Show Less
Restricted access

Evaluation in media discourse

European perspectives

Series:

Ruth Breeze and Inés Olza

Despite the apparent novelty and fluidity of the media today, there is strong evidence that patterns are emerging which both reflect and extend the evaluative paradigms previously observed in the print and broadcast media. In this complex scenario, discourse analysis offers a rich and varied methodology for understanding the different types of evaluation conveyed through media texts and the way these project, reflect and develop their relationships with their audience. The chapters in this volume draw on a variety of analytical tools, including appraisal analysis, argumentation theory, multimodal approaches and corpus linguistics, to address the issue of evaluation in media discourse. The theoretical underpinning for these chapters ranges from corpus-informed discourse studies, through critical discourse analysis and semio-communicative approaches, to Bakhtinian perspectives. Although the chapters are all in English, the scope of the volume is broadly European, covering aspects of the British, Spanish, Dutch and German media in their traditional and online manifestations, as well as contrastive studies.

Show Summary Details
Restricted access

The evaluative potential of colonial metaphor scenarios in (written) media representations of Spain’s economic expansion. Spanish investors as forceful aggressors or audacious pioneers? (Jasper Vandenberghe)

Extract

← 202 | 203 →

JASPER VANDENBERGHE

The evaluative potential of colonial metaphor scenarios in (written) media representations of Spain’s economic expansion. Spanish investors as forceful aggressors or audacious pioneers?

Introduction

Spain’s emergence as an investment force to be reckoned with at the end of the 20th century came as a surprise to many. The eye-catching investments of Spanish multinationals, particularly in Latin America, inevitably reminded both friends and foes of Spain’s imperial expansion some five hundred years earlier, with the historical reference new conquistadors as perhaps the most salient example. In his book The rise of Spanish multinationals, Spanish sociologist and political economist Guillén (2005: 177) wrote that

You are not authenticated to view the full text of this chapter or article.

This site requires a subscription or purchase to access the full text of books or journals.

Do you have any questions? Contact us.

Or login to access all content.