A Linguistic Approach to Communication Strategies
in Media Discourse
paper presents a new approach to Communication Strategies and to Media and information Literacy by highlighting the importance of Linguistics in deciphering media messages. In the framework of Metaoperational Grammar, founded by Henri Adamczewski (www.linguistique.org),
this paper aims to show the role played by grammatical operators in constructing semantic interpretation, and how determinant they are in the encoding and decoding of messages.
Drawing on my own findings in the fields of Comparative Linguistics, Communication Strategies and Translation, this paper aims (1) to show that grammatical operators reflect the communication strategies
used by the communicator according to the context and the goal of communication; (2) to evidence the fact that grammatical operators reveal the attitude of the communicator vis-à-vis what he/she structures and vis-à-vis the audience and other
protagonists involved in his/her discourse, if any; and (3) to raise awareness about the importance of considering grammar as communication and to show the subtle influence that these linguistic patterns may have on audiences. In fact, communicators
can use these powerful tools of cognitive persuasion to shape the attitudes and behaviours of audiences. Evidence to support this new approach to language and communication is provided by examples taken mainly from news media.
In my long experience in teaching Media Studies, I found that the big missing element in references
for media studies is the linguistic component, especially new theories in linguistics and how they might benefit to media and communication research. Therefore, I advocate in this paper the necessity to set the bridge between linguistic research, communication
and media studies, and to take into consideration the linguistic construction of media messages in any effort aimed to enhance media and information literacy. This paper presents a new approach to communication strategies and to media literacy by highlighting
the importance of linguistics in deciphering media messages. Examples are taken mainly from news media.
 Brief Biographical Sketch of the Author:
Drissia CHOUIT is Associate Professor
of Comparative Linguistics, Communication and Media Studies. She obtained her Ph.D. in Linguistics and Communication from the University of Sorbonne Nouvelle (Paris III), France. Former Consultant to UNESCO in Linguistics and Communication, she has ten
years experience in Diplomacy, and over ten years experience in teaching Comparative Linguistics and Media Studies. She has also been teaching Communication and Leadership, Communication and Translation, and Study Skills and Research Methods. She was a member
of the Working Group set up by the President of Moulay Ismail University, Meknes, for the conception and implementation of the "Module Communication," as a contribution of Moulay Ismail University to the national common core Module on Communication for undergraduate
studies in Moroccan universities, in the framework of the university reform of September 2003.
fields of interest include Sociology and Anthropology. She has a number of publications and papers presented at national and international conferences on Comparative Linguistics, Communication Strategies, Translation, Media and Information Literacy. She is
a member of the following Professional Associations: the Forum UNESCO-University and Heritage (FUUH); the Association of Linguists "Les Amis du CRELINGUA (Centre de Recherche de Linguistique Anglaise) University of Sorbonne Nouvelle (Paris III), the National
Association for Safeguarding Arabic Language, and the Moroccan Inter-University Network of English (MINE). She is a founding member of the Research Group on Mass Communication, Culture and Society, Faculty of Arts and Humanities, Sais-Fes, Sidi Mohamed Ben
Abdellah University, Fez, Morocco. She is the Vice-Chair of the International Forum on Media and Information Literacy and Associate Member of the UNITWIN-UNESCO-UNAOC Chair on Media and Information Literacy and Intercultural Dialogue (UAC-MILID), representing
Moulay Ismail University.