COGNITIVE STRUCTURE OF PR-DISCOURSE

Abstract

The symbolical capital of a PR discourse is necessary for communicative space expansion of society and intentsionalny productivity. The image semiozis is provided by the creation of the symbolical mask which defines appearance, communicative and verbal behavior of its carrier. This article considers the PR discourse consideration of cognitive structure in the context of the processes of symbolization and a mythologization.

Keywords

• cognitive structure
• symbolization
• mythologization
• lingvoculture
• PR discourse
• communication