SHIFTING COGNITIVE FRAMES IN POLISH RADIO COMMERCIALS

Małgorzata Haładewicz-Grzelak

Opole



Abstrakt

The theorization on culture and consumerism has rarely involved the study of
radio commercials. This study aims to investigate shifting cognitive frames through
a sociolinguistic analysis of a corpus of Polish radio commercials. The corpus was complied
during Christmas marketing hype in 2006. The discussion evolves on the rhetoric and
ideological frames. The emphasis is placed on the evolution of communicative bonds,
stereotyping and the manipulation of ideoscape. The analysis relies on Zabrocki’s theory
of diacrisis and van Dijk’s view on ideology. Consumerism is assumed to be a sort
of a pragmatic code, transforming and re-transforming one type of values into another.


Słowa kluczowe:

radio commercials, ideology, rhetoric, cultural frames, community, clique

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Opublikowane
2010-12-01

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Haładewicz-Grzelak, M. (2010). SHIFTING COGNITIVE FRAMES IN POLISH RADIO COMMERCIALS. Acta Neophilologica, 1(XII), 81–92. Pobrano z https://czasopisma.uwm.edu.pl/index.php/an/article/view/1262

Małgorzata Haładewicz-Grzelak 
Opole