Synthetic personalisation: Difference between revisions
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'''Synthetic personalisation''' is the process |
'''Synthetic personalisation''' is the process by which [[text|texts]] treat their mass audiences as if they were individuals. |
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[[Norman Fairclough]] |
[[Norman Fairclough]], credited with developing the concept, calls it "a compensatory tendency to give the impression of treating each of the people 'handled' ''en masse'' as an individual. Examples would be air travel (''have a nice day''), [and] restaurants (''welcome to Wimpy!'')" (2001: 52). |
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The use of second person [[pronoun|pronouns]] contribute significantly to the process of synthetic personalisation within the [[mass media]]. It is extremely common to encounter constructions such as "See you after the break" on television shows prior to [[television commercial|commercial breaks]]. |
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It developed from the area of linguistics known as [[Critical Discourse Analysis]]. It concentrates upon how power is articulated. |
It developed from the area of linguistics known as [[Critical Discourse Analysis]]. It concentrates upon how power is articulated. |
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== References == |
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Fairclough, Norman (2001) ''Language and Power''. 2nd ed. Essex: Longman. |
Fairclough, Norman (2001) ''Language and Power''. 2nd ed. Essex: Longman. |
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Talbot, Mary M., Karen Atkinson & David Atkinson (2003) ''Language and Power in the Modern World''. Edinburgh: Edinburgh University Press. |
Talbot, Mary M., Karen Atkinson & David Atkinson (2003) ''Language and Power in the Modern World''. Edinburgh: Edinburgh University Press. |
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Revision as of 02:17, 11 January 2005
Synthetic personalisation is the process by which texts treat their mass audiences as if they were individuals.
Norman Fairclough, credited with developing the concept, calls it "a compensatory tendency to give the impression of treating each of the people 'handled' en masse as an individual. Examples would be air travel (have a nice day), [and] restaurants (welcome to Wimpy!)" (2001: 52).
The use of second person pronouns contribute significantly to the process of synthetic personalisation within the mass media. It is extremely common to encounter constructions such as "See you after the break" on television shows prior to commercial breaks.
It developed from the area of linguistics known as Critical Discourse Analysis. It concentrates upon how power is articulated.
References
Fairclough, Norman (2001) Language and Power. 2nd ed. Essex: Longman.
Talbot, Mary M., Karen Atkinson & David Atkinson (2003) Language and Power in the Modern World. Edinburgh: Edinburgh University Press.
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