Norman Fairclough

Norman Fairclough is an emeritus Professor of Linguistics at the Department of Linguistics and English Language at Lancaster University. He is recognized as one of the founders of critical discourse analysis (CDA) within sociolinguistics, a field concerned with how power is exercised through language. CDA examines discourse in its entirety, encompassing texts, conversations, visual media, and practices. Fairclough's approach, sometimes termed textually oriented discourse analysis (TODA), investigates the interplay between linguistic features, sociolinguistic genres, and sociological practices. His work emphasizes how social practices are shaped by discourse and, in turn, influence discourse. In his influential book 'Language and Power' (1989), Fairclough explored the connections between language, social institutional practices, and broader societal structures. He introduced the concept of 'synthetic personalisation' to describe how mass-produced discourse, like advertising and political messaging, creates an illusion of direct address and personal connection. This is seen as part of a larger trend toward the 'technologisation of discourse,' where communication becomes increasingly refined and technically managed. His book 'New Labour, New Language?' critically examines the rhetoric employed by the Labour Party in the UK, particularly during the New Labour era.