Language and Power Flashcards
What is the first step in writing an essay?
Identifying the text e.g. advert.
Which theologist came up with the idea of identifying the text?
Dyer.
What is the second step in writing an essay?
Identifying who should have the power and who we’d expect to have the power.
What is the third step in writing an essay?
Identifying what type of power in shown.
Which theologist came up with identifying the power shown?
Wareing.
What are the 5 types of power and what do they mean?
Personal- someone’s role; political- through politics or law; social- through age, class, gender; instrumental- showing authority; influential- trying to persuade.
What is it important to do in your essay?
Give examples.
What is the fourth step in writing an essay?
Identifying an unequal encounter, power in and behind discourse.
What is included in an unequal encounter, and power in and behind dicourse?
Power asymmetry (marked difference), constraints (interruptions), formulation, powerful participants.
Who is the theorist behind power in and behind discourse, and an unequal encounter?
Fairclough 2001.
What is the fifth step in writing an essay?
Lexis/Grammar.
What is included in lexis/grammar?
Special jargon/legalese, modality: epistemic/deontic, imperatives and declaratives.
What is the difference between epistemic and deontic modality?
Epistemic= knowledge. Deontic= obligation.
Who was the theorist who came up with the theories in lexis and grammar?
Bernsten.
What are the 3 stages involved in analysis of adverts?
- Synthetic personalisation: direct address to set up a personal relationship. 2. Using visual elements to create an image the reader would like to be a part of. May include prior knowledge. 3. Receiver is seen as the ideal customer, exactly who they were aiming for.