Language and power
- Created by: Laurenmc1602
- Created on: 28-06-20 16:26
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- Language in Power
- Types of power
- Influential - power used by those who are trying to influence you. e.g. adverts, films, product-based adverts.
- Instrumental - power expressed by those who already have power through a social hierarchy and where they are within it. e.g. teachers with students, MP's in parliament.
- Norman Fairclough (2001)
- Discourse
- Power behind -involve the hierarchical social structures and power relationships that inform the way that the text has been structured.
- Power in -refers to contexts where power relationships are presented through the language that is used.
- Synthetic Personalisation - builds a relationship between text producer and text reciever through personal pronouns e.g. you, we. Used by advertisers, politicians and charity campaigners.
- Discourse
- Asymmetrical Power -an imbalance of power between people.
- Gender - Lakoff claims that female talk has power constructs through hedging, empty adj, tag questions, etc.
- Profession - social roles in terms of assertion, e.g. doctors use specific jargon.
- Age - older would use more obscure complex words, younger would use more slang or colloquial words and phrases.
- Status - assert power dependent on the prestige within a social group.
- KEY TERMS
- Deontic and epistemic modal - necessity/ obligation: 'need' - obligated. 'will' necessary
- Colloquial idiom - informal to conform to who they are appealing to. Idioms are common phrases that can't be understood without prior knowledge
- Exophoric reference - a reference to something, often cultural, beyond the text. A wider understanding
- High/low register - complicated words would be high register, vice versa.
- High/low frequency - high- commonly used words, low- obscure
- Types of power
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