Content Marketing As Ideology: A Critical Discourse Analysis Approach
Title
Content Marketing As Ideology: A Critical Discourse Analysis ApproachAlternative Title(s)
El marketing de contenidos como ideología: una aproximación desde la perspectiva del análisis crítico del discursoO marketing de contidos como ideoloxía: unha aproximación desde a perspectiva da análise crítica do discurso
Author(s)
Directors
Crespo, BegoñaDate
2016Center/Dept./Entity
Universidade da Coruña. Facultade de FiloloxíaDescription
Traballo fin de mestrado (UDC.FIL). Estudos ingleses avanzados e as súas aplicacións. Curso 2015/2016Abstract
[Abstract] This master´s thesis provides an approach to content marketing and its application to the online context. To define principal beliefs of the content marketing strategy, it has been approached as an ideology, understood as a belief system. Its ideological framework has been analyzed from the perspective of Critical Discourse Analysis (CDA), in compliance with Teun van Dijk´s sociocognitive theory. This content analysis has been conducted so as to define group schemata of content marketers, their core beliefs, the common ground they share with modern capitalists and marketers in general, as well as main differences between their approach and “traditional” forms of marketing. Moreover, the thesis attempts to identify the presence of content marketing ideology on corporate webpages such as Ikea’s and Apple’s.
It has been suggested that the content of the abovementioned websites reflects content
marketing ideology. Due to the scope of this master´s thesis, the examined content has been
narrowed down to a few subsections of the two sites dedicated to English speakers. First, the
work examines marketing strategies used to promote Ikea as a great contributor to the
development of modern Swedish society and as a perfect model of one´s home. Second, the
Apple´s microsite devoted to teachers has been analyzed to demonstrate how the brand
employs content marketing philosophy to promote its image as a perfect model of innovation,
creativity and individualism.
Keywords
Content marketing
Ideological discourse
Mental models
Cognition
Corporate dinosaur
Marketing hero
Ideological discourse
Mental models
Cognition
Corporate dinosaur
Marketing hero
Rights
Os titulares dos dereitos de propiedade intelectual autorizan a visualización do contido deste traballo a través de Internet, así como a súa reproducción, gravación en soporte informático ou impresión para o seu uso privado e/ou con fins de estudo e de investigación. En nengún caso se permite o uso lucrativo deste documento. Estos dereitos afectan tanto ó resumo do traballo como o seu contido Los titulares de los derechos de propiedad intelectual autorizan la visualización del contenido de este trabajo a través de Internet, así como su repoducción, grabación en soporte informático o impresión para su uso privado o con fines de investigación. En ningún caso se permite el uso lucrativo de este documento. Estos derechos afectan tanto al resumen del trabajo como a su contenido