Critical discourse analysis

348SAM  Managing  Change   Coursework  1   1  

Faculty of Business and Law,

School of Strategy and Leadership

348SAM Managing Change Coursework 1

  FAQs – 18-2-2018

Task 1 Critical discourse analysis

1. McCabe is the core reference for Qt.1 (speech), which focuses only on one aspect but the speech touches different elements. To what extent can the McCabe article be used as reference? Is a single reference to McCabe okay?

A: Single reference to McCabe article is fine for some points, but you also have to use other academic and non-academic reference in Task 1.

2. Do we need an introduction or conclusion for the speech DA? A. Yes, you need both as for all essays.

3. Do we need to write definitions and why a certain theory is being used?

A: No need to define the concepts in a long way, maybe in brackets in the introduction in no more than one sentence), just use the theory to support your analysis and justify why you use it.

4. How many references do we have to use?

A: That is difficult to say, but for a first we would expect at least six academic ones, including academic journal articles and textbooks on the reading list. The important point is to use them well and demonstrate that you actually understand them.

5 Do we have to use the McCabe article?

A: Yes, for gaining a reasonable or a good grade, you have to reference it.

6. What do I have to do for the critical discourse analysis (CDA)?

A: You have all the guidance you need from the lecture given by Dr. Tina Bass in week 1, lecture 2. You used this guidance and another by Schneider in week 2 for analysing Obama’s speech. In week 3 in the seminar we differentiated the CDA tools further, and in particular looked at tenor, and you gained some questions to use in the seminar – see slides and a hand-out on Moodle for this week.

348SAM  Managing  Change   Coursework  1   2  

Task 2 Letter to the CEO of Lloyds’ Bank

1 What should be the format of the letter to CEO?

A: This is a formal letter using business letter format, with a formal address of the CEO and formal in tone and presentation.

2. Can we add references?

A: You have to use academic and non-academic references but not as many as for the discourse analysis.

Typical references would be the letter by the CEO, McCabe journal article, one or two references for the chosen employee perspective, the annual report from Lloyds etc.

3. Does the letter need to be written in 1st person?

A: No, it is written on behalf of a group of employees, thus we/us is appropriate. The task clearly states employees in plural.

4. Can the speech by the CEO of Lloyds be used as reference for the letter?

A: Yes, you have to do that and you write an alternative discourse to some of the changes addressed by Antonio.

  5. Can I invent the topics for the letter?

A: No, you have to refer to some of the topics raised by Antonio, some of the most

important ones, and can add a couple of new ones if you have the space/words to do so.

6. How many perspectives can I work on?

A: You choose one employees’ perspective, such as a Trade Union viewpoint or the Women’s view point in the finance industry, and have to stick to this perspective for the whole letter throughout. You can also choose the viewpoint of frontline staff as McCabe has something to say on this. You can add some aspects to this viewpoint based on your reading.