Analysis of employee’s ideological discourse
Introduction
Teun a. Van Dijk explains that, through ideological discourse, he will bring out the editorial lines of the object of study, with the purpose of understanding the language used in these digital communication spaces; Besides that there is a relationship between ideology and speech. The ideological discourse does not have a social structure, this helps support all the social ideological positions raised by each person and how followers respond to the contents created, so ideologies are associated with that position; For example, to defend or legitimize this social place, which is also done very characteristicly through speech.
Developing
In the same way, ideology is defined as ideas of belief systems, in which social structures are not understood, because they are socially shared. Van Dijk states that there is no private or personal ideology and are progressively acquired and their ideas are changing over the years; since belief systems control and organize our ideas.
On the other hand, the personal beliefs of people are not considered ideology, they are not necessarily dominant, since they can also define resistance and opposition; They are not equal to speeches or other social practices that express them. Ideologies have social and cognitive functions; so that groups members organize and control all speeches among social practices among people. Likewise, there is a resistance between power relations and the justification of the domination of social ideologies.
Within social groups they sometimes have complex beliefs, in which these beliefs are also considered as ideologies because they are used as context control models and influence social political ideologies. In some types of speech, group general beliefs can directly influence speech, and not through specific mental models. Ideological structures and strategies are established by group-peak categories, so that ideologies are influenced by social practices and answers several questions, which are:
- Who we are? Who does not belong to us? What do we do? What are our activities? What is expected of us?
- What are the goals of these activities?
- What norms and values do we respect in such activities?
- What groups are we related to: who are our friends and who our enemies?
- What are the resources that we typically have or not privileged access?
In addition, ideologies are generated and developed by discourse, through discursive strategies and that can influence ideologically neutral preferences. However, having specific preferences can generate negative ideologies, such as sexism, machismo or neoliberalism.
The best known strategy is the positive and negative self-presentation that occurs in each one; in which the acts of each are demonstrated, whether they are good or bad. All strategies serve to express personal or social opinions that come from social ideologies. All levels and dimensions of the discursive structures of opinion articles express this fundamental ideology with some variants. Principles of propaganda by Joseph Goebbels.
Joseph Goebbels was considered the Black Propaganda Master during World War II and in charge of creating all Nazi propaganda. These principles of propaganda are simplified of the unique enemy, to modify the ideologies and thoughts of the Hitlerian people. Currently, these principles are practiced for the analysis of political, social or economic advertising. Therefore, only three principles will be managed, which will be: the principle of vulgarization, renewal and unanimity; because it will help the analysis of the communicative strategies that Andrea Arroyo Ruiz uses in her fan-to.
The principle of vulgarization is when propaganda is easy to convince and transmit; It must be concise, clear and easy to interpret for people, that is, it is the easiest to convince. All propaganda must be popular, adapting its at least intelligent level of the individuals to whom it is directed. The bigger the dough to be convinced, the smaller the mental effort to be performed.
Salas mentions that the renewal principle is the transmission of information, images or news constantly; because individuals who do not stop to reason or deepen anything. This individual is surprised, therefore everything that is not of interest is usually wrong. The principle of unanimity is for people to change their way of thinking and have the same ideology raised; It pretends that people participate with the same thought or ideology.
conclusion
So that art was an important element in incorporation into propaganda; since they coordinated perfectly. Currently art is still used as an indispensable aspect in the elaboration of advertisements to get the attention of more people. During World War II, art began to be considered: Heroic and Monumental, where the viewer in a clear way came to the message. It was important that this art was understood by the whole society, but not only by the people but also by the elites and wealthy, as happened with the avant -garde.
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