ABSTRACT
This chapter is devoted to introducing three major frameworks that have in many ways defined the field of discourse and ideology: Norman Fairclough's critical language studies, Teun van Dijk's ideological analysis, and James Paul Gee's seven building tasks and four theoretical tools. It introduces two seminal efforts that explore the relationship between language and thought: Sapir and Whorf's linguistic relativism and Lakoff and Johnson's cognitive metaphor. It is not surprising then that for van Dijk, discourse analysis is essentially ideological analysis, where ideological work is done by highlighting the positives of self and the negatives of others while hiding the negatives of self and the positives of others. It is the prerogative of the analyst to uncover such ideological work by making evident how linguistic forms such as phonological, graphical, and schematic representations, lexicon and semantics, and syntax can be manipulated to accomplish such highlighting and hiding.
