- Title
- Appraising the appraisal framework: evidence from Grahamstown property advertisements
- Creator
- Beangstrom, Tracy
- ThesisAdvisor
- Adendorff, Ralph
- Date
- 2015
- Type
- text
- Type
- Thesis
- Type
- Masters
- Type
- MA
- Identifier
- http://hdl.handle.net/10962/54744
- Identifier
- vital:26608
- Description
- This thesis considers how interpersonal meaning choices in property advertisements are best reflected in a context of constraint in Grahamstown, South Africa, using and appraising Martin & White’s (2005) APPRAISAL Framework. The study is comparative in two senses since the data is analysed using Martin & White’s (2005) APPRAISAL Framework and a revision to it, and property advertisements from two competing estate agencies are analysed: Remax Frontier Properties and Pam Golding Properties. An initial strict application of Martin & White’s (2005) framework is followed by a second, based on analyst difficulties and framework limitations experienced in the first analysis, as well as those experienced by other researchers. Revisions to the original framework include added ‘local’, context-driven features and sub-categories: Exclusivity and Convenience in Attitude, a Scale of Intensity in Graduation, and a category ‘Invite’ in Engagement. These enable a richer, more detailed account of the alignment strategies and interpersonal micro-politics at play in the property advertisements than is possible using the original framework. Findings from the analyses reveal four facts of note. Firstly, that while the original Martin & White (2005) APPRAISAL Framework captures a general level of interpersonal meaning in the data, it does so more fully when it includes contextual and contextually-driven categories that are informed by local knowledge. Secondly, two levels of meaning are expressed in the data. One is aimed at an ‘external’ audience; the other, truer, fuller and more contentious, is aimed at what appears to be the intended audience only. Thirdly, and relatedly, specific contextual and cultural knowledge is needed by the intended audience to access the intended meaning. Fourthly, both estate agencies promote values of high prestige, exclusivity, elitism and wealth as their intended meaning to align a like-minded audience, although Remax Frontier Properties attribute these values to location and features of the home to a greater extent than Pam Golding Properties, who place greater emphasis on the size of the home. The thesis suggests further avenues for research into the discourse of property advertising, as well as into overcoming certain context-specific limitations of the APPRAISAL Framework.
- Format
- 510 leaves, pdf
- Publisher
- Rhodes University, Faculty of Humanities, English Language and Linguistics
- Language
- English
- Rights
- Beangstrom, Tracy
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