Language, Media and Ideology: CDA of an Animation, “The Donkey King”


  •  Afshan Quyyum    
  •  Sikandar Ali    
  •  Junaid Akash    

Abstract

The present study has looked into the hidden realities and ideologies in an animation “The Donkey King” released on 13th October 2018, by using the English subtitles. This animation seems to be a reminiscent of the Orwellian plot and is a phenomenal depiction of the contemporary political scenario in Pakistan. Realities can be constructed, ideologies can be created and false consciousness can be spread among the common masses by unknown and unseen powers of the society. The research has explicated the hidden realities and ideologies through CDA three-dimensional framework proposed by Norman Fairclough (1989, 1992a, 1993, 1995). Qualitative method with convenient random sampling approach in chronological order has been utilized to carry out the research. CDA is a combination of politics and language use and the study provides a deep insight into the role of cinema, in reality construction. The study concludes that cinema is a powerful tool capable enough to create realities and ideologies among the masses. The study also contains message for all ages that the real king is the savior of the nation no matter which creed or cast he belongs to. The study is significant to bring changes in the society and recommends some practical and useful suggestions to the readers, leaders, viewers of cinema and for the upcoming researchers who can bring a positive change in the society. The main significance of the study lies in creating awareness in the masses for the welfare of a free and open society. Additionally, the current study suggests that critical thinking is crucial for viewers and readers; critical thinking would help them not to easily get triggered by the issues intended by the powerful institutions, in which ideology and power keep important influences. This study filled many gaps and persisted with numerous gaps for upcoming researchers. It is expected that the current study is going to serve a useful reference resource for the researchers in understanding the study about ideology and power in media discourse.



This work is licensed under a Creative Commons Attribution 4.0 License.
  • ISSN(Print): 1923-869X
  • ISSN(Online): 1923-8703
  • Started: 2011
  • Frequency: bimonthly

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