CRITICAL DISCOURSE ANALYSIS OF LA LIGHTS MEET THE LABELS 2012

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CRITICAL DISCOURSE ANALYSIS OF LA LIGHTS

MEET THE LABELS 2012

DISCOURSE ANALYSIS MINIRESEARCH

By :

ARUM TIAN MARTAINA 0911110010

DIANA NIKEN ANGGRAINI 0911110023

STUDY PROGRAM OF ENGLISH

DEPARTMENT OF LANGUAGE AND LITERATURE

FACULTY OF CULTURE STUDIES

BRAWIJAYA UNIVERSITY

2012


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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 StudyLanguage 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.


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1.2. Problem of The StudyBased 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 StudyBased 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 outthe effects of the utterances of lights meet the labels 2012.

1.4. Key Terms1.4.1. 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.


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CHAPTER 2

REVIEW OF RELATED LITERATURE

2.1. Critical Discourse AnalysisThe 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 lighton 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 AnalysisThe 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.

2.1.2.1Discursive or Discourse PracticeDiscursive 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


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critical discourse analysts ideally carry out a researcher in order to find out how

readers interpret texts.

2.1.2.2Constitutive and ConstitutedDiscourse 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 becauseMexican 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.

2.1.2.3IdeologyOne 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 ofbeauty 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 CDAFairclough 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


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language interpretation, and language use in social practice, including the impacts of

discourse practice towards the society. Below is Fairclough dimension of discourse.

2.3.1. Text AnalysisText 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 meaning-

makers, and meaning emerges because of humans creation and interpretation of signs

(Chandlers, 2002:17). Any sign, including linguistic sign is nothing, unless human

Adopted from Fairclough (1995: 98)

Figure 1. Dimensions of Discourse

Text

Sociocultural Practice

(Situational:institutional;societal)

Process of Production

Process of

Interpretation

Discourse Practice

Descriptive (text analysis)

Interpretation (Processing Analysis)

Explanation (Social Analysis)


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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


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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 PracticeDiscursive 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 PracticeThis 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.


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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 DesignThese 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 SourcesThe 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 CollectionData 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 AnalysisThe data of the research will be analyzed in the following steps:

1. OrganizingIn organizing the data, researchers identifying the data and categorizing it based

on the topic of the study.

2. Summarizing


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Researchers observed the data and examined the result of identifying and

categorizing using the appropriate theories.

3. InterpretingAry 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.


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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. FindingThe 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 Data

1. LA Lights Meet The Labels 2012

2. Make your dreams come true

3. Tunjukin Bakat Musik Loe di Meet The Labels 2012

4.1.1. Text AnalysisBased 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 2012The 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


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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 TrueThe 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 2012The 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 PracticeThe 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.


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4.1.3. Sociacultural PracticeIndirectly, 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.


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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.


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References

Goddard,A. (1998). The Language of advertising. London: Routladge.

Ary, D. , Jacobs L. C. , & Razavich, A. (2002).Introduction in Education ( ed). elmont,

CA: Wadsworth / Thomson / Thomson Learning.

La-lights, May 27 2012.

Choyimah, N. (2012).Discourse Analysis (Teaching Material/Diktat). Malang: English

Language Department Faculty of Culture Studies Brawijaya University.
http://www.la-lights.com/http://www.la-lights.com/

CRITICAL DISCOURSE ANALYSIS OF LA LIGHTS MEET THE LABELS 2012

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