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The way the addresser alters their language depending on the situation involving all features of language and levels of formality. Can be described using the semantic domain (group of related words) of the text, manner of delivery, technicality or formality.
Tenor
Relationship between communicators, including professional roles, friendship and status. Topic of conversation plays a role in shaping tenor too. Described in term of level of consideration for a person, social distance (intimacy), status, and the attitudes and feelings the language expresses
Audience
Intended listeners or readers that shape the language we choose.
Cultural Context
Attitudes, values and beliefs of addresser and addressee (and society as a whole). E.g. a political party will make slogans and posters that align with their party's goals and ideologies
Situational context
Everything outside the text that shapes the language used. Includes field, tenor, language mode, setting and text type
Field
Subject matter under discussion Closely linked to semantic domain and useful for register. Helps to determine level of specificity of language
Language mode
Form of text (spoken or written). Directly effects structure and register as written texts are traditionally more formal with grammar, conventional spelling, punctuation. This is becoming less common though.
Setting
Surroundings the text occurs in (time, time period and place)
Text type
Type or nature of the text (e.g. textbook, post, video). Message delivered most effectively when it matches the text type. E.g. Argumentative texts use emotive and conative functions
Authorial intent
What the author aims to do or achieve with the text. Closely linked to functions, and it influences language used as well as preparedness. E.g. A debate takes more preparation to have the intended effect (conative, emotive) compared to an argument with a roomate.