Critical Discourse Analysis in Digital Media: Unveiling Ideology and Power in the Technological Era

Abstract

The technological era has transformed the way ideology and power work in digital media. Digital media is not only a communication platform, but also a tool that can reproduce power through structured discourse. This study aims to analyze how ideology and power are articulated in digital media using a critical discourse analysis approach. Using the literature study method, this study explores data from relevant journal articles, books, and reports in the last five years. The results show that digital media is often a tool to maintain power hegemony through framing and labeling, while digital platform algorithms reinforce the dominant narrative. On the other hand, digital media also opens up opportunities to fight traditional power by providing space for alternative narratives. However, access inequality, social polarization, and disinformation are major obstacles in creating an inclusive discourse space. These findings underscore the need for algorithm transparency, increased digital literacy, and representation of marginalized groups to promote social and political justice in the digital era.