Importance Of Synthetic Personalisation

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Norman Fairclough, one of the major researchers in discourse analysis believes that discourse is more important today than any other time in human history. He believes that language may have a more important role to play in modern sociolinguistics (Young & Fitzgerald, 2006, p. 8). He introduced the concept of synthetic personalisation. It is important to note the role played by the use of language and especially in this day and age. Recent sociolinguistics have made a huge impact in the daily activities that we participate in, and in combining the use of language and in our social activities that we participate in. Using books and online sources by linguists like; Norman Fairclough, Megan Short and Lynne Young, I will critically look at the…show more content…
Critical Discourse Analysis regards language as a social practice (Wodak & Meyer, 2001, p. 2). It is a form of sociolinguistics. It considers the context of language use to be crucial (Wodak & Meyer, 2001, p. 2). As mentioned in the above paragraph that synthetic personalisation is not necessarily used in adverts only but in any text that has the function to persuade; so does Critical Discourse Analysis. It considers political, gender, institutional and also media discourses. Critical Discourse Analysis focuses on the relationship between texts and its social context. Upon doing my research, I came across the fact that CDA is an interdisciplinary approach in viewing language as a social practice, meaning that it is related to more than one branch of knowledge. It is a broad concept. According to (Le & Short, 2009, p. 4) “Critical Discourse Analysis not only uses a variety of methods developed in various disciplines, but it is also not confined to a specific range of topics that normally belong to a particular discipline”. Critical Discourse Analysis is an important concept in understanding how societies work and how they put language into good use. This is where synthetic personalisation originates from, using language to make a member of a group feel an individual. Addressing an individual in a personal manner goes back to how language is…show more content…
You cannot use the same type of grammar you use when addressing PhD students to address pre-primary students. Norman Fairclough uses advertisements and an example of synthetic personalisation. Linguists have tried to study how to actually practice synthetic personalisation and ‘how to do’ discourse analysis. There is no simple method of gathering discourses (Burman & Parker, 2016, p. 2). When looking at recent sociolinguistic discourse analytic research, we look at Keri and Kelsi Matwick’s work. They use the example of media discourse and how the language has been applied to recent sociolinguistics; television cooking shows provide a platform for discussion about food and stories are showed as a way to interpret expectances. Linguistic and structural components are used in explaining a recipe for example. The language that is used in marketing has made its way into informative language that is an intimate exchange of dialogue between the presenter of the cooking show and the viewer (Matwick & Matwick, 2013, p. 152). Another example of recent sociolinguistic discourse would be how politicians present their speeches. They make the person listening to the speech want to have a feeling of personal attachment to what the speaker is saying. In a crowd of people, politicians speak to the individual. Politicians use synthetic personalisation to get to
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