Power theories

Question 1

What does Wareing suggest in relation to power?

Answer 1

there are different types of power
personal - as a result of their occupation e.g. teachers, managers
political - held by politicians, the police and workers in the law courts
social group - those who hold power as a result of social variables e.g. class, age, gender

Question 2

What does Sinclair & Coulthard’s Initiation - response - feedback refer to ?

Answer 2

a pattern of discussion between teacher and learner

teacher initiates, learner responds, teacher gives feedback

Question 3

What are Grice’s Maxims?

Answer 3

pragmatic models of conversation 
1. maxim of relevance
2. maxim of quality - be truthful
3. maxim of quantity - don't say too much or too little 
4. maxim of manner - be clear 
a maxim is flouted when not abided by

Question 4

Brown and Levinson - what is a face threatening act?

Answer 4

when something is said or done which challenges or rejects another’s face (the image we present of ourselves in any interaction)

Question 5

Brown and Levinson - what is positive and negative politeness?

Answer 5

face needs are met by positive and negative politeness
positive politeness is when we show people that they are liked and admired, done through flattery
negative politeness is when we avoid intruding on others’ lives, results in language being indirect, apologetic and respectful

Question 6

What does Robin Lakoff say about power?

Answer 6

specified 3 rules speakers usually observe
don’t impose
give options
make your receiver feel good

Question 7

What does Norman Fairclough propose about power?

Answer 7

all encounters are unequal
there is power behind discourse (the position of the producer) and power within discourse (language features that indicate power)

Question 8

What is stage 1 of synthetic personalisation?

Answer 8

building a relationship with the reader
using imperatives and personal pronouns to talk directly to them
informal language or slang to imply closeness
implying the producer understands ‘you’

Question 9

Describe stage 2 of synthetic personalisation?

Answer 9

advert might create and image of the product being sold, projects a world the consumer is invited to be a part of
images, models, celebrities used to help build up image

Question 10

Stage 3 of synthetic personalisation?

Answer 10

the advert builds the assumption that the reader agrees with the ideas presented (idealised lifestyle)
reader positioned as the ideal consumer
“you are cool like us” “you belong in this world”