FRAMING ANTHROPOCENTRIC IDEOLOGY: AN ECOLOGICAL DISCOURSE ANALYSIS (EDA) OF HUMAN CENTRALITY IN MEDIA

Abstract

Ecolinguistics analyses language to reveal the stories of human beings, judges those stories from an ecological perspective, resists damaging stories, and contributes to improve existing conditions. There is an ideological tension and balance which exists between the modern and moral-commercial ethics where ‘Light stories’ inspire confidence, progress, passion and the exquisiteness of human being while ‘Dark stories’ evoke social apprehension, decay, loss, and emotional exploitation. Human activities promote ‘Him’ as the most favorable choice in its evolution so the study examines the ads through Stibbe’s (2015) theoretical stance provided in his book  which carries the thematic contrast, linguistic variety, and social relevance to explain the ecology of language for promoting ‘Anthropocentric Ideology’ in multiple settings of Pakistani advertisements. The study reveals the Pakistan’s linguistic ecology that demonstrates cultural diversity, ecological features and ideological assortment through commercial strategies to promote humans as the best creature to survive and striving the Einstein’s universally acclaimed truth ‘survival of the fittest’.