Language and Power

Language and Power

1. Influential Power

   • influences and persuades e.g. advertising
     • Language in Advertising
   • Fairclough's Model of Analysis
     • STAGE 1: Build Relationships
       • Synthetic Personalisation
         • imperatives
         • direct address/use of 2nd person pronouns
     • STAGE 2: Create an Image Using Reader's Cognitive Models and Ideology
       • evoke image of 'ideal' user
       • verbal/written cues to support 'perfect' image
     • STAGE 3: Build the Consumer
       • represent image close to target audience's values and lifestyle
       • give impression that the product is designed for their (ideal) life or image
   • Key Terms/Features
     • Paralanguage (connotations of what the writing looks like)
       • e.g. handwriting is more personal and individualistic
     • Comparative Referencing (indirect comparisons using incomplete comparatives; reader fills in the gap)
       • e.g. "Persil washes whiter"
     • Cognitive Appeal (teases reader)
       • e.g. questions, unconventional spellings, palindromes, spoonerisms, puns, codes, phoneme substitution
     • Problem-Solution Format (uses a question/problem which is answered/solved by the product)
       • works on an emotional level and plays on reader's insecurities

2. Instrumental Power

   • 'forces' things to actually happen e.g. law, business
   • Law
     • 'Legalese'
       • lots of Latinate and Archaic Forms
       • very excluding
     • frequent use of Parenthetic Clauses and Subordinate Clauses
       • cover loopholes
   • Business
     • often has very specific lexis
       • excluding
     • overuse of Buzzwords
       • now highly cliched and less respected
     • often uses Euphemisms as a form of Negative Politeness
       • e.g. "downsizing" = making people redundant
   • Education
     • Spoken Language Theories
     • 3-Part Exchanges
     • Terms of Address
     • Subject-Specific Lexis
     • Educational Jargon
     • (Mitigated) Imperatives
     • Non-Verbal Communications
       • can add enthusiasm
     • Discourse Markers
     • 2-Part Exchanges
     • Prosodic Features
     • Divergence
   • Key Features
     • Formality
     • Jargon
     • Modals
       • to express certainty
     • Imperatives
     • Conditionals
     • Complex Lexis/Grammar
     • Definitions
     • Hidden Assumptions
       • have to agree with for text to make sense
     • Passive Forms
       • evades responsibility, creates distance and prevents argument
       • e.g. "Bicycles chained to this post will be removed."
     • Conversational Dominance and Control of Contributions
       • e.g. interruptions, lengthy utterances, topic management
       • Evaluation and (Non)Acknowledgement of others' contributions
     • Prestigious Accent & Dialect