| Analyzing PTV’s Headline using Fairclough’s Model of Critical Discourse Analysis 1

Polytechnic University of the Philippines

College of Communication
Department of Communication Research
NDC Campus Anonas Street Sta. Mesa, Manila

Analyzing PTV’s Headline using

Fairclough’s Model of Critical Discourse Analysis
Output − Media Analysis 1

Gigawin, Rayvelyn G.
BACR 2-2/ 2019-12456-MN-0
rayvegigawin@gmail.com

Submitted in Partial Fulfillment of the Requirements for

CORE 30033 Media Construction and Deconstruction
First Semester AY 2020-2021

January 2021
| Analyzing PTV’s Headline using Fairclough’s Model of Critical Discourse Analysis 2

Background and Critical Discourse Analysis

One of the most pressing issues here in the Philippines is the war on drugs headlined by
Pres. Rodrigo Duterte’s goal to eradicate drug use and addiction in the country. Colloquially
known as ‘Tokhang’, it was known for its extrajudicial killings of ‘suspected drug addicts’ and
shady operations that draw the attention of the human rights groups. Kian Delos Santos, a 17-year-
old student, became a victim of Tokhang after he was killed last August 16, 2017, during the anti-
drug operation conducted by the Philippine National Police (PNP) in Caloocan City. (PTV News).

In the series of police reports on the case of Kian, the article that I will analyze is one of
the oldest published articles about the case. I attempt to retrieve a news article as nearer as possible
to the actual date of Kian’s death which is August 16, 2017, but the news report published nearest
to the date of the event that I could find is on People’s Televisions’ (PTV) website—their news
report on August 22, 2017.

The media text that I am to deconstruct is the headline from the published news article
related to Kian’s case from PTV, which states that:

Figure 1.1 PTV News | Headline:

President Duterte wants thorough probe into Kian's case, won't tolerate police abuses
- Aug. 22, 2017

To do the method of Deconstruction, I use and follow Norman Fairclough's method of

critical discourse analysis (1995) written and mentioned in the book of John E. Richardson
'Analysing Newspapers: An Approach from Critical Discourse Analysis' (2007).
| Analyzing PTV’s Headline using Fairclough’s Model of Critical Discourse Analysis 3

In Richardson's book he lengthy note what Fairclough means of Critical Discourse Analysis
(CDA):

“CDA is the analysis of relationships between concrete language use and the
wider social-cultural structures. [...] He attributes three dimensions to every discursive
event. It is simultaneously text, discursive practice - which also includes the production
and interpretation of texts - and social practice.” (2007: 37)

On Richardson's (2007) point of view, as mentioned above, Critical Discourse Analysis tackle
discourse as a circular process in which the society influence the text through its context and how
it is produced, and in turn, how text influence society by shaping the viewpoints of those who
consume them.

The Three Dimensions of Fairclough's model of CDA are, together with the help of Richardson's
representation as figures:
Text
Representations (Ideational function)
Identities and social relations (Interpersonal function)
Cohesion and coherence (textual function)

Figure 1.2. Textual Analysis

First, Textual analysis involves the analysis of the way propositions are structured and the way
propositions are combined and sequenced. (Fairclough, 1995; Richardson, 2007). In this level, I
am going to present the form and function of the text, its relation, and connectedness or the overall
structure of a newspaper headline itself—format.

Second, Discursive Practices. To truly understand what discursive practices is, Fairclough said
that

“The discourse practice dimension of the communicative event involves various

aspects of the processes of text production and text consumption. Some of these
have a more institutional character [e.g., the editorial procedures of the Independent
compared to The Times] whereas others are discourse processes in a narrower sense
[the 'decoding' of texts by the reader/viewer].”
| Analyzing PTV’s Headline using Fairclough’s Model of Critical Discourse Analysis 4

Figure 1.3. Discursive Practices

In short, discursive practices focuses on the result of the encoding and decoding process. The
keyword in understanding this second dimension is how the media text (headline) is produced
(authored) and consumed (audience).

Lastly, Social Practices, which Fairclough suggests that a fully-rounded CDA should involve an
analysis of the text's 'socio-cultural practice' or 'the social and cultural goings-on which the
communicative event is part of' or in the common word, context (Fairclough, 1995). See
Richardson’s representation of social practices in figures:

Figure 1.4. Social Practices

In this level, Fairclough shows how a text/language ought to be analyzed concerning its social
context, with a wider lens by examining the practices conducted and power embedded within the
social context. This part will identify whether a media text helps to continue inequalities and other
undesirable social practices, or it will help to break it down.

Analysis

This paper attempts to use and follow what Fairclough has mentioned above in doing CDA,
which are the three dimensions, that will help in examining the relationship of author’s word choice
in creating the headline and the current society we live in, particularly on the issue of war on drugs.
 | Analyzing PTV’s Headline using Fairclough’s Model of Critical Discourse Analysis 5

Textual Analysis

Using Richardson’s figurative representation, at the top of the figure shows the “text” being
analyzed. Followed by three forms in analyzing the text: [1] Representation or Ideational function
of the text, where I indicate the elements present in the text. [2] Identities and Social Relations,
which explains the identity of the subject and its relation within the text. [3] Cohesion and
Coherence or textual function. I present the relationship of text on the entire structure of the text
in the figure below:

President Duterte wants thorough probe into Kian's case, won't tolerate police abuses
(PTV News - Aug. 22, 2017)
Representations (Ideational function)
The headline is an example of a compound structure of the sentence that includes two independent
clauses: [1] President Duterte wants thorough probe into Kian’s case. [2] won’t tolerate police abuse.
The elements of the first independent clause are the subject, which is President Duterte, material action
as ‘wants thorough probe’, and the object, ‘Kian’s case’. While on the second independent clause the
author wrote it using passivized verb without an agent: ‘won’t tolerate’ (the action), and the object,
‘police abuses’.
Identities and social relations (Interpersonal function)
Richardson (2007) states that journalists must provide names for the people in their report and naming
them involves choice, which Blommaert (2005) says signals the relationship between the namer and
the named.
The author (PTV) or the namer used a name and referencing strategy, President Duterte, which is
a proper noun/Noun Phrase. Also, the way that the author used the name ‘Duterte’ indicates a person
and ‘President’ to impose that Duterte has the authority and it is the source of his power (reference).
Thus, their relationship reflects 'power' in his literal sense as the president and Duterte's superiority in
the text.
Cohesion and coherence (textual function)
This is called an active construction because the subject or the actor (Duterte) comes first before the
object (Kian's case), and its verb or material action is in active form 'wants thorough probe'. Thus, the
author wants the readers to know who conducted the action. However, the consecutive text 'won't
 | Analyzing PTV’s Headline using Fairclough’s Model of Critical Discourse Analysis 6

tolerate police abuses' shows significant agent deletion. In the English language, one of the functions
of a comma is to separate independent clauses. Therefore, the reporter's choice of removing a sense of
specificity on the last line of the headline denotes reference avoidance. Moreover, the author’s headline
could be suggested as “euphemized” and the tone it sets off is "consoling" and "re-assuring" unlike
other police reports from other networks on the similar topic [e.g., Duterte: Kian's death 'bad,' but drug
war to continue (ABS-CBN, Aug. 23, 2017), Q&A: Duterte on Kian delos Santos, future of drug
war (Rappler, Aug. 22, 2017)]
Figure 2.1. Application of Textual Analysis

Discursive Practices

Figure 2.2. Analysis using Discursive Practices

The second dimension in Fairclough’s model of CDA is the discursive practices—analyzing the
encoding and decoding process of text and how it is produced and consumed. The figure above
shows the relationship of how the text is produced by the PTV and how it will be consumed by the
reader, and how the text can shape the belief of the consumer. To fully understand how the text is
produced, here is the brief information about the author of the media text being analyzed, the PTV.

People's Television Network (PTV) is the flagship state broadcaster under the control of the
President Communications Operations Office (PCOO). Owned by the People's Television
Network, Inc. (PTNI)─a government-owned and controlled corporation created and existed by the
virtue of RA 7306, amended by RA 10390 signed by President Benigno Aquino III on March
2013. PTV is still known as the government's television network, in line with its current slogan:
Para sa Bayan.1

On February 2, 1974, the country's government television network began operations as

Government Television (GTV-4) through the National Media Production Center. During the very
historic event in national history, the People Power Revolution in 1986, GTV-4 was taken over by

1
Cited from ‘about’ of PTV’s website
| Analyzing PTV’s Headline using Fairclough’s Model of Critical Discourse Analysis 7

pro-Corazon Aquino and her supporters, and at the same time, it was officially rebranded as
People's Television (PTV). It was during President Cory Aquino’s administration, on March 26,
1992, when she signed RA 7306 that turned PTV Network into a government corporation known
as People's Television Network, Inc.,2 that up until now still operating. As of January 2021, PTV
on its website has 632,000 subscribers. While the article that I have chosen has 3030 readerships.

Using the figure above, PTV (producer) encodes the message on how he/she/them analyzed or
perceived President Duterte’s message to the reporters on Malago Clubhouse, Malacañang Park
about assuring the public that there will be a thorough probe on Kian’s case. The genre it
demonstrates is ‘news reporting’ on a sensitive topic. Mentioned above on the relation of the author
and the text exercises ‘power’ it is because Duterte has a dominant role in the society, and PTV is
under his control. This may suggest that the author’s choice of words considered the institution
he/she affiliated with. Hence, the institution and role highly affect how the text is created.

Then again, on message consumption by the consumer, message varies depending on the existing
political stance of a person, and its social reality especially on a sensitive topic like this.
Hypothetically, if the audience is a Duterte supporter, there is a high possibility that he/she would
just decode the headline without resistance because he trusted Duterte, thus he/she will trust PTV
as well. However, if the audience is from the victim's family or someone who is geographically
near to Kian's home, they would to some extent resist the message because Kian is not the first
victim of PNP's war on drugs. Consequently, if they are to consider the societies' condition through
police beat-reports like other EJK cases published by ABS-CBN, Rappler, or The Philippine Star
(Philstar) who are recognized for radical and uncensored headlines and news report, they would
be hesitant. On the other hand, the headline also appeals to the emotion of the Delos Santos family,
because they cry for justice, and so, hearing/reading/consuming that headline will give them a little
hope.

To put it briefly, language is social and is political in that it influences others' way of encoding and
decoding a message, and vice versa—power and role influences language.

2
Cited from PTV—history
| Analyzing PTV’s Headline using Fairclough’s Model of Critical Discourse Analysis 8

Social Practices

Figure 2.2. Analysis using Discursive Practices

Finally, this part discusses the social context embedded in the media text created by PTV. Here, I
would like to have a look if PTV is really a network for the people just as parallel with its slogan:
Para sa Bayan through analyzing its content, context, and purpose.

For context-building, the PTV’s article was published last Aug. 22, 2017, during the loud
campaign of Duterte’s war on drugs that started on his seat of administration last 2016. Despite
the turmoil it gives to Filipinos, his PNP’s anti-drug operation continues where thousands have
already died.

Given that the reality presented is already filled with injustices, the headline wants its readers to
believe that they can provide justice to the innocents. PTV used a euphemized tone to make it
appear that they serve the people (para sa bayan) because the message says that it will assure the
public through giving a ‘thorough probe’ into Kian’s case, wherein Kian is a symbol of a
citizen/Filipino. Also, again, the headline represents the execution of power and the way how
Duterte wants to present himself embodying justice publicly through showing (hypothetically)
equal treatment for his common people (Kian) through giving an impartial investigation on the
case and his lawful authorities (PNP) by not tolerating their actions [won’t tolerate police abuses].

The author intentionally omits the agitation or rage that it could create on the reader without
pursuing them. Comparing to the headline from the ABS-CBN News on the same issue, Duterte:
Kian's death 'bad,’ but drug war to continue, ABS-CBN significantly tells us that Duterte still
wants to continue the cruel war on drugs despite Kian’s death that is from him is bad. Suggestively,
the reason why PTV published that headline is to gain power for the administration and get people's
trust in Duterte and on his plan.

Therefore, the media text that PTV presents us with a much more euphemized view about the War
on Drugs, one that has due process and is bound by Constitution even though it is unconstitutional
| Analyzing PTV’s Headline using Fairclough’s Model of Critical Discourse Analysis 9

and extrajudicial. Through the article, PTV tried to show that the President is on top of things, and
he would give justice to a family (the manifestation of power in the text) while at the same time,
projecting another type of power: that he would be the one answerable to the conduct of his
policemen/women. This type of projection is fair on the surface, but in the deeper sense, it would
allow the continuity of injustices that were experienced by the war on drugs victims, and they want
the public to still support the drug war and to avoid any public resistance so that it could maintain
the status quo we currently have, and there will be no transformation in both the strategy of
policemen/women for the drug war and the overall societal conduct of the government and its
agencies since Duterte (popular for the major segments of people in the country) claimed the
accountability for their actions.

In conclusion, the text could be analyzed in three dimensions: by its textual format, which is the
basic form of text analysis, its language use by identifying its discursive practices, and lastly,
through analyzing the social context embedded within the text. The reality that Kian and other war
on drug victims had to face tragic fate from 2016 until this year, it shows how our current social
reality is already disastrous and there are no words that can suffice or minimize the ruination that
happened on them.

As Orwell (2004) states “All issues are political issues, and [...] When the general [political]
atmosphere is bad, language must suffer.”

References
News, PTV. (August 22, 2017). President Duterte wants thorough probe into Kian's case, won't tolerate
police abuses. Philippines: PTV. Retrieved from President Duterte wants thorough probe into
Kian’s case, won’t tolerate police abuses | PTV News
Placido, D. (August 23, 2017). Duterte: Kian's death 'bad,' but drug war to continue. Philippines: ABS-
CBN News. Retrieved from Duterte: Kian's death 'bad,' but drug war to continue | ABS-CBN News
(abs-cbn.com)
Ranada, P. (n.d.). Q&A: Duterte on Kian delos Santos, future of drug war. Manila, Philippines:
Rappler. Retrieved from https://www.rappler.com/nation/duterte-question-answer-kian-delos-
santos-drug-war-killings
Richardson, J. E. (2007). Analysing Newspapers: An Approach from Critical Discourse Analysis. New
York: PALGRAVE MACMILLAN.