Diskursziele

Diskursziele are objectives or aims that guide the construction and direction of discourse within a given context. The term is primarily used in German‐speaking academic and policy circles, particularly in studies of language planning, public communication, and media analysis. It refers not only to the content that speakers wish to convey but also to the strategic purposes behind the choice of particular linguistic structures, rhetorical devices, and communicative styles. In practice, diskursziele can include raising awareness, legitimising a policy, fostering social cohesion, or framing a controversial issue in a particular light.

Writers and policymakers often analyse diskursziele to understand how power relations and ideological positions are reproduced through language. For instance, a government spokesperson might employ inclusive language to build a sense of national unity while simultaneously positioning a specific policy as a collective necessity. By identifying these aims, scholars can uncover implicit assumptions, target audiences, and the expected impact of the discourse.

In linguistic research, especially within discourse studies, the method of identifying diskursziele involves examining discourse markers, modality, and narrative techniques, coupled with contextual background. It is a tool used to map the alignment between communicative acts and the social actors that produce them. By systematically mapping diskursziele, researchers can assess how language contributes to social processes, how political narratives are shaped, and how public opinion may be steered.