Language In The Media *

Question 1

THREE MAIN TYPES OF POWER

Answer 1

1) personal
2) political
3) social

Question 2

Influential power

Answer 2

Influences/persuades people to do something

Question 3

Instrumental power

Answer 3

Power behind legal and political institutions

Question 4

WHAT REPRESENTATIONS TO COVER IF POSSIBLE

Answer 4

1) Representation of Gender
2) Representation or Power
3) Representations of Technology
4) Influence of technology

Question 5

FAIRCLOUGH 2001

Answer 5

First stage: BUILDING RELATIONSHIPS THROUGH PERSONALISATION
personal pronouns, creating a fake relationship

Second stage: MEMBERS RESOURCES
Advertising works in readers background knowledge of their ideas, visual elements of a text can evoke a mental image

Third stage: BUILDING THE CONSUMER
This is placing the text receiver in a desired position in relation to the advertiser. The implied reader has to agree with the ideologies presented.

Question 6

THINGS TO REMEMBER

Answer 6

1) MENTION MULTI-MODAL AND GRAPHOLOGY

2) DO THREE LEVELS, LEXIS AND SEMANTICS, GRAMMAR, GRAPHOLOGY (at least)

Question 7

GENDER THEORIES

DOMINANCE MODEL (Lakoff)

Answer 7

Men traditionally have more power than women in our patriarchal society.

Women are subservient.

This leads to language differences.

Question 8

GENDER THEORIES

JANET HOLMES

Answer 8

metaphors to describe women are largely derogatory (negative)

Neutral or affectionate terms acquire negative connotations and refer to women as sexual objects.

Less complimentary terms are also reserved for women, e.g. tart

Question 9

GENDER THEORIES

JEREMY TUNSTALL

Answer 9

Women are represented through roles:

1) domestic - contented mother
2) sexual - sex objects
3) consumer - eager consumers
4) marital - busy housewives