‘The Gentle Art of Letting the Other Fellow Have Your Own Way': Viewpoints on a media narrative used to promote the proposed N2 toll road

Farrington, K. and Davies, K. (2004) ‘The Gentle Art of Letting the Other Fellow Have Your Own Way': Viewpoints on a media narrative used to promote the proposed N2 toll road. Southern African Journal of Environmental Education, 21 . pp. 166-173. ISSN 0256-7504

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Abstract

This viewpoint paper is written in response to a South African National Roads Agency (SANRAL) advertorial published in various South African regional newspapers in February 2004. We highlight the importance of developing ‘media literacy’ – reading skills which enable the critical deconstruction of media texts. We explore, more specifically, the public relations strategies used by large corporations, and the media’s role as disseminators of corporate marketing material.We also look at the relevance in identifying the language and discourse positioning the writer, photographer, reader and their choice representative medium.

Item Type:Article
Additional Information:Viewpoint.
Uncontrolled Keywords:South African National Roads Agency; media literacy; public relations; corporations; marketing material; language; discourse
Subjects:Y Unknown > Subjects to be assigned
Divisions:Faculty > Faculty of Education > Education
ID Code:707
Deposited By: Mrs Eileen Shepherd
Deposited On:08 Jun 2007
Last Modified:06 Jan 2012 16:18
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