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This step involves closely examining various elements of the material — such as words, sentences, paragraphs, and overall structure — and relating them to attributes, themes, and patterns relevant to your research question. Once you have assigned particular attributes to elements of the material, reflect on your results to examine the function and meaning of the language used.

Here, you will consider your analysis in relation to the broader context that you established earlier to draw conclusions that answer your research question. Have a language expert improve your writing.


Check your paper for plagiarism in 10 minutes. Generate your APA citations for free! Home Knowledge Base Methodology What is discourse analysis?

What is discourse analysis? You want to study how a particular regime change from dictatorship to democracy has affected the public relations rhetoric of businesses in the country.

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You decide to examine the mission statements and marketing material of the 10 largest companies within five years of the regime change. You research factual information on the politics and history of the country and on the businesses you are studying. You also research theory on democratic transitions and the relationship between government and business.

You analyze the selected material for wording and statements that reflect or relate to authoritarian and democratic political ideologies, including attitudes toward authority, liberal values, and popular opinion.

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Your analysis shows that the material published before the regime change used language that emphasized the quality and necessity of its services and products, while the material published after the shift to a democratic regime emphasized the needs and values of the consumer. You compare the results with your research on the ideology and rhetoric of the political regimes, and infer that the shifting political context shaped the communication strategies of national businesses.

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