0.0 Content page
2.0 Comparing the use of language
3.0 The presence or absence of stereotypical elements.
4.0 The presence or absence of cultural relatively and ethnocentrism.
5.0 The implication of the relationships between the actors/organisations involved in the chosen issue.
6.0 The Metaphors used and what they say about the country.
7.0 The Prevailing discourse genres and what they say about the country.
9.1 Useful links
In this report, there will look to development in intercultural awareness through the critical analysis of the relevant documents sources from the local press in the two countries United States of America (USA/US) and the United Kingdom (UK).
The research topic that has been selected is the business takeover concerning the American owned company Kraft and the British owned company Cadburys.
There will be analytical evaluation in the merger of two companies and look at the culture behind the media portrayed with identify of there view points.
The time period of which the documentation will be sourced from is October 2010 through to March 2011. The documentation/articles will follow the story of the takeover outlying six key main areas in the text.
The tale of the takeover on Kraft vs. Cadburys is an interesting subject, as there is a personal growing interest to work in America for a year. There will be valuable experience and knowledge to be learnt from of how business trade in the international market and what the media portray of them in both the home and foreign country.
2.0 Comparing the use of language
Within the analysis of the articles, there shall be studies taken in the language used and what image the producer is portraying to the reader. A “Individuals may sustain (reproduce) a language from day to day without knowing that that is what they are doing, or needing to have as a goal or intention that they do it.” (Giddens 1979).
The American articles tend to be aimed to the American population where as the English articles would be focused on the UK population. Prejudice is one of the main factors that would influence reader’s thoughts. When the publisher looks to convince, persuade or otherwise change the readers thinking the language used is extremely important. Each word would suggest different meaning from which the other person infers understanding. For example the use of: metaphors, modifying meaning, parts of speech, persuasive language or even using syntax.
In one UK article the BBC (08.10.10), it has stated its clear intention on not giving up without a fight, Cadburys will “has ruled out”, what this is implying is that the company would not want to be taken for granted, and is giving a positive feedback to the British media. In tern this use of language is setting alliances between America and the UK. To later back up this point the articles goes on about how the America is already “committed” to the closure of some plants. This is causing great disturbance in the UK population as a fear for job loss is at stake, the UK media has taken this as an advantage and is thriving on the news.
The BBC have also brainwashed there audience into believing the Americans did ill, the BBC, 15.03.11 can confirm that Kraft “reiterated a pledge”, going back to the job loss topic mentioned in previous articles (BBC, 08.10.10).
In the article produced from the Guardian 29.01.11, has focused on the “bitter rivalry” of the two companies and how they have caused a feud in the business sector referring the company as a “paradise”.
The article later goes to speak about the “ironies” that a global capitalism would jump on them from time to time.
The Guardian (03.12.10) shows great use of language when highlighting the face America became “sneaky” in avoiding the UK taxes. This is suggesting a week