Language and Power Theorists/Theories
- Created by: Connor McRae
- Created on: 06-04-14 12:56
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- Language and Power Theorists
- Fairclough (2001)
- Power behind discourse
- Context (who, what where, when why etc.)
- Power in discourse
- Features and methods used to show power e.g. material verbs
- Modal verbs (auxiliary verbs)
- Deontic Modality
- Displays necessity and obligation. power in advertising. E.g. you must buy this product.
- Epistemic Modality
- suggests possibilities e.g. you could do that
- Deontic Modality
- Ideology
- Meaning/attitudes and world views displayed in language
- Advertising works by creating a relationship between the text producer and receiver by constructing a product image the helps position the receiver as a potential consumer.
- Power behind discourse
- Wareing (1999)
- Political power
- power in law
- Personal power
- power from a job/occupation etc.
- Social group power
- friends and family/social groups as well as class gender and age.
- Instrumental power
- enforces authority and is imposed by the law, state, conventions and organisations
- Influential power
- persuasive and inclines us to act in a certain way.
- Political power
- Dyer (1982)
- "An adverts main goal is to persuade. Adverts are taking over our lives and display an unattainable reality."
- e.g. the Lynx adverts
- Advertising works as a projected world that the reader/consumer is invited top become a part of.
- "An adverts main goal is to persuade. Adverts are taking over our lives and display an unattainable reality."
- Coulthard and Sinclair (1975, 1992)
- IRF Model
- I: Initiation - more powerful participant asks initial question
- R: Response - Less powerful participant responds to initiation.
- F: Feedback - More powerful participant responds and gives feedback to steer the conversation.
- R: Response - Less powerful participant responds to initiation.
- Commonly used by teachers in a classroom environment
- I: Initiation - more powerful participant asks initial question
- IRF Model
- Erving Goffman and expanded by Brown and Levinson
- FACE - A person's self esteem or emotional needs
- Face-threatening act (FTA): a communicative act that threatens someone's positive or negative face needs.
- Fairclough (2001)
- Synthetic personalisation - when advertising uses personalised language to construct a relationship between text producer/receiver.
- Advertising works by creating a relationship between the text producer and receiver by constructing a product image the helps position the receiver as a potential consumer.
- e.g. second person pronoun "you"
- Synthetic personalisation - when advertising uses personalised language to construct a relationship between text producer/receiver.
- Synthetic personalisation - when advertising uses personalised language to construct a relationship between text producer/receiver.
- POSITIVE Face - the need to feel wanted, like or appreciated
- FACE - A person's self esteem or emotional needs
- NEGATIVE Face - the need to have freedom of thought and action and not feel imposed on.
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