Discourse analysis is the study of language use in social contexts. In conducting discourse analysis, it is important to consider the principles that govern language use in a given context. These principles may include:

Cohesion: The way in which words and phrases within an utterance, and between utterances, are connected to create a cohesive whole.

Coherence: The way in which an utterance or text hangs together and makes sense as a whole.

Context: The social, cultural, and situational context in which language is used, including the relationship between speakers and listeners, the purpose of the communication, and the shared knowledge and assumptions of the participants.

Genre: The type or category of text being produced, such as a news article, a conversation, or a legal document, and the conventions and expectations associated with that genre.

Ideology: The values, beliefs, and assumptions that underlie language use and shape the way people communicate.

Intertextuality: The way in which texts draw upon and make reference to other texts, creating a web of meaning that extends beyond any single text.

By considering these principles, a discourse analyst is able to examine the ways in which language is used to convey meaning and achieve social and cultural goals.