English Café Identity Construction: A Critical Discourse Analysis

Having a specific identity helps English cafe to be one of popular courses in Jogjakarta. This research aims understand the discourses social interaction for construction and how each discourse construct its as an learning institution. used Critical Discourse Analysis approach answer question about construction. To collect data, researcher three data collection techniques; interview, observation, document review. The result is that uses several media, such website, banner, poster flyer, convey their future customers. Setting, relationship class participants, modes are parts process strengthen Daily talk premium, questionnaire, management weekly meeting cafe’s effort maintain when there complaints from costumers. conclude, Cafe has unique different concept compared other conventional course. institution does not only offer concept, but also constructs customers perception.