The putative reader in mass media persuasion – stance,argumentation and ideology

Abstract

This article explores a framework for analyses of what has variously been termed the ‘implied’, ‘imagined’, ‘virtual’ or ‘putative’ reader/addressee – the effect by which ostensibly ‘monologic’ texts, such as news media commentary, political pronouncements and academic essays project particular attitudes, beliefs and expectations on to the reader/addressee. The framework is demonstrated in being applied to an examination of the construal of putative addressee positioning in a selection of mass media texts concerned with the Israeli military’s invasion of Gaza in 2014. The framework is novel in the way in which it mobilises the account of the options for dialogistic positioning offered by the appraisal-framework literature, combined with some insights from Toulmin’s notion of the argumentative ‘warrant’. Conclusions are offered as to how such analyses of the readers being ‘written into the text’ can extend insights into the rhetorical workings of such texts and their ideological functionality in naturalising particular value positions.