software Alliance (BSA) on behalf of major global software companies. Using semiotic techniques, rhetorical analysis and critical discourse analysis, the article demonstrates the primacy of new capitalism in reinforcing the public understanding of global knowledge economy. But the BSA's strategies and tactics are also found to offer mixed discursive messages, possibly attenuating a major objective of any communication campaign: social behaviour change. |
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| Keywords: | Advertising critical discourse analysis hegemonic theory media campaigns new capitalism rhetorical analysis semiotics South Africa |
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