Convince Your Grandma, Amuse Yourself: Postmodern Aesthetics in Civic Political Discourse
DOI:
https://doi.org/10.26806/fd.v10i2.273Abstract
In this paper, I analyze the viral video Přemluv bábu (Convince your grandma, 2010), which had the ambition to intervene in the elections to the Chamber of Deputies of the Czech Republic in 2010. I view the clip from a Critical Discourse Analysis (CDA) position and work primarily with Norman Fairclough’s concepts and analytical tools. I argue that the clip benefits from both the flexibility and evasiveness of postmodern discourse, which may have weakened and confused its message rather than making it more engaging. I demonstrate this insight on many examples from various levels of text analysis and try to understand the identified ambivalence with respect to the intertextual, interdiscursive, situational and socio-political context.
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