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With detailed reference to Text I(boat hire terms) and to relevant ideas from language study, explore how written language is used to assert power.

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´╗┐Zainab Hashmi With detailed reference to Text I and to relevant ideas from language study, explore how written language is used to assert power. Text I has a primary purpose of informing the hirer of the boat on the terms and conditions. It also has a secondary purpose of instructing them on how to hire a boat. The writer does this by asserting power in several ways. Firstly, the text begins with the name of the company which is in bold; this highlights how the name may be prestigious. This immediately asserts power behind discourse (Fairclough 2001). Following on from the name of the company, the title ?Terms and Conditions? is also in bold. This asserts power as it is a warning that rules must be abided by. There is then a list of constraints which are numbered again asserting power. ...read more.


The use of jargon ?buoyancy aids? is something that the reader can also understand as the text is a contract. The text states ?alternative dates will be offered wherever possible?, this decreases the power that the writer has as they are reducing constraints and giving a chance to the reader to have a choice. Although constraints are placed they have the purpose to follow the company?s procedure and not to give the writer a sense of power. The use of the word ?shall? is an epistemic modality, even though this explains that the hirer is liable, it gives more of an option of possibility than obligation and also a strong constraint. The use of the politeness strategy may cause the reader to feel less threatened therefore more willing to oblige rather than feeling they have to follow the rules. ...read more.


The company asserts power. The use of pragmatics ? telephone number and email address suggests to the reader that they may contact them. However, To sum up, the text asserts power in a number of ways; this is seen more through the use of constraints. As the purpose of the text is to outline the terms and conditions, the reader will expect a few restrictions. The use of the lexis ?his/her? reduces the personalisation as it is less direct. The use of ?and/or? does not specifically provide a choice for the reader but it does give a sense of less restriction upon them, this gives the reader more power. The use of the word ?offered? gives the reader a sense of positivism as the company is willing to help; this asserts power to the reader as because the company is willing to do something for them, they have the power and control. ...read more.

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