Discourse and common sense
A dominant discourse is subject to a
process of naturalization, in which it
appears to lose its connection with
particular ideologies and interests and
become the common-sense practice of the
institution (Fairclough 2001: 89)
Power is exercised and enacted in
discourse
Types of constraints on
participants in discourse
• Contents: what can be part of a discourse
• Relations: who can participate in a
discourse as what (expert or client)
• Subjects: who can acquire a type of
discourse
***
• Language = Belief systems = social orders
• Ideology: A set of doctrines or beliefs that
form the basis of a political, economic, or
other system
• Ideological power: is the power to project
one’s practices as universal, as natural and
as common sense
What is common sense?
Common sense
• It refers to beliefs or propositions that in their
opinion they consider would in most people's
experience be prudent and of sound judgment,
without dependence upon esoteric knowledge or
study or research, but based upon what is believed
to be knowledge held by people "in common".
• The knowledge and experience most people have,
or are believed to have by the person using the
term.
Ideologies are embedded in features of
discourse that are taken for granted as matters
of common sense:
• things that we are not consciously aware of
• related to the way we make sense of our
world
Understanding parts of the text
• What is your name?
• Tapaiko nam ke ho?
• Your name what is?
Texts need to reflect our cultural
meanings
• Fitting in with previous
experiences: coherence
(assumptions that are part of
MR) ideologies and/or
worldviews
“The contribution of the multinational force is
essential to help secure necessary conditions
for voting and to support our security forces in
stabilizing the country” (Globe and Mail
November 24, 04).
• What are the common assumptions in
this piece?
• How do we find coherence in the story?
Cultural assumptions
• Western democracy as a universal model of
government
• Number one threat in Iraq is“terrorism”
• War is the only way out
The reader brings these
assumptions
• That the government represents
the people
• That force is the only way to put
an end to the problem
• That “democracy” is the best
solution for the people of Iraq
How are words related to
ideology?
A dominant discourse is subject
to a process of naturalization, in
which it appears to lose its
connection with particular
ideologies and interests and
become the common-sense
practice of the institution
(Fairclough 2001: 89)
Ideology is most effective when
its workings are less visible
Most effective forms of ideological
common sense will be:
•
•
•
•
Shared
Generic
Collective
Example: Fair and balance
The naturalisation of a discourse
type is a matter of degree.The
greater diversity of ideologies in
a society the least effective
ideological common sense will
be.
The greater diversity of
ideologies in society the least
chance one ideology could take
over as common sense.
What comes to be common sense
is to a large measure determined
by who exercises power and
domination in a society and an in
an institution.
Learning a dominant discourse
type comes to be seen as merely a
question of learning skill or
acquiring competence to operate
the institution
Meaning systems
• Meanings of words are not isolated they are
related to other entities in society
• They are connected to ideologies
• Meaning systems depend on the articulation
of ideologies
• Appear to be natural but are sustained by
social power
Why is it important to look at
common sense as socially and
cultural constructed ideology?
Find an article that in your judgment:
1. reflects North American social or
cultural meanings.
2. reflects a national, cultural and
powerful dominant ideology
(substantiate your findings with
examples discussed in class or in the
readings).