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Arhitektonika a PR-discourse

Under "arhitektonikoj" usually understand construction of product and interaction of its parts. Considering verbal art creativity, M.M.Bakhtin differentiated concepts «aesthetic object» and «the technician of art creativity».

In the work «the Problem of the maintenance, a material and the form in verbal art creativity» under object he understands the maintenance of aesthetic activity, which not

To identically product also assumes first of all the informative approach, i.e. «the sensual perception ordered by concept» [Bakhtin 1975: 17]. However the aesthetic object should somehow

To exist: it exists in «external material product», in its composition which is «the technical device aesthetic svershenija» [In the same place].

M.M.Bakhtin's this idea about differentiation of a composition and arhitektoniki a work of art has diskursologicheskuju the nature, and area term application "arhitektonika" can be expanded. After V.I.Tjupoj we use the given concept in relation to a triad the author - the text - the recipient as a certain configuration «such moments whole which in any special case cannot be removed, put outside the brackets, eliminirovany» [Tjupa 1996: URL]. Considering arhitektoniku within the limits of the discourse-analysis as interrelation of instances which demonstrates integrity of a discourse as a result of activity of the subject (kreatora), entering interaction with object (reviewer) and the addressee (recipient), we allocate three phases tekstoporozhdenija: creative, retseptivnuju and referential.

The creative phase is mediated by actions of the sender (the founder of the statement) and consists in an active position of language speaking at use in any in detail-semantic sphere. About possible kinds and forms of authorship and hierarchical position of the speaking M.M.Bakhtin wrote, reflecting on as whom and as Bakhtin 1986 acts speaking [(: 297 - 325]. The subject can be presented diverse professional forms of authorship which are shown in a discourse as usurped and conditional, individual or collective, etc. the authorship form. At the heart of any form of authorship, according to V.I.Tjupy, the position «the indirect self-justification protagonista the communicative event which have incurred the initiative of dialogue» [Tjupa 2010: 93] lays. Developing M.M.Bakhtin, V.I.Tjupy's ideas defines the authorship form as «the typical
(Modal) communicative behaviour of the subject diskursii »[Tjupa 2010: 93].

In frameworks diskursologii the communicative behaviour of the subject is its positioning in a discourse. In a PR-discourse those forms of authorship which for itself chooses kreator, and its site in hierarchical relations of corporation are important. The hierarchy of relations defines also hierarchy in speech activity of public relations [Christmas 2006: 381]. Feature of speech activity of public relations is caused by pluralism as the form of the organisation which has defined plurality of possible subjects of the text connected by hierarchical relations and different in form of authorship.

Retseptivnaja the phase is a phase in which it is created as JU.S.Stepan marked, some kind of «the ideal addressee of a discourse» who is understood not as the concrete recipient, and potential, accepting all presuppozitsii [Stepans 1995: 41]. And it is konstitutivnym property of any discourse.

Efforts kreatora should be directed on formation of such addressee which accepts all so-called "game rules" which is «» on different parametres (social and ideological).

For a PR-discourse «the ideal addressee» is the recipient who a priori positively estimates presuppozitsii and which should have such variant, such version of the text which is close to the version kreatora. Dynamics of formation of a projection of the text at the reader was in detail described by A.A.Zalevsky who has allocated factors, influencing perception of the text, which «goes laws semiozisa and features of this or that language, specificity of physiological and mental processes of the person (it“ bodies "and" souls “), interaction of the language and encyclopaedic knowledge, the ways accepted in culture of" vision ”world, systems of norms and estimations, including concerning construction and text registration» [Zalevsky 2005: 354]. In a PR-discourse the perception of the text the addressee goes and
It is supervised first of all by system of corporate norms and estimations, as creates specificity retseptivnoj the PR-discourse competence.

At the heart of a referential phase lays referential intentsionalnost a discourse which consists, under V.I.Tjupy's exact description, «in an orientation of co-operating subjects of consciousness on some object» [Tjupa 2010: 81]. On the given phase the object of the validity becomes a theme, and the statement (text) gets relative predmetnoyosmyslovuju completeness since the statement is created «in certain conditions, at certain position of a question, on a certain material, at the data put by the author the purposes, i.e. already within a certain author's plan» [Bakhtin 1986: 270].

Feature of a PR-discourse on the given phase of formation is that objects of a discourse are only those realities of the validity which verbal representation forms positive image of corporation. Even the positive information on corporation, marked ZH.-item Buari, «can generate negative results if it is used by inadequate image in relation to target audiences» [Buari 2001: 42].

Thus, discourse formation represents the three-phase process which allocation of stages allows to investigate arhitektoniku a discourse. Efficiency of the analysis arhitektoniki is seen by us in connection with specificity of the PR-discourse which communicative structure has the features.

First, the subject of such discourse represents the polysubject. It is caused by difficult structure of subject sphere Public Relations; it includes basic subject PR and the technical executor who, acting in a role of the author, is not identical to the subject of the statement. In the given discourse the composer of the statement, and positioning of the subject of the statement is important not.

Secondly, positioning of the subject represents positions and the point of view which are extrapolated by corporation. The corporation which is one of the basic ways of the organisation of activity of people on which various political, social societies are under construction, associations, financial and business structures, appears in a PR-discourse as the subject.

Thirdly, the object of a PR-discourse representing, on M.M.Bakhtin «the in detail-semantic maintenance of statements» [Bakhtin 1986], versatile also corresponds with different spheres nediskursivnoj formations, and also is crossed with different institutsionalnymi discourses (political, legal, sports, medical and dr).

Fourthly, PR-texts are focused on the different addressee who can be textually demonstrated (for example, in the genre name IR - releases, i.e. messages for investors) to refer a miscellaneous to the subject and object PR. In a PR-discourse the instance of the addressee has special value since Public Relations are focused on harmonisation of relations with an audience. Harmonisation of relations, or komplitsitnost, - the important parametre of professional work Public Relations, and trudnejshej a problem is creation at the addressee of the positive relation to any object PR. Therefore for the PR-text it is especially important orientirovannost on this or that audience and creation of conditions at which the text is developed in diskursiju, i.e. representation about PR-object is formed.

So, the analysis arhitektoniki a PR-discourse, despite lacking in the last of stylistic and thematic unity, allows to reveal laws on which basis there are relations between its instances.

1.3.3.

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A source: SELEZNEVA LARISA VASILEVNA. PARAMETRIC MODEL OF PR-DISCOURSE: PRAGMATICS, SEMANTICS, AXIOLOGY. DISSERTATION on competition of a scientific degree of the doctor of philological sciences. Tver - 2018. 2018

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