Critical Concepts Dictionary- Blog 9B

Theorist J.L. Austin, a British philosopher, studied and explored the effects of language, especially within media. He focused on the ability to use words toward influencing others and producing a desired effect. He believed that words do more than state verifiable things (or Constative functions), and that in some cases words make things happen, serving as Performative functions. Austin defines Performative words as "I do", "I promise", etcetera; all words which induce an action( in this case a wedding or the formation of trust). These actions, Austin said, must be within the context of a felicitous situation, or a circumstance which enables the occurrence of said proceedings. Another way in which words cause something to happen is in the form of speech acts; when something is said and something very tangible occurs as a result. All of Austin's observations allowed for an increased understanding of how strong and influential the power of words is. His theories may be readily applied to the media, our culture and advertising.