Edited by Nicolina Montesano Montessori, Michael Farrelly and Jane Mulderrig
Chapter 2: Text oriented discourse analysis: an analysis of a struggle for hegemony in Mexico
This chapter introduces the method of Text Oriented Discourse Analysis (TODA) (Fairclough, 1992). It introduces the original approach and its theoretical, methodological, historical and political rationale. It then describes a research project performed on political discourse in Mexico, comparing the discourse of a former president and the counterhegemonic discourse of the Zapatista movement, which protested against the shift to a global economy, especially the installed free market treatment between Mexico, Canada and the USA (NAFTA). The approach draws on a Gramscian approach to hegemony and puts Discourse Theory (Laclau and Mouffe, 1985) and different strands of Critical Discourse Analysis together to develop and apply a new methodology to analyze (counter)hegemonic procedures in empirical data.
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