Posted by Connie R. Aponte on January 16, 2014 in Social Constructionism |


For Phillips and Brown’s (1993) critical hermeneutics is composed of three moments. These include the moment of social-historical analysis, moment of formal analysis and moment of interpretation-reinterpretation, all developed based on Ricoeur (1971, 1978a, 1978b, 1978c). These moments are discussed fully in a step by step process in the paragraphs below. Financial services markets

For Ricoeur (1971, 1978a, 1978b, 1978c), the social-historical moment is composed of intentional, referent and contextual aspects of a text. The intentional aspect reveals ‘who’ the firm (i.e. the firm that produced the text) is. It helps those seeking meanings in texts to articulate the audience of the text. The identification of the source of the text and its audience gave insight into the factors that led authors of the text to the production of texts, as well as the factors that led authors to place the text in specific media. The referent aspect of texts reveals competitors of the organization, their performance, financial strength and imposing architecture etc. The deliberate scrutiny of the intention and inferential aspects of the text was prompted by the desire to investigate the factors that led to their production.

The contextual aspect focuses mainly on social, historical and institutional relationships that subsist between the organization that produced the text and stakeholders. The contextual aspect refers to parts of the advertisements preceding and following specific words or sentences that may fix, or help to fix the true meaning of the text. From a structural-symbolic perspective, the meaning of a text is inseparable from the social and historical context of its production and presentation.

Thus, how texts are created, whom they are created by and the media through which they are passed are all important aspects of their contexts. Importantly, the review of the contextual aspect of the advertisements was divided into two dimensions. Under the first dimension of the analysis, it is conceived that text are published or placed at specific times as well as in specified media. Under the second dimension of analysis, messages in texts are conceived to be communicated with the vast economic, cultural and symbolic resources (Bourdieu, 1977) of firms who pursue their activities on the basis of policies. The availability of such resources has effects on the ability to create symbolism among audiences. Similarly, the resources available to recipients affect how the messages are received and interpreted. In order to understand this pedagogy, Union Bank’s corporate advertising text is placed in the context of the social historical moment composed of intentional, referent and contextual aspects.

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