Please use this identifier to cite or link to this item: http://scholarbank.nus.edu.sg/handle/10635/18842
Title: The discursive construction of identity in Chinese-English bilingual advertising: A critical inquiry
Authors: LI SONGQING
Keywords: advertising, bilingualism, CDA, cognitive, identity construction, ideology
Issue Date: 19-Mar-2010
Source: LI SONGQING (2010-03-19). The discursive construction of identity in Chinese-English bilingual advertising: A critical inquiry. ScholarBank@NUS Repository.
Abstract: This thesis examines critically the construction of identity in the site of Chinese-English bilingual advertising with its focus on modern identity of Chinese people, gender identity and national identity. Drawing on the approach of intertextuality within the paradigm of CDA with which cognitive tools of frame, mental space and blending are integrated, it provides an explanatory account of identity construction and its connection to English mixing. Identities of each category are found overall discursively multiple and hybrid, and the use of English has much more polyvalent role than is often assumed in terms of social meaning and the extent to which it may contribute to identity construction. This is claimed to be closely connected with language ideologies at work.
URI: http://scholarbank.nus.edu.sg/handle/10635/18842
Appears in Collections:Ph.D Theses (Open)

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01 Title Page.pdf4.59 kBAdobe PDF

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02 Acknowledges, Tables of contents, Summary, Lists of Tables and Figures.pdf37.21 kBAdobe PDF

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03 Chapter 1 Introduction.pdf71.61 kBAdobe PDF

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04 Chapter 2 Literature Review and Background Knowledge.pdf236.45 kBAdobe PDF

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05 Chapter 3 Towards a Critical Cognitive Approach to Bilingualism & Identity.pdf167.5 kBAdobe PDF

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06 Chapter 4 Conceptual and Methodological Framework.pdf143.41 kBAdobe PDF

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07 Chapter 5 Data & Methodology.pdf77.5 kBAdobe PDF

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08 Chapter 6 Modern identity of Chinese people.pdf1.7 MBAdobe PDF

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09 Chapter 7 the Portrayal of gender.pdf1.34 MBAdobe PDF

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10 Chapter 8 National Identity.pdf262.36 kBAdobe PDF

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11 Chapter 9 Conclusion.pdf64.3 kBAdobe PDF

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12 References.pdf215.43 kBAdobe PDF

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