Format of political PR-discourse: specificity of construction of worldview

Abstract

The article proves that modern political discourse has obvious signs of hybridization and integration with PR-discourse that is defined by its reference structure. As the result of the process of hybridization the format of political PR-discourse is created. The author gives a definition of political PR-discourse and proves that political PR-discourse is a homogeneous entity due to the fact that it is based on the reference situation that includes both referents related to the current political situation, and referents, describing the situation of self-presentation of a positive image and reputation of the politician, when his personal qualities are discursivized. During formatting of the political PR-discourse there is a construction of a special worldview favorable to the politician. The construction of version of the social world in political PR-discourse takes place in isolation from the objective social world; a certain future, desirable world is constructed, in which the politician appears in the most favorable light.

Keywords

• hybrid discourse
• format of discourse
• political pr-discourse
• discursive construction
• reference situation
• worldview
• image