criteria of textuality
(the constitutive
principles of textual communication): cohesion, coherence, intentionality,
acceptability, informativity, situationality and intertextuality, and three regulative
principles of textual communication: efficiency, effectiveness and appropriateness
(cf. de Beaugrande and Dressler 1981, Malmjaer 1991)
Regulative Principles of Textual Communication
The principle of
efficiency
requires that a text should be used with a
minimum effort - hence the use of plain (stereotyped and unimaginative) language
which, however boring and unimpressive, is easy to produce and comprehend.
In contrast,
effectiveness
presumes leaving a strong impression and the
creation of favourable conditions for attaining a communicative goal; this
presupposes the use of creative (original, imaginative) language which, however
effective, may lead to communicative breakdown.
The principle of
appropriateness
attempts to balance off the two above
principles by seeking an accord between the text setting and standards of textuality.
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