Norman Fairclough: Power in and behind discourse

Fairclough's model 2001 - Fairclough proposed the idea of synthetic personalisaton which is when the producers receive a manufactured relationship through words. Fairclough describes adverts as being dialogic by constructing a 'product image' that helps to position the receiver as a potential consumer. Adverts use synthetic personalisation as the producer does not come into contact with the consumer. 

Power behind discourse - This is concerned with the organisation of institutions and the effect of these on language. 

Power in discourse - This is concerned with situations where relationships are set up and enacted. 

CRITICAL DISCOURSE ANALYSIS: 

Definition - Critical discourse analysis a type of analytical discourse that studies the way that power, dominance and inequality are enacted and reproduced.

Beliefs of CDA:

• Power relations are discursive
• Discourse is ideological & constitutes society and culture. 
• Discourse is historical and a form of social action. 
• The analysis of discourse is interperitive and explanatory. 

CDA has been used by historians, business institutions, lawyers etc. to investigate social problems in their work. CDA shares interests and methods with other disciplines (eg. sociology) which can often involve the analysis of a text. 

Key themes addressed in CDA:

• Language and Power
• Gender
• Advertisements
• Capitalism
• Politics and the law
• Discrimination and racism