العربية الوسيطة في نشرات الأخبار الإذاعية وعلاقتها بالخطاب الإشهاري دراسة في تداخل الخطابات الإعلامية

Abstract

This study examines the phenomenon of “Intermediate Arabic” in radio news bulletins through research and analysis, and explores its complex relationship with the adjacent advertising discourse. The study is grounded in the hypothesis of “discursive interference”, derived from the works of critical discourse analysis by Fairclough (1995), which assumes that news discourse, within a competitive media context, may display linguistic and stylistic features borrowed from advertising discourse in order to attract and retain the listener’s attention.

Using a comparative case study approach, the research analyzes the language of samples of news bulletins and media segments broadcast on Moroccan radio stations (both public and private). The analysis reveals a tangible overlap between news and advertising discourse, manifested on three levels: structure (where headlines acquire an advertising-like rhythm), lexicon (with the prominence of emotional and rhythmically persuasive vocabulary), and function (where news discourse adopts persuasive functions similar to those of advertising).

The study concludes that the influence of advertising is not limited to news content alone, but extends to shaping the very structure of news discourse itself, raising new questions about the future of media language and the boundaries of its influence.