Drawing on the theory of Multimodal Critical Discourse Analysis (MCDA), this paper explores the language use in the strategic part of Tesco's corporate annual report. By focusing on both visual and verbal modes employed in the selected text, the paper not only discusses their discursive features separately, but also investigates how they work as a whole in conveying the integrated messages and reflecting the ideology of the speakers. In addition, it adopts a new framework to further dig out the social issues and power relations hidden behind the discourse from three different layers. The main finding is: the text producers of the annual report intend to create a positive image of Tesco and narrow the relationship with their target readers via the employment of discursive strategies.
This paper adopts van Dijk's mental theory to investigate the network mass incidents from the perspective of Critical Discourse Analysis. The findings are: new discursive strategies (e.g. special language style and rhetorical devices) utilized by Government Affair Weibo or other big Vs are more acceptable among ordinary netizens, thus promoting the authority and credibility of the government; by comparison, the wide employment of some discursive features (e.g. vagueness) may probably lead to people's misunderstandings of the incidents.
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