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2.1. Persuazivnoe influence in aspect of communicative strategy

If in English-speaking business sphere the Design demand is a widespread speech genre for the Russian validity it is represented the phenomenon new and consequently perspective from the point of view of revealing of its communicatively-pragmatical features, as has been carried out in the given chapter with a view of granting of possibility to experts of the Russian business space to use the received results of research of a speech genre «the Design demand» in their direct professional work that will be

To promote increase of their qualification, knowledge, and also efficiency of their business not only on domestic, but also in the world market.

In the modern world ability to use force of a word, influencing an audience, is appreciated very highly especially in such spheres of professional work, as design which not always mean personal contact with the addressee for whom the information is intended.

Under B.F.Lomova's statement, «thanks to dialogue the individual has an opportunity to regulate not only own behaviour, but also behaviour of other people...» [Lomov, 1984: 268-269]. Author Project proposal, or the Design demand, aspires to influence the addressee, namely is given reason to convince the potential sponsor / the investor that the offered project is capable to solve rationally some problem by means of qualified personnel in reasonable terms on mutually advantageous conditions.

Speech influence about which here there is a speech, assumes the realised speech behaviour of one of kommunikantov which aspires to affect opinion of the addressee concerning a speech subject, having caused thereby the reaction of the addressee necessary for the sender. This reaction can be expressed in formation of a certain emotional spirit or transformation of its installations, that, in turn, predetermines concrete actions of the addressee. Speech influence, thus, is directed on a correcting of behaviour of the addressee [Issers, 2013; Konovalenko and Konovalenko, 2012; pocheptsov, 1987; Sternin, 2001; Tarasov, 1983; Chernjavsky, 2006]. Absolutely fairly V.V. Dementyev notices that fact, that reaction of the addressee is programmed by the sender in the course of planning and realisation of speech influence, «it is difficult to present a situation of conscious influence when the speaking induces listening to make. Something such, that Dementyev, 2006: 200-201] is defined in a definitive kind only listening »[.

So, the speech influence which is taking place within the limits of the Design demand, means the speech activity which intentionally is carried out by the author in relation to the prospective investor according to an object in view to affect change of the relation second to problem on which decision the offered project is directed, to induce it to the response expected by the author of the Design demand.

Speech influence is reduced within the limits of the Design demand to one of its types - convincing (or persuazivnomu) to influence which in modern linguistic researches is put in a counterbalance to suggestion. There are, at least, two approaches to understanding of these concepts.

According to the first [Golodnov, 2003; Gerasimov, New settlers, 2003; Issers, 2012; Kalinin, 2010; Konovalenko, Konovalenko, 2012; Manyshev,
1968; Martemjanova, 2013; pocheptsov, 2006; Sternin, 2001; Chernjavsky, 2006; Herbig, 1992; Kosta, 1996], the belief and suggestion are considered, though and as different forms of psychological influence, but in both cases the sender resorts to an emotional pressure.

«In belief the logic is used also, and it is obligatory - emotion, emotional pressure» [Sternin, 2001: 59].

According to the second approach [Koppershmidt, 1973; Maljuga, 2008; nedoseka, 2010; Panasjuk, 2007; Nickl, 1985], convincing influence is opposed to suggestion and carried out by the sender through the reference to reason of the addressee by means of the argument so that last smog, resorting to logic thinking to make a substantiated conclusion and to agree with judgements of the sender.

The analysis of all set of researches of convincing influence and suggestion within the limits of both approaches allows to reveal, at least, one basic component, according to one authors [Golodnov, 2003; Gerasimov, New settlers, 2003; Issers, 2012; Kalinin, 2010; Konovalenko, Konovalenko, 2012; Manyshev, 1968; Martemjanova, 2013; pocheptsov, 2006; Sternin, 2001; Chernjavsky, 2006; Herbig, 1992; Kosta, 1996], inherent in both kinds of speech influence, according to others [Koppershmidt, 1973; Nickl, 1985; nedoseka, 2010; Maljuga, 2008; Panasjuk, 2007], - underlying difference of these concepts, - an emotional component. It is obvious, that the majority of authors nevertheless tends to that persuazivnoe influence is carried out «in unity of the rational and affektno-sensual has begun» [Chernjavsky, 2006: 28].

Nevertheless, both approaches to understanding of these two forms of psychological influence converge that in a case with belief speech influence is carried out openly, it is realised by both kommunikantami, and in a case with suggestion influence realisation is veiled by the sender.

Convincing (or persuazivnoe) influence is understood in the given research after M.J.Konovalenko and V.A.Konovalenko as «the private form of psychological influence. Which purpose is achievement of result necessary for the sender» [Konovalenko and Konovalenko, 2012: 220]. In a case with the Design demand the belief, instead of suggestion as in it prepodnesenie information it is carried out rationally-with deep arguments and demonstratively takes place. Besides, the person on whom convincing influence is directed, has a possibility to comprehend the maintenance of the presented Design demand and independently to make the decision in advantage or not in favour of the Design demand.

Convincing influence includes 3 basic elements: induktor (the person having convincing influence), the recipient (the person on whom there is a convincing influence), the message (the Design demand) [Konovalenko, Konovalenko, 2012: 230]. In spite of the fact that the Design demand is considered in the given research not as communications product, and as the whole communicative process representing interaction the subject-subject of type, the convincing influence which is carried out by the author of the Design demand, according to R.T.Lakoff (R.T. Lakoff), L.L.Fedorovoj and O.S.Issers, - «unidirectional speech action» [tsit. On: Issers, 2012: 22]. It means, that convincing influence is actively carried out induktorom in relation to the passive recipient.

The convincing influence which has been not investigated earlier within the limits of the Design demand, is realised by means of use of some communicative strategy which are directed on achievement of the purpose of the author. In modern researches the concept of communicative strategy is sometimes considered as the nonverbal phenomenon. For example, sometimes it is meant communicative strategy
«A certain orientation of speech behaviour in the given situation in interests of achievement of the purpose of communications» [Parshin, 2005: 22].

In other researches communicative strategy are presented as the verbal phenomena and necessarily include implementation of a plan of the author by language means. So, O.S.Issers, E.M.Vereschagin, R.Ratmajr, E.N.Maljuga and H.J.Yjm communicative strategy as define a combination of the speech actions used induktorom for achievement of the purposes put to it [Issers, 2012; Vereschagin, Rotmajr, Rotmajr, 1992; Maljuga, 2008; Yjm, 1985].

Under persuazivnoj communicative strategy in a written business discourse it is meant, after And. V.Golodnovym [Golodnov, 2003: 102], planning induktorom conceptually-thematic

The filling pismennorechevogo the statement focused on realisation persuazivnoj of function, and its realisation by means of linguistic and paralinguistic (basically graphic, and is more rare visual) than means taking into account extralinguistic factors (specificity of the recipient, message type and so forth).

According to O.S.Issers [Issers, 2012], A.V.Golodnovu [Golodnov, 2003] and V.E.Chernjavskoj [Chernjavsky, 2006], communicative strategy share on the general and private. The general strategy are directed on realisation of the basic, dominating purpose. With reference to the Design demand the dominating purpose is the belief of the recipient in necessity of realisation of a certain project. Private strategy are directed on realisation of the general strategy.

It is obvious, that at the heart of concepts of convincing influence and the strategy realising it, lays intentsija induktora. V.E.Chernjavskaja allocates 2 intentsii in frameworks persuazivnogo influences: 1) «to influence means of language for consciousness of the addressee, its opinions,
Estimations; 2) to induce it to fulfilment of actions, anyhow to change, direct its behaviour »[Chernjavsky, 2006: 26].

With a view of as much as possible effective realisation of these intentsy concept communicative strategy includes planning of speech behaviour. Planning is carried out according to intentsijami, representations and knowledge induktora about a communicative context, including an image of the recipient, its knowledge. And in the course of planning of the speech behaviour induktor should provide all possible interpretations by the recipient of the realised strategy to guarantee reaction of the recipient to rendering in relation to it of the convincing influence, necessary induktoru. Efficiency of speech influence as the basic intentsija induktora [Issers, 2012: 54] In this case is meant.

In chapter 1 of the present work it was mentioned that efficiency is one of the major components of concept "business communications", and it is connected by that initsiatsija business in the basis has an orientation on achievement of certain result, in other words, a notorious mood on success. It explains the raised rate of use of words "efficiency", "effective", "effectively", «effectiveness», «effective», «effectively» in the scientific literature on a business discourse.

At the given investigation phase it is possible to tell, that the efficiency category also is key in concept definition «speech influence». I.A.Sternin defines effective speech influence as giving the chance induktoru to reach an object in view, having kept thus good relations with the recipient.

Realisation of objects in view, i.e. realisation of communicative strategy, is carried out by means of application induktorom communicative tactics (also called «communicatively-speech
Receptions »at V.E.Chernjavskoj,« speech technicians »at A.V.Golodnova) which O.N.Parshin the choice and sequence of the speech actions characterised by the problem within the limits of realised communicative strategy» [defines as «Parshin, 2005: 25]. Differently, under V.V. Klyuyev and E.N.Maljugi's statement, the concept of strategy is interfaced, first of all, to definite purpose achievement, while concept of tactics - with demonstration of separate intentions which in aggregate will help with achievement of the uniform purpose [Klyuyev, 1998: 11]. Some tactics can be united in one speech strategy as means of achievement of the uniform communicative purpose.

By analogy to communicative strategy, realisation of communicative tactics is preceded also by planning in which process induktoru it is important to consider «situations of ambiguous perusal of communicative intentions». So, resorting to a praise, induktor should provide that fact, that it can be apprehended the recipient approvingly or disapprovingly, for example, as flattery, negatively adjusting the recipient, that, in turn, will result in the result opposite expected induktorom [Issers, 2012: 96-97].

Planning process becomes complicated impossibility

To correct strategy of speech behaviour during written communications, i.e. to adapt them to unexpected and nepridusmotrennomu induktorom to communications development. Thus, the control over realisation of communicative strategy and tactics is carried out induktorom only until when the message, in this case the Design demand, arrives to the recipient.

It turns out, speaking about flexibility as konstituirujushchem a sign of communicative strategy, O.S.Issers means only an admissibility of its realisation by tactics which can vary in
Dependences on a number of factors, and accordingly possibility of application of various language means [Issers, 2012: 100-101].

Such factors influencing a choice of this or that tactics, it is possible to consider: intentsii induktora; competence induktora in the field of strategic planning (for example, whether it is necessary to apply tactics appealing to feelings of the recipient or to its reason, it is necessary to declare openly existence of a problem or to promote that the recipient himself has come to such conclusion); an anticipation of certain reaction of the recipient on application of this or that tactics; knowledge and representations induktora about the recipient, its status, its relation to a problem on which decision the offered Design demand is directed; a context of a situation in which frameworks there is a strategy verbalisation.

From the point of view of change of structure, conceptually-thematic filling and a choice of language means of communicative strategy depending on a changing situation of communications, i.e. in connection with discrepancy of realisation of strategy of anticipated reaction of the recipient, communicative strategy within the limits of a written business discourse is not flexible.

Within the limits of various kinds of an oral and written discourse the certain quantity of various strategy and tactics peculiar to them [Agarkov, 2012 has been allocated and investigated; Astafurova, 1997; Beloshapkin, 2013; Golodnov, 2003; Denisjuk, 2003; Ivanov, 2003; Issers, 2012; Kalinin, 2010; Kultysheva, 2013; Parshin, 2005; ponomarenko, 2012; Radjuk, 2013; Shalatsky, 2014].

In the given research classification persuazivnyh the communicative strategy of a business discourse used in a speech genre «the Design demand», and also tactics corresponding to them is developed. At the heart of this classification certain criteria lay.

First, allocation of the general communicative strategy with their subsequent division into private communicative strategy is defined by degree globalnosti intentions [Golodnov, 2003: 103; Issers, 2012: 105]. It assumes the organisation of difficult system of the purposes which puts before itself induktor at drawing up of the Design demand in which the private purposes corresponding to private communicative strategy, in aggregate promote actualisation of more global purposes corresponding to the general communicative strategy. Secondly, the similar hierarchy intentsy the author of the Design demand means also functional differentiation of the separate intentions covering separate ways of achievement of the private purposes of this speech genre. Thus, in the offered classification separate intentions induktora correspond to tactics which are applied by it in aggregate and carrying out uniform function within the limits of one private communicative strategy.

Leaning against typology of the purposes kommunikantov in the course of the dialogue, the offered I.A.Sterninym [Sternin, 2001: 61-62], it is possible to define most overall aims which puts before itself induktor at drawing up of the Design demand and to which there correspond the general communicative strategy: 1) communicative i.e. to establish and keep in touch with the recipient; 2) information i.e. to inform the recipient about existence of a certain problem and ways of its decision; 3) subject, i.e. to change opinion of the recipient concerning developed situation / problem, to receive from the recipient financing or to get to take part in project realisation.

Defining subject, i.e. the dominating purpose induktora - to change opinion of the recipient concerning the developed situation /
Problems on which decision the Design demand is directed, as the present work does not affirm at all, that its initial position necessarily should be disapproving. It can be absent in general, i.e. the recipient can not reflect on this problem before studying of the Design demand, in a case if the Design demand is initiative, and problem statement is carried out induktorom.

It is necessary to pay attention to that fact, that convincing, or persuazivnoe influence, according to a number of researchers (P. Kosta, E. Mann, A.V.Golodnov, A.J.Panasjuk, G.G.Pocheptsov) has in the basis a situation of real or hypothetical discrepancy of opinions of the recipient and induktora concerning a discussed theme, i.e. a confrontation situation. «Convincing communications are a kind of dialogue with the change purpose to some extent systems of values of the person in a situation of its counteraction to these changes» [Panasjuk, 2007: 13].

In a case if the Design demand is the offer lacking initiative, and problem statement is carried out by the recipient, i.e. the initial position of the recipient concerning a problem is known, induktor offers means of the decision of a problem of the recipient and cost of realisation of the project. Then at the heart of change of opinion of the recipient that fact lays, that the initial position of the recipient concerning the decision of a problem and its term of money is not known induktoru, i.e. prospective disagreements kommunikantov take place, that it is necessary to consider induktoru in the course of the planning pismennorechevogo behaviour.

According to the presented criteria persuazivnye communicative strategy and tactics revealed during the analysis of a speech genre «the Design demand», are classified as follows:

1. Kontaktoformirujushchaja strategy:

1.1. Strategy of an establishment of contact - gratitude and politeness tactics, tactics of the short review of the project;

1.2. Strategy of maintenance of contact - tactics rezjumirovanija, tactics of preparation of soil for the further dialogue, gratitude and politeness tactics;

1.3. Strategy of the termination of contact - tactics of end of the letter.

2. Self-presentation strategy - personification tactics, creation tactics «the circle», tactics oppozitsionirovanija, tactics of underlining qualitative and quantity indicators, tactics of the reference to experience.

3. Information strategy:

3.1. Strategy of statement of a theme of discussion - tactics of informing on problem existence, tactics of underlining qualitative and quantity indicators, request tactics, explanation tactics;

3.2. Strategy of the offer of the decision of a problem - tactics of a formulation of private problems, instructions tactics on means of performance of tasks in view, request tactics, tactics of the offer of the decision alternative existing, tactics of an explanation.

4. Intensification strategy persuazivnogo influences:

4.1. Argumentativnaja strategy - comparison tactics, forecasting tactics, tactics of the reference to authority, tactics of reduction of scientific and statistical data;

4.2. Strategy of formation of an emotional spirit - tactics of the reference to feelings of the recipient, praise tactics.

Such "fastening" of tactics to strategy conditionally as same tactics can be used within the limits of different strategy.

It is necessary to notice, that in the present research, after A.V.Golodnovym, among the revealed strategy the cores differ
persuazivnye strategy and minor, «the arguments directed on strengthening and realisation« secondary »pragmatical installations of the addressee» [Golodnov, 2003: 104]. Self-presentation strategy, information strategy, intensification strategy concern the cores persuazivnym to communicative strategy persuazivnogo influences as they directly promote realisation persuazivnoj to function of the Design demand. Minor strategy in the offered classification persuazivnyh communicative strategy concern faticheskie strategy as they indirectly promote achievement persuazivnogo effect.

So, within the limits of the given research the concept of speech influence of aspect of its sensibleness and namerennosti, and also one of its types - convincing (or persuazivnoe) the influence put in a counterbalance to suggestion has been considered. The convincing influence which is carried out induktorom in relation to the recipient, is realised by means of application of certain communicative strategy and sets of tactics peculiar to them to affect opinion of the recipient concerning a problem to which this or that Design demand is devoted, and to incline it to its approval.

In the given paragraph classification of base communicative strategy and tactics of belief revealed in the course of the analysis of a practical material, used in a speech genre «the Design demand» and realised induktorom taking into account specificity of a written business discourse with advertising elements in which basis such criteria as lay has been offered: degree globalnosti intentions according to which the revealed communicative strategy share on the general and private; direct realisation of belief or it kosvennost according to which the revealed strategy share on the basic and minor; separate intentions induktora, in
Conformity with which tactics within the limits of private communicative strategy are allocated.

2.2.

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A source: Torbik Elena Mihajlovna. PERSUASOUS COMMUNICATIVE STRATEGIES IN BUSINESS DISCOURSE (based on English-language project proposals). Thesis. Astrakhan - 2016. 2016

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  10. Torbik Elena Mihajlovna. PERSUAZIVNYE COMMUNICATIVE STRATEGY In the BUSINESS DISCOURSE (on a material of English-speaking design demands). The dissertation. Astrakhan - 2016, 2016