Critical Discourse Analysis: A Comparative Study of the Semiotic and Textual Features of Health Cards
DOI:
https://doi.org/10.5281/zenodo.10997540Keywords:
visual analysis, semiotic features, critical discourse analysis, political ideology, health cards.Abstract
The government of a country is responsible for providing better healthcare facilities to its people. The political parties claim to facilitate the people and healthcare facilities are an important part of it. In Pakistan, two of the political parties namely Pakistan Tehreek e Insaaf (PTI) and Pakistan Muslim League Noon (PMLN) during their governments-initiated healthcare programs and issued health cards for deserving people. The current research has analyzed the textual and visual features of these cards and has conducted a comparative study. Cards carry some symbolic features in them as the political ideologies of the said parties are implicitly depicted in the cards. This research deals with the visual and linguistic analysis of the cards. The research focused on the functions of these cards related to national and political ideologies and how both cards are similar or different from each other. The study has done a comparative analysis using a visual analysis [i]approach and textual analysis using Norman Fairclough’s three-dimensional model. The results of this analysis are stated in textual and visual analysis.
[i] Barry, David, Brigid Carroll, and Hans Hsansen. "To text or context? Endotextual, exotextual, and multi-textual approaches to narrative and discursive organizational studies." Organization Studies 27, no. 8 (2006): 1091-1110.
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