<<
>>

features of an estimation in a PR-discourse

Considering an estimation as one of the major mechanisms of formation diskursivnoj tonalities, we lean first of all against such property of an estimation, as antropotsentrichnost: the estimation directly depends on the subject and expresses its opinion and the relation.

I.e. between a predicate of an estimation and object of an estimation there is a person (social group, a society etc.), and from this there are private properties of estimated value: subjective variruemost, dependence on concrete circumstances, communication with set illokutivnyh forces. Leaning against these properties, and also on a variety of means of expression of the estimation, presented to numerous works, [Arutyunov 1988, Bondarko 1978, Volf 2002, Vorkachev 2006, Markelov 1993, Mukhin 2013, Telija 1986, Shahovsky 1994, SHkil 2010], we will consider features of an estimation and ways of its actualisation in a PR-discourse.

It is accepted to understand as an estimation «the relation to the social phenomena, human activity, behaviour, an establishment of their importance, conformity to certain norms and morals principles» [BES 2000: 864]. I.e. the estimation is always caused by those norms which have developed in a society, in that group to which the person belongs. Norms form, correct or change an estimation, and the subject at a statement of the facts is guided by those or other norms.

In a PR-discourse the estimation is given according to the difficult specification consisting of requirements: technical, organizational, industrial, aesthetic, ecological, etc. To these norms corporate norms which are presented in an ordering discourse increase.

If it is a question of an estimation of productivity of activity as the basic indicator the profit since a corporation overall objective is «reception acts have arrived in sphere of maintenance domestic and foreign
Consumers gas »(Open Society" Gazprom "Charter). Therefore at removal of a positive estimation of activity the result is allocated:

As a whole for six months 2014 the gain from Group "Gazprom" sales has grown almost on 11 % in comparison with an indicator of 2013, and following the results of a year we also expect gain increase in a rouble equivalent. (http://www.gazprom.ru/press/news/reports/2014/gazprom-strong-corporation/).

At a negative estimation of activity the accent passes to the reason:

Reserve charge on debitorskoj debts NAK «Naftogaz Ukraine» became the important factor which has influenced decrease of indicators of profitability in 2014, that was reflected in increase in operational expenses of the company, and also growth of expenses on course differences because of rouble exchange rate decrease. This year gas sales in the countries of the former USSR, basically at the expense of reduction of deliveries by Ukraine were reduced. Besides, small decrease will occur on gas deliveries to Europe because of the general reduction of demand for gas which is caused by a current economic situation in the European Union countries. (From interview of the vice-president of Board of Open Society "Gazprom" of Andrey Kruglov http://www.gazprom.ru/press/news/reports/2014/gazprom-strong-corporation/).

Use of tactics of transfer leads "zatushevyvaniju" the most estimated phenomenon, and the result of activity of the company - «decrease in indicators of profitability in 2014» is not perceived any more as negative at the expense of accent carrying over on the reasons: increase in operational expenses, growth of expenses on course differences, rouble exchange rate decrease, reduction of sale of gas, the general reduction of demand.

The estimation not only is socially caused, she submits to the communicative purpose, pragmatical conditions, therefore the subject always is in a choice situation: a choice of a subject of an estimation from a number similar, a choice of properties of this subject which answer the purpose.

Studying of an estimation demands revealing of characteristic contexts for it as which understand external in relation to speech factors (participants of communications, the communicative purposes, etc.). It creates preconditions for the estimation analysis in frameworks diskursivnogo the approach. N.D.Arutyunov, defining the basic problems of studying of an estimation, named three problems: an establishment of criteria
Estimations, i.e. shown requirements, area of the appendix of an estimation and pragmatical implication [Arutyunov 1988: 219].

In our opinion, diskursivnyj the approach allows to approach to the decision of the given problems, after all the estimation is formed only when we look at the text as a discourse element, considering its inclusiveness in the general context and considering it in real vital the conditions, adhered to a certain place and time.

In other words, the estimation reljatsionna, i.e. by means of an estimation is expressed the relation to object (positive/negative), antropotsentrichna by the nature, sotsialna and is pragmatically caused, tseleorientirovana. These potential properties of an estimation are realised in PR - a discourse, and their adaptation to requirements diskursivnoj formations represents process of actualisation of an estimation.

If the estimated sense of statements in a context can vary, the text differs uniform «the is subjective-estimated characteristic of a subject of thought» [Galperin 2005: 115] which creates modal unity of the text. The modal unity is formed by a uniform author's position, the uniform point of view. It is shown not so much in explicit use of estimated words, how many in selection of characteristics, reprezentirujushchih the reviewers presented in the text, in selection of reviewers.

These procedures are caused by the communicative purpose of the subject. For corporation a strategic target is creation of positive image according to which selection of qualities is led, actions, the objects creating the necessary representation for the subject about corporation. The estimation can dozdavatsja to different signs (the validity/neistinnost, umestnostaju/irrelevance, beautiful / ugly, etc.), but in aggregate private estimations will concern either to positive, or negative estimations. The positive estimation is defined by desire of the subject to express the positive relation to something or to someone, negative - an uncooperative altitude to what or someone.

The positive estimation in PR-texts forms the positive relation to corporation activity at an audience and by that promotes creation of positive image of the organisation. It is possible to tell, that formation of image of corporation is under construction on a principle of positivity which includes a positive self-estimation of the corporation acting in a role kreatora.

3.2.2.

<< | >>
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

More on topic features of an estimation in a PR-discourse:

  1. actualisation of the general estimation in a PR-discourse
  2. means and ways of language actualisation of an estimation in PR - a discourse
  3. actualisation of a private estimation in a PR-discourse
  4. 3.2. An estimation in an uchebno-pedagogical discourse
  5. influence of an order of a discourse on the referential competence PR - a discourse: an objective field of a discourse
  6. a Deontichesky estimation in structure of an ironical discourse
  7. features of process of positioning in a PR-discourse
  8. a category of an estimation in the course of formation diskursivnoj PR-discourse tonalities
  9. 1.5. Subjectivity of an emotional estimation and means of its expression in Igor Severjanina's discourse
  10. the CHAPTER IV. GENRE FEATURES of the UCHEBNO-PEDAGOGICAL DISCOURSE
  11. 2.1. Features youth slenga in a modern media discourse
  12. THE CHAPTER I. FEATURES OF THE WRITTEN REGISTER OF THE JUDICIAL DISCOURSE
  13. conditions of formation of integrity of a PR-discourse: a discourse order, diskursivnaja a tonality, positioning
  14. influence of an order of a discourse on the creative competence PR - a discourse: the right to authorship
  15. 1.2. The Uchebno-pedagogical discourse as type institutsionalnogo a discourse
  16. influence of an order of a discourse on retseptivnuju the competence PR - a discourse: markers adresovannosti
  17. 1.1.3. A therapeutic discourse as a version of a professional discourse of the practical psychologist
  18. the Discourse of operative interaction as type of a business discourse