lord sugar

Lord Sugar is obviously in control of the entire boardroom, he shows this through his choice of spoken language and body language; by saying “can I clarify one thing”. This reminds the candidates of Lord Sugar’s powerful position and where the future employee will stand with him; this also provides a challenge to the eager entrepreneurs which they will enjoy. By him saying this, Lord Sugar is reasserting his authority and dominating the whole room. Lord Sugar appears as a dictator because he sets all the boundaries of the tasks, the timing, the teams, the rewards and humiliating the team that fails to win the task. By humiliating them, it makes them look like puppets in his game, as it is his TV show. However he is not completely in control as it seems, he doesn’t attend the tasks and he also gets assistance from colleagues in interview week and most of the editing is done by actual editors not himself. Lord Sugar also uses long utterances, showing his control over the candidates, as Lord Sugar is the one who is the least interrupted, also indicating that the contestants respect him. The word “clarify” to make clearer or to understand; he uses this as a word that will give him power and control over the contestants. Again this undermines them as Lord Sugar is showing them up by having to explain things to the candidates. By using “can” it suggests that Lord Sugar is trying to be softer on the candidates by suggesting that he knows what his role is, putting them back in their place doing so in firm