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Transcript of Synthetic Personalisation
what is it
synthetic personalisation in the media
Fairclough suggests that advertisers and media organisations often create a personal tone when addressing consumers. This creates the idea that they are addressing an indiviual rather than advertising a mass audience.
Relationships are built between text producer & receiver by constructing a product image, they associate the same ideologies with the same product and so this helps to position receiver as potential consumer
Fairclough places a key focus on the link between language and society and see all texts as being underpinned by strong ideological perspectives. This branch of study, called critical linguistics or crisitcal discourse analysis, contends that no example of language use is ever completely neutral, but always contains elements of some ideological and often controlling viewpoint.
How is this acheieved
Media texts often use personal pronouns (we/you/I)
They may use colloquial lexis
They often use discourse markers of speech (well, so)
They may offer some personal details to break down barriers between public and private personas.
Semantic fields are used that are personal rather than commercial.
Presuppositions - assumed shared beliefs/ideology of the consumer and the advertiser. This creates a feeling of shared personal values,
Use of direct address sets up a relationship and implies familiarity.