CDA ON AIOU’S SLONGAN BY: TANVEER AHMED M. PHIL ENGLISH (NCBA & E) PRESENTED TO: MISS UZMA KHAN CRITICAL DISCOURSE ANALYSIS PRESENTATION

CDA on “Education for all” (AIOU SLOGAN) PRESENTED TO: MS. UZMA KHAN ALLAMA IQBAL OPEN UNIVERSITY ISLAMABAD

Critical Discourse Analysis on Education for all. ALLAMA IQBAL OPEN UNIVERSITY ISLAMABAD

Brief Introduction of AIOU: Allama Iqbal Open University (AIOU) is the first Open University in Asia. AIOU is a unique institution in Pakistan because of its philosophy, system, approach, functions and overall structure. The University with its main campus at Islamabad and huge network of regional centers spread all over the country is serving its clientele all over Pakistan and in the Middle East. AIOU is a Distance Education institution, which provides multi disciplinary education from basic to doctoral level programs. regional centers

Analysis Discourse Typology: Sr. No. SloganType 01Education for allWritten, Planned, Contextual, Formal, Non-Reciprocal

Analysis Cohesive Devices: SloganFormal Links Grammatical Cohesion Education for all (AIOU) ISLAMABAD Education is an exophoric reference. Verbal Ellipsis (Education is for all) Nominal Ellipsis (Education for all is necessary)

Analysis Cohesive Devices: SloganFormal Links Grammatical Cohesion Lexical Cohesion Education for all (AIOU) ISLAMABAD “Education” here is used in collocation with information, prosperity and bright career.

Analysis Cohesive Devices: SloganOther Cohesive Devices Grammatical Cohesion Verb Form (Tense and Aspect) Education for all (AIOU) ISLAMABAD Tense : Present Aspect: Simple Present / Present Indefinite

Analysis Cohesive Devices: SloganOther Cohesive Devices Grammatical Cohesion Communicative Dynamism (Theme and Rheme) Education for all. (AIOU) ISLAMABAD Sentence Structure: SVO (Subject –fronted / Object missing) Theme / Topic: Education Rheme / Comment: for all Theme Type: Ideational (contains the content or topic of the message) Standing in the front ‘education’ is a foregrounding signal of what is to be understood of this sentence.

Analysis Cohesive Devices: SloganOther Cohesive Devices Grammatical Cohesion Elements of Communication Education for all. (AIOU) ISLAMABAD The Addresser: AIOU The Addressee: General Masses The Channel: (written) marks on paper The Message Form: Noun Phrase, sentence, present Indefinite, simple vocabulary The Topic: Knowledge creates awareness among us to lead a better life / We can live peacefully. The Code: UK English The Setting: People of many countries

Analysis Cohesive Devices: SloganFunctional Analysis And Coherence Grammatical Cohesion The Cooperative Principle by Paul Grice (1975) Education for all. (AIOU) ISLAMABAD The maxim of Quality AIOU uses the slogans that fits to be true to everyone, everywhere. The maxim of Quantity As few as possible words used The maxim of Relevance The slogan belongs to both, AIOU students and the common man. The maxim of Manner The slogan clearly states what the highest objective of the AIOU is.

Analysis Cohesive Devices: SloganFunctional Analysis And Coherence Grammatical Cohesion Noun Phrase and its Functions Education for all (AIOU) ISLAMABAD Declarative Noun Phrase Material Process: Education for all= Actor is =Linking verb.Necessary /Complement EducationFor all Noun PhrasePreposition + Indefinite noun ThemeRheme

Analysis Cohesive Devices: SloganFunctional Analysis And Coherence Grammatical Cohesion The Politeness Principle Education for all. (AIOU) ISLAMABAD Don’t Impose Give Options Make your receiver feel good

Analysis Cohesive Devices: SloganCDA in Practice Grammatical Cohesion Some important answers Education for all (AIOU) ISLAMABAD 1. Is Agency / Agent clear? Yes! The agent is ‘Education’. The slogan is in active and declarative form. 2. Is patient present? No! the Patient is not present. 3. In Nominalization used? No. No Nominalization used here. 4. Is the sentence Active or Passive: Active. So agency and causality not hidden. 5. Is sentence positive or negative? Positive.

Analysis Cohesive Devices: SloganCDA in Practice Grammatical Cohesion Some important answers Education for all (AIOU) ISLAMABAD 6. What modes is used? The sentence is declarative with S+C structure and present Indefinite as its aspect. No modal auxiliaries used.

Analysis Cohesive Devices: SloganCDA in Practice Grammatical Cohesion Stance Education for all (AIOU) ISLAMABAD Since the text is not taken either from a newspaper nor from any magazines nor a book etc. but it is an AIOU’s slogan, it is a positive declarative statement that allures all the students irrelevant to age.

Analysis Cohesive Devices: SloganCDA in Practice Grammatical Cohesion Conclusion Education for all (AIOU) ISLAMABAD The simplicity, innovation, exactness of the text has proved it stands among the “Best of All Times. It has successfully targeted societies as well as the whole world. The slogan doesn’t show discrimination against anyone and serves best the objectives of AIOU.

Thank You Presented by: TANVEER AHMED