A Critical Discourse Analysis of a College Faculty Recruitment Brochure
DOI:
https://doi.org/10.5755/j01.sal.1.4.43404Abstract
Norman Fairclough presents his version of Critical Discourse Analysis with a five stage analytical
framework (Yates, Taylor and Wetherell, 2001: 236). Central to this macro frame is to identify the social
problem that has a semiotic aspect (Stage 1), the obstacles (Stage 2), whether the problem is needed (Stage 3),
resolutions to the problem (Stage 4), and how the researcher's interpretation can "contribute to emancipatory
change" (Stage 5) (Yates, Taylor and Wetherell, 2001: 239). The purpose in this paper is to illustrate how
critical analysis of a text generated by an educational institution encodes the values of that institution and that
these values "are assembled out of diverse features, "on the spot," as we speak, listen, and act" (Gee, 1999: 46). It is also the purpose to identify conflicted values embedded if the text as part of the broader discourse.
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