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POWER THEORIES
Fairclough – synthetic personalisation is often used to exert power in a friendly way through pronouns i
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‘Have you ever
wondered…?’ or ‘we’re in it together
...
’
Wareing – personal power (linked to occupation), social power (linked to being part of a dominant social group) and
political power (linked to the law)
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g
...
g
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instrumental – instrumental power is power used to maintain authority whereas influential power is power
through persuasion and influence
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Shown by flouting conversational rules
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P
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Grice proposed that, in ordinary conversation, speakers follow four maxims in order to make a conversation
cooperative and be understood
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They should not say what they believe to be false or make statements for
which they lack evidence (supermaxim)
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• RELEVANCE: Speakers’ contributions should relate clearly to the purpose of the exchange (Jackson and Stockwell
believed relevance to be the most important maxim)
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Leech, a linguist, used maxims to explain politeness strategies
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More than one maxim may be used at the same time and some are more important than others
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• GENEROSITY: Minimise benefit to self (maximise cost to self)
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• MODESTY: Minimise praise of self (maximise dispraise of self)
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• SYMPATHY: Minimise antipathy between self and other (maximise sympathy between self and other)
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• Superiority- We can laugh at other’s misfortunes and make them feel inferior to increase our feelings of
superiority
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For example, a joke becomes funny when we predict an outcome and another
happens
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People who want to compete/contrast each other will ‘diverge’ to sound less like each other

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