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25SCIENTIFIC PROGRESS VOLUME 4 I ISSUE 3 I 2023 _ISSN: 2181-1601
Scientific Journal Impact Factor (SJIF 2022=5.016) Passport: http://sjifactor.com/passport.php?id=22257
METHODOLOGY FOR THE ANALYSIS OF LINGUOCULTURAL UNITS IN MASS MEDIA TEXTS: A REVIEW OF APPROACHES AND
METHODOLOGIES
Asror Yusupov
Assistant teacher of the department of Translation theory and practice Samarkand State
Institute of Foreign Languages
ABSTRACT
The study of linguocultural units in mass media texts is a crucial area of research that provides insights into the ways in which language is used to convey cultural information. This article presents a comprehensive review of the different approaches and methodologies used in the analysis of linguocultural units in mass media texts. The article highlights the importance of understanding the relevance of this research in contemporary society. The article begins with a literature review that discusses the different perspectives on the analysis of linguocultural units in mass media texts. The methodology of linguocultural units used in mass media texts is then presented, with a focus on data collection, data analysis, and interpretation. The article concludes with a discussion of the relevance of this research for understanding cultural values and beliefs in contemporary society.
Keywords: linguocultural units, mass media texts, methodology, data collection, data analysis, interpretation, cultural values, cultural beliefs
Introduction:
Mass media texts are an important source of cultural information that shape our understanding of the world around us. Language plays a crucial role in the dissemination of cultural values and norms, and the study of linguocultural units in mass media texts is therefore an important area of research. This article presents a review of the different approaches and methodologies used in the analysis of linguocultural units in mass media texts. The article aims to highlight the relevance of this research in contemporary society.
Literature Review:
The study of linguocultural units in mass media texts has been approached from different perspectives. Some scholars have focused on the linguistic features of these units, such as vocabulary, syntax, and discourse structure (Aryal & Banjade, 2019; Sverdlik, 2018). Others have explored the cultural values and beliefs that are conveyed through these units (Gillen, 2019; Li & Li, 2021).
SCIENTIFIC PROGRESS VOLUME 4 I ISSUE 3 I 2023 _ISSN: 2181-1601
Scientific Journal Impact Factor (SJIF 2022=5.016) Passport: http://sjifactor.com/passport.php?id=22257
One of the most common approaches to the study of linguocultural units in mass media texts is the analysis of lexical items. Lexical items are words or expressions that carry cultural connotations and meanings. For example, the use of the word "freedom" in a mass media text can convey the cultural value of individualism and autonomy. Lexical analysis can be complemented by discourse analysis, which focuses on the relationship between language and social context (Aryal & Banjade, 2019).
Another approach to the study of linguocultural units in mass media texts is the analysis of cultural scripts. Cultural scripts are patterns of behavior and beliefs that are shared by members of a cultural group. The analysis of cultural scripts in mass media texts can provide insights into the cultural values and beliefs that are being promoted through these texts (Gillen, 2019). For example, the portrayal of women in mass media texts can reveal cultural scripts related to gender roles and expectations. In addition, one of the limitations of previous research on linguocultural units in mass media texts is the lack of attention to the complex interplay between language, culture, and power (Kellner, 2003). Scholars have highlighted the need to address issues of power relations and social inequalities in the analysis of mass media texts (Fairclough, 2013; van Dijk, 2018). For instance, the study of the representation of minority groups in mass media texts can reveal the ways in which dominant cultural values and beliefs are reinforced and perpetuated and can contribute to the reproduction of social hierarchies and inequalities (Dyer, 1993).
Methodology
The methodology of linguocultural units used in mass media texts can be divided into several stages: data selection, data coding, data analysis, and interpretation. The first stage involves the selection of a sample of texts that are representative of the cultural and social context under investigation. The sample can be selected using different criteria, such as genre, time period, and media platform. For instance, if the research aims to investigate the representation of gender in contemporary American television series, the sample could be selected from a range of popular shows that have been broadcasted in the United States in the past five years.
The second stage involves the coding of the selected texts using a set of categories that capture the linguistic and cultural features of interest. The categories can be derived from existing theories and frameworks or developed based on the research questions and hypotheses. For example, if the research aims to investigate the representation of gender, the categories could include the gender of the characters, the language used to describe them, and the themes and topics addressed in relation to gender.
The third stage involves the analysis of the coded data using different statistical and qualitative techniques. The statistical techniques can provide insights into the
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frequency and distribution of specific linguistic and cultural units. In contrast, qualitative techniques can provide a more nuanced understanding of the meanings and functions of these units in their cultural and social context. For instance, if the research aims to investigate the representation of gender, statistical techniques could be used to calculate the proportion of male and female characters, and the frequency of different types of language used to describe them. The qualitative techniques could be used to analyze the discursive strategies used to construct gender identities and the ways in which these identities are related to power relations and social inequalities.
The fourth stage involves the interpretation of the findings in relation to the research questions and hypotheses, as well as the cultural and social context under investigation. The interpretation can be based on different theoretical perspectives, such as critical discourse analysis, sociolinguistics, cultural studies, or media studies. The interpretation can also be informed by the ethical and political implications of the findings, and the potential impact of the research on different stakeholders, such as media producers, policymakers, and the general public. Conclusion
In conclusion, the study of linguocultural units in mass media texts is a crucial area of research that provides insights into how language is used to convey cultural information and values. The methodology of linguocultural units used in mass media texts can be approached from different perspectives, such as lexical analysis, discourse analysis, and cultural analysis. The methodology involves several stages, including data selection, data coding, data analysis, and interpretation. The findings of this research can contribute to a better understanding of the complex interplay between language, culture, and power in contemporary society, and can have important implications for media producers, policymakers, and the general public. Furthermore, future research in this area should pay attention to the ethical and political implications of the findings, and strive to promote social justice and equality in the representation of diverse cultural groups in mass media texts.
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SCIENTIFIC PROGRESS VOLUME 4 I ISSUE 3 I 2023 _ISSN: 2181-1601
Scientific Journal Impact Factor (SJIF 2022=5.016) Passport: http://sjifactor.com/passport.php?id=222ff7
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