Consumer Discourse and Ideology: Investigating the Role of Values and Evaluation in Online Men's Lifestyle Magazines
The article takes a closer look at the language of appraisal in online versions of popular men’s lifestyle magazines vis-à-vis the concept of 'value', which is understood in three basic ways – as normative beliefs, value concepts and personal values. Following the analysis of the two passages it is argued that discursive function of values is twofold. On the one hand, specific instances of appraisal in discourse invoke values (that have been interpreted and conceptualized elsewhere) to legitimize a given social practice. On the other hand discursive recontextualization of such practices are discourse-in-the-making aimed at (re)conceptualizing and (re)negotiating specific value concepts – a process that may contribute to formation of new values on the part of the addressee, including personal values.
These dialectically related functions are then interpreted in a broader CDA perspective as ideological effects and instances of reproduction of social power of consumerist capitalism.