Chapter Six - Clichés as Identity Markers

Summary

This chapter investigates the role that clichés play in the construction and articulation of face and entrepreneurial identity by examining transcripts from broadcast discourse TV show The Apprentice. Utilising insights from self-presentation theory, face theory and im/politeness, the chapter analyses a number of extracts from the show featuring clichés to explore what identities are construed by clichés and how they construe the participants’ (desired or actual) entrepreneurial identity. The first level of analysis explores the way in which clichés work ideationally as choices the speakers make to construe the version of the identity they wish to perform at the point of filming, known as single articulation. The second level of analysis discusses the juxtaposition between the interpersonal function clichés fulfil in the self-presentation extracts and in the representation of such self-presentation, known as double articulation.