COVID-19 Advertorials Accentuating Fright and Xenophobia in Ecosystem: An Eco-linguistic Approach to SFL

Authors

  • Naima Nasar M.Phil. Scholar, Government College for Women University, Faisalabad, Pakistan
  • Asba Ramzan M.Phil. Scholar, Government College for Women University, Faisalabad, Pakistan
  • Sunila Tufail M.Phil. Scholar, Government College for Women University, Faisalabad, Pakistan
  • Dr. Shahla Qasim Assistant Professor, Government College for Women University, Faisalabad, Pakistan
  • Dr. Zahida Hussain Assistant Professor, Government College for Women University, Faisalabad, Pakistan

Keywords:

advertorial, ecolinguistic analysis, fright, SFL, meta-functions, xenophobia

Abstract

This present study explores manipulation of language of COVID-19 advertorials to achieve specific goal of fear and xenophobia among people through ecolinguistic study of five advertorials published on COVID-19 on five global websites. To the best of author’s knowledge, no research has been conducted on advertorials of different websites in this COVID-19 language context. The purpose of this research is to investigate and apply M.A.K. Halliday’s  3 semantic meta-functions proposed in Systemic Functional Linguistics (henceforth SFL) on corona advertorials from ecolinguistic perspective. Collection of 5 corona advertorials was gathered as data from 5 different websites. Only one corona advertorial from each website was built. Ecolinguistic analysis of Halliday’s 3 meta-function was adopted as analytical framework to analyse elements of fear and xenophobia in the language of COVID-19 advertorials. Present research employed qualitative, descriptive method containing observation. Results revealed that 3 meta-functions of ecolinguistic SFL can be used in shedding light on use of language in these advertorials to sustain and invigorate a global narrative of fright and xenophobia. Findings showed that language of COVID-19 advertorials accentuates elements of fright and xenophobia in ecosystem. Results of current study will deliver a guideline of didactic inferences for future researchers in the field.

Author Biography

Dr. Shahla Qasim, Assistant Professor, Government College for Women University, Faisalabad, Pakistan

 
 

References

Ali, J. H. M. (2019). Ecolinguistics and systemic functional linguistics (SFL): Transitivity in 'Climate Change in Egypt’ by Ali Masria. Beni-Suef University. International Journal of Humanities and Social Sciences, 1(1), 9-38.

Almurashi, W. A. (2016). An introduction to Halliday’s systemic functional linguistics. Journal for the study of English Linguistics, 4(1), 70-80.

Dash, R. K. (2019). What is ecolinguistics? Language in India, 19(5), 379-384.

Duan, J. (2007). The discourse of disease: the representation of SARS-the China daily and the South China Morning Post (master thesis). Lingnan University, Hong Kong.

Fowler, R. (1991). Language in the news: Discourse and ideology in the press. London and New York: Routledge.

Golan, G. J. (2014). The advertorial as a tool of mediated public diplomacy. International Journal of Communication, 8, 1268-1288.

Halliday, M. A. K (1970). Language structure and language function. In J. Lyons (Ed.), New Horizons in Linguistics (pp. 100-170). Harmondsworth: Penguin.

Halliday, M. A. K (1990). New ways of meaning: A challenge to applied linguistics. Journal of Applied Linguistics, 6, 7-36.

Horby, P. (2018). Improving preparedness for the next flu pandemic. Nature Microbiology, 3(8), 848-850.

Isti'anah, A. (2019, August). Appreciation for Raja Ampat in the official website of Indonesian tourism: Ecolinguistic study. In Fifth Prasasti International Seminar on Linguistics (PRASASTI 2019) (August 7-8, 2019). Solo, Indonesia: Atlantis Press.

Lashari, M. A., & Bughio, F. A. (2014). An application of systemic functional grammar on Rilke’s poem ‘A Walk’. Journal of Advances in Linguistics, 4(1), 333-339.

Makoni, B. (2012). Discourses of silence: The construction of ‘otherness’ in family planning pamphlets. Discourse & Communication, 6(4), 401-422.

Malinowski, B. (1923). The problem of meaning in primitive languages. In C. K. Ogden & I. A. Richards (Eds.), The Meaning of Meaning (pp. 296-336). London: K. Paul, Trend, Trubner.

Martin, J. R., & White, P. R. R. (2005). The language of evaluation: appraisal in English. New York: Palgrave Macmillan.

Natalia, E. C. (2016). Language persuasive power of beauty advertorials in popsugar.com (undergraduate thesis). Department of English Letters, Sanata Dharma University, Yogyakarta, Indonesia.

Perelló-Oliver, S., & Muela-Molina, C. (2019). The use of radio advertorials in Spanish radio stations. Palabra Clave, 22(3), 1-25.

Permadi, K. S. (2013). Ecolinguistics. Retrieved September 9, 2020 from https://pdfslide.net/documents/ecolinguistics-by-komang-satya-permadi.html

Prima, R. B. (2014). Critical genre analysis on the cigarette advertisements (doctoral dissertation). English Language and Letters Department, Maulana Malik Ibrahim State Islamic University, Malang, Indonesia.

Qoriah, D. (2018). Ideational meaning of HIV aids slogans: A systemic functional linguistic study. English Education and Applied Linguistics Journal, 1(1), 82-91.

Robson, D. (2020). The fear of coronavirus is changing our psychology. BBC Future. Retrieved September 9, 2020 from https://www.bbc.com/future/article/20200401-covid-19-how-fear-of-coronavirus-is-changing-our-psychology.

Salama, A. H. (2014). Decoding the socio-political meanings of Presidential “I” in Mubarak’s last presidential speech: A systemic-functional approach. Cogent Arts & Humanities, 1(1), 977-554.

Shurafa, C., Darwish, & Zaghouani, W. (2020). Political framing: US COVID19 blame game. Retrieved September 9, 2020 from https://arxiv.org/abs/2007.09655.

Stibbe, A. (2015). Ecolinguistics: Language, ecology and the stories we live by. London and New York: Routledge.

Tian, J. (2020). Construction of top university identity in high-stakes genres of public communication–a systemic functional discourse analysis of three genres of PKU and THU presidential talk and letter to prospective students. Journal of World Languages, 6(1-2), 113-160.

Trew, T. (2018). ‘What the papers say’: linguistic variation and ideological difference. In R. Fowler, B. Hodge, G. Kress & T. Trew (Eds.), Language and Control (pp. 117-156). London and New York: Routledge.

Wu, Y. (2018). Ecological discourse analysis. In 4th International conference on Social Science and Higher Education (ICSSHE 2018) (September 28-30), Sanya, China.

Zhou, S. (2012). ‘Advertorials’: A genre-based analysis of an emerging hybridized genre. Discourse & Communication, 6(3), 323-346.

Zizek, S. (2020). Pandemic! COVID-19 shakes the world. London and New York: OR Books.

Published

2020-09-20

How to Cite

Nasar, N., Ramzan, A., Tufail, S., Qasim, D. S., & Hussain, D. Z. (2020). COVID-19 Advertorials Accentuating Fright and Xenophobia in Ecosystem: An Eco-linguistic Approach to SFL. Linguistic Forum - A Journal of Linguistics [E-ISSN-2707-5273], 2(3), 7-14. Retrieved from http://linguisticforum.com/index.php/ling/article/view/46