National ideologies and community awareness in propaganda slogans: A critical discourse analysis in the context of Vietnam

Abstract

Slogans have long been an essential instrument of mobilization and propaganda in Vietnamese politics, and propaganda slogans have historically been regarded as significant instruments that can be utilized effectively to spread information in virtually every country on earth. Furthermore, it is supposed that these slogans can mirror various facets of society. Utilized by institutions and organizations as a form of discourse, propaganda slogans are nearly encountered by the general public and are intended to promote political campaigns or objectives. In view of critical discourse analysis, the objectives of the present study are to delineate, examine, and identify the sense of national ideologies and community consciousness that are intrinsic to the slogans' language. The study employed the mixed method of document and descriptive analysis. The sample included 900 Vietnamese slogans randomly collected from social networking sites on the internet; from guidelines and propaganda work directions of several ministries, sociopolitical organizations, and associations; and from the process of observing, recording, and photographing slogans on streets, offices, schools or other public places in many different localities. The findings of the study indicated that propaganda slogans can be regarded as both a discourse and a social entity. The language employed in propaganda slogans is regarded not only as a reflection of societal norms and values but also as a social convention encompassing various linguistic aspects, such as the use of vocabulary, grammar and speech acts. Furthermore, propaganda slogans serve as conduits through which various facets of society can be observed, as they are interconnected with the institutional framework and the systems of human perspectives and values.