SHIFTING COGNITIVE FRAMES IN POLISH RADIO COMMERCIALS
Małgorzata Haładewicz-Grzelak
OpoleAbstract
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.
Keywords:
radio commercials, ideology, rhetoric, cultural frames, community, cliqueReferences
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Wydawnictwo Naukowe, 113–132.
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Bańczerowski, J. (1980). Ludwik Zabrocki: u podstaw struktury i rozwoju języka. Warszawa,
Państwowe Wydawnictwo Naukowe.
Bańczerowski, J. (2007). A Survey of Diachritology. Paper presented at 38th Poznań Lingustic
Meeting, 13–17 September, Gniezno, Poland. Abstract [online] <http://ifa.amu.edu.pl/ifa/
/plm/2007/>, retrieved on December, 2007.
Baudrillard, J. (1985). Simulations. New York, Semiotexte.
Bleichenbacher, L. (2007). Linguistic Replacement in the Movies. Paper presented at the 38th
Poznań Linguistic Meeting, 13–17 September, Gniezno, Poland. Abstract [online] <http://
//ifa.amu.edu.pl/ifa/plm/2007/>, retrieved on December, 2007.
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Cronin, A. (2002). The Substance of Consumption: Alchemy, Addiction and Commodity.
International Journal of Cultural Studies, 316–335.
Eco, U. (1991) [1996]. Nieobecna struktura. Trans. A. Weinsberg, P. Bravo. Warszawa,
Wydawnictwo KR.
Haładewicz-Grzelak, M. (2007). Enchantment Strategies in Polish Radio Commercials.
Polish Sociological Review 159(3), 341–360.
Haładewicz-Grzelak, M. (2010). The Linguistic Market in Polish Radio Commercials.
International Journal of Cultural Studies. Vol. 13(1), 63–82.
Jayaprakash, Y.T. (2000). Remote Audiences Beyond 2000: Radio, Everyday Life and
Development in South India. International Journal of Cultural Studies. Vol. 3, 227–239.
Marlow, J. (2001). The Last Gasp: Cigarette Advertising on Billboards in the 1990s. Journal
of Communication Inquiry 25, 38–54.
Marx, K. (1867) [1906]. Capital, Vol. I: A Critique of Political Economy. New York, The
Modern Library.
Orchard, V. (2005). Culture as Opposed to What? Cultural Belonging in the Context of
National and European Identity. European Journal of Social Theory, 419–433.
Overby, L., Barth, J. (2006). Radio Advertising in American Political Campaigns: The
Persistence, Importance, and Effects of Narrowcasting. American Politics Research 34,
451–478.
Shore, B. (1996). Culture in Mind. Cognition. Culture and the Problem of Meaning. New
York, Oxford University Press.
Srinivasan, R. (2006). Indigenous, Ethnic and Cultural Articulations of New Media.
International Journal of Media Studies 9, 497–518.
Taylor, J.P. (2002). Cognitive Grammar. Oxford, Oxford University Press.
Van Dijk, T.A. (1992). Racism and Argumentation: Race Riot Rhetoric in Tabloid Editorials.
In: Van Eemeren et al. (eds). Argumentation Illuminated. Dordrecht, Foris, 242–259.
Van Dijk, T.A. (1995). The Mass Media Today: Discourses of Domination or Diversity.
Javnost/The Public (Ljubljana) 2(2), 27–45. Available [online] <http://www.discourses.
org/download/articles/>, retrieved on May, 2007.
Van Dijk, T.A. (1998). Ideology: A Multidisciplinary Approach. London, SAGE Publications.
Zabrocki, L. (1966). Cybernetyczny układ komunikacji językowej. In: J. Bańczerowski (red.)
(1980). Ludwik Zabrocki: u podstaw struktury i rozwoju języka. Warszawa, Państwowe
Wydawnictwo Naukowe, 113–132.
Haładewicz-Grzelak, M. (2010). SHIFTING COGNITIVE FRAMES IN POLISH RADIO COMMERCIALS. Acta Neophilologica, 1(XII), 81–92. Retrieved from https://czasopisma.uwm.edu.pl/index.php/an/article/view/1262
Małgorzata Haładewicz-Grzelak
Opole
Opole
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