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EN
This paper deals with the strategical linguistic use of person deixis and personal pronouns in political texts. For this analysis the author selected the general elections for the National Council in Austria in 2008 as an example. Thus advertising material in printed form and published on the Internet has been used for this study.
EN
Context is both social and interpersonal. It is social in the sense that context encompasses the internal organization of a society including communication and consist s of the study of linguistic material produced within the structure of the society. The interpersonal context usually takes priority over the social context in such sub-disciplines as pragmatic, discourse analysis, conversational analysis, etc. The focus is rather on the individuals involved in interaction relative the speaker and the hearer or the reader and the writer to understand of exchanged utterances or texts. However the role of context in linguistic use has been most forcefully asserted in the studies associated with names such as in Yule, Grundy, Buhler, Levinson, Rankema, Keith etc. by introducing the wide notion of deixis referring to the ‘environment text’. The same logic stands in communication of the utterance of ‘Broken April’ by Ismail Kadare referring to the phrase analyzing process, in order of getting intrinsically the meaning out and comparing it with discourse and utterance itself.
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