audience

inclusive pronouns

using pronouns like “we” “us” and “our” to address the reader as part of a shared group (creates solidarity)

exclusive pronouns

using pronouns like “them” and “they” to distinguish an opposing or separate group. (us vs them)

synthetic personalization

addressing a mass audience as though each audience member were being addressed individually.

possessive pronouns

using pronouns like “your” “their” and “our” that imply ownership or responsibility

deictic language

words such as “this”, “that”, “here”, and “now” positions the audience within the situation and creates immediacy.