Manufacturing ideology in mediated discourse: a cognitive approach to the critical discourse analysis of politics and ideology

This study tests the hypothesis and assumption of much critical scholarship that the discourse of mass media news transmits prejudicial ideologies to news consumers, influencing the way they think about social justice issues and non-dominant groups in American society, including immigrants, women, and African-Americans. Taking off from the motivations and premises of Critical Discourse Analysis concerning language, power, and ideology, this study aims to extend that paradigm in several ways by applying the analytic techniques of cognitive and critical linguistics to uncover implicit representations in biased discourse. This study also goes beyond previous work by examining the reader comments on media texts to understand how the media’s discourse was received and interpreted, with a focus on the covert transmission of ideological messages. The results reveal how ideologies of prejudice are communicated implicitly through media discourse and how readers’ own ideologies influence that process, as evidenced by their comments. As a study in Critical Discourse Analysis, this study uncovers abuses of power impacting social justice – in this case, the power of writing for the mass media to mold American minds, and therefore influence Americans’ behavior, including elections. Specific news articles from the American networks CNN and Fox were chosen on each of two topics for their relevance to current sociopolitical issues of prejudice and social justice: the US Supreme Court June 2018 decision to uphold the Trump administration “travel ban” and the January 2019 Gillette advertisement, considered controversial for its seemingly feminist criticism of male behavior.