Critical Discourse Analysis Sample Assignment

Critical Discourse Analysis (CDA)


The issue of race has become a widely debated topic in different communities and societies around the world. In the United Kingdom, there are different races with different backgrounds, cultures, ethnic practices, and continued interaction. The news and advertisement provided to the people can be used to identify and analyze the nature of presentation of race in the society. This research paper would be in line with considering literature regarding issues relating to race. Race is indeed a formidable issue in the context of UK class divide, especially in the work place and institutional differentiation, distinguishing between native Britons on the one hand, and Asians, Orientals and other non-Briton races and cultures, on the other. With race come colour differences also, in that of whites and non-whites, in the UK context.

Critical Discourse Analysis of News and Advertising

It is something acknowledgeable to consider a critical discourse analysis (CDA) about the different impacts of race and colour in the UK context. This can be analyzed and discussed from the context of the work place, and non work place related issues.There is also need to consider the impacts, influences and analysis of CDA in the matter of race and other inputs, and how such CDA impacts on our perception of race and other allied issues. A critical discourse analysis would need to offered a reasoned and balance approach on race and how this impacts our lives, both as expatiate people and as local natives (Althusser, 2001, p. 32). There is indeed need to offer a well structured, discoursed and well presented CDA paper on race aspects in the UK and how it impacts living.

There has been a unique ideological construction of issues of racism as implicated in the manner in which reporting of news and especially be different media has been done over the past years. In a country like the United Kingdom, it is notable that there is a lot to be admired especially when it comes to issues of crime and some other gang-related activities in the country. The issue of violence and drug-dealing activities is something that always been carefully constructed and presented within the merits and discourses of the media. The unique representation is something important towards our understanding of the society. This is because it offers a critical preview and analysis of the tenets and structures of the races in the country. Some of these issues have been considered by many to be oppressive because they do not offer any validity in them (Torry, 2000, p. 65). This idea can be analyzed from the context that there is racism and stereotyping in the new. This helps to reflect and reinforce the ongoing marginalization and oppression as a major issue affecting the society today.

General Views and Characterization of News and Advertisement Discourse

In the United Kingdom, it is agreeable that news reporting in the society is purely stereotyped. This means that most of the information and ideas presented in the society is purely reliant on the whites other that the other tribes. That being the case, the whites are considered as powerful and strong individuals in the society (Torry, 2000, p. 66). This is also explainable using the idea of crime in the society. For instance, the blacks in the country are considered criminals and chances are very high that they will be reported as potential perpetrators of criminal activities in the country.

The first article showing the presence of “Head-to-head: Racism in the media” available at According to this article, the news and media will definitely present the stereotyped information to the population. This is something that has continued to affect the success of the society as it is today. The studies that have been done over the last years have revealed this kind of stereotyping thereby providing the evidence of ethnic generalization. The non-whites in the country have remained victims of stereotyped and are usually presented in a negative manner within the media. The blacks, Asians, and other races in the country are not featured in the news as it should be the case (Stenning & Roberts, 2009, p. 137). For example, if someone wins something especially in the wider games circle and belongs to a given race, the kind of attention and pampering will significantly be dependent on the race of that particular individual. That being the case, it has been a major problem in the country. This is because we always have a situation whereby there is a white-dominated media. On the other hand, the non-whites are not depicted anywhere in the news. This has continued to affect the power and influence asserted by the media towards the realization and development of economic gains and interracial empowerment.

From the presented article, different studies and information from different researches has clearly shown that there is a huge role played by the media. This means that the role of this 'white' media especially in reporting is something that needs to be studied and analyzed from all perspectives. This has led to the reproduction of unique form of racism especially in the United Kingdom. It is important that we come to the agreement and conclusion that many media forms of the media have become uniquely racial and this has affected the kind of information and ideas presented to the people. This calls for better changes and solutions in order to address the problem of racism and ensure every person and race in the society accurately presented (Prairie, 2009, p. 38).

Fortunately, we should come to the ideas and conclusion that we have an increasing number of journalists we have showed us they are willing to change and offer better media presentation without necessarily having to rely on racial presentation. Such kind of change will be much welcome because it will help to address most of the issues and problems as faced presently and bring a better society. This will be the future of our country whereby every person is properly presented.

As we have observed, the media has remained biased and this has been observed as something explicit and very blatant. In the British tabloids, it should be observed that the presentations of ideas and information is something that has remained under the scope of racism. This is the reason a greater number of scholars and analysts have realized that there is a lot to be desired and analyzed in the context and presentation of information in the media. The British tabloids present to us a classic form of presentation whereby the information is based on racial lines. The information presented especially on political agenda and issues is also based on racial lines. This has continued to make the media less significant towards the greater unification of the society (Owen, 2010, p. 127).

From the reviews and studies that conducted in the country, it is notable that this tendency of presentation is something that has remained in the society. This means that foreigners, immigrants, newcomers, minorities, and other individuals like refugees are poorly presented in the media. This is because they might be from a different race. This presentation has been faced in the country for very many years and therefore there has been the need to come up with the best measures and ideas to make sure such kind of presentation is dealt with (Lewis, 2009, p. 9). For the last 50-100 years, studies prove that this has remained a major kind of problem and therefore a new kind of sanity needs to be developed and appreciated by the people concerned with the media.

It is important for us to agree that the media forms a unique part of people and the way the still lives and interacts. The general understanding today is that the other and lesser individuals in the society happened to be stereotyped, ignored, poorly represented, marginalized, and sometimes excluded in a number of ways. This has led to the wider ignorance in the way individuals are presented in public and how they have to express their views, ideas, concepts and talk. Through this kind of biased selection of information and ideas, the society has remained problematic therefore calling for new approaches and solutions to this kind of problem (King, 2008, p. 28). The issues presented within the context of racism in the country include increased crime, drug dealing, violence, and illegal entry.

Looking at the case and scenario in the United Kingdom, it is notable that headlines, cartoons, caricatures, pictures, layout, satire, words, metaphors and all other forms of media presentation have presented the negative properties when it comes to the issue of race. The minority and oppressed members in the society are poorly presented (King, 2008, p. 40). This also explains why the society considered them as lesser individuals in the society.

This background and news reports in the society, minorities and colored individuals have for years been systematically defined and known as lesser people in the society. They media have continued to ignore or negatively portray these groups in the country (Habermas, 2009, p. 32). This explained the inaccurateness and inappropriateness of the media as the best tool expected by many to offer solutions to the people and make it possible to address the issues faced by different people in the society. If there was a slight change in this kind of presentation, definitely it will be possible to address the issues faced in our society and at the same time make it possible to have the society presented well and address most of the problems faced by people in the country.

Experts argue that this kind of presentation through the media can be a major threat because it affects the success and nature of integration within the society. This results in a deviant kind of behavior because the minority groups are not properly presented in the society. This is explained by sociologists as one of the possible reasons why the blacks have continued to become deviant because the media and other forms of presentation portray them as criminals and drug-dealers. It is also through this kind of understanding that the number of individuals in prisons belong to this populations (Habermas, 2009, p. 38).

For instance, In the United Kingdom, statistics indicate that the African and black people from Caribbean are consistently over-represented in prisons. This has been the case since 1970s. This is a clear indication that race has a unique connection with crime in different societies and populations. Statistics in the country have shown that 10 percent of prison populations at the end of the 20th Century were males and over 12 per cent were black females. This means that the blacks are highly involved in criminal activities (Goatly, 2007, p. 12). The other fascinating thing is that the blacks only constitute a small 2 per cent of the overall population.

Because of this kind of development, more and more problems have occurred in the society. The negative portrays and action is something that has been discussed and emphasized in the wider circle of trade and discursive tricks. In the society, it is thus agreeable that our issues are hidden and founded on mere prejudice. There is also some studies and details that have indicated that issues of discrimination and racism can lead to greater imbalances and problems in the society. This has also continued to affect the economics, social, and cultural or economic contributions to country or city where there are individuals belonging to different races or groups. This has also affected the provision of services and other issues in the society (Fowler, 2008, p. 121). Understanding this kind of presentation can therefore play a huge role in promoting better cohesion and ensuring that journalists and other individuals have relied on positive portrayal of information and ideas.

Competent journalists from these marginalized groups and races might be fluent in the specific or common language by different forms of media. However, another interesting observation is that it is usually hard or impossible for such individuals to get a good job, and if they do, definitely they will have to spend like a lifetime trying to get it (Fairclough, 2009, p. 21). Most of the widely read papers, prominent newspapers, and television channels of Europe have hardly employed minority presenters or journalists to act as reporters. This means that chances are very slim for the minority races to become editors with such organizations and media-houses. The future of this kind of development is embracing something new and ensuring there is no racial divide as it is the case in the country.

Therefore, the majority kind of perspective when it comes to ethnic events and news is something that remains purely exclusive, oppressive and dominant in the country (Fowler, 2008, p. 21). This is a common practice in the country and the reason they has been the need to embrace new forms of understanding and idea in order to address this issue as faced today. Other than what we can call 'white' sources when speaking of ethnic incidents conflict, it is important to observe the development and issues in order to come up with the best approaches and ideas to address the situation.

We have clearly established and documented facts that have been confirmed agreed by extensive research and studies. However, we still have an increasing number of journalists who continue to disagree with these facts in their role and contribution to ethnic racism and inequality. However, it is agreeable that these individuals are not usually alone. The mitigation and solution to racism is something that is characteristic of white elites especially in the major fields that define our society such as the media, politics, science, business, religion, the police and all other public offices and agencies (Fairclough, 2008, p. 760).

Therefore, it is important for people to acknowledge the nature and existence of racism in the media. Racism is something that has developed over the years due to poor relationships, tensed neighborhoods, inability to promote cohesion, and poor presentations. The media is therefore an important tool that can be used to address the issues faced in the society and ensure people live together in harmony. This will play a significant role in the unique problems faced in the country. Poor neighborhoods, inability to address problems faced, and the lack of proper leadership and legal presentation in a society can significantly affect the way people interact with one another and eventually bring an increased number of problems (Dunning, 2009, p. 13). The unique of the media as we observe it today is something that has continued to perpetrate racism in our societies.

In advertisements, the issue of racism is also observable. Today our society still faces the issue of racism in advertisements. In the past, history shows that such kind of racial presentations in advertisements was not something acceptable. Because of this, the kind of advertisement was regarded as propaganda and therefore it was avoided by all means possible. It was therefore necessary to promote the best ideas and practices to address the problem and make sure the adverts were no longer based on racial lines (Coughlan, 2002, p. 38). However, things have continued to change slowly thereby problem a greater problem in the way of advertising today. This has called for the need to address the issue and ensure racism is not portrayed in adverts today.

There is increased sense of racism in our advertisements today. Although this is a widely debated topic, it is very clear that racism is common in most of the advertisements in the society. A good example is the advert DOVE BODY WASH. This advertisement features some three ladies having different skin complexions. One of these ladies is black, the other one is white, and we also have one who is olive-skinned (Cohen, 2001, p.12). The three women are shown standing in the same order and there are two panels showing a rough yet dry skin. This is an advert with a unique humor based on racial lines. Although the advert is aimed at showing the benefits of the lotion, the notable thing is the issue of racism and how it has become a unique issue in the world of business.

The society has continued to experience numerous problems based on racism. The people in the society continue to come across ideas and issues that are racist. There are numerous products and other materials that present certain individuals from certain races but not others. This is something that has continued to appear as purely racial with billboards and signposts showing purely racial adverts. This kind of problem has become very unique and therefore there is the need to come up with a solution to the problem if our society is going to be free (Bell, 2009, p. 10).

Critical Discourse Analysis img1

This picture shows a classical racial advert used by Vaseline to advertise its new lotion for men. This advert was criticized for presenting a racial idea. There is also the issue of political advertisement that has over the years been characteristic of racism. Understanding this kind of issues and problems is the first step to make sure the problems faced in the society based on racism have been addressed. Different adverts are constant with racial materials and the reason the issue of racism has remained the source of tension. It is important that the entire society understands the uniqueness of this problem and then comes with unique solutions to the problem. This will make it possible to address the problem and ensure different individuals in the society interact properly despite the challenges facing them (Richardson, J 2007, p. 29). This will make the country a good place to live in and address all the problems faced.

Comparative Analysis

From the above discussions, we can agree that there is a unique form of racism that is portrayed in the media and advertisement. Different forms of advertisements have relied on ideas that are white-dominated thereby showcasing the inappropriateness of these foundations. In the media, the majority races have gained all the attention and as a result it has become possible for them to have a better presentation and portrayal in the society. This is something that has made it possible for such individuals to realize their greatest gains and as a result leading to their empowerment (Conboy, 2007, p. 29). On the other hand, the lesser presented individuals in the society have been unable to address the issues affecting them because they have been sidelined and presented as potential criminals in the society.

Because of this kind of presentation in the media and advertisement, more problems have been faced in the society. The most important thing, therefore, will be coming up with new ideas and concepts to address the issue and ensure our society considers every individual as an important part of the society. This will make it possible to address the problems with neighborhood and at the same time problem better cohesion in the society. In the United Kingdom, racism has remained something minimal but we cannot deny the kind of portrayal and observation noted in the media especially in the manner different forms of information are presented (Conboy, 2006, p. 10). As a result, it has been the calling for different media houses and other advertisement firms to come up with new ideas and approaches in their business endeavors. By so doing, it will be possible to address most of the problems as faced, and eventually come up with the best solutions to the problem.

It is observable our society continues to discriminate individuals based on their skin color. This has increased the sense and problems faced in the country. As a result, we need to embrace better relationships and make sure every problem founded on ethnicity and racist views has been avoided. This will make it possible to promote development agenda and opinions in the country and also be in a position of empowering different individuals (Barker, 2009, p. 29). This will make possible to address most of the problems faced in the country and make it possible to have better cohesion. Through this analysis, it is notable that both the media and advertisement structures in the country have affected the performance of the economy (Barnes, 2005, p.10). The future of the society depends on the approaches embraced to address this issue as faced in the country today.


Racism in the media is something undeniable in different societies including the United Kingdom. Although this development might not be something clearly observable, it is agreeable that it is existent and results in enormous problems in the country. That being the case, there is need to come up with new ways of addressing the problem by having proper presentation of all races when it comes to advertisement and media information. From the hypothesis, it is agreeable that racism is one of the major problems and issues faced in the society. If the above recommendations and ideas are properly considered and embraced, definitely a long lasting solution will be realized and make the society comfortable to live in. All individuals from different backgrounds and ethnicities will be equally empowered thereby making it possible to realize their economic potential. This needs to be the future of the society.


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