Fairclough

• Fairclough and synthetic personalisation has two types of power: Influential and Instrumental.
• Instrumental power is authoritative power, these people have power because of their position. Like headteachers, government officials, and police officers.
• Features of Instrumental power include: imperatives, modal verbs, and declaratives.
• Influential power is when someone doesn't have authority but tries to gain it anyway. Like the media, marketing, and politics.
• Features of influential power include assertions, metaphors, and assumptions.