SPEECH STRATEGY OF COMMUNICATIVE INITIATIVE CONTROL (ON MATERIAL OF GERMAN TALK-SHOW ABOUT HEALTH)

Abstract

In the article mechanisms of the speech strategy of a communicative initiative control in a media medical discourse are described from a position of pragmalinguistics. Releases of the German talk-show about health “Hauptsache Gesund” served as material for the research. It is presumed that voluntary efforts to regulate exchange of communicative roles might influence the speech strategy of a communicative initiative control by means of different tactics in relation to the status of communicants. In the course of the research the following speech tactics were revealed: tactics of “an initiative transfer”, of “taking of an initiative”, of “stimulation of an initiative”, of “evasion from an initiative” and “conclusion of a conversation”. By means of correlation between communicative efforts of speech interaction partners the leading role of the moderator (a host of the talk show) in the course of redistribution of a communicative initiative is verified. It is revealed that the most frequent tactics are: tactics of “an initiative transfer” which is carried out by actions of the talk-show host with the aim to contribute to the development of subject lines of the program and to prepare mass audience for discussion of a new subject; the tactics of “conclusion of a conversation”, implemented by means of a subject change and switching attention onto other speaker.

Keywords

• medical discourse
• medical media discourse
• speech strategy
• speech tactics
• control of the communicative initiative
• exchange of communicative roles
• verbal signal
• non-verbal signal