Affect in the pragmeme of delivering a health directive

Abstract This study investigates how affect is manifested in the pragmeme of delivering a health directive in the Covid-19 context and how affect co-participates in the pragmeme. This research draws on theoretical insights from pragmeme theory, relevance theory, and the recent distributed language view, with the aim of contributing to the development of a language-body-environment perspective on pragmatic acts. By way of illustration, two videos used in BBC reports were analyzed, one featuring the UK Prime Minister Boris Johnson’s order to the British people to stay at home and the other being an unofficial, self-made video that also appeals to the public to remain at home. This paper argues that affect in its various manifestations embodies affective potential, which should be regarded as being part and parcel of the pragmeme.