norman Fairclough is one of the founders the first dimension is called text.

of critical discourse analysis. Cda as discourse is the collection of words and

applied to sociolinguistics cda is characters we choose when we write or
concerned with how power is exercised speak. by choosing certain words we
through language. Critical discourse show our attitude to the subject let us
analysis is an interdisciplinary approach look at some explanations for example:
to the study of discourse that views my neighbor was an old witch or my
language as a form of social practice. neighbor was an old woman or my
Norman Fairclough assumes that any neighbor was an old lady in the choice of
case of language is a communicative which woman or lady i express an
event. Three dimensions in critical attitude towards the neighbor when we
discourse analysis he has developed a choose our words we express an
model for critical discourse analysis. the attitude. whether a person is a terrorist
model consists of three categories in this or a freedom fighter depends on our view
model called dimensions the three of the action that has taken place.
dimensions may be summarized as discourse is about language as a
follows the first dimension is called community. the words we choose make
text. text can be speech writing images or us feel that we are part of a community. a
a mixture of all three forms of person who is from a different point of
communication we call this an analysis origin may for one group be a stranger for
at word level the second dimension is another group a foreigner and for a third
called discursive practice discursive group a refugee. discourse analysis is
practice involves production of texts or about text analysis and that any text
constitution of texts here the analysis contains interpretations
takes place at the text level the third
Dimension 2 - Discursive practice
and last dimension is called social
practice. social practice is about by critical discourse analysis we
standards of society or the understand that language can be a
organization in effect social structures. bearer of change. the words we use and
here it is an analysis of what we call the way we compose our sentences are of
the norm level. fairclough's analytical importance. the way we talk about a
approach assumes that language helps subject can change our view of the
create change and can be used to subject. text is almost always subject to
change behavior. language becomes a interpretation. language is not neutral
power tool this is what is meant by and innocent. it often contains values
discourse analysis now let us look at some attitudes and assessments that the sender
examples of the three dimensions will convey to the recipient
Dimension 1 – Text
Dimension 3 - Social practice was a structural reform from the
government that would affect the
language creates opinions and
company severely and the speech became
characterizes our attitudes. it creates
a means of communicating change. it was
social relationships and practices.
a reform to the framework for the
languages are associated with power.
delivery of public and private services
languages are part of our communication.
where the company in future would
communication is a social event and the
compete with other companies for their
language and the choice of words forms
services where they had previously had a
the context of our social community.
monopoly. Fire and rescue company -
languages and communication are also
Speech via Fairclough critical discource
closely linked to the society in which we
analysis.... if we look at the speech
are located in this connection society can
through the fair class critical discourse
be an organization where there are
analysis we have an analysis as follows
certain norms and traditions. dimension 3
the ceo has chosen to develop a speech
may apply to the entire organization for
that is unifying encouraging paternal and
certain subjects while it is at
which also includes attitudes towards
departmental level for other subjects in
how the company should be regarded by
certain special cases dimension 3 applies
the employees. the ceo is the sender of the
to transnational companies. it requires a
speech and the speech is an expression of
very strong company culture. emirates
how management views this structural
airlines ikea and mcdonald's could be
change. here we will look at a few word
examples. Fire and rescue company -
choices in the speech the word level that
Background information let's look at a
shows something about the intent of
case about a fire and rescue company
management and its translation
with stations in every major city in the
country the country in which the stations Speech - Dimension 1 – Text
are placed has a low context culture the
we proceed with dimension one of the
company is more than 100 years old and
model word level. talking to employees
there are lots of traditions in the
can give a picture of a solemn and old-
company. one of these is an annual new
fashioned ritual in the company with
year speech for the employees the speech
words like tradition believe and the past
is read by the local leader at the new
year we have a stable and old business in
year's parade at all stations at exactly the
front of us. later in the speech words such
same hour. the speech is also
as deep thanks to the employees the ceo
subsequently included in the staff
appears to be humble it gives both a
magazine and posted online on the
recognizable tone and is partly family-
company's website afterwards this
oriented and educative we get a picture of
particular new year's speech in question
a very traditional company with a
was written and held at a time when there
management that sets the agenda. with
sentences like we are not here for our social practice is about the norms and
own sake and because there are some traditions of the fire and rescue company
people in society who need us and later in the language really works in a company
the speech but we must also be aware which has a patriarchal and
that others do better and help cheaper so organizational structure with
our entitlement is no longer applicable authoritarian leadership at the top, a kind
here we have management's view that the of family structure where the father is
firefighters and the paramedics of the speaking to his children. in a young
company work out of idealism and as dynamic i.t company this kind of solemn
heroes as in the first sentence we are not speech which was subsequently included
here for our own sake and the next in a staff magazine would not work. social
sentence we must also be aware that practice is thus different from one
there are changes on the way and it is no industry to another and also within the
longer enough to be an idealistic rescuer. industry there are major differences in
the words and the way the speech is social practice
written is what we seek to understand by
Criticism of the model
analyzing the text and thus dimension 1
in fairclough's model critical discourse analysis model is
difficult to understand and use and much
Speech - Dimension 2 - Discursive
literature has been written about it in this
practice
video we have solely discussed the
the discursive practice in the new year's principles of the model to form an
speech is the way it is produced. the form understanding framework for it and its
thus speaking and not writing also the use for the analysis of change. it works
author of the speech draws on other differently from culture to culture
discourses in the text this is to say especially be careful with transfers
whether the author may have borrowed between low and high context culture
passages from other speeches for sometimes it's about what's not being
example the queen's new year speech as said or written. Fairclough’s critical
when the queen says a society like ours discourse analysis is very useful when
would not be able to function if there was you need to figure out what the sender
no one who stayed at their post to ensure wants to convey to the recipients and
peace of mind for all of us on new year's what behavior does the sender want from
eve we wish them all a happy new year the recipients you
and thank them for their efforts here we
have threads that lead back to we are not
here for our own sake but because there
is someone in society who needs us

Speech - Dimension 3 - Social practice