Texts could include things like Moby Dick, Citizen Kane, a cologne advertisement, a conversation between a doctor and their patient, or a piece of journalism describing an election.
As a first step, circle all of the adverbs and adjectives in the text. Then, consider what they might suggest about the tone of the piece. Look for tone words to help you figure out what the author is trying to convey. For example, say you’re looking at a piece of political journalism about the president. If the text describes the president as “the goofball in the Oval Office,” the attitude is sarcastic and critical. However, if the president is described as “the leader of the free world,” the attitude is respectful and even reverential. If the article simply refers to the president as “the president,” its attitude is deliberately neutral, as if the text refuses to “take sides. ”
For example, think about a news report about international immigrants coming to a country. The newscaster can create different types of community by referring to the immigrants as “strangers,” “refugees,” or “aliens. ” The word “refugees” will prompt sympathy among listeners and will help build a community between citizens and immigrants, while “alien” will help create hostile feelings and will exclude the immigrants from the nation’s community.
For example, an 18th century short story that begins, “The savages attacked the unarmed settlers at dawn,” contains implicit interpretations and biases about indigenous populations. Another story that begins, “The natives and settlers made a peaceful arrangement,” has a comparatively benign interpretation of historical events.
For example, think about the difference between an author who writes a novel for money and one who writes for their own pleasure. The first author would want to tap into popular trends ends of the day in order to profit, while the second author would be less concerned with pleasing the public.
For example, consider the case of a CEO delivering a speech in person to their company. The fact that they’re delivering a speech and not sending an open letter shows that openness and transparency are important to the CEO and the company culture. If the CEO did not deliver a speech, but only sent an email to board members and top executives, the formal change would imply that the text had a very different audience. The email would make the CEO seem less personal, unconcerned about their own workers, and elitist in who they chose to address.
For example, say that a contemporary writer opens a poem or story with: “It was the best of times, it was the worst of times. ” Quoting Charles Dickens at once shows that the author is well-read and also grounds their writing in the English Victorian literary tradition.
For example, if a political speakers says, “our forefathers smile upon us today,” they are using patriarchal language. The term “culture” should be taken very broadly. Businesses can have cultures, as can communities of all sizes, countries, language groups, racial groups, and even hobbyists can have specific cultures.
For example, consider 2 different magazine ads for trucks. In the first, a rugged-looking man sits in a truck below the words “The vehicle for men. ” In the second, a family sits in a truck and the ad copy reads, “A truck to hold everybody. ” The first ad seems to rely on stereotypical ideas of masculinity, while the second seems more inclusive.
For example, imagine a politician whose slogan is “All energy should come from coal!” Because of the extremity of the stance, you may suspect that the candidate represents a fringe party that doesn’t share many of the mainstream party’s views. You could confirm this suspicion by looking at other candidates’ speeches to see how they address the fringe candidate. If other candidates critique the fringe candidate, the latter is likely part of a sub-group whose views aren’t shared by the main political culture.
For example, companies like Ikea, Emirate Airlines, and McDonald’s have strong cultures and norms that exist internationally.
