Fairclough

• Social Theory

  Language is a form of social power and can be used to maintain dominance and control.
• Dimensions of Discourse - Text

  The actual language used.
• Dimensions of Discourse - Discourse Practise

  Production and consumtion of the the text.
• Dimensions of Discourse - Social Practise

  Wider social context and power structures.
• Synthetic Personalisation

  Creating a 'relationship' between producer and reciever through specific lexis.