Discourse and ideology are deeply interconnected, with ideology affecting discourse and speech used to spread ideology. The study of rhetoric and persuasive strategies can reveal how ideology changes discourse, including the use of glittering generalities and visual appeals. Research methodologies can further explore these connections and how personal values affect communication.
The relationship between discourse and ideology is profound, as these two elements of human thought and communication relate to each other in many ways. Some explorations of the relationship between discourse and ideology focus on the ways in which ideology affects discourse. Other studies may focus on how speech is used as a means of spreading an ideology. All of this helps illustrate how discourse and ideology are interconnected and how the study of one can provide insight into the other.
A common aspect of the study of discourse and ideology is the examination of how a specific ideology will change discourse. This includes how a person’s ideology will affect how they speak and write. It may also involve the study of how a common ideology, often an implicit ideology, will affect discourse between two or more people in various contexts, whether in public or private discourse. For example, many researchers have tried to provide a link between ideology and overt racism in discourse.
Another way of looking at these elements involves the study of rhetorical devices. Rhetorical devices are tools used in speech to persuade an audience. These are often employed in a strategy to evangelize a specific ideology. In these situations, it can be helpful to understand which specific rhetorical devices are effective.
An example of the study of rhetorical strategy in the exploration of discourse and ideology is the use of “spectacle” and related persuasive strategies. Some rhetorical devices, such as those called “glittering generalities,” are often used in tandem with powerful visual appeals to an audience. Glittering generalities are vague words meant to evoke a powerful feeling in an audience due to the shared ideology. These and other types of devices, in many ways, seek to convey a more detailed ideology by relying on a more basic or conventional ideology such as patriotism or religion.
The study of both elements may involve specific research methodologies. Researchers can present their findings in a formal format, including datasets used to support a thesis or hypothesis. These studies will often seek to draw further connections between elements of discourse and ideology that may have already been associated or researched. The progressive study of these connections is part of an advanced attempt to understand the spoken or written word in a fuller context, in this case, in the context of closely held personal customs or values which may not be explicitly part of a discourse, but may they still affect a person’s communication style.
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