Critical Discourse Analysis Perspective: Power Dominance in the Discourse of the Privacy Policy of Domino’s Pizza Website

Abstract

This study explores how power through discourse is constructed in the online privacy policy of Domino's through Critical Discourse Analysis by applying Norman Fairclough’s three-dimensional model which influences customers.  The study examines the linguistic, interpretative, and socio-cultural practices that shape the power dynamics in a discourse. The study's findings show that linguistic techniques such as alliteration, negative construction, conditional clauses, imperative sentences, adverbs, legal jargon, and modal verbs limit the user's agency, convinces the users' views and relationship with the company and gives benefit to it. It is recommended that the company make a user-friendly privacy policy to build a trusting relationship with the customers. Moreover, the study suggests that in the digital age, customers should be cautious and read the guidelines carefully while providing their personal information on the websites.  

     Keywords: Privacy Policy, Domino’s Pizza, Critical Discourse Analysis, Fairclough 3D Model, Power Dominance