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Table of ContentsIntroduction
Discursive Practices:AudienceProduction (including Genre)DistributionConsumption
Grice’s Maxims1. Quantity2. Quality3. Relation4. Manner
Critical Discourse AnalysisIntertextuality
ConclusionSocial ImpactAdvertorial (Objective)
Client |‘Raising the Roof’
•Non-for-profit organisation
•Industry: activist organisation for homelessness.
Campaign| Change the Conversation #HumansForHumans
Text | The Homeless Respond to Mean Tweets
•Viral video
•Social Media
Introduction
•Generation X & Y16 – 35 years old
•Online campaign•Social Media
Viral Video
•Parody: Jimmy Kimmel ‘Celebrities Read Mean Tweets’
Discursive Practices | Audience
•Intertextuality
•Parody
•Multimodality
Discursive Practices | Production
Source from: <http://o.aolcdn.com/hss/storage/midas/f3040d3134b334d3dbbc1b30bdff7f6f/201832037/juliameantweet.jpg>
Source from: <http://www.disneydreaming.com/wp-content/uploads/2013/11/Jimmy-Kimmel-Holiday-Prank.jpg>
Intertextuality
Source from: <http://www.disneydreaming.com/wp-content/uploads/2013/11/Jimmy-Kimmel-Holiday-Prank.jpg>
BibliographyCameron, D. 2001, "Identity, difference and power: Locating social relations in talk. In working with spoken discourse (pp. 161-179)", .
Fairclough, N. 2013, Critical discourse analysis: The critical study of language, Routledge.
Fairclough, N. 2013, Language and power, Routledge.
Fairclough, N. 1992, Discourse and social change, Polity press Cambridge.
Motion, J. & Leitch, S. 2007, "A toolbox for public relations: The oeuvre of Michel Foucault", Public Relations Review, vol. 33, no. 3, pp. 263-268.
Raising the Roof n.d., , Change the Conversation. Available: http://www.humansforhumans.ca/ [2015, May 21].
Raising the Roof n.d., , Humans for Humans Campaign. Available: http://www.raisingtheroof.org/Our-Programs/Humans-For-Humans.aspx [2015, May 22].