Chapter 7 – does language have
power?
This chapter deals with the power that lang has to shape perceptions, as well as shock,
hurt and offend.
In court- witness has to take oath- swear on the Bible to tell the truth, the whole truth
and nothing but the truth. –this indicates that respect for the power of lang.
Undoubtedly lang has power- a crowd can be emotionally swayed ,inflamed or urged
into action by a skilled orator to realize that lang can indeed create , reinforce , or
change the perceptions and influence behavior.
Less dramatic, more subtle (still powerful) use that effect of lang used in advertising can
have on a consumer.
Opinions held by the public can be manipulated by clever use of emptive lang.
Ppl spend huge amounts of money on advertising their goods- have a reason to believe
in the power of advertising to influence ppls buying habits.
Article on pg135
-points out that censoring certain forms of lang may take away ppls rights to freedom of
expression.
-political correctness aims at using lang with greater sensitivity , and eliminating
discriminatory lang previously used against minorities or disadvantaged ppl.
- on one hand this aims at representing certain indivs and groups in a more positive way-
and recognizes everyones need to be accorded respect.
- lang influences perceptions- and the hope that the use of respectful terms will increase
sensitivity and respect among ppl.
Eg, ‘senior citizens’ – more polite /respectful form to ‘old ppl’
Political correctness- been taken too far- has become a subject of joke.
-eg cant call person ‘crippled’ can call them ‘mobility –impaired’
Politically incorrect to Call ppl ‘short’so you must use ‘ vertically challenged’
‘race’ – highly sensitive issue.
‘stereotype’- fixed idea/image that many ppl have of a particular type of person or
thing , but which is often not true in reality.
Eg ‘coloured person’ –referred to as ‘kroeskop’- individual is perceived in terms of 1
single physical characteristic (hair)
-to label some1 in this way , is to force them into a category and generalize
abt them on the basis of 1 superficial attribute(dehumanizes them)
power?
This chapter deals with the power that lang has to shape perceptions, as well as shock,
hurt and offend.
In court- witness has to take oath- swear on the Bible to tell the truth, the whole truth
and nothing but the truth. –this indicates that respect for the power of lang.
Undoubtedly lang has power- a crowd can be emotionally swayed ,inflamed or urged
into action by a skilled orator to realize that lang can indeed create , reinforce , or
change the perceptions and influence behavior.
Less dramatic, more subtle (still powerful) use that effect of lang used in advertising can
have on a consumer.
Opinions held by the public can be manipulated by clever use of emptive lang.
Ppl spend huge amounts of money on advertising their goods- have a reason to believe
in the power of advertising to influence ppls buying habits.
Article on pg135
-points out that censoring certain forms of lang may take away ppls rights to freedom of
expression.
-political correctness aims at using lang with greater sensitivity , and eliminating
discriminatory lang previously used against minorities or disadvantaged ppl.
- on one hand this aims at representing certain indivs and groups in a more positive way-
and recognizes everyones need to be accorded respect.
- lang influences perceptions- and the hope that the use of respectful terms will increase
sensitivity and respect among ppl.
Eg, ‘senior citizens’ – more polite /respectful form to ‘old ppl’
Political correctness- been taken too far- has become a subject of joke.
-eg cant call person ‘crippled’ can call them ‘mobility –impaired’
Politically incorrect to Call ppl ‘short’so you must use ‘ vertically challenged’
‘race’ – highly sensitive issue.
‘stereotype’- fixed idea/image that many ppl have of a particular type of person or
thing , but which is often not true in reality.
Eg ‘coloured person’ –referred to as ‘kroeskop’- individual is perceived in terms of 1
single physical characteristic (hair)
-to label some1 in this way , is to force them into a category and generalize
abt them on the basis of 1 superficial attribute(dehumanizes them)
