By Srikant Sarangi
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Additional resources for Applied linguistics and communities of practice: selected papers from the annual meeting of the British Association for Applied Linguistics, Cardiff University, September 2002
Sample text
The writing is therefore 'socially situated' (Pogner, 1999) and relatively fluid as 'efforts are constantly being made to improve and upgrade the program' (PC-BDC p. 2). Secondly, it is in the interests of the team to strive for a precise and clear style and consistency in the naming system because, if the technical terms are unambiguous, they gain currency throughout the community of designers, which, from a marketing point of view, gives a competitive advantage. Finally, the primary author of the manuals reports that in a sense he writes for himself,'to give a precise expression of the facts of the matter as I see them'.
Relational: language enacts and negotiates social relations between discourse participants. * Ideational: language represents the world. In addition, Fairclough (2003) distinguishes between two primary types of exchange that occur between discourse participants. 9 Activity exchange: the focus of the social activity is on people doing things or getting others to do things. ® Knowledge exchange: the focus of the social activity is on the exchange of information. Fairclough discusses exchange types with respect to written texts as well as spoken dialogue.
If the promotional activity is embedded in the activity of buying and selling, the language of the text will reflect this: The seller is present, is able to promote the product verbally, and the product is on display. These embedded commercial texts in my data tend to be short and sometimes almost peripheral to the selling which is able to 'promote' itself. Image A below provides an example. The text is minimal serving only to announce the presence of the goods for sale and is supported with the real product — unprepared and pre-prepared coconuts on display in the background and foreground.