Levels of context: how textual analysis becomes discourse analysis: the case of Internet lifestyle media
... category of engagement as described in the Appraisal Model within Systemic Functional Linguistics and (2) the interpretation of discourse/text as simultaneously invoking different discourses and genres, as suggested in the Faircloughian approach to discourse analysis. When seen as a complex semiotic happening, the discourse is analyzed in terms of it being part of the YouTube media platform. It is contended that as a result of the communicative technology in question, which has drastically changed participatory ...
