Stylistics and rhetoric of lifestyle discourse

Abstract

The purpose of the study is to identify the features of the architectonics of lifestyle discourse in terms of the organization of stylistic and rhetorical linguistic means. Lifestyle discourse, or discourse about a healthy lifestyle in all its manifestations, is a diversified communicative entity that combines a number of different characteristics. First of all, it is a sample of institutional communication, representing the point of view of the professional community. At the same time, this text addresses non-professional community. As an institutional practice, lifestyle discourse is aimed at developing in the audience the need for a healthy lifestyle, which is understood broadly and involves several levels of its manifestation: moral, mental, material and physical. To achieve the expected communicative effect, lifestyle discourse implements such principles as diversified persuasion, unification and simplification of its language design. The diversification of impact is carried out through the use of different code systems of communication, a combination of institutionality and personality, explicit and implicit evaluation. On the other hand, unification implies codification of the verbal-compositional structure of the text. Reflecting the "face of society" rhetoric of lifestyle discourse is associated with social practices verbalized in the text. Stylistic characteristics of the type of discourse under study are characterized by simplicity, which is explained by the communicative purpose of the producer of the text to perform a didactic task: to regulate the lifestyle of the addressee. The research material comprises articles about healthy lifestyle from modern English-language online publications. The research involves the methods of discursive analysis aimed at identifying socially significant factors affecting the verbal construction of discourse, contextual analysis, stylistic analysis, semantic analysis in the definitive version.

Keywords

• lifestyle discourse
• discursive genre
• genre
• media text
• online media