Employing Norman Fairclough’s CDA on analyzing hiring ads and website images(native English teachers in korea)

Employing Norman Fairclough’s CDA on analyzing hiring ads and website images(native English teachers in korea)

Please read the existing document. By employing Critical discourse analysis approach by Norman Fairclough please analyze about 7 images (they include hiring ads for native speakers, websites and books images ) the images are in the attached document.


You could work on the existing draft or start anew:

Whichever way you choose could you please


Restructure the draft so that


1)Hiring ad. Analysis comes first and then the


2)Language institution ads


3)Book ads


In the existing draft I did not employ Norman fairclough’s systematic CDA analysis but the current draft must use his systematic approach.  through “Semiosis” meaning  making through language, visual, body language and other ways of signifying.


I would like your help with first 2000 words talk about Norman fairclough’s systematic CDA analysis. I will be attaching some images to help you with the sources.


And then the following 5000 words I would like your help with a real in depth analysis of each image.

For each image you should do a :

Micro level analysis

Meso level analysis

Macro level analysis


  • First level- micro level.. what is the image? For example in the website pictures , in each image what does every item represent? Describe in depth what each image may allude to.
  • Meso level- connect to other texts in the Korean text. They are also linked to other texts. Middle level. (You will have to do literature search for this. On google, if you type in words “ the meaning of speaking English in korea” etc you will find some sources. Here are two sources to help you: (1) https://thediplomat.com/2014/06/the-future-of-english-in-korea/


  • Macro level- hat is the social problem?move macro level analysis social macro impact of text.. bigger issue.. ideology … the bigger problem..back to the critical issue… cultural impact.. on how decisions being made.. how a university a dean hires native and non- native?What are the beyond text.. social ideology…. english important for korea for future.. white English traveling.. pushing whiteness..e



The purpose of this chapter is to show “non obvious” ways in which language/texts are involved in social relations of power and domination and in re-enforcing ideology.

CDA is a resource we can use  as researchers to make a change by showing how ideology or particular worldview are re-enforced. E.g  who is in/ who is out and how come? What can we do about it? Who is privileged ? who is marginalized?

CDA can focus on language and visuals and body language


“Semiosis” meaning  making through language, visual, body language and other ways of signifying.


Starting point of CDA is to understand social issues+ problems e.g by analyzing  texts, interactions and any type of semiotic materials (e.g. written texts, conversations, tv programs, ads etc) but it begins with issue rather than text


My focus is the negative effect of 1)globalization on democratic employment of non natives in korea

2)non native careers and status as legitimate English teachers in “under thrasher” e.g. native speaker fallacy which I want to show are reinforced In image/texts in society. I want to show the problem of nests +nnests are deeply ingrained in social structures which can have negative impact on both nests and nests.



In the current images-


native speaker fallacy active

Treated like common sense…


Non native speakers mocked ===derogatory way


Textual data.. are privileged in different ways. Jobs ads. Text book ads. websites.



In addition because of their social problem when you privilege the other group is marginalized..

In that order… clearer


  • How native speakers are presented more sense
  • real problem. How native speakers are perceived in the broader social cultural discourse.

recruitment.. add one more section…


stage 3 and 4:

Impact –

Reinforces- discrimination.

Reinforces-  native. Speaker fallacy.

Reinforces- English is important

Who has the right to teach the language ?

Conclude with open questions..


Show this is not o.k.. reveal .. argue why illustrate the problem.. that is blatant life unfair for some people in the society.


What is going on here? Who is in ? Who is out? Why?


Stage 4. Identity possible ways obstacles…


CDA: semiosis social semiótic text.. a lot of things.. on line off line written


semiosis- visual text.. everything is demotic … make meaning… rainbow..


Meaning making- when we are analyzing as ways of meaning making.. these meaning making have powerful impact on what we are doing


Chapter important- highlight the social problems. The negative impact of democratic analyzing cda at another level to show the negative impact of commodification of English the democratic employment process. It is preventing nnest same employment opportunities … data .. show the nnest careers are affected by it.. legitimacy… certain groups are more legit fallacy….


Analyzing the textual data(what they are) how the assumptions native speakerism is enforced in the Korean society…


Social structures..-circulating one group is better than the other group— how next chapter…



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