A CRITICAL DISCOURSE ANALYSIS OF DIVERSE SOCIOCULTURAL IDEOLOGIES IN PAKISTANI SOCIAL MEDIA POSTS

Abstract

The goal of this study is to better understand how language shapes beliefs and how those ideologies evolve to either support or challenge long- standing sociocultural norms in a community. It goes on to discuss the role social media plays in the spread and
circulation of particular viewpoints and perspectives. Social practices arise from the stances or perspectives that people adopt within a certain society, which are influenced by certain ideologies. This leads to social media being one of the sources to express these hidden ideologies. A particular type of research called critical discourse analysis (CDA) looks into shared and expressed ideologies. The first issue is that CDA primarily concentrates on racism, gender stereotyping, and societal standards. Purposive sampling is used to gather nine posts from different social media platforms. Following the qualitative research paradigm the study follows the theoretical framework of Van Dijik known as socio- cognitive model. The findings demonstrate that the development of anti-sociocultural ideology and the representation of various sociocultural ideologies both heavily rely on social media.