Discourse technology

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Technologization of discourse - a concept coined by Norman Fairclough to denote situations in which active participants of the discourse are aware of its existence and various methods try to influence its shape to reach the message and influence it to the greatest possible extent number of recipients. In other words, the technologicalisation of discourse is a growing tendency nowadays to codify semiosis, to instrumental design and redesign of semiotic objects.

Technological discourse is usually associated with the strategic goals of the dominant social groups that want to achieve measurable ideological effects through discourse. Technologization contributes to the creation of unified standards in discursive practices. On the other hand, it can also lead to a crisis of trust, heighten the insincerity of discourse, and increase cynicism. This will happen when the recipients of the discourse realize that it is not spontaneous but planned.

In social practice, the technologicalisation of discourse usually comes down to 1) researching discursive practices of institutions and organizations, 2) redesigning these practices to fit the goals set by bureaucrats and managers, and 3) coaching staff in these practices. Examples

With the discourse technology we have, among other things, to do when:

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