Language and Power

Topics: Regulatory Focus Theory, Semantics, Advertising Pages: 8 (459 words) Published: April 3, 2014
Language in Power

Wareing (1999)

Define social groups and power:

Political - Power in the Law e.g. Police, Judge, Barrister
Personal - Occupation / Power within a Job e.g. Doctor, Teacher and so on. Social Group - Friends and Family, Class in society.
Types of Power:-

Instrumental (Written and Spoken)
Influential (Written and Spoken)
Instrumental Power - Enforces Authority and is imposed by the laws, state, conventions and organisations. for e,g "SHUT UP NOW!"

Influential Power - Persuasive and Inclines or makes us want to behave in a certain way. for e.g. "Please do not touch the wet paint."

Fairchlough (2001)

Power behind discourse - Context. (Who, What, Where, When, Why etc.)

Power in discourse - Features and methods used to show power, for e.g. Material Verbs.

Ideology - Meaning/Attitudes and world views displayed in language. e.g Terrorist over Freedom Fighters. (We call them terrorists, they call themselves Freedom Fighters.)

Modal Verb (Auxiliary Verb)
Cannot be on its own:- Should, Can, Will, Shall, Could, Must, May, Would, Might, Ought.

Epistemic and Deontic Modality.

Epistemic = Suggests possibilities that are most likely to be true. e.g "You could do that."

Deontic = Displays certainty (how something ought to be.) e.g "You must do that."
Power in Advertising

Dyer (1982)

An adverts main goal is to persuade. Adverts are taking over our lives and display an unattainable reality for e.g The Lynx advert, Spray…

Fairclough:
t
is
appropriate
with
the
publication
of
its
first
book
to
indicate
the
intentions
and
scope
of
the
new
Language
in
Social
Life
Series,
both
to
show
how
Norman
Fairclough's
Language
and
Power
admirably
provides
its
corner-stone
and
to
encourage
read~~~f1nd
other
potential
authors
to
join
us
in
this
imaginative
enteq,'nse.
Our
objective
is
to
focus
on
language.
in
social
life
but
with a
particular
agenda
in
mind.
To
highlight
how
language,
in
its
everyday
as
well
as
professional
usages
enables
us
to
understand
issues
of
social
concern.
More
specifically,
to.
examine
how
the
ways
in
which
we
communicate
are
constrained
by
the
structures
and
forces
of
those
social
institutions
within
which
we
live
and
function.
To
display,
too,
how
~hese
institutions
and
our
roles
within
them
are
in
frequent
measure
defined
by
such
particular
language
use.
Such
an
agenda
suggests
three
points
of
reference
for
books
within
the
Series:
on
the
one
hand
that
of
language,
on
the
other
that
of
social
theory,
and
thirdly,
that
of
the
particular
professional
context
providing
as
it
were a location
for
critical
linguistic
exploration.
." . -"
Each
of
these
reference
points,
however,
is
necessarily
defined
in
relation
to
each
of
the
others.
Language,
in
this
Series,
is
no
autonomous
construct,
simply a system
of
sentences,
but
language
as
discourse,
a~
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