Language and Power Flashcards
What are the five bases of power?
Legitimate
Reward
Coercive
Expert
Referent
Legitimate power
Granted by legal means
Reward power
Granted by compensation
Coercive power
Granted by punishment
Expert power
Granted by knowledge
Referent power
Granted by worthiness
What do we call the type of language used in different contexts?
Discourse
Who theorised that we always establish power roles in discourse?
Norman Fairclough
What is jargon?
A specialist vocabulary used by a particular group, often linked to a profession or field of interest.
Why do groups develop jargon?
Effective communication
Group identity
Display expertise
Why do groups develop psuedo-jargon?
Exclusion
Obsfucation (obscuring the meaning)
Overcomplication
What is rhetoric and who theorised it?
Persuading people to a point of view. Aristotle.
What is ethos?
Establishing the character and voice of the speaker
How do we create ethos?
Credibility (authority and honesty)
Rapport (relationship with audience)
What is pathos?
Using linguistic techniques to appeal to your audience’s emotions.
What is logos?
Using argument to appeal to your audience’s sense of reason.
