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Speech and Rhetorical Studies Commons

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Theses/Dissertations

Linguistics

University of Arkansas, Fayetteville

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Mechanisms And Implications Of Identity Hybridization In Online Advertorials, Christopher Lee Borntrager Aug 2017

Mechanisms And Implications Of Identity Hybridization In Online Advertorials, Christopher Lee Borntrager

Theses and Dissertations

This study analyzes the ways corporate-sponsored image advertorials published in online platforms construct identities for their sponsor. By analyzing 6 advertorials from The Guardian Online as well as a user comment thread on the same website using critical linguistic analysis and conversation analysis, respectively, this study suggests that the identities constructed in corporate-sponsored advertorials are a hybridized form, claiming both the goals of a corporation and the social legitimacy of a professional activist. To construct these hybrid identities, the advertorials in this sampling used specific linguistic strategies to demonstrate agency with regard to a specific social issue while seeming to ...