deals with language use in either spoken or written
form, while the latter copes with the power exercise
in the text, such as inequality and dominance. CDA,
at its main tenet, is projected to combine both levels,
in the sense that hardly ever can people detach the
preference of lexical choice and a particular
discursive purpose. Power exercise is often
perceived as a tool to control the thought and act of
any discourse recipients. Regardless the fact that
social power may not always be negative, CDA
analysts highlight it as a vulnerable means to
produce inequality in the society.
van Dijk (2002) defines ideology as the belief
shared within a group of people in certain issues. He
offered a socio-cognitive approach (henceforth SCA)
and discourse analysis of the text to unveil
ideological load in the discourse. Further, SCA
should also examine the speaker’s mental
consciousness during the discourse production
process [5]. The van Dijk’s SCA is comprised of
schemas (person schema, self-schema, role schema,
event schema) and memory (these schema models
were extensively discussed in van Dijk (Van
Dijk,1990).
Memory is an element in human‘s mind through
which they are able to recognize certain things and
have knowledge about them. In more detailed,
memory in this perspective is made up of two parts:
short-term memory and long-term one. Short term
memory is a memory used to remember or recall an
event and occasion that recently occurred in the past.
For instance, we try to remember our friend‘s home
address given in few minutes ago. While, long-term
memory is a memory used to remember or refer to
an event or object that took place in pretty longer
past time (Raslau.et.al.,2014). For example, we try
to remember or run the story of how the movement
of PKI occurred in 1965. As a matter of fact,
typically, people tend to take for granted and use
their long term memory to judge a certain event, for
instance, of how people still judge the descendants
of PKI as a dangerous group in the society. This
condition results from people‘s long-term memory
of the badness of PKI rebellion and, hence, it should
be suspected that they might do the same act as what
their ancestors did in the past.
In relation to media framing, van Dijk's (2004)
framework consists of two main discursive strategies
of 'positive self-representation' and 'negative other-
representation' manifested through such following
discursive moves:
1) Actor Description
Actors in discourse studies may be addressed
from their (social) background as members of
particular groups or as individuals (Van Leuween,
1996). Besides, they may also be described by their
first or family name, social function in the society, by
their actions or attributes, or by their position /
relation to other people. For example, how labors‘
demonstration demanding the rise of salary given
unfairly by the employer of a certain company
described as an unrest and not conducive event by a
journalist against the labors which, hence, seems to
place them as the guilty in the event. Such
description hardly ever be neutral since the employer
has more power to modify the reality by, for instance,
bribing journalist of the media to hide the reality. In
addition, an inappropriate description of others might
result from mental memory of a text producer. For
example, how someone‘s memory of labors‘
demonstration mostly caused much traffic and street
battle against security guards in the past which make
him/her easily judge any other similar movement
may cause the same condition in the present or
future. Thus, such movements typically are always
represented inappropriately in a certain text.
2) Authority
Many speakers in most of occasions, including
but not limited to, for instance in parliament, have an
avenue to modify a certain truth by mentioning
authorities to support the case. The authorities may
be granted from organizations or political party
members, or recognized experts or moral leaders
(Van Dijk, 2004). In this case, the United Nations, or
Amnesty, scholars, the courts, the church or the
media, often have that role. For example, media in
producing texts or news of current celebrity-related
pornography issue have judged who is guilty in the
case by presenting one of multimedia experts‘
testimonies even the case is not yet investigated by
the responsible state law apparatus (e.g. court or
police).
3) Burden
Burden is the way how a discourse maker
describes a certain case (phenomenon) in the text as
a big problem unless it is solved and, thus, by doing
so might gain support from others to soon overcome
the issue. In addition, such way also labels that
burden as a bad or negative entity; conversely, the
one with proposal or its solvency, for instance, gain
positive reception and support. Nonetheless,
sometimes the criteria of measuring a burden are
premises that are taken for granted, as either self-
evident or as sufficient arguments to accept the
proposed inference.
4) Consensus
Consensus is often used in parliamentary
discourses on issues regarding national importance
or interest. This strategy may be performed by
providing claims or wishes. In other words, in-group
unification, cohesion and solidarity against outsiders
(them), should exist over various political
backgrounds, beliefs, or races (Van Dijk, 2004). In
addition, real or apparent consensus used in the text