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Fake intimacy: Strategies of engagement in Israeli gossip columns
Unformatted Document Text:  “convinced,” “knows for sure,” “assumes,” “fears,” “astonished” and even “reacts with utter disdain” to the information reported. In the following years Zippora shared with the readers the comments of HaYungiyani Sheli (my Jungian, analyst). On other occasions she brings her family and friends to support her comments. Following an item reporting about a society woman who had an expensive “nose job,” we find a reflexive item: 2. Zippora’s mother always says that the best things in life come free. For example, Zippora. (June 7, 1991). The inclusion of a “mother” and the self-deprecating comments make Zippora into an actual pal of the readers, a real person chatting with intimate friend. This fake intimacy increases the involvement of the audience in the written text, similar perhaps to the strategies used by youth magazines to attract young female readers (Talbott 1995). While Zippora “speaks” frequently in the first person, Raxel Hameraxelet, another made-up character, addresses the readers: 3. If you remember the TV movie about Orly Hida, then I have news for you. Soon you’ll be seeing part two, and at this rate don’t be surprised if she’ll have a whole series. What I can tell you is that. […] And don’t you think that I made this one up. The long story ends with: The way I feel I can only promise you this won’t be the last chapter and all I can do is wish them happiness. (June 29, 1977). When Raxel needs to apologize she is doing it in a very personal way, using an array of IFIDs:

Authors: Schely-Newman, Esther.
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“convinced,” “knows for sure,” “assumes,” “fears,” “astonished” and even “reacts with
utter disdain” to the information reported. In the following years Zippora shared with the
readers the comments of HaYungiyani Sheli (my Jungian, analyst). On other occasions
she brings her family and friends to support her comments. Following an item reporting
about a society woman who had an expensive “nose job,” we find a reflexive item:
2. Zippora’s mother always says that the best things in life come free. For
example, Zippora. (June 7, 1991).
The inclusion of a “mother” and the self-deprecating comments make Zippora into an
actual pal of the readers, a real person chatting with intimate friend. This fake intimacy
increases the involvement of the audience in the written text, similar perhaps to the
strategies used by youth magazines to attract young female readers (Talbott 1995).
While Zippora “speaks” frequently in the first person, Raxel Hameraxelet, another
made-up character, addresses the readers:
3. If you remember the TV movie about Orly Hida, then I have news for
you. Soon you’ll be seeing part two, and at this rate don’t be surprised if
she’ll have a whole series.
What I can tell you is that. […] And don’t you think that I made this one
up.
The long story ends with:
The way I feel I can only promise you this won’t be the last chapter and all
I can do is wish them happiness. (June 29, 1977).
When Raxel needs to apologize she is doing it in a very personal way, using an array of
IFIDs:


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