المعيار
Volume 30, Numéro 3, Pages 191-204
2026-06-11
Symbolic Violence And Its Representation In Algerian Advertising Discourse: A Semiological Study
Authors : Ameur Amel .
Abstract
This study examines the phenomenon of symbolic violence in Algerian television advertising, considering it a subtle form of coercion capable of influencing social consciousness without direct physical force. The research is grounded in Pierre Bourdieu’s critical framework, analyzing symbolic violence as a mechanism for reproducing domination through language, symbols, and social representations, while intersecting with Michel Foucault’s perspectives on discursive power, Jean Baudrillard’s theory of simulation and hyperreality, and Jürgen Habermas’ critique of distorted communicative action in the public sphere. The study employs a descriptive methodology and semiological analysis based on Roland Barthes’ approach, exploring the interaction between visual and linguistic signs and utilizing Roman Jakobson’s language functions to understand mechanisms of persuasion and symbolic violence. The study aims to reveal how symbolic violence operates in Algerian advertising, reproduces social representations and dominant values, and provides a critical reading of advertising’s role in shaping audience perception, highlighting the need for social responsibility in the Algerian media context.
Keywords
Advertising discourse; Symbolic violence; Television advertisin ; Social representations
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