Briefing Critical in Discourse Analytical Perspective - Essay Sample

Introduction

The briefing is critical in a discourse analytical perspective because it outlines the challenges that messages released through the media can present to the sender of the message if not properly framed to meets its intended purpose. Four main theories of discourse analysis are utilized to develop an understanding of the media challenges in discourse development with reference to the Enriching Humanity Foundation's public announcement message that was put out through the press to members of the public.

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Media Challenges in Discourse Development

Connotations and Denotations in Media Messages

There are dual meanings of words and phrases based on the context, tone, and choice of the accompaniment of verbal and non-verbal cues that may be used. In any piece of communications, there is the open meaning or outward meaning and the inward or hidden meaning (Koneru, 2008, p. 149). Although the communication presented in the poster is straight forward in expressing the desire of Enriching Humanity Foundation (EHF) in improving people's lives, the message is cleverly structured to plant doubt in the minds of people who have heard the sentiments regarding depleting global resources. By stating "we're also gathering evidence" in the poster is an indication that the NGO is skeptical about the facts regarding the depletion of global resources hence the reason for independent research into the matter. Sentiments by Koneru (2008, p 154) are categorical that complex meanings of communication can throw off the receiver of the message to think that the source is disingenuous to some extent. For that reason, EHF's use of connotations and denotations cast doubt on its commitment to stopping the depletion of global resources.

Reputational Capital

Definitively, reputational capital pertains to the company's investment in its public image as it expects to be viewed in the future by potential and existing customers. Towards that end, maintaining a desirable image over time that is consistent is regarded as exceptional reputational capital (Bourdieu, 1984, p. 312). Similar sentiments by Bowen, et al. (2010, p. 34) are such that public relations officers have a role to play in ensuring that a piece of communication projects a positive image of the company to members of the public now and in the future. Consequently, EHF's investment in its reputational capital through the message in the poster is counterproductive as relates to building an allegiance of public individuals in support of the company's efforts. Through the process of building relationships, the company stands a better chance of maintaining a positive image of itself in the future (Doorley & Garcia, 2011, p. 4). However, the contrary is the case where the message in the poster is an attack on those who support renewable energy companies while also belittling those who are of the idea of depleting global resources. In essence, the poster's message serves to develop a wedge between the company and those on leftists views to those of EHF.

The Halo Effect

The halo effect as explained by O'Halloran (2011, p. 449) is the perceived image of the company by the audience of its communication. As such, the halo effect is said to take root when the communicatee finally makes judgments or prejudges the company's overall character based on its communication at the time. EHF's communication is flawed in the sense that it creates a halo effect among its audience. The subliminal message in the poster is that EHF does not endorse renewable energy solutions and, therefore, does not find it important to be concerned about the increasingly depleting resources of the globe. Fairclough (1992, p. 91) notes that discourse meant for social change should be discussed in a context where the welfare of the audience is put into consideration. To this end, the communication in the poster is not sensitive to its audience's concerns pertaining to depletion of global resources and it simply serves to brush off such thoughts as mere propaganda. Moreover, EHF adds the statements it is not looking for politics or drama, which then insults any reader of the message who supports the idea that global resources are being depleted as them not being intelligent enough to support their point of view.

Reputation Management

Reputation management is closely related to reputation capital that is already presented above and it primarily concerns itself with keeping and maintaining consistency in the content of communication so as not to lose credibility in the eyes of the public (Doorley & Garcia, 2011, p. 4). Reputational communication is essential in ensuring that the changing discourse trends do not negatively impact the image or the company as pertains to its trustworthiness or honesty on the issue of concern (van Djik, 2011, p. 23). Building a reputation Doorley and Garcia (2011, p. 4) add, is a process that culminates in the sum of the images portrayed by the company, the behavior portrayed, the performance of the firm, and the communication given out. In that esteem, EHF should consider fine-tuning its message in a manner that will not make it appear to change its mind in the future when it then retracts its comments on the same issue to acknowledge the concerns of global resources' depletion.

Conclusion

This brief has presented pertinent issues pertaining to challenges of discourse development in the media through advertisements or public announcements. In this regard, the brief has addressed the problems that appear in EHF's poster that was put out to clarify the NGO's position on the developing discourse surrounding the possibility of depleting global resources. The brief has identified challenges in the process of discourse development that often appear in communication by the media. To this end, theories of discourse have been utilized to develop an understanding of the major challenges that arise in the EHF poster. Specifically, the theories include reputation management, the halo effect, reputation capital, and the connotation and denotations theories. These four theories have exposed the problems that the message in the poster by EHF is likely to develop in the process of the development of discourse around the message it put out through the media.

As such, the findings of the brief indicate that the theory or denotations and connotations apply to the poster released by EHF as the message can be read through the lenses of both literal and hidden meanings that it entails. Secondly, through reputation management, the brief finds that the poster by EHF can present significant challenges if a future poster has a message that contradicts EHF's initial stance on the issue of depleting global resources, hence, putting its trust and honesty to question. Further, the third theory presented is reputational capital which is an investment in the relationship between the firm and its public for a consistent desirable image. Finally, the fourth was the halo effect which is a ripple effect of negative perceptions of the company as discussed. A thorough review of these theories is necessary to enhance the efficacy of the poster by EHS.

References

Bourdieu, P., 1984. Distinction: A social critique of the judgment of taste. London: Routledge.

Bowen, S. A., Rawlins, B. & Martin, T. R., 2010. An overview of the public relations function. New York: Business Expert Press.

Doorley, J. & Garcia, H. F., 2011. Reputation management: The key to successful public relations and corporate communications. New York: Routledge.

Fairclough, N., 1992. Discourse and social change. Cambridge: Polity Press.

Koneru, A., 2008. Professional Communication. New Delhi: McGraw-Hill.

O'Halloran, K., 2011. Critical discourse analysis. In: The Routledge handbook of applied linguistics. Milton Park: Routledge, pp. 445-459.

van Dijk, T. A., 2011. Introduction: The study of discourse. In: Discourse studies: A multidisciplinary introduction. London: SAGE, pp. 19-26.