Communications Faculty Scholarship
Document Type
Article
Publication Date
2-2009
Publication Title
New Media & Society
Publisher
Sage Publications
Keywords
computers, ICTs, framing, critical discourse analysis, US magazines, media discourse, marketing
Abstract
This study investigates the role of media discourse in the hegemonic process by which the microcomputer became a common and trusted appliance in the USA during the early years of the technology's adoption: the 1980s to 1990s. A critical discourse analysis combined with framing analysis of four cases from consumer magazines — two advertisements and two editorial feature stories — reveals that a device heralded as 'revolutionary' was presented in fact using rhetoric that incorporated and legitimized traditional values, roles and practices such as capitalism. Any frames that potentially challenged existing social structures and power relationships were secondary and 'super-framed' by the reinforcing frames.
First Page
31
Last Page
52
Volume
11
Issue
1-2
Repository Citation
Kelly, Jean P., "Not So Revolutionary After All: The Role of Reinforcing Frames in US Magazine Discourse about Microcomputers" (2009). Communications Faculty Scholarship. 4.
https://digitalcommons.otterbein.edu/comm_fac/4
Original Citation
Kelly, J. (2009). Not So Revolutionary After All: The Role of Reinforcing Frames in US Magazine Discourse about Microcomputers. New Media & Society, 11(1-2), 31-52. http://dx.doi.org/10.1177/1461444808100159
DOI
10.1177/1461444808100159
Version
Post-Print
Publisher's Statement
Copyright © 2009 SAGE Publications