2. Review: Understanding the place of language in hierarchical societies

3. Language and society Language and ideology --ideology part of discourse Language and social status ---status and authority non-partial

4. Power and language Coercion --through force or threat of force --institutions instruments for power --Example:Apartheid, dictatorship Consent (“Democracy”) --winning approval through discourse --less costly, less risky --discourse the instrument of power: institutional settings

5. Discourse Is Language (speech) as a form of social practice Embodies Ideological assumptions Social conditions determine properties of discourse

6. Assumptions and common-sense Implicit non awareness Authority and hierarchy as natural Aura of authority Assumptions embedded in language

7. Example: Hierarchical assumptions embedded in language “If you take them right, you are going to be in pretty good shape… and of course, everybody uses birth control pills.”

8. Language and Ideology Language = Belief systems = social orders Inherent superiority and inherent inferiority Messages  social order  consciousness

9. Development of ideologies about language Standard languages Naturalization of language Only one correct form of language Standard language and nation-states Language and social control

10. Non-standard languages Less powerful Viable alternatives: group solidarity Resistance to power : French Kreol, Haiti, AAVE,

11. When standard languages become naturalized Common-sense unquestionable Deviation as backwards, incorrect Part of everyday thinking: political Uncritical thinking Manipulative usage of language

12. The Power of Language Transmit culture At the center of cultural, political and economic struggle Potent instrument of control

13. Resistance Rejection of dominant language for a local language Appropriation of a colonial language: realization

14. Language always political Identified structures of languages as enforcing structures of power Identifying languages as important for nation

15. Language and status Rights and values manifested in language Power of naming, classifying, etc The power of defining others Definire: to limit Right to speak and the right to name (correlated with higher social positions)

16. Language is not neutral Exposes attitudes, intentionalities (social positions) Conveys authority or subordination Talk is part of social and cultural meanings Beliefs systems serve specific functions (gaining and maintaining political and economic control)

17. Construction of language Non-arbitrary Determined by social conditions Particular to social and cultural environments, institutions and society as a whole

18. Social conditions determine: properties of discourse (the parts that constitute it) and types of discourse (valuable and less- valuable discourses)

19. Discourse connected to the whole of society implies that: 1.Language is part of society and not something external to it 2.That language is a social process: interconnected, regulated 3. Language is a socially conditioned process: conditioned (by other non- linguistic)parts of society

20. Text and discourse Text: (a product of the process of text production) the product of social interaction, utterance Discourse: the whole process of social interaction including text

21. The conditioning of discoursive language MR (members’ resources) Cognitive but dependent on social relations Internalized and naturalized MR part of the individual’s psyche Resources for life

22. Social conditions and levels of social organization 1.Social situation: the immediate social environment in which the discourse occurs 2. Social institution; wider contexts 3. Society as a whole: Structures of capitalist society

23. It is important to see language as discourse and discourse as a social practice because: It forces us to be critical thinkers It help us understand social structures It help us understand our position in the world It help us understand the non neutrality of discourses

24. Cultural capital Unequally distributed in society (literacy, professions, knowledges)

25. Discourses carry particular knowledges and power Institutional system Reproducers of structures of power Limited access

26. Constraints on less powerful participants Constraints on contents Constraints on relations Constraints on subjects

27. Text is ideologically creative Individual Commonsensical Related to one’s position in society Develop knowledge about ourselves (technologies of the self)

28. Discourse types Ideologically particular or ideologically variable (one position or another) Determined by different economic and political realities (elite and dominant block, resistance) Naturalization and universality of discourses (sustaining power in social institutions)

29. Alternative discourses Conscious (against dominant discourse) Oppositional (resistance) Marginal to political and economic dominance

30. Presentation of experiential values through words Coded in vocabulary Significance of ideology in words (subversive, democratic forces, etc) Example of the Contra war in Nicaragua: freedom fighters or murderers

31. Relations between words in discourse Ideologically contested Meaning depending on the discourse Depending on the relation of some words with others (Evil Empire)

32. Institutional Settings and Discourse Educational, health, judiciary, the media, etc. Transmit and maintain societal structures Involves participants separated in place and time Involves hidden power relations

33. Differences: face-to-face discourse and media discourse 1. One-sided nature of media discourse --sharp division: producer and audience( interpreter) --no room for contestation 2. Lack of close interaction in media discourse --adaptability of face-to-face discourse --mass media design for mass audiences

34. Why do we need to understand media discourse? Influence of media unquestionable Construct and reconstruct particular realities Aura of partiality of media is deceiving Expressed bias: they highlight some items and ignore others

35. The assumption of neutrality: Media Discourse TV Sustained by form and content Form: familiarity Familiarity creates a sense of trust Printed Media Neutrality by anonymity Language control: institutional control Language devices: nouns, verbs, etc

36. Syntactic Constructions and Media Discourse Agents of actions and subjects Example: --Anna ate a pizza --The pizza was eaten by Anna Shifting focus from agent of action to recipient of action --The pizza was eaten

37. Two headlines: The Times and the Guardian RIOTING BLACKS SHOT DEAD BY POLICE AS ANC LEADERS MEET Eleven Africans were shot dead and 15 wounded when Rhodesian police opened fire on a rioting crowd of about 2,000 in the African Highfield township of Salisbury this afternoon. POLICE SHOOT 11 DEAD IN SALISBURY RIOT Riot police shot and killed 11 African demonstrators and wounded 15 others here today in the Highfield township on the outskirts of Salisbury.

38. TV, Film Similar hidden messages Focus on particular topics Sounds influences moods Organization of images

39. Why do we need to understand media discourse? Influence of media unquestionable Construct and reconstruct particular realities Aura of partiality of media is deceiving Expressed bias: they highlight some items and ignore others Syntactic Constructions and Media Discourse Agents of actions and subjects: --Anna ate a pizza, --The pizza was eaten by Anna

40. Then The nature of mass media is often not clear There are differences between face-to-face interactions Lack of feedback Media discourse designed with mass audiences in mind: construction of ideal subject Involves grammatical constructions, vocabulary and language

41. Two ways of colonization of people’s lives Consumerism(economy and commodity markets) Institutional control (bureaucracy, social order)

42. Social tendencies Imposed by the dominant block They change according to the change of these tendencies Discourse of consumerism: re-structuring of other discourse types Strategic discourse

43. The dimensions of ideological work in advertising 1) The relationship advertising discourse construct between the producer/advertiser and the consumer 2) The way advertising discourse builds an imagine for the product (predicated on the ideology (freedom, richness, efficiency, etc) 3) The way it constructs subject positions for consumers

44. Advertising construct consumption communities Through ideology Superficial view of the relationship between truth and fiction Commons sense assumptions

45. Works ideologically through Building relations Building images Building the consumer

46. Types of constraints in discourse Contents:what can be part of types of discourse Relations: who can participate in types of discourses Subjects: who can acquire a type of discourse