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.
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)
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The evaluative potential of colonial metaphor scenarios in (written) media representations of Spain’s economic expansion. Spanish investors as forceful aggressors or audacious pioneers?
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inevitably reminded both friends and foes of Spain’s imperial expansion some five hundred years earlier, with the historical reference new conquistadors as perhaps the most salient example.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
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