CRITICAL DISCOURSE ANALYSIS OF LA LIGHTS MEET THE LABELS 2012

DISCOURSE ANALYSIS MINIRESEARCH

By : ARUM TIAN MARTAINA DIANA NIKEN ANGGRAINI 0911110010 0911110023

STUDY PROGRAM OF ENGLISH DEPARTMENT OF LANGUAGE AND LITERATURE FACULTY OF CULTURE STUDIES BRAWIJAYA UNIVERSITY 2012

CHAPTER 1 INTRODUCTION
In this chapter researchers present background of the study, problem of the study, objectives of the study, scope of the study, significance of the study and key terms.

1.1.

Background of The Study

Language is a system of signs for encoding and decoding information. Communication among people who speak the same language is possible because they share such knowledge, although how it is shared - or even how it is acquired - is not well understood (Wardhaugh, 1986). Nowadays, technology always rapidly developed and people can deliver their messages and information through technology by using media. There are electronic mass media and printed mass media. Electronic media are television, internet, radio and many else, while printed media are newspaper, magazine, catalogue, brochure and so on. Every company who wants to deliver their message or selling their brands to many people can use an advertisement in mass media, it can be on electronic media or printed media. Advertisement use statements that will eventually be persuasively presented to the audience of the mass media. Furthermore, most of the companies who want to sell their product use the advertisements in television because it can be seen by many people on different place directly. From the explanation above, television advertisement is an effective way to deliver information of promotional material and persuades the interested consumer. From the case above, to analyze the meaning of the meaning of phrase and utterances LA Lights. Researchers choose LA Lights advertisement in website, LA is the advertisement that using Indonesia and English language for Indonesian audiences. Therefore, researchers conduct a study entitled CRITICAL

DISCOURSE ANALYSIS OF LA LIGHTS MEET THE LABELS 2012. Researchers will use the approach of critical discourse analysis proposed by Fairclough methods and theories which covered the field of communication, culture and society.

1.2.

Problem of The Study

Based on background of the study, the problem proposed in this research is: 1.2.1. What is the meaning of the utterances of lights meet the labels 2012? 1.2.2. What is the purpose of the utterances of lights meet the labels 2012? 1.2.3. What are the effects of the utterances of lights meet the labels 2012?

1.3.

Objectives of The Study

Based on the problem of the study, the objective of this research is: 1.3.1. To find out the meaning of the utterances of lights meet the labels 2012. 1.3.2. To find out the purpose of the utterances of lights meet the labels 2012. 1.3.3. To find out the effects of the utterances of lights meet the labels 2012.

1.4.

Key Terms
1.4.1. Critical Discourse Analysis is a study of a text which conceptualizes languages as a form of social practice, and attempts to make human beings aware of the reciprocal influences of language and social structure of which they are normally unaware (see Fairclough 1989, Dijk 1993, Wodak 1989) 1.4.2. LA Lights is one of well-known cigarette brands in Indonesia. 1.4.3. Meet The Labels are an event to prove your band quality in front of big 5 Indonesian label.

CHAPTER 2 REVIEW OF RELATED LITERATURE

2.1.

Critical Discourse Analysis

The definition of CDA is an interdisciplinary study combining linguistic theory and social theories, such as politics, economics, religion, culture, communication, etc. in order to shed light on how the social and power domination are acted out in linguistic practice. The terms discourse in CDA means language itself. Therefore, linguistic analysis in CDA constitutes as the basis to cast some light on some agenda behind a discourse, also, critical discourse analysist take language into account as social practice. (Choyimah 2012: 47). CDA is the theories and methods for the empirical study of the relations between discourse and social cultural developments n different social domains (Jorgensen et al, 2002). In their further explanation, they state that the main aim of CDA is to explore the links between language and social practice. Based on Fairclough (1995), the founder of Critical Discourse Analysis (CDA), the definition of CDA is a theory of language in relation to power and ideology. In other words, this is a theory enabling us to discover how the ruling class rules the society through their linguistic practices.

2.2.

Three Key Terms in Critical Discourse Analysis

The following are the three key terms which frequently occur in critical discourse analysis. These terms consist of discursive or discourse practice, constitutive and constituted, and ideology. 2.1.2.1 Discursive or Discourse Practice Discursive or discourse practice refers to the analysis on how a text is produced and consumed or interpreted (Choyimah 2012: 47). In line with this, Fairclough (1995: 97-98) mentions that discourse practice is related to discourse conventions. Discourse practice can be related to linguistic convention. At the text production site, the Faircloughs idea implies that one of the activities in CDA is seeking the discourse conventions or genre produced by the speakers or the writers. Moreover, discourse practice also covers audience investigations, in the sense that

critical discourse analysts ideally carry out a researcher in order to find out how readers interpret texts. 2.1.2.2 Constitutive and Constituted Discourse is constitutive. It means that discourse is able to form or shape the social world. They way to see the world can be influenced by discourse that we seen everyday. Social world could seem bright, gloomy, peaceful, or scary because of discourse. The example of this is what happened in Indonesia a couple years ago, when swine flu spread very fast. Given this flu is originated from Mexico, some people called it Mexican flu. This, then, invited some protest among Mexicans in Indonesia because Mexican flu implies that it the Mexican who should be accused of spreading the virus. The above example is evident that language could constitute the social world. 2.1.2.3 Ideology One of critical discourse analysts beliefs is that No discourse is neutral. According to Fairclough (1995) language is material form of ideology, thus, the ideological discourse contributes to the effort to maintain and transform relationship of power. Moreover, Jorgensen (2002) mentions that ideology is construction of meaning that contribute to the production, reproduction, and transformation of relation of domination. One can say that ideology is the idea which is expressed through communication. These ideology controls the circulation of messages in society. Furthermore, Faircloughs understanding of ideology is concerned with meaning construction in everyday life. From all of that concepts, we can conclude that language is an very effective instrument to win our consent and to set up our ideas into others through which a new reality could be shaped. For example, how people in Korean entertainment industry construct the meaning of beauty in girlband, for these groups of people, a group of girlband must have proportional height, slim body, wider eyes, bright skin, and colored hair ( blonde, mahogany, etc).

2.3.

Faircloughs Model of CDA

Fairclough sees discourse as a complex item consisting of three elements: text, discourse practice, and sociocultural practice (1995:98). Through the model, he would like to foreground the links between language and social practice. This model integrates between the language product (text), analysis on language production and

language interpretation, and language use in social practice, including the impacts of discourse practice towards the society. Below is Fairclough dimension of discourse.

Process of Production

Text
Descriptive (text analysis) Process of Interpretation Interpretation (Processing Analysis)

Discourse Practice

Sociocultural Practice (Situational:institutional;societal)

Explanation (Social Analysis)

Adopted from Fairclough (1995: 98)

Figure 1. Dimensions of Discourse 2.3.1. Text Analysis Text analysis refers to the analysis on the internal elements of the text. It encompasses the analysis on the vocabulary, grammar, syntax, and sentence coherence by which the messages are linguistically realized. This unit, however, focuses on the vocabulary choice only. This under the consideration that words we choose for communication evoke mental pictures in the minds of the speaker and hearer. The discussion on vocabulary proceeds from the concept and the classification of meaning. The rationale of highlighting meaning is that vocabulary and meaning are inseparable. In addition to meaning, syntactical structure, especially paradigmatic analysis is also the concern of this unit. Meaning Language is one of the signs in the world, so any unit in language belongs to sign. Semiotics theory holds that humans are basically homo significans or meaningmakers, and meaning emerges because of humans creation and interpretation of signs (Chandlers, 2002:17). Any sign, including linguistic sign is nothing, unless human

interprets it and invests meaning in it. The sequence of triplets of letters D-O-G is meaningless until human interprets or means it as the four-legged animal of a particular species. The same thing happens to the string of letters F-L-O-W-E-R. The combination of those six letters count as linguistic sign if human invest a meaning in it; otherwise they are just random letters like a penmanship of elementary school students. In the context of language and communication, meaning does not exist unless there are people who make it happen, in a process where the text receivers might produce their own meanings (Hodge and Kress, 1993: 174-175). The theory implies that both text producers and text receivers might create a different meaning when they are encountered with same sign. In other words, anything becomes a sign if someone interprets it as signifying or standing for something else. Concerning humans creation resulted meaning of sign, Chandler (2002) says further that it encompasses denotative and connotative meanings, both of which operate at the level of signified (concept). Denotative meaning is what a dictionary attempts to provide: literal, obvious, or common-sense meaning of sign. On the contrary, connotative meaning refers to the socio cultural and personal association of a sign (Chandler: 2002). It suggest that connotative meaning is the meaning created by individuals or groups of individuals. As such, the social background of the individuals comes into play in the meaning they create. For example, some people in the world might mean the term Indonesia as hospitality, kindness, etc. Thus, connotative meaning does not purely exist in the linguistics unit, but it lies in the language users mind. Structure Analysis Any text is believed to have its own structure. Semiotically, the structure of a text could be analyzed from syntagmatic or paradigmatic analyses. Syntagmatic analysis is the structural technique to find out the surface structure of a text and the relationship between its parts. It encompasses the analysis on the combination of the interacting signifiers which forms a meaningful whole (Chandler, 2000: 244). A sentence is an example of a syntagmatic consisting of several words which are structurely related each other. In other words, syntagmatic analysis is the one concerned with the combination of this-and-this-and-this (as in the sentence the coffee is hot). Syntagmatically, the sentence consists of the combination between the and coffee and is and hot. Paradigmatic analysis, on the other hand, is an analysis

dealt with the selection of this-or-this-or-this. The last words of the sentence the coffee is hot is replaced with, lets say, cold or icy is the example of paradigmatic analysis. Both combinations this-and-this and this-or-this have its own implication in meaning. 2.3.2. Discursive Practice or Discourse Practice Discursive or discourse practice is concerned with text production and text interpretation (Fairclough, 1995: 97). The production refers to what discourse conventions are produced by speakers or writers. As stated in the earlier part, this is the step whereby the discourse conventions are uncovered. At the consumption end, a critical discourse analyst ideally investigates how readers/listeners interpret a given text. 2.3.3. Sociocultural Practice This is the phase whereby the analysis on how discourse practices operate at a number of levels; in the immediate situation, in the wider situation or organization, and at a societal level is discussed. Besides, the implication of discourse practices towards society is also touched upon in this step.

CHAPTER 3 RESEARCH METHODS

This chapter presented a detail of the research methods in this research. It consists of research design, data sources, data collection and data analysis.

3.1.

Research Design
These research uses descriptive qualitative approaches to describe the data because the research explains and describes the critical discourse analysis of LA Lights meet the labels 2012. The researcher uses qualitative approach because the research deals with data that are in the form of words. The type of research for this research is textual analysis because the data is from LA Lights meet the labels 2012. This study is also qualitative because the data are analyzed qualitatively without using numbers or statistically tests. The qualitative inquirer deals with data that are in the form of words, rather than numbers and statistics (Ary, 2002: 425).

3.2.

Data Sources
The source of the data is taken from LA Lights Meet The Label 2012 websites (www.la-lights.com) because the reference of the research based on LA Lights Meet The Label.

3.3.

Data Collection
Data collection is from document analysis because it is a qualitative research, so the researcher will collect the data from LA Lights websites that present the phrase and utterances of LA Lights Meet The Label to know the phrase and the utterances form in LA Lights Meet The Label 2012, then researcher will analyze the phrase and the utterances of LA Lights Meet The Label 2012 and describe critical discourse analysis of LA Lights meet the labels 2012.

3.4.

Data Analysis
The data of the research will be analyzed in the following steps: 1. Organizing In organizing the data, researchers identifying the data and categorizing it based on the topic of the study. 2. Summarizing

Researchers observed the data and examined the result of identifying and categorizing using the appropriate theories. 3. Interpreting Ary et al. (2002, p. 470) state that In interpretation, the researcher goes beyond the descriptive data to extract meaning and insight from the data. So, in this session, researchers show the important of finding.

CHAPTER 4 FINDING

This chapter consists of the finding and the discussion. The researcher is going to explain and answer the research problem directly based on the result of analysis.

4.1.

Finding
The finding answers the problem of this research. The problem of the study is about What is the meaning of the utterances of lights meet the labels 2012, the purpose of the utterances of lights meet the labels 2012 and the effects of the utterances of lights meet the labels 2012. In this case, the data that is found by researcher is: No 1. 2. 3. Data LA Lights Meet The Labels 2012 Make your dreams come true Tunjukin Bakat Musik Loe di Meet The Labels 2012

4.1.1. Text Analysis Based on text analysis which is concerned on vocabulary choice and structure analysis in, researcher found the analysis as follow: a. LA Lights Meet The Labels 2012 The organizing committee uses LA Lights Meet The Labels 2012 utterances as name of event. LA Lights is the name of brand of the company. LA Lights signifies the event belongs to LA Lights Company. If the name of LA Lights is changed, it means that the event does not belong to LA Lights. The use of words meet the labels is that because this event have purposed to make the winner get deal with label who will produce their album and manage them. They use labels not producer because the winner does not get producer only, producer just produce their album, but label will produce and become their management and manage them. 2012 is signifier that the event on 2012. The implication of vocabulary choice is that the winner gets deal with labels that produce their music and under management that make them

become famous. They are famous also because of LA Lights that make the event and make them become a winner. When the winner is famous and familiar to society, LA Lights also will famous and familiar to society because their brand name is known by society and it has shown the band that have good talent. Syntagmatically, the sentence consists of the combination between LA Lights and Meet The Labels and 2012. It has relation to the meaning of the sentence because if the combination of words is changed, the meaning will also changed like if we change it to be Meet The Labels LA Lights 2012. The meaning will be LA Lights as the name of label not company who make the event. b. Make Your Dreams Come True The slogan of the event is Make Your Dreams Come True. Structure on this sentence gives great implication on vocabulary choice that is the dreams of the participant can be achieved by joining this event. In this sentence, the organizing committee use your dreams means the participant of event dreams. If it is change to be our dream, it will make the dream is not only for the participant, but also for the owner of event. c. Tunjukin Bakat Musik Loe di Meet The Labels 2012 The implication of vocabulary choice is that the participants can show their talent by joining this event. The company shows this utterance because they want the participants who join this event can show their music talent in LA Lights Meet The Labels 2012 event. They use Indonesian language in this utterances signify that the event is in Indonesia. Organizing committee uses tunjukin bakat music loe because the participant of this event is young people or teenagers, so the language is more simple and casual. If it is change to be tunjukkan bakat music anda the participant will be also adult people because the language that is use more polite. 4.1.2. Discourse Practice The promotional element could be seen from the brand name that is LA Lights in the name of the event: LA Lights Meet The Label 2012. It is easy to memorize because they use capital letter for their brand. In the other hand, they use their brand name to promote their company, so with this event, they can be well-known by the participant of event and also many people in society.

4.1.3. Sociacultural Practice Indirectly, the winners of this event also bring the LA Light name when they are famous, because they can be famous because of this event. Society also becomes more familiar to the winner and also LA Light as a brand that produces bands who have good talent in music. The winner also can produce their creation under the label name.

CHAPTER 5 CONCLUSION

Researcher can conclude that based on Faircloughs Model of CDA, researchers found text analysis, discourse practice and sociocultural practice from the data. Utterance that is used in the event LA Lights Meet The Labels 2012 have relation to each other, purpose and meaning. LA Lights want this event can be born a band generation that have good talent in music by making them is produced by famous label. In the other hand, by making this event, LA Lights promote their brand and their company to the society.

References

Goddard,A. (1998). The Language of advertising. London: Routladge. Ary, D. , Jacobs L. C. , & Razavich, A. (2002). Introduction in Education ( CA: Wadsworth / Thomson / Thomson Learning. La-lights, May 27 2012.<http://www.la-lights.com> Choyimah, N. (2012). Discourse Analysis (Teaching Material/Diktat). Malang: English Language Department Faculty of Culture Studies Brawijaya University. ed). elmont,