TYPES AND TOOLS OF DIALOGUENESS IN MODERN POLITICAL PR-TEXTS

Abstract

The article describes the external and internal types of dialogueness as speech properties which reflect the attitude of the addresser and the addressee. The external dialogueness makes explicit focus on the recipient's speech expressing the status of the recipient and the nature of the relationship between the subject and the addressee. This type suggests the actualization of "you" – sphere of the utterance. The internal dialogueness is connected with the authorization as the reference in speech to the information source. It is created by actualizing the "I" – sphere of the utterance, by changing the speech position of the subject. The author identified and characterized the frequently used means of external and internal dialogueness used by the authors of PR-texts. It was found that the external dialogueness was realized by means of plural verbal and pronoun forms of the 2nd person, "we" – forms, interrogative sentences and question-answer unities, addresses and imperative forms. The author studies the speech of others people as the internal dialogueness, or quoting, which is revealed in PR-texts in the following cases: when referring to the statements of famous historical figures and prominent people of our time, statistical data; when reproducing the universal statement, speech of reproducible events participants, speech of political opponents, the hypothetical internal or external speech of the addressee. It is proved that the dominant type in the studied material is represented by the internal dialogueness. Its prevalence over the external one is conditioned by the fact that the addresser, on the one hand, has the ability to more accurately reproduce the specific information, and, on the other hand, to interpret it profitably.

Keywords

• dialogueness
• political image
• political PR
• political communication
• PR-text.