A LINGUISTIC ANALYSIS OF THE PERSUASIVE STRATEGIES EMPLOYED IN GOVERNMENTAL FAMILY-PLANNING PUBLICATIONS

Abstract

This study analyses the interrelationship between discourse and society, with particular attention on the aspect of change, through the investigation of two sets of family-planning publications taken from two social periods in Singapore. Adopting the framework of Critical Language Study, this analysis is conducted along the three dimensions advocated in the framework -- relational (chapter three), identical (chapter four), and experiential (chapter five). Corresponding to the three-stage framework of description, interpretation, and explanation proposed by Fairclough ( 1989) this discussion links the description of the formal linguistic features of the discourse with a discussion of the interpretative strategies that are drawn upon by the audience, and an explanation of the situational factors that gave rise to and result from such discoursal changes. Chapter two discusses the situational factors which consist of change (in leadership, power relations, message, and audience) and constancy (persuasive element). These situational factors affect the three dimensions of discourse in ways that are discussed in the following three chapters (three to five). In these chapters, the focus is on the way change (manifested as differences between the two sets of discourse) and constancy (manifested as similarity) shape the discourse. Attention is also given to the opposing demands of the persuasive situation and the power-relations that are encoded within the discourse. Chapter six discusses how the two sets are intertextually related, but showing a discourse-type change in process, due to the shaping forces of society undergoing a change in their bid to sustain power relations. It also discusses the effects of such disoursal change and how these effects can be seen happening in Singapore.