The article aims at the analysis of the TV commercials of three carbonated cold drinks from Pakistani media. The analysis will be carried out using the three dimensional framework presented by Fairclough. Through the analysis, the ideological framing of the commercials will be brought to light. To achieve this purpose different techniques used by…

This paper identifies the issues of internal orientalism that are reproduced at a micro level within Pakistan because of English linguistic imperialism. The unequal education system engenders attitudes of English supremacy. Orientalism supports global divisions East and West wherein the former is subservient to the latter. This division is…

This qualitative case study is an exploration of the phenomenon of the ways in which Urdu as the national language is represented in discursive practices of senior business academia. The research design, built on Fairclough's Critical Discourse Analysis (CDA) model (2009) is of dialectical-relational approach. The participant in this single case…

The paper critically evaluated the discursive practices on the Moderated Discussion Board (MDB) of Virtual University of Pakistan (VUP). The paramount objective of the study was to conduct a critical discourse analysis (CDA) of the MDB on the Learning Management System (LMS) of VUP. For this purpose, the academic power relations of the students…

This paper challenges the celebratory uptake of human rights education (HRE) in postcolonial contexts by making visible the ideological and political entanglements of the discourse with neoliberal assumptions of citizenship. I draw evidence from, and critically reflect on, a specific HRE programme--a series of summer camps for girls entitled,…