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John Benjamins Publishing Company
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Contrastive Media Analysis
Approaches to linguistic and cultural aspects of mass media communication
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pbns.226
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https://benjamins.com
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https://benjamins.com/catalog/pbns.226
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B01
Stefan Hauser
Hauser, Stefan
Stefan
Hauser
University of Zurich
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Martin Luginbühl
Luginbühl, Martin
Martin
Luginbühl
University of Zurich
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eng
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JB Subject Scheme
COMM.CGEN
Communication Studies
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LIN.DISC
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Pragmatics
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The study of media, texts and culture(s) and especially the analysis of interdependent relationships between them has become a major concern in various academic fields, such as intercultural communication, contrastive textology, comparative cultural studies, historical and intercultural pragmatics. Starting from the observation that in contrastive studies of mass media communication not only the theoretical status of “culture” often remains unclear but also the interdependent relation between the theoretical conceptualization of “culture” and the methodological approach of text analysis, this volume brings together linguistic mass media studies with intercultural, diachronic, intermedia and interlingual perspectives. Apart from offering new empirical insights into the field, this volume’s aim is to advance and to broaden the methodological and theoretical discussions involved. Comparing such diverse formats and genres like newspapers, TV news shows, TV commercials, radio phone-ins, obituaries, fanzines and film subtitles, the contributions of this volume illustrate the complexity of the growing field of contrastive media analysis.
05
The chapters in this volume make an excellent contribution to our understanding of media discourse by providing evidence of a range of contextual features that can influence linguistic, discursive and multimodal choices. [...] this book would be of interest to researchers from any field examining media discourse, and particularly those interested in the impact of context on media discourse. [...] the volume would also be useful for those interested in the relationship between genre and register.
Kieran A File, Victoria University of Wellington, in Discourse Studies Vol. 17:3 (2015)
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Approaching contrastive media analysis
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Stefan Hauser
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University of Zurich, Switzerland
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Martin Luginbühl
Luginbühl, Martin
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Luginbühl
University of Neuchâtel, Switzerland
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Crosscultural perspectives on advice
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Martina Drescher
Drescher, Martina
Martina
Drescher
University of Bayreuth, Germany
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Global and local representations of Cambodia
Two tales of one country
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Stephen H. Moore
Moore, Stephen H.
Stephen H.
Moore
Macquarie University, Australia
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This chapter is concerned with an intercultural perspective on the reporting of a single entity (i.e. Cambodia) by two publications having different cultural imprints. <i>The Economist</i> magazine, based in London, is a global publication with a mission to spread its ideology of democracy, rule of law and free markets (Moore 2005a). <i>Phnom Penh Post</i>, based in the Cambodian capital, is a local English-language publication that claims to be “Cambodia’s newspaper of record”. How Cambodia is represented in these two publications is described and contrasted using a systemic functional linguistic approach which theorises the relationships between culture, text and lexicogrammar. The two publications’ different cultural contexts of creation and reception are shown to directly influence the text types and wordings of their articles.
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Contrastive news discourse analysis 
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Context, ideology and representation in press coverage about Kenya’s crisis
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Roel Coesemans
Coesemans, Roel
Roel
Coesemans
University of Antwerpen, Belgium
01
This paper explores the possibilities of a combined methodology of contrastive pragmatic ideology research and critical news discourse analysis. Concrete methodological tools from social actor’s analysis, as designed by Van Leeuwen (2008), are integrated into a framework of linguistic pragmatics, proposed by Verschueren (1999, 2008, 2012). By contrasting topically-related news reports concerning the Kenyan post-election crisis from American, British, and Kenyan newspapers salient patterns of unquestioned meaning are scrutinized via an analysis of the representation of social actors. The differences in representational strategies are given ideological interpretations, as they result from different worldviews and contribute to a tribal versus political frame of interpretation. Finally these (sometimes evaluative) interpretations are nuanced and tentatively explained by aspects of the context.
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Film subtitles and the conundrum of linguistic and cultural representation
A methodological blind spot
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Marie-Noëlle Guillot
Guillot, Marie-Noëlle
Marie-Noëlle
Guillot
University of East Anglia, UK
01
This article focuses on linguistic and cultural representation in interlingual film subtitles, as a platform for considering methodological issues associated with comparative approaches in audiovisual translation research and contrastive textology. A main argument is that subtitles have a capacity to generate their own modes of representation and interpretation and to sensitize audiences to linguistic and cultural differences, a capacity that deserves to be acknowledged in its own terms, and that tends to be obscured in face-value textual comparison routinely highlighting “loss” in translation. The questions about comparability that the idiosyncrasies of the relationship between film subtitles and their source dialogues bring to the fore extend to broader textual contexts, and to contrastive media analysis.
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Linguistic, intercultural and semiotic contrasts of obituaries
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Bernd Spillner
Spillner, Bernd
Bernd
Spillner
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This paper is a contribution to contrastive textology of media discourse. After linguistic definitions of <i>text type (Textsorte)</i> and bimodal texts (constituted by verbal and non-verbal elements) the text type <i>obituary</i> is characterized as an advertisement in a daily newspaper announcing death of a person – normally before the funeral. The examples are analysed and compared by linguistic and semiotic methods, showing textual, intercultural and semiotic particularities.
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Language and culture in minor media 
text types
A diachronic, intralinguistic analysis from fanzines to webzines
1
A01
Viviana Gaballo
Gaballo, Viviana
Viviana
Gaballo
University of Macerata, Italy
01
The aim of this study is to focus on the relationship between the macro phenomenon “culture” and the micro analysis of text structures of a specific genre – fanzines – to provide empirical evidence of how the genre ascribed to a social group reflects specific, culturally shaped world views. The study also investigates the diachronic, intermedia dimensions of a specific genre – punkzines – providing evidence of anticipated forms of the language used in current text messaging and arguing whether the virtualization of the cultural and social spaces related to the evolution of fanzines into webzines has left their social function unchanged while affecting our understanding of “culture”.
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Italianicity goes global
National and transcultural strategies in advertising discourse
1
A01
Eva L. Wyss
Wyss, Eva L.
Eva L.
Wyss
University of Zurich, Switzerland
01
This paper represents an attempt to position pragmatics and language functions in a context of narrative analysis. Applying the theoretical frame proposed by Theodore Levitt, this article uses four TV commercials as case studies to demonstrate how linguistic and pictorial codes are employed to communicate national-cultural product identities. Focussing on Italianicity I show how businesses develop transcultural strategies and how they handle the predicament of transcultural advertising strategies. These strategies, I argue, are not innocent: once a brand that is based on national stereotypes has been established, a change of product identity to encompass the risks the introduction of a conflict in which the brand identity can be simply damaged rather than transformed.
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218
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Article
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What defines news culture?
Insights from multifactorial parallel text analysis
1
A01
Martin Luginbühl
Luginbühl, Martin
Martin
Luginbühl
University of Neuchâtel, Switzerland
01
Studies on the adaptation of mass media texts for different spatial areas have so far mostly been focusing on linguistic and national spaces. This article revisits the language-space-relationship by taking an in-depth look at TV news stories and the question if their corresponding styles can be detected on a regional, local, translocal or even global scale. By juxtaposing TV news stories from the US and various European countries with a selection of different Swiss stories, the following analysis reveals the relevance of other factors beyond the correlative nation or language. These factors can be associated with a variety of dimensions of journalistic cultures, thus going beyond the concept of only locally diffused practices. From a methodological point of view, a ‘multifactorial parallel text analysis’ takes into account exactly these findings.
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244
26
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13
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Genre matters
Theoretical and methodological issues of a genre-based approach to contrastive media analysis
1
A01
Stefan Hauser
Hauser, Stefan
Stefan
Hauser
University of Zurich, Switzerland
01
Contrastive media analysis is a vast field of academic research that – metaphorically speaking – comes in many shapes and sizes and therefore is confronted by manifold theoretical and methodological challenges. This contribution focuses on two interrelated aspects: a) the problem of equivalence as a prerequisite of comparison and b) the comparative constellation and its effects on the interpretation of cultural variance. It is important to mention that the discussion in this paper is set against the backdrop of a genre-based approach. Starting from the – initially rather unspectacular – observation that “we find intercultural variations in generic realizations” (Bhatia 2002: 11), this paper aims at highlighting certain basic theoretical and methodological issues that, in my view, are still often underestimated or overseen in contrastive media analyses. I will illustrate my considerations by presenting a comparison of a newspaper genre, the interview, in different cultural contexts.
10
01
JB code
pbns.226.14ind
245
248
4
Miscellaneous
14
01
Index
02
JBENJAMINS
John Benjamins Publishing Company
01
John Benjamins Publishing Company
Amsterdam/Philadelphia
NL
04
20121113
2012
John Benjamins
02
WORLD
13
15
9789027256317
01
JB
3
John Benjamins e-Platform
03
jbe-platform.com
09
WORLD
21
01
00
90.00
EUR
R
01
00
76.00
GBP
Z
01
gen
00
135.00
USD
S
437010394
03
01
01
JB
John Benjamins Publishing Company
01
JB code
P&bns 226 Hb
15
9789027256317
13
2012025324
BB
01
P&bns
02
0922-842X
Pragmatics & Beyond New Series
226
01
Contrastive Media Analysis
Approaches to linguistic and cultural aspects of mass media communication
01
pbns.226
01
https://benjamins.com
02
https://benjamins.com/catalog/pbns.226
1
B01
Stefan Hauser
Hauser, Stefan
Stefan
Hauser
University of Zurich
2
B01
Martin Luginbühl
Luginbühl, Martin
Martin
Luginbühl
University of Zurich
01
eng
254
vi
248
LAN009000
v.2006
CFG
2
24
JB Subject Scheme
COMM.CGEN
Communication Studies
24
JB Subject Scheme
LIN.DISC
Discourse studies
24
JB Subject Scheme
LIN.PRAG
Pragmatics
06
01
The study of media, texts and culture(s) and especially the analysis of interdependent relationships between them has become a major concern in various academic fields, such as intercultural communication, contrastive textology, comparative cultural studies, historical and intercultural pragmatics. Starting from the observation that in contrastive studies of mass media communication not only the theoretical status of “culture” often remains unclear but also the interdependent relation between the theoretical conceptualization of “culture” and the methodological approach of text analysis, this volume brings together linguistic mass media studies with intercultural, diachronic, intermedia and interlingual perspectives. Apart from offering new empirical insights into the field, this volume’s aim is to advance and to broaden the methodological and theoretical discussions involved. Comparing such diverse formats and genres like newspapers, TV news shows, TV commercials, radio phone-ins, obituaries, fanzines and film subtitles, the contributions of this volume illustrate the complexity of the growing field of contrastive media analysis.
05
The chapters in this volume make an excellent contribution to our understanding of media discourse by providing evidence of a range of contextual features that can influence linguistic, discursive and multimodal choices. [...] this book would be of interest to researchers from any field examining media discourse, and particularly those interested in the impact of context on media discourse. [...] the volume would also be useful for those interested in the relationship between genre and register.
Kieran A File, Victoria University of Wellington, in Discourse Studies Vol. 17:3 (2015)
04
09
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04
03
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1
8
8
Article
1
01
Approaching contrastive media analysis
1
A01
Stefan Hauser
Hauser, Stefan
Stefan
Hauser
University of Zurich, Switzerland
2
A01
Martin Luginbühl
Luginbühl, Martin
Martin
Luginbühl
University of Neuchâtel, Switzerland
10
01
JB code
pbns.226.02sec
Section header
2
01
Section 1. One language – one culture?
10
01
JB code
pbns.226.03dre
11
46
36
Article
3
01
Crosscultural perspectives on advice
The case of French and Cameroonian radio phone-ins
1
A01
Martina Drescher
Drescher, Martina
Martina
Drescher
University of Bayreuth, Germany
10
01
JB code
pbns.226.04moo
47
66
20
Article
4
01
Global and local representations of Cambodia
Two tales of one country
1
A01
Stephen H. Moore
Moore, Stephen H.
Stephen H.
Moore
Macquarie University, Australia
01
This chapter is concerned with an intercultural perspective on the reporting of a single entity (i.e. Cambodia) by two publications having different cultural imprints. <i>The Economist</i> magazine, based in London, is a global publication with a mission to spread its ideology of democracy, rule of law and free markets (Moore 2005a). <i>Phnom Penh Post</i>, based in the Cambodian capital, is a local English-language publication that claims to be “Cambodia’s newspaper of record”. How Cambodia is represented in these two publications is described and contrasted using a systemic functional linguistic approach which theorises the relationships between culture, text and lexicogrammar. The two publications’ different cultural contexts of creation and reception are shown to directly influence the text types and wordings of their articles.
10
01
JB code
pbns.226.05coe
67
98
32
Article
5
01
Contrastive news discourse analysis 
from a pragmatic perspective
Context, ideology and representation in press coverage about Kenya’s crisis
1
A01
Roel Coesemans
Coesemans, Roel
Roel
Coesemans
University of Antwerpen, Belgium
01
This paper explores the possibilities of a combined methodology of contrastive pragmatic ideology research and critical news discourse analysis. Concrete methodological tools from social actor’s analysis, as designed by Van Leeuwen (2008), are integrated into a framework of linguistic pragmatics, proposed by Verschueren (1999, 2008, 2012). By contrasting topically-related news reports concerning the Kenyan post-election crisis from American, British, and Kenyan newspapers salient patterns of unquestioned meaning are scrutinized via an analysis of the representation of social actors. The differences in representational strategies are given ideological interpretations, as they result from different worldviews and contribute to a tribal versus political frame of interpretation. Finally these (sometimes evaluative) interpretations are nuanced and tentatively explained by aspects of the context.
10
01
JB code
pbns.226.06sec
Section header
6
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Section 2. Culture in communication – culture 
as communication?
10
01
JB code
pbns.226.07gui
101
122
22
Article
7
01
Film subtitles and the conundrum of linguistic and cultural representation
A methodological blind spot
1
A01
Marie-Noëlle Guillot
Guillot, Marie-Noëlle
Marie-Noëlle
Guillot
University of East Anglia, UK
01
This article focuses on linguistic and cultural representation in interlingual film subtitles, as a platform for considering methodological issues associated with comparative approaches in audiovisual translation research and contrastive textology. A main argument is that subtitles have a capacity to generate their own modes of representation and interpretation and to sensitize audiences to linguistic and cultural differences, a capacity that deserves to be acknowledged in its own terms, and that tends to be obscured in face-value textual comparison routinely highlighting “loss” in translation. The questions about comparability that the idiosyncrasies of the relationship between film subtitles and their source dialogues bring to the fore extend to broader textual contexts, and to contrastive media analysis.
10
01
JB code
pbns.226.08spi
123
144
22
Article
8
01
Linguistic, intercultural and semiotic contrasts of obituaries
1
A01
Bernd Spillner
Spillner, Bernd
Bernd
Spillner
01
This paper is a contribution to contrastive textology of media discourse. After linguistic definitions of <i>text type (Textsorte)</i> and bimodal texts (constituted by verbal and non-verbal elements) the text type <i>obituary</i> is characterized as an advertisement in a daily newspaper announcing death of a person – normally before the funeral. The examples are analysed and compared by linguistic and semiotic methods, showing textual, intercultural and semiotic particularities.
10
01
JB code
pbns.226.09gab
145
176
32
Article
9
01
Language and culture in minor media 
text types
A diachronic, intralinguistic analysis from fanzines to webzines
1
A01
Viviana Gaballo
Gaballo, Viviana
Viviana
Gaballo
University of Macerata, Italy
01
The aim of this study is to focus on the relationship between the macro phenomenon “culture” and the micro analysis of text structures of a specific genre – fanzines – to provide empirical evidence of how the genre ascribed to a social group reflects specific, culturally shaped world views. The study also investigates the diachronic, intermedia dimensions of a specific genre – punkzines – providing evidence of anticipated forms of the language used in current text messaging and arguing whether the virtualization of the cultural and social spaces related to the evolution of fanzines into webzines has left their social function unchanged while affecting our understanding of “culture”.
10
01
JB code
pbns.226.10sec
Section header
10
01
Section 3. Does nation matter?
10
01
JB code
pbns.226.11wys
179
200
22
Article
11
01
Italianicity goes global
National and transcultural strategies in advertising discourse
1
A01
Eva L. Wyss
Wyss, Eva L.
Eva L.
Wyss
University of Zurich, Switzerland
01
This paper represents an attempt to position pragmatics and language functions in a context of narrative analysis. Applying the theoretical frame proposed by Theodore Levitt, this article uses four TV commercials as case studies to demonstrate how linguistic and pictorial codes are employed to communicate national-cultural product identities. Focussing on Italianicity I show how businesses develop transcultural strategies and how they handle the predicament of transcultural advertising strategies. These strategies, I argue, are not innocent: once a brand that is based on national stereotypes has been established, a change of product identity to encompass the risks the introduction of a conflict in which the brand identity can be simply damaged rather than transformed.
10
01
JB code
pbns.226.12lug
201
218
18
Article
12
01
What defines news culture?
Insights from multifactorial parallel text analysis
1
A01
Martin Luginbühl
Luginbühl, Martin
Martin
Luginbühl
University of Neuchâtel, Switzerland
01
Studies on the adaptation of mass media texts for different spatial areas have so far mostly been focusing on linguistic and national spaces. This article revisits the language-space-relationship by taking an in-depth look at TV news stories and the question if their corresponding styles can be detected on a regional, local, translocal or even global scale. By juxtaposing TV news stories from the US and various European countries with a selection of different Swiss stories, the following analysis reveals the relevance of other factors beyond the correlative nation or language. These factors can be associated with a variety of dimensions of journalistic cultures, thus going beyond the concept of only locally diffused practices. From a methodological point of view, a ‘multifactorial parallel text analysis’ takes into account exactly these findings.
10
01
JB code
pbns.226.13hau
219
244
26
Article
13
01
Genre matters
Theoretical and methodological issues of a genre-based approach to contrastive media analysis
1
A01
Stefan Hauser
Hauser, Stefan
Stefan
Hauser
University of Zurich, Switzerland
01
Contrastive media analysis is a vast field of academic research that – metaphorically speaking – comes in many shapes and sizes and therefore is confronted by manifold theoretical and methodological challenges. This contribution focuses on two interrelated aspects: a) the problem of equivalence as a prerequisite of comparison and b) the comparative constellation and its effects on the interpretation of cultural variance. It is important to mention that the discussion in this paper is set against the backdrop of a genre-based approach. Starting from the – initially rather unspectacular – observation that “we find intercultural variations in generic realizations” (Bhatia 2002: 11), this paper aims at highlighting certain basic theoretical and methodological issues that, in my view, are still often underestimated or overseen in contrastive media analyses. I will illustrate my considerations by presenting a comparison of a newspaper genre, the interview, in different cultural contexts.
10
01
JB code
pbns.226.14ind
245
248
4
Miscellaneous
14
01
Index
02
JBENJAMINS
John Benjamins Publishing Company
01
John Benjamins Publishing Company
Amsterdam/Philadelphia
NL
04
20121113
2012
John Benjamins
02
WORLD
08
615
gr
01
JB
1
John Benjamins Publishing Company
+31 20 6304747
+31 20 6739773
bookorder@benjamins.nl
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https://benjamins.com
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WORLD
US CA MX
21
84
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01
02
JB
1
00
90.00
EUR
R
02
02
JB
1
00
95.40
EUR
R
01
JB
10
bebc
+44 1202 712 934
+44 1202 712 913
sales@bebc.co.uk
03
GB
21
20
02
02
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1
00
76.00
GBP
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01
JB
2
John Benjamins North America
+1 800 562-5666
+1 703 661-1501
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https://benjamins.com
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