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What does language & power mean?
The language of power tries to exert influence or control in spoken or written form.
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Power in Political language
Persuades and uses rhetorical devices.
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Power in Legal Language
Uses jargon, has complex syntax, is repetitive and has lots of subordinate clauses. Gives power to specialists because of its complexity.
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Power in Education
- Teachers use imperatives
- Students use indirect questions-Is it ok if I..
- Imbalance in address terms-e.g. pupils say Sir while teachers use first names
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Power in Business
Power structures in business are similar to education but manager to employee
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8 ways to exert power in conversation
- Initiating the conversation
- Hold the floor
- Imperatives
- Interrupting
- Unresponsiveness,
- Questioning,
- Topic changing
- Closing down the conversation
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What to remember in power conversations?
Context-the situation & relationships
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How can non-verbal communication be used to exert power?
Posture, gesture, eye contact & facial expressions
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How can jargon be used to dominate?
Non-specialists can feel intimidated by specialists and feel excluded from the high status group
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What does Political correctness aim to promote?
Equality
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How can the media exert power?
Bias, prejudice, stereotyping, sensationalism
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What features of an advert can be used to exert power?
Attractive people, form, target audience, hook-to get people's attention, text-referred to as copy.
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What type of lexis do adverts employ?
Comparative & superlative adjectives & high tech jargon.
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What grammar features can adverts employ?
Imperatives, Disjunctive sentences e.g. elegant but sturdy.
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What phonological features can adverts employ?
Alliteration, onomatopeia & rhyme
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What graphological features can adverts employ?
images, colour, typeface.
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What is the discourse structure of an advert?
- Hook
- Further persuasion or information
- Instructions on how to get the product
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What type of hooks are there?
- Collocations
- Semantic puns-Fly with us, the sky's the limit
- Phonetic puns-Hair today, gone tomorrow
- Figurative language-Is there a black hole in your pocket?
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What is intertextuality?
Referencing other texts-e.g. referencing The Bible could give more weight to the text
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12 Features of tabloids
- Short paragraphs
- Large font
- Lots of pictures
- Short words
- Simple sentences
- Simple punctuation
- Nicknames or first names
- Sensationalised one sided stories
- Emotive language
- Phonological features
- Phonetic spelling
- Puns
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Features of broadsheets
- Long paragraphs
- Smaller font
- Fewer photos
- Long, latinate words
- Complex sentences
- Complex punctuation
- Full names
- Fact based stories
- Neutral vocab
- Impersonal tone
- Formal
- Few puns or phonological features
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