POLITICIANS’ LINGUISTIC LANDSCAPE IN PAKISTANI PRESS PRE-ELECTION 2018 ADVERTISEMENTS FROM CRITICAL DISCOURSE ANALYSIS PERSPECTIVE

Abstract

This research paper aims to find out language-manipulative agenda in Pakistani print media advertisements and press ideology for discursive stance by analyzing politicians’ linguistic landscape in pre-election 2018 campaign strategies.It is observed that tough political competition and politicians’
manipulative stance have made the election campaign and media role vaguer. By the involvement of political parties in this competitive race, various discursive techniques and stance in the advertisements are adopted for underlying motives, political fulfillments, and power which are
wrapped in the agenda of ideology.This race has emerged in the shape of various discursive strategies that politicians employ to persuade and attract the consumers (voters). Likewise, in the advertisements of Pakistani print media, discursive agenda sent by advertisers (political leaders) is manipulatively communicated as Cook (2001) has said that advertisements are mendacious, and messages are encoded by the senders which can be decoded by using the theories of Critical Discourse Analysis. Therefore, this research will decode politician’s extensively spread messages by using language as an analytic tool in their advertisements. Accordingly, the parameters of this research will take two newspapers i.e. The Dawn and The Express as a sample and method of the
research is qualitative. Finally, this analysis will expand and promote the understanding of language manipulation which is decorated by politicians in the stance of ideology to achieve their motives by exploiting the community.