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methodology of research of a PR-discourse: diskursivnyj and interdiskursivnyj the approach

We consider possible to speak about a PR-discourse from two cores, is system the positions connected with each other: first, understanding as a discourse process tekstoporozhdenija and tekstoretseptsii; secondly, we consider a discourse as set of the texts belonging defined institutsionalnoj to sphere, in particular Public Relations in which the principles accepted in this sphere tekstopostroenija are reflected.

On the basis of it we consider a PR-discourse on diskursivnom and interdiskursivnom levels.

Such understanding of two approaches of research of a discourse correlates with representations about a discourse, the developed in foreign and domestic linguistics [Dejk 1989, Karasik 2002, Peshe 1999, Pulchinelli 1999, Serio 1999, Foucault 2004, Chernjavsky 2009]. Within the limits of V.E.Chernjavskaja's this tradition allocates a discourse 1 and a discourse 2, understanding under a discourse 1 concrete communicative event; under a discourse 2 - set of thematically correlated texts [Chernjavsky 2009: 146]; it with such concepts, as allofon and a phoneme, the text and the supertext [Karasik 2002].

In a basis diskursivnogo and interdiskursivnogo the approach the base category diskursivnoj the formations which analysis allows to define law of formation of a discourse of any certain professional practice lays. Such laws concern

Interactions between statements, objects, concepts which are defined on the basis of an individualization of instances and the specification of knowledge.

For definition of laws of formation of statements (texts) we select only those from them which concern one object - corporations, and we consider a PR-discourse as set of the statements generated in frameworks diskursivnoj of a formation which initiator is the corporation. The defining factor at qualification of statements (texts) as PR-discourse element is them
The accessory of this or that corporation, i.e. the subject and object of the given texts is corporation.

Interdiskursivnyj level assumes PR-discourse research in its maximum volume, i.e. as result interaktsii discourses. In this case the PR-discourse can be compared with such macrosocial phenomena, as a policy and ideology (in understanding T van Dejka - social formations [Dejk 1998: URL]) and to consider as a combination various diskursivnyh formations which are crossed in the course of formation in diahronicheskom or synchronic plans. E.Orlandi Pulichinelli noticed, that «communication between diskursivnymi formations« is soldered »by existence interdiskursa» [Pulchinelli 1999:214].

Interdiskursivnyj the approach is based on intertekstualnosti as ontologic property of a discourse. In a basis intertekstualnosti the understanding of an openness of the text and possibility interaktsii one text with another [Dejk 1998, Pulchinelli 1999, Revzina 1999, Slyshkin 2016 lays; Chernjavsky 2007, 2009, Bhatia 2010, Phillips, Hardy 2002, Phillips, Lawrence, Hardy 2002]. From the point of view pragmatists, intertekstualnost specific strategy of correlation to other texts, as that way which one text staticizes another in the internal space is considered as «, expressing an author's plan» [Chernjavsky 2009: 179]. We understand intertekstualnost not in wide,

Postmodernist sense within the limits of the theory of the boundless infinite text, and as dialogical communication of texts which M.M.Bakhtin defined as «special type of the semantic relations the whole statements (or considered as whole can be which members only, or potentially whole), behind which stand (and in which express itself) real or potential speech subjects, authors of the given statements» [Bakhtin 1986 (: 320].

Within the limits of the discourse-analysis intertekstualnost it is considered as the relation between texts which use the internal semiotics
Resources (text-internal properties [Bhatia 2010]) and, according to O.G.Revzinoj, this property of a discourse provides stability and vzaimopronitsaemost diskursivnyh formations [Revzina 1999: 68], i.e.

interdiskursivnost. At this level relations between the text and external factors (text-external factors) to which, genres, social and professional experts, professional cultures carry are considered.

This property of a discourse deduces research on new level of the interpretation, allowing to define laws of interaction of statements (texts) different diskursivnyh formations that corresponds with the basic postulate of the discourse-analysis which asserts, that texts «get sense only in the course of interaction with other texts, discourses with which they are connected, ways of their manufacture,« dispersion »and consumption» [Phillips, Hardy 2002: URL]).

Interdiskursivnyj the approach gives the chance to interpret a discourse as set of texts of various genres, and also diskursivnyh an expert of their manufacture, distribution and retseptsii. Such representation of a discourse expands interpretatsionnoe a field of research and puts the new problems caused intertekstualnoj by the nature of a discourse. In this case it is possible to say that the PR-discourse is crossing different diskursivnyh formations: diskursivnye the formations differing thematically, time of formation and a formation place, co-operate with each other, whether in that other degree coincide on used objects, genres, knowledge which develop in professional sphere Public Relations. According to it we can consider a PR-discourse as result of interaction diskursivnyh formations at a certain stage of historical development and at different stages of historical development, i.e. in synchronic and diahronicheskom aspects.

The basic object of our studying on interdiskursivnom level is the PR-discourse presented as process of formation of texts in
Frameworks diskursivnyh corporation formations. Result of this process is set raznozhanrovyh the texts correlated with corporation and formed in the conditions of speech activity of corporation.

Thus, that the methodology of the discourse-analysis directed on research PR - a discourse, has two approaches is represented to us objective and proved. The first approach concentrates the efforts to process tekstopostroenija which result is the statement (text). Thus as a research material the statement or the text in the singularity, which as V.A.Milovidov marks, «unique object accessible to the researcher» [Milovidov 2016: 32] acts. The second direction of research assumes the analysis of mechanisms of interaction of texts within the limits of a discourse in which basis lays interdiskursivnost when texts intertwine, co-operate, repeat elements each other.

1.4.2.

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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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