CRITICAL DISCOURSE ANALYSIS: UNCOVERING THE ATTRIBUTES OF POWER, IDEOLOGY, AND MANIPULATION FROM LECTURER’S TALK THROUGH PIMI MODEL

Abstract

The Power, Ideology, Manipulation, (PIMI) model has been offered as one of the current tools under the Critical Discourse Analysis (CDA) approach that functions to analyze phenomena of discourse, and it has been developed with a focus on analyzing any and all problems that arise in the context of political discourse. Intriguingly, the creator of the PIMI model has advocated for further study of the method's applicability in academic settings. To that end, this study serves as a representation of research done in a classroom context, with the overarching goal of extracting the characteristics of power, ideology, and manipulation from the pragmatic discourse of a lecturer. One of the study's participants was an English as a Foreign Language professor at a private school in Surabaya. The research was conducted by observing a class on Management without participating in it. The findings show that, with minor tweaking, the instructor displayed all PIMI Model traits, including power, ideology, and manipulation. Additional research in the field of education is needed to fully flesh out the results of this study.