A DISCOURSE-TEXTUAL APPROACH TO INTERTEXTUALITY AND IDEOLOGY IN MODERN MEDIA TEXTS
Keywords:
intertextuality, ideology, critical discourse analysis, digital media, sociolinguistics, textual borrowing, ideological negotiation, and global-local discourseAbstract
This study focusses at the intersection of intertextuality and ideology in modern media texts, using a discourse-textual approach to examine how textual borrowing embeds and negotiates ideological assumptions. Based on Fairclough's (1992) critical discourse analysis and Bakhtin's (1981) idea of intertextuality, the study investigates a corpus of digital media texts, including social media posts, news stories, and advertising, with a focus on global concerns such as climate change and social justice. The study uses qualitative textual, discursive, and social studies to identify three patterns: intertextual reinforcement of dominant ideologies, subversive intertextuality that challenges hegemonic discourses, and hybrid intertextuality that combines global and local meanings. The findings emphasise digital media as a dynamic arena of ideological negotiation, with intertextual references shaping audience views. The study emphasises the importance of critical media literacy and additional research into non-English media in addressing linguistic diversity, so contributing to sociolinguistic understandings of discourse in a globalised digital context.
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