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Abstract

The current study investigates the linguistic gap between discourses of medical associations and research journals through Van Dijk's Model of critical discourse analysis. This will help to understand how language patterns are structured and visuals are constructed to convey the required message. The data analysis method that has been adopted in this study is the Van Dijk's microstructure approach of discourse analysis. The data has been collected from well-known medical journals and association directories. Five research articles and four directories recommendations are taken from 2015 to 2020 on colorectal cancer. A qualitative approach has been used in the data analysis. The findings of the study revealed that certain choices of words, phrases, clauses, sentences, and rhetorical devices have been used in medical discourse to propagate certain ideologies and hidden agendas and divert public attention towards certain dietary brands, medicines, and surgeries. Moreover, the medical discourse has tried to impose a great impact of their hidden ideologies and agendas on public minds. This study is not only useful for readers to understand structural differences between medical journals and associations recommendations but also will helps them to understand hidden purposes of associations and research journals.