Articles

The national museum of a country, as a cultural symbol of the nation, plays an important role in cultural communication at home and abroad. This study explores the online brand identity construction of two national museums—the British Museum and the National Museum of China—to inform cultural brands of the discursive strategies to distinguish themselves from others and communicate with their audiences effectively. Informed by multimodal critical discourse analysis, this paper analyzes the websites of the two museums and their social media posts, depicts their brand identity prisms, and evaluates the effectiveness of their online communication. The results show that both museums use multimodal and hypertextual resources to create unique and congruent brand images in website design and social media interaction with their target audiences, fulfilling the institutional functions of museums as the symbol of national culture or world civilization. They express differential personalities and cultural values to reinforce their brand identities in different sociocultural and political contexts. The findings may provide insight into the use of multimodality in online communication for cultural institutions to enhance their brand images and promote cultural exchanges.

The thrust of this paper is to delve into the cohesive devices of political discourse as it pertains to Nelson Mandela‘s <i>I Am the First Accused</i>. The text was codified and the lexico-grammatical resources were examined in terms of semantic ties through the lens of Discourse analysis. The text was analysed based on Halliday and Hasan’s, 1976 five major cohesion classification categories<i>: r</i><i>eference,</i><b> </b><i>demonstrative references,</i><i> </i><i>substitution</i><i>, conjunction and lexical cohesion</i>. The research indicated that there were sufficient phenomenon-example relationships within the text. In other words, there was adequate justification for claim statements within the text. There are also adequate cause-consequential relations in the text. Anaphoric references were commonplace in the text. It was also found out that cataphoric reference was sparingly used in the text. Analysis of the data also revealed that there were 30 instances of personal references, 21 demonstrative references, 3 instances of comparative references, and 6 instances of substitution. There were no instances of ellipsis. There were 7 instances of conjunction as a semantic link. There were 15 instances of repetition, 5 examples of synonyms and 3 instances of antonyms. It is recommended that public speakers and media practitioners take cognisance of cohesive devices and make their write-ups and speeches more cohesive and coherent for their audience and readers to decode meaning. Teachers of English as a second language should give serious attention to the teaching of cohesion as a semantic link within a text since cohesion and coherence aid the readability of a text. Cataphoric references sustain the interest of listeners and readers since they expect information yet to be given. Therefore, it is recommended that teachers of English as a second language should encourage their students to use some cataphors in their essays to create some kind of suspense in their readers. Critical Discourse Analysis (CDA) could also be used as an analytical tool to examine how power plays within the text.

The study sought to analyze the communicative functions of metaphors in Selected political speeches of Mr. John Dramani Mahama. Critical Metaphor Analysis (CMA) developed by Jonathan Charteris-Black as an approach solely for the analysis of metaphors in political discourse was adopted as a theoretical framework for the study. The study is rooted in a qualitative research approach and grounded in textual analysis as the design. The sampling method adopted in the study was purposive, and the analysis was done in line with the research question posed. The study has shown that language plays a crucial role in human existence as a means of communicating world events. The study has also revealed that in Critical Discourse Analysis, metaphor is conceived as speech actions which build together to create coherent social interactions. This study has indicated that metaphor is a cognitive phenomenon other than a purely lexical one. The study concludes that metaphor is a deep-seated conceptual phenomenon that shapes the way we think (and not just the way we speak). Working inductively from the bottom up with a metaphor, CDA has been able to reveal a rich body of facts about discourse and demonstrate that CDA follows an elaborate, but systematic, set of rules or architecture. It is recommended that future studies could explore the possibility of quantifying the frequency of the occurrence of metaphors and known end results to find out whether there is a correlation between the number of metaphors and persuasion. It is also recommended that research could also be carried out into Ghanaian politics as a discourse community with a view to unearthing language basically associated with that vocation. A study could also be conducted into the use of other rhetorical/oratorical devices, e.g. the politicians’ use of analogy in their speeches.

The purpose of this study was to examine the ideological motivations behind the use of metaphor in some selected speeches of former president John Dramani Mahama. Qualitatively, the study adopted a textual analysis research design. The study focused on Ghana’s political discourse with an emphasis on some selected speeches of former president John Dramani Mahama which were published between 4th July, 2012 to 6th January, 2017. A purposive sampling technique was used to select twenty (20) speeches of former president Mahama which were predominantly couched by layers of metaphors. The data were coded and metaphorically analysed in themes with interpretations. The analysis of metaphor in this study has shown that Critical Discourse Analysis is the best methodology for the analysis of spoken text in order to find out metaphorical meanings in discourse structures. The study revealed that Mahama’s use of metaphors was motivated by discursive practices such as hope, self-glorification, superiority and dominance and establishing commonality. The study indicated that metaphors are key discourse elements that foster understanding between and among participants in a political context. The study found that Mahama employs intertextuality as a rhetorical device. It is recommended that future researchers should devote time to look at the ideological implications of the use of intertextuality by Mahama.