SHIFTING COGNITIVE FRAMES IN POLISH RADIO COMMERCIALS

• Authors: Haładewicz-Grzelak Małgorzata
• Languages of publication: EN

Abstracts

EN

The theorization on culture and consumerism has rarely involved the study of radio commercials. This study aims to investigate shifting cognitive frames through a sociolinguistic analysis of a corpus of Polish radio commercials. The corpus was complied during Christmas marketing hype in 2006. The discussion evolves on the rhetoric and ideological frames. The emphasis is placed on the evolution of communicative bonds, stereotyping and the manipulation of ideoscape. The analysis relies on Zabrocki’s theory of diacrisis and van Dijk’s view on ideology. Consumerism is assumed to be a sort of a pragmatic code, transforming and re-transforming one type of values into another.

Keywords

EN

radio commercials,; ideology,; rhetoric,; cultural frames,; community,; clique

• Publisher: Uniwersytet Warmińsko-Mazurski w Olsztynie
• Journal: Acta Neophilologica
• Year: 2010
• Volume: XII
• Pages: 81-92

Dates

published

2010-12-01

Contributors

author

Haładewicz-Grzelak Małgorzata

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