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  1. 2 Konteksty Kultury

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  1. 2 Warzecha A.

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  2. 1 2012

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Krytyczna Analiza Dyskursu w public relations (koncepcja badania)

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Warzecha A.
Konteksty Kultury
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2012
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vol. 9
PL
The article presents a concept of the application of the Critical Discourse Analysis (CDA) to the description of the organization – environment relation in public relations (PR) studies. The starting point is the view of PR as a co-creationist communication activity, as proposed by C.M. Botan and M. Taylor, and N. Fairclough’s concept of discourse analysis, on which basic PR structures were projected. From this point of view the negotiation of changes in relations takes place as a result of semiotic processes, which ocurs in the framework of social events. The proposed research (critical case study) covers an analysis of the coherence / non-coherence of individual semiotic elements which comprise a given social event. The article was illustrated with the example of the media storm concerning Amber Gold. According to the author, the perspective of PR as a semiotic activity and including CDA in its tools facilitate a more adequate description of the situation of various organizations, their communication and relations, which allows for their improvement.
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Krytyczna analiza dyskursu (KAD) w ujęciu Normana Fairclougha. Zarys problematyki

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Warzecha A.
Konteksty Kultury
|
2014
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vol. 11
|
issue 2
PL
Critical Discourse Analysis (CDA) in the approachof Norman Fairclough. An outline of the problemsThe text presents the genesis, inspirations, basic assumptions, fields of interest and key concepts of the Critical Discourse Analysis (CDA) in the approachof its founder Norman Fairclough. CDA is a developing, in our country as well, method of discourse analysis, operating in a wide borderlinebetween the humanitiesand social sciences. It emphasizes the social context of the language in use and its relations with the social reality. A methodological and interdisciplinary openness of this approach is an answer to multimodal, complex and often unclear phenomena and socio-cultural structures which contain interwoven themes from various areas and are beyond traditional disciplinary classifications. This area includes politics, religion, economy, media, promotional culture or entertainment. Therefore, CDA can be used in various heterogeneous research areas, also by interdisciplinary research teams made up of specialists from various areas of expertise
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