This ppt covers the chapter from the Norman Fairclough's book "Language and power".

1. The Book of: Norman Fairclough
Presented by: Zafreen Ali Mirza
Discourse as a social
practice

2. CONTENTS
1
2
3
4
Introduction
Language and discourse
Discourse and order of discourse
Class and power in capitalist
society
5
6
Dialect of structures and
practices
Conclusion

3. Introduction

4. • In Fairclough's approach to critical discourse analysis, he emphasizes the
idea that discourse is not just a means of a social practice.
• It’s a fundamental role in shaping and reflecting the power dynamics,
ideologies, and social structures within a society.
 Language and Power: Fairclough asserts that language is intimately
connected with power. The way language is used can either reinforce
existing power structures or challenge them.
 Texts and Contexts: Fairclough emphasizes the importance of analyzing
discourse in its broader social and historical context.

5. Social Actors: Fairclough looks at how different social actors, such as
individuals, institutions, and media, use language to achieve their goals. He
highlights the role of institutions and the media in shaping public discourse
and influencing public opinion.
Critical Analysis: Fairclough's approach is considered critical because it
aims to uncover hidden power structures and ideologies within discourse. It
encourages a critical examination of how language is used to manipulate
and control.

6. Language and discourse

7. Language:
Language, in Fairclough's analysis, is not just a neutral means of communication. It
is a complex system of symbols, words, and rules that is deeply influenced by social,
cultural, and political factors.
Discourse:
Discourse, according to Fairclough, goes beyond language and includes the broader
context in which language is used. It encompasses the social practices, ideologies,
and institutions that shape communication.
Example: Consider political discourse during an election campaign. It's not just
about the words spoken by candidates but also the campaign strategies, media
coverage, and the role of political parties. All of these factors collectively construct
the discourse surrounding the election.
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8. In Saussurean linguistics,
 "langue" refers to the structured system of language, the
underlying rules, and structures that govern a particular
language. It's the abstract, collective knowledge of a language
shared by its speakers.
 "Parole," on the other hand, refers to the actual instances of
language use, the concrete, individual utterances or speech
acts made by speakers in specific contexts.
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9. Langue in Fairclough's Analysis: In Fairclough's framework, "langue" is
analogous to the structural aspects of discourse. It encompasses the
underlying, often implicit rules and conventions that shape how language is
used in a particular context. This structural level includes elements like
grammar, vocabulary, syntax, and discourse patterns. It's the abstract,
systematic knowledge that influences how language is constructed.
Parole in Fairclough's Analysis: In Fairclough's view, "parole" corresponds to
the actual instances of discourse in specific social practices and contexts. It's
the concrete use of language, including spoken or written text, and the
associated actions.
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10. Fairclough's adaptation of Saussure's "langue" and "parole" into his
framework of critical discourse analysis allows for a nuanced exploration of
the relationship between the abstract, structural aspects of language and
the concrete, contextual use of language in various social practices.
This approach helps reveal how language is not only a means of
communication but also a reflection of deeper societal and ideological
structures.
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11. Discourse and order of
discourse

12. • The order of discourse refers to the ways in which discourse is organized
and structured in a given social context. It involves looking at how power
structures influence the production and dissemination of discourse.
Fairclough suggests that understanding the order of discourse helps us
uncover hidden power relations and ideologies in society. Fairclough argues
that the order of discourse is a tool for understanding how language is used
to establish and maintain social hierarchies, ideologies, and power relations.
It reveals how language is not neutral but is influenced by social structures.
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13. Class and power in
capitalist society

14. Fairclough's work acknowledges that class divisions and power hierarchies are central
features of capitalist societies. He emphasizes how language and discourse are used to both
reflect and reinforce these inequalities.
 Language as a Tool of Class and Power: Fairclough argues that language isn't neutral; it
can be employed as a tool for social differentiation and power. The way people use
language, the discourses they participate in, and the communication structures they
engage with often reflect their social class and power position.
For example, advertising discourse can reinforce the idea that certain products or lifestyles
are associated with a higher social class, contributing to consumer aspirations and economic
disparities.

15.  Education: Language use in education is another area where class and power dynamics
are evident. Fairclough's analysis could focus on how educational institutions
communicate with students and parents. For example, schools serving different
socioeconomic areas may use different language and communication strategies, which
can influence educational outcomes.
 Consumer Advertising: Advertising is a prime example of how language and discourse
are used to target specific class segments. Advertisements for high-end products may
use language that appeals to a wealthier demographic, reinforcing class distinctions and
aspirations.
Fairclough's approach helps reveal how language and discourse can either challenge or
perpetuate class and power dynamics in capitalist societies. It shows that language isn't just
a means of communication but a reflection of and contributor to societal structures and
inequalities.

16. Dialects of structure and
practice

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19. Conclusion

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21. THANK YOU

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