Point of view is shaped by choice of words, language usage, accompanying visuals or pictures, tone and style.
Bias
Bias can shape or support a particular point of view. Bias is an unfair preference for or dislike of something. Bias is unfair because it is not representative of how we should treat people.
Bias is encountered frequently. We have to guard against it influencing us to make unfair judgements about people.
If an author has a particular point of view which is biased, what he/she writes will reflect this bias. The choice of words used by the author may influence us.
Facts are statements we can test where as opinions are what someone thinks. If the author has a biased opinion about some group they will express their point of view by using biased language.
Always be alert to statements about groups of people that contain the word “All” in them. It is seldom possible to make statements like “All fat people are lazy” or “All young people use drugs” without being guilty of bias. Groups of people vary enormously in their behaviour and generalised statements are seldom accurate.
Humour can influence the reader in indirect ways. If we constantly read or hear jokes about a particular subject, we can start to be influenced by this. Many examples of humour are based on negative messages about a particular group. Some examples are jokes about fat people, disabled people, old people, blondes and so on. We have already mentioned earlier in this Module how humour can be used in adverts to influence a reader. While humour can add a great deal to our enjoyment of things and can successfully be used to influence readers in positive ways, we should be aware that humour that is based on the supposed weakness or vulnerability of a particular group is usually being used to attempt to influence us negatively about that group.
Figurative Expressions
Figurative expressions make the written language more interesting. To say someone was a tiger in a fight or as strong as an ox is to enliven the written word. Because figurative expressions grab our attention, they can be used as devices or strategies by authors to convince us of a point of view.
Repetition
Repetition is another technique an author can use to influence the reader and build support for a point of view. By stating the same facts or opinions over and over again in different ways, the author can push his/her point of view.
Hyperbole
Hyperbole can be defined as an exaggeration. It is a deliberate and obvious exaggeration used for effect.
For Example
“I could eat a million of these”
“There are miles of people waiting in the queue”
Stereotypes
Stereotypes can be defined as an oversimplified idea or an oversimplified standardised image or idea held by one person or group of another.
Stereotypes are not accurate, as no single group of people ever have exactly the same characteristics as each other. It is wrong to judge someone according to a stereotype – it will simply be inaccurate, and unfair. Authors could also use stereotypes to support their points of view. Stereotypes are closely linked to generalisations.
Generalisation
A generalisation can be described as a sweeping statement or a statement presented as a general truth but based on limited or incomplete evidence.
For Example
“All Americans are greedy capitalists”
“All Homosexual men like flowers”
We are more easily swayed by stereotypes and generalisations when an author is writing about something we have very limited knowledge about.
Many times generalisations and stereotypes are used together. Authors use them to build up support for a point of view. Extremely negative forms of stereotypes, bias, and generalisation are actually forms of hate speech that are not allowed by law.
Pictures & Captions
An author can use pictures and captions to attempt to influence readers and support a particular point of view. Carefully chosen pictures can influence us more even than the written word
Typography
Typography refers to the layout of a page or pages. The visual impression created by a piece of text is important and can influence the reader. If a page is well and neatly laid out we are more likely to take its contents seriously.
Grammar
Grammar or correct language usage is another technique of which authors need to be aware if they are trying to build support for an argument. A well-written piece of text is likely to have a greater impact on us than something full of errors.
Grammar and typography together form the style of the written word. Style refers both to appearance and to how a text reads. We talk about authors as writing in a particular style.