“The hours of operation are between 9am and 6pm”. The use of the emboldening for key information highlights not just how important it may be but this again places constraints on the reader. Furthermore, the uses of deontic modal verbs continue to place constraints on the reader. “Alcohol must not be consumed by any passenger before or during use of the boat”. This is another restriction put in place.
The personal pronoun “you” is a form of direct address, “you will be charged for the search”. This is potentially face threatening (Goffman) as it clearly states the consequences of the action before it has even taken place. 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. Overall the effect that this has on the company is that they will gain more power as the customer is more likely to adhere by their rules that they have set out.
The use of formal lexical choices associated with contracts “negate terms...insurance...license” again puts forward the reminder to the reader that it is a contract and once signed, rules must be followed. In essence, the entire text in itself asserts power as the reader acknowledges that in order to gain a boat, the contract must be signed. This is clearly stated at the bottom where they have to state the cost of hire and method of payment including details.
The text says “the named hirer must be responsible” this is a form of direct address. This is a form of power asymmetry (Fairclough) as it is becoming personal between the “specific” customer and the company. 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.
by
misshashmi786 (student)
