Key concept revision

• Name French and Raven's five power bases

  Referent, Coercive, Reward, Expert and Legitimate
• Who came up with the theory of Synthetic Personalisation

  Norman Fairclough
• What is synthetic personalisation?


  When a text producer uses language that makes the receiver feel like it is directed at them
• What techniques can a writer use to achieve synthetic personalisation?

  Using slang and/or contractions in advertising
• Which theorist came up with the concept of Face?

  Goffman
• What is a face-threatening act?


  The speaker says something that represents a threat to another individuals expectations regarding self-image
• Give examples of politeness markers

  Please & Thank you
• What does it mean to create a positive face?

  To create a positive social image of yourself
• What does Alan Bell's Audience Design Theory suggest?

  Texts sometimes tailor themselves to a certain audience demographic
• What might Alan Bell's Audience Design Theory look like in a media text?

  Using graphological features or hyperlinks
• Who is associated with the Deficit Model?

  Robyn Lakoff
• Give examples of female language features according to Lakoff's Deficit Model


  Backchanneling, Empty Adjectives, Politeness Markers, Intensifiers, Tag Questions, Euphemisms and Hedging
• Who is associated with the Difference Model?

  Deborah Tannen
• What are the six pairs of contrasts in the Difference Model?

  Status Vs Support, Orders Vs Proposal, Conflict Vs Compromise, Information Vs Feelings, Independence Vs Intimacy and Advice Vs Understanding
• Give three ways in which a writer might exert expert power through their writing.

  Sophisticated/Specialist Lexis, Complex Sentences and Parenthesis for further information
• What is Fairclough's Members' Resources?

  Using well known public beliefs, morals, ideals and values to advertise
• What is influential power?

  This is power used to persuade and influence others e.g politicians.
• How might a writer of a media text exert influence over their audience?

  Presenting people included in the article in a positive or negative way
• What is instrumental power?

  Power used to maintain and enforce authority
• Give three examples of people who may carry Instrumental Power

  Teachers, Prime Ministers and Judges
• Identify a language feature used on Twitter and why

  Emoji's, g-clipping, variant orthography, letter or number homophones, logograms or elision

  
  

  - Used to capture more in less characters due to Twitter limits
• Who can who with the theory of linguistic economy?

  David Crystal
• What does linguistic economy mean?

  Modern language favours brevity and conciseness
• Explain what the Sapir Whorf hypothesis suggests about language

  Linguistic determinism - language determines thought capability

  
  

  Linguistic relativity - the language we use shapes our perspective
• What two types of change are associated with Suzanne Romaine?

  Internal and External Change
• Who came up with the concept of Informalisation and what is it?

  Goodman - Language is increasing in informality overtime
• Who came up with the concept of Conversationalisation and what is this?

  Norman Fairclough - more texts are written colloquially and in a conversational format
• Which pair of theorists started that taboo language has become more acceptable at home and between friends in social situations?

  Harvey and Shalom
• Verbal hygiene by Deborah Cameron explored which concept?


  Language should be inoffensive - Political Correctness
• What is a multimodal text?

  A text that uses more than one mode of communication to convey a message