In any act of communication, the relationship between addresser and addressee, which can be inferred from explicit and implicit cues. In relation to texts, the way in which aspects of the style, structure, and/or content function to position readers as subjects (ideal readers) (e.g. in relation to class, age, gender, and ethnicity). Aspects of this include degrees of directness (see direct address; indirect address) and of formality, narrative point of view, and the markedness of one form of address compared with another. See also communicative relationships; énonciation; formality; interpellation; text-reader relations.
http://www.aber.ac.uk/media/Documents/S4B/sem08b.html Modes of address
Subjects: Media Studies.