Abstrakt
A new method of textual analysis of economic discourse is presented in the article. It uses data from household manuals and guides from the socialist era (1948-1989) from the former Czechoslovakia to develop a combination of structural and content orientated approach in the discourse analysis.
The article presents a theoretical framework and a specific set of steps required to identify cognitive and evaluative dimensions of texts. The evaluative dimension of discourse is essential in the influence on economic behavior of households and individuals setting the normative limits and possibilities of their actions.
The application of the presented method is possible in genres of discourse, where public discourse is intended to influence private/family discourses (for example business promotional materials, government advocating for new policies among citizens).