Language and power
In a nutshell
The use of language to express power, both overtly and covertly, will be examined in this summary. The way we live our lives is influenced by power. Powers can be explicit or implicit and affect everyone in everyday life. This summary will explore the ways language establishes and sustains power.
Everyday power
People vary the language they use depending on the environment they are in. In addition to serving a transactional function of acquiring things, language has a relational function that focuses on relationship building. As a result, language is inextricably linked to the complexities of interpersonal interactions and the power struggles we all face; the words we use frequently reflect the thoughts and emotions we want to convey.
Influential and instrumental power
The concept of power is one that we have to navigate throughout our lives as it comes in many different forms. Understanding the role context plays in shaping people's language choices, as well as the ways in which it can help shape the construction of power within interactions with others, is essential.
Influential
People use this power to influence you with their intentions. A common example of this is the language used in advertisements as they manipulate the audience to suit their wishes. Brand marketing is a potent tool for persuading consumers to make purchases.
Instrumental
This is the authority exercised by those already in power in a social hierarchy. An excellent illustration of this is the power of an MP; because of their position in the legislature, they have the authority to influence citizens.
Type of power
| Explanation | Example |
Influential | Power use to influence | A political manifesto is published to influence its reader. |
Instrumental | Power granted through hierarchy | Teachers hold power over students and can enforce rules in their classroom. |
Synthetic personalisation
Synthetic personalisation is the process of speaking to large audiences as though they are unique individuals by using inclusive language, developed by Norman Fairclough. Synthetic personalisation is a common practice in advertising since it makes it easier for businesses to establish relationships with customers and, consequently, sell more products to them. This process in the media is greatly aided by the usage of second-person pronouns and direct address.
Example
"You deserve Spain" - Spain's tourist authority has started a pan-European campaign inviting visitors to holiday in Spain.
This advertising campaign is designed to target the individual and convince them to holiday in Spain. The use of 'you' speaks to the individual and encourages them to feel invested in the advertisement. The ad campaign also helps manipulate the consumer into being a prime recipient of their message as it uses visuals of picturesque Spain alongside the slogan to build a desire for travel and subsequent holiday to Spain.
Talk and power
Language usage is influenced by context. For instance, an MP might use a very official register in parliament, but then transition to a more casual register when speaking to their mother. Many of these language choices are influenced by power. For instance, a police officer may use language like "Please stop right now" to exert their authority, and the context of the officer's position of authority would give the words more weight. It's critical to recognise the cultural values that influence how the context of the speakers in a dialogue is affected in order to support this view. Contextual elements that support asymmetrical power or an imbalance of power in conversation include:
Contextual elements
| Explanation |
Age | To demonstrate their superior knowledge and dominance, older speakers may use more complicated morphology than younger speakers.
|
Gender | According to linguist Robin Lakoff, female speaking has unique characteristics that support talk about power structures, with females' language being less dominant. However, Deborah Cameron contends that there are more parallels than differences between the ways that men and women use language. She contends that social roles, which establish the asymmetry in power in discourse, are the source of power.
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Profession
| The power agenda that a speaker tries to assert may depend on social roles that come in the shape of jobs. Someone with a job perceived as 'more successful' may try to assert power over someone they view as 'lesser' than them.
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Status
| Depending on where they are in a group dynamic, people may establish their dominance.
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Dominance and submission
Power can be asserted in a conversation in different ways:
Affect on conversation
Power
|
Dominant | - Starts the conversation
- Controls the topic and when it changes
- Interrupts
- Sets boundaries
|
Submissive | - Mostly responds
- Follows other speakers' topics
- Uses filler words
- Doesn't respond to interruptions
|
References
Lakoff, R. (1973). Language and Woman's Place. Language in Society, 2(1), 45-80. Cambridge University Press.
