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master's thesis
Deconstructing Brexit: A Multimodal Critical Discourse Analysis of the Language and Ideology of the Brexit Debate
Zagreb: University of Zagreb, Faculty of Humanities and Social Sciences, 2024. urn:nbn:hr:131:324900
Car, Matej
University of Zagreb
Faculty of Humanities and Social Sciences
Department of English language and literature

Institutional repository: ODRAZ

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Car, M. (2024). Deconstructing Brexit: A Multimodal Critical Discourse Analysis of the Language and Ideology of the Brexit Debate (Master's thesis). Zagreb: University of Zagreb, Faculty of Humanities and Social Sciences. Retrieved from https://urn.nsk.hr/urn:nbn:hr:131:324900

Car, Matej. "Deconstructing Brexit: A Multimodal Critical Discourse Analysis of the Language and Ideology of the Brexit Debate." Master's thesis, University of Zagreb, Faculty of Humanities and Social Sciences, 2024. https://urn.nsk.hr/urn:nbn:hr:131:324900

Car, Matej. "Deconstructing Brexit: A Multimodal Critical Discourse Analysis of the Language and Ideology of the Brexit Debate." Master's thesis, University of Zagreb, Faculty of Humanities and Social Sciences, 2024. https://urn.nsk.hr/urn:nbn:hr:131:324900

Car, M. (2024). 'Deconstructing Brexit: A Multimodal Critical Discourse Analysis of the Language and Ideology of the Brexit Debate', Master's thesis, University of Zagreb, Faculty of Humanities and Social Sciences, accessed 26 July 2024, https://urn.nsk.hr/urn:nbn:hr:131:324900

Car M. Deconstructing Brexit: A Multimodal Critical Discourse Analysis of the Language and Ideology of the Brexit Debate [Master's thesis]. Zagreb: University of Zagreb, Faculty of Humanities and Social Sciences; 2024 [cited 2024 July 26] Available at: https://urn.nsk.hr/urn:nbn:hr:131:324900

M. Car, "Deconstructing Brexit: A Multimodal Critical Discourse Analysis of the Language and Ideology of the Brexit Debate", Master's thesis, University of Zagreb, Faculty of Humanities and Social Sciences, Zagreb, 2024. Available at: https://urn.nsk.hr/urn:nbn:hr:131:324900

Metadata
TitleDeconstructing Brexit: A Multimodal Critical Discourse Analysis of the Language and Ideology of the Brexit Debate
Title (croatian)Dekonstrukcija Brexita: multimodalna kritička diskursna analiza jezika i ideologije u javnoj debati o Brexitu
AuthorMatej Car
MentorAnđel Starčević (mentor)
Committee memberVišnja Josipović-Smojver (predsjednik povjerenstva)
Committee memberAnda Bukvić Pažin (član povjerenstva)
Committee memberAnđel Starčević (član povjerenstva)
GranterUniversity of Zagreb
Faculty of Humanities and Social Sciences
(Department of English language and literature)
Zagreb
Defense date and country2024-07-05, Croatia
Scientific / art field,
discipline and subdiscipline		HUMANISTIC SCIENCES
Philology
Anglistics
Abstract
This paper critically investigates the use of Facebook advertisements by the Vote Leave campaign during the 2016 Brexit referendum through the lens of Multimodal Critical Discourse Analysis (MCDA). The paper aims to uncover how the campaign’s strategic use of visual and textual elements might have influenced public opinion and voter behavior. Utilizing a theoretical framework that integrates concepts of discourse, ideology, and multimodality, the study analyzes a selection of targeted advertisements to understand the interplay of these elements. Furthermore, the research reveals that the Vote Leave campaign effectively leveraged emotional and ideological appeals to shape perceptions of the European Union, portraying it as a threat to British sovereignty, cultural identity, and economic stability. The combination of visual and textual elements successfully embedded the campaign’s ideological messages within the public consciousness, potentially influencing the outcome of the referendum. The findings, for example, the frequent use of British cultural symbols to invoke a sense of nationalism and nostalgia, or the use of metaphors to reinforce the campaign’s narrative, underscore the powerful role of digital political advertising in contemporary electoral processes and highlight the importance of critically examining such content to understand its influence on voter perceptions and behavior. This paper contributes to the broader understanding of how multimodal discourse shapes social realities and political outcomes.
Abstract (croatian)
Ovaj rad kritički istražuje, kroz prizmu multimodalne kritičke analize diskursa (MCDA), korištenje Facebook oglasa od strane Vote Leave kampanje tijekom referenduma o Brexitu 2016. godine. Cilj rada je otkriti kako je strateška upotreba vizualnih i tekstualnih elemenata od strane kampanje mogla utjecati na javno mnijenje i ponašanje birača. Koristeći teorijski okvir koji integrira pojmove diskursa, ideologije i multimodalnosti, rad analizira odabrane ciljanje oglase kako bi se razumjelo međudjelovanje tih elemenata. Nadalje, istraživanje otkriva da je kampanja Vote Leave koristila emocionalne i ideološke apele kako bi oblikovala percepciju Europske unije, prikazujući je kao prijetnju britanskom suverenitetu, kulturnom identitetu i ekonomskoj stabilnosti. Kombinacija vizualnih i tekstualnih elemenata uspješno je ugrađivala ideološke poruke kampanje u javnu svijest, potencijalno utječući na ishod referenduma. Rezultati istraživanja, poput učestale upotrebe britanskih kulturnih simbola za izazivanje osjećaja nacionalizma i nostalgije ili korištenja metafora za jačanje narativa kampanje, naglašavaju snažnu ulogu digitalnog političkog oglašavanja u suvremenim izbornim procesima i ističu važnost kritičkog ispitivanja takvog sadržaja kako bi se razumio njegov utjecaj na percepcije i ponašanje birača. Ovaj rad doprinosi širem razumijevanju kako multimodalni diskurs oblikuje društvene stvarnosti i političke ishode.
Keywords
Keywords (croatian)
Languageenglish
URN:NBNurn:nbn:hr:131:324900
Study programmeTitle: English Language and Literature (single major); specializations in: TEFL, Linguistics, Literature and Culture, Translation
Course: Linguistics
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra engleskog jezika i književnosti (magistar/magistra engleskog jezika i književnosti)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence Attribution 4.0 International (CC BY 4.0) icon
Created on2024-07-10 14:30:56