Effectuating discourse functions through evaluation: an appraisal of the 2015 and 2019 Nigerian newspaper political campaign advertisements

Considering the place of language in contemporary political campaign discourse, this study examines how discourse functions were effectuated through evaluative language use with a focus on the 2015 and 2019 Nigerian newspaper political campaign advertisements. Though evaluation is integral to langua...

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Main Author:	Oyekola, Ayoola Gabriel
Format:	Thesis
Language:	eng eng
Published:	2023
Subjects:	HF5801-6182 Advertising
Online Access:	https://etd.uum.edu.my/11006/1/depositpermission-901326.pdf https://etd.uum.edu.my/11006/2/s901326_01.pdf
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id	my-uum-etd.11006
record_format	uketd_dc
spelling	my-uum-etd.110062024-02-22T01:48:53Z Effectuating discourse functions through evaluation: an appraisal of the 2015 and 2019 Nigerian newspaper political campaign advertisements 2023 Oyekola, Ayoola Gabriel Halim, Rohizah Awang Had Salleh Graduate School of Arts & Sciences Awang Had Salleh Graduate School of Arts & Sciences HF5801-6182 Advertising Considering the place of language in contemporary political campaign discourse, this study examines how discourse functions were effectuated through evaluative language use with a focus on the 2015 and 2019 Nigerian newspaper political campaign advertisements. Though evaluation is integral to language and crucial in persuasive discourse, very few studies have explored its deployment in effectuating persuasioninduced discourse functions in Nigerian newspaper campaign advertisements. This study relies on evaluation strategy and qualitative research technique. The data is purposively selected from newspaper campaign advertisements of the two main political parties in Nigeria. The analysis is based on postulations from Appraisal Theory and Functional Theory of political campaign discourse. The results show that two discourse functions found in the sampled texts were effectuated via attitudinal evaluative processes and engagement strategy. Specifically, it is revealed that acclaim is constructed via a positive evaluation of the candidate's capacity cum propriety and positive reaction to policy implementation and projection. Attack, on the other hand, entails negative judgment of the opposition's capacity cum propriety and a negative reaction to policy implementation and projection. Furthermore, the engagement strategy is used as an instrument for validating acclaim and attack assertions. In conclusion, this study provides discreet involvement of evaluation in the construction of persuasion-induced discourse functions by successfully linking assumptions from two theoretical frameworks not considered related hitherto. 2023 Thesis https://etd.uum.edu.my/11006/ https://etd.uum.edu.my/11006/1/depositpermission-901326.pdf text eng public https://etd.uum.edu.my/11006/2/s901326_01.pdf text eng public phd doctoral Universiti Utara Malaysia
institution	Universiti Utara Malaysia
collection	UUM ETD
language	eng eng
advisor	Halim, Rohizah
topic	HF5801-6182 Advertising
spellingShingle	HF5801-6182 Advertising Oyekola, Ayoola Gabriel Effectuating discourse functions through evaluation: an appraisal of the 2015 and 2019 Nigerian newspaper political campaign advertisements
description	Considering the place of language in contemporary political campaign discourse, this study examines how discourse functions were effectuated through evaluative language use with a focus on the 2015 and 2019 Nigerian newspaper political campaign advertisements. Though evaluation is integral to language and crucial in persuasive discourse, very few studies have explored its deployment in effectuating persuasioninduced discourse functions in Nigerian newspaper campaign advertisements. This study relies on evaluation strategy and qualitative research technique. The data is purposively selected from newspaper campaign advertisements of the two main political parties in Nigeria. The analysis is based on postulations from Appraisal Theory and Functional Theory of political campaign discourse. The results show that two discourse functions found in the sampled texts were effectuated via attitudinal evaluative processes and engagement strategy. Specifically, it is revealed that acclaim is constructed via a positive evaluation of the candidate's capacity cum propriety and positive reaction to policy implementation and projection. Attack, on the other hand, entails negative judgment of the opposition's capacity cum propriety and a negative reaction to policy implementation and projection. Furthermore, the engagement strategy is used as an instrument for validating acclaim and attack assertions. In conclusion, this study provides discreet involvement of evaluation in the construction of persuasion-induced discourse functions by successfully linking assumptions from two theoretical frameworks not considered related hitherto.
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	Oyekola, Ayoola Gabriel
author_facet	Oyekola, Ayoola Gabriel
author_sort	Oyekola, Ayoola Gabriel
title	Effectuating discourse functions through evaluation: an appraisal of the 2015 and 2019 Nigerian newspaper political campaign advertisements
title_short	Effectuating discourse functions through evaluation: an appraisal of the 2015 and 2019 Nigerian newspaper political campaign advertisements
title_full	Effectuating discourse functions through evaluation: an appraisal of the 2015 and 2019 Nigerian newspaper political campaign advertisements
title_fullStr	Effectuating discourse functions through evaluation: an appraisal of the 2015 and 2019 Nigerian newspaper political campaign advertisements
title_full_unstemmed	Effectuating discourse functions through evaluation: an appraisal of the 2015 and 2019 Nigerian newspaper political campaign advertisements
title_sort	effectuating discourse functions through evaluation: an appraisal of the 2015 and 2019 nigerian newspaper political campaign advertisements
granting_institution	Universiti Utara Malaysia
granting_department	Awang Had Salleh Graduate School of Arts & Sciences
publishDate	2023
url	https://etd.uum.edu.my/11006/1/depositpermission-901326.pdf https://etd.uum.edu.my/11006/2/s901326_01.pdf
_version_	1794023806577147904

Effectuating discourse functions through evaluation: an appraisal of the 2015 and 2019 Nigerian newspaper political campaign advertisements

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