Media: power - theorists

Question 1

Norman Fairclough

Answer 1

• Synthetic personalisation: Treating the mass audience as an individual (eg. you)

Question 2

Goffman - what is face?

Answer 2

Theory of face:
- face is the public self image that everyone tried to project

Question 3

Brown and Levinson - Types of face

Answer 3

• Positive face: To feel valued & appreciated (see approval)
• Negative face: Not to be imposed upon, or threatened
• FTA - Communicative act that threatens someones pos. or neg. face

Question 4

Politeness theory

Answer 4

To avoid FTA you can use any of these:
- Pos. face - make the listener feel good about themselves
- Neg. face - Makes a less infringing and heavy request

Question 5

Robin Lakoff - politeness

Answer 5

Politeness principle:
- Don’t impose
- Give options
- Make the receiver feel good

Question 6

Positive Face

Answer 6

To make the receiver feel liked/appreciated

Question 7

Negative Face

Answer 7

To not be intruding on another person

Question 8

Positive Politeness Strategy

Answer 8

Avoid giving offence

Question 9

Negative Politeness Strategy

Answer 9

“Sorry, I know this is a pain but…?”

Question 10

Power behind discourse

Answer 10

The organisation/institution behind an individual

Question 11

Power in discourse

Answer 11

Differentiating the levels of power due to cultural/social characteristics