Гуманитарные и юридические исследования (Sep 2021)
STRATEGIC POTENTIAL OF SUCCESSFUL COMMUNICATION WITHIN THE DISCURSIVE DIMENSION
Abstract
The article deals with the problem of strategic potential regarded as part of communication theory, discourse theory, cognitive linguistics. The concept under analysis is characterized in terms of communicative and cognitive realization which ensures effective communication. The author concludes that the effectiveness of discursive realizations depends on the disposition and identification of relations between participants of communication. It is noted that the actualization of the strategic potential involves the implementation of various functions in the communication process, among which the priority function is the inluence function for persuasion. A generalization of the basic conditions for effective communication is supplemented by the term "double actualization" as structural characteristics. It is shown that when examining advertising discourse as a continual dialogue, the concept of "impact" loses its negative connotation. It is proved that the interaction of cognitive systems, their mutual correlation seems to be an important argument for effective communication. The question is raised about the prospect of studying the speciic implementation of the strategy of self-presentation in the advertising discourse. In this regard, the author indicates the theoretical and practical significance of the problem of studying universal and speciic features and strategies of the communication process that actualizes in different types of discourse and in discursive practices such as advertising discourse and political discourse.
