Alternative wordings and persuasive purpose
connotation---refers to suggestive meaning, the associations that are called up by a word.
The convergence is subject to continual and contested negotiation with both parties seeking to control the common ground --- in other words, seeking to get their message across, to get their own discourse accepted. So a particular textual choice must surely be motivated by this persuasive purpose.
Critical Discourse Analysis
CDA---A socio-politically motivated approach to the study of language in use that generally assigns ideological significance to texts on the basis of their linguistic features.
CDA is committed to a cause and puts its own ideological agenda up front. Its proponents are not simply analysts but activists.

