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prospektivnaja classification of authors of the business media text

Studying of an author's modality inevitably leaves in area of researches pragmatists and means the account of characteristics of the author as native speaker, the language person. The picture of the world of the language person of the author is by all means reflected in language and the maintenance of its products; hence, having opened means of expression of an author's modality in the business text, we can draw a conclusion on to what belief and installations the author of the business media text adheres. The author as the language person realises pragmatikon just through an author's modality, with attraction of various language means for its expression.

Leaning against the classical theoretical positions formulated by scientists on a theme of the language person, we will define character of the language person of the author of the business text.

In structure of the language person of the sender of the business text we allocate, along with natural language resources, specialised making (specialised language), in our case - business - the thesaurus (possession of base professional concepts (about manufacture, accounting, a banking, the finance, international trade, marketing, avenue), and also procedural ability to operate with knowledge of subject domains of business, economy, the finance; correctly, pertinently and uporjadochenno to organise a discourse and to build a certain picture of specialised economic area.

Researches of modern domestic scientists confirm this position: the skills, allowing to build the statement by rules and according to logic of language on which there is a dialogue, modern researcher O.S.Syshchikov names the communicative competence. The communicative competence of sphere of a business discourse, in its opinion, includes following characteristics kommunikantov: «knowledge of terminology of business, business etiquette, klishirovannyh expressions, possession of discourse genres, knowledge of extralinguistic factors in dialogue, knowledge of statusno-role characteristics of the partner in communications, knowledge of the world» [Detectives 2003].

So, the author of a business discourse - the expert, the economist, the expert possessing the business competence who addresses to consciousness and professional interests of the addressee by means of certain repertoire of linguistic and extralinguistic means. «Conviction of the author, its sight at described events are shown in competence of judgements and depth of the analysis of the phenomena» [Kajda 2006:15].

Specifying the maintenance of a category investigated in given work c the account of variability of perception scientists of concept an author's modality and its frequent identification with image of the author, we in the given work differentiate the given phenomena.

First of all, we do not identify an author's modality with image of the author and we include in its maintenance only author's estimations,
Systems of the business media text expressed at all levels with the help raznourovnevyh language means. The author's modality in the business media text is integrativnaja communicatively-significant and tekstoobrazujushchaja a category beyond lexical and grammatical semantics and including communicative strategy and tactics of realisation of an author's plan. The image of the author acts as a supercategory which has universal character and is formed in consciousness of the reader after full acquaintance to the text. Definition of an image of the author as semantic-stylistic centre of a literary work appears applicable to texts of other is functional-style orientation, business in our case, as the organisation of speech means for transfer of any maintenance (scientific, aesthetic) is always carried out interpretatsionno, avtorski-was unidirectionally.

The author forms a reality presented in the text, and decides, that in it is significant, and that is minor. Reality structurization in the text through system of the propositions realised by certain language means - such is a problem of an author's modality. Thus, as it has been made above, referring to S.Balli and A.M.Peshkovsky (section 1.1.2.) Author's subjectivity, author's intentsionalnost defines the general modality of the text, and the modality category is realised only in one relation - the relation speaking or writing to that communication which is established by it between the validity and the text maintenance («the relation to the relation» - A.M.Peshkovsky). Differently, that in the modality theory is defined as the objective modality expressed grammatical through a verbal inclination and showing the attitude of the statement to the validity, is a product of realisation by the subject of speech defined intentsionalnosti. Thus means of a subjective modality "block" objectively-modal characteristics, becoming a source of formation of modal hierarchy, «the first and last» instance in the organisation modusa the text.

It is important to notice also, that if in the art text the author's modality reveals often implitsitno through all obraznoyosoderzhatelnuju product system, and not just in an image of the author, in a discourse of business printing mass-media authorisation degree is high also a modality can be as is veiled, and eksplitsirovana.

The system of the author's modal estimations maintaining various linguistic means, also opens an image of the author, eksplitsitno and implitsitno formed in business media texts. The modality category is a projection of an image of the author in any fragment of the text.

After interpretation of the business text the recipient can see some types of an image of the author behind the text. Those in the business media text by us it has been allocated: two base and five variativnyh. Having designated them here tezisno, in the further statement we give their detailed description. Thus, as well as in a case with types of texts, in a "pure" kind members of the given typology in real business communications are presented extremely seldom. More often we meet symbiotic formations. And nevertheless without modelling of "pure" types in the analysis to manage difficultly, that we more low and do.

First of all, as a result of the analysis we have come to base binary opposition which describes all chances of realisation of the author's beginning. It:

- Collective image of the author (the generalised, discharged person defending interests of edition)

And

- Individual image (expression of the individually-author's relation to informed in which frameworks situation representation is passed through a prism own "I").

The given opposition is concretised by private forms of expression of the subjective modality laying in the basis of this or that author's position. Both the collective author, and individual can be
Are presented by following forms of realisation of the author's modality, following types of authors of the business media text:

- Image of the "ascertaining" author,

- Image of the author-critic,

- Image of the author - of the adviser,

- Image of the author-commentator,

- Image of the author-ironista;

Naturally, in real texts of the mass-media turned to problems of business and economy, given above prospektivnaja classification reflects "poles", tendencies in which frameworks the author's modality can aspire to this or that quality. And, at the same time, already at this stage it is possible to define not only the general contours, but also results of these tendencies.

So, in the media texts gravitating to realisation of informing function, collective and individual authors (with the tendency to prevalence of the author collective, in forms of the author "ascertaining" and the author-ironista will dominate. In analytical texts under the characteristics where the individual author will dominate, it is possible to meet authors whom we have designated as "critic", "adviser" and "commentator" is more often.

Unlike a work of art, in the business media text is not present posredstvujushchih links between the author and the text. Here isomorphism of the creator and tvorimogo »[Axes 1996: 34] is observed«. The author is bared, he addresses to the reader directly and directly, and the image of events is given through "prism" of the author, through its experience, outlook. The author of business article - the person; its voice, unlike a voice of the real author of the work of art creating an image of the author, should be audible and visible in the text. At expression of own relation to problems of the real world the author of the publicistic text does not put on a mask of the story-teller, and speaks.

Degree of a personal involvement author's "I" depends on a genre of the business text: the author's modality more distinctly, more eksplitsirovanno is shown in analytical article, instead of a news note. The author's statement can be double: objective (the author does not state the relation to represented) and subjective (the author expressly or by implication) reprezentiruet the opinion. In the first case the author uses the description and ascertaining of the facts, in the second case author's "I" am a voice of the "not indifferent" person, and the leading form of speech - a reasoning and the argument. In the first case the author of a business discourse distantsirovan from described events, the facts and heroes, it possesses universal narrative prospect and is above a validity fragment. In the second case the author is aimed at belief, creation of a psychological spirit of the reader necessary for the author. Efficiency of the author in turn depends on the professional competence of the author and possession presuppozitsiej.

At the same time, the description and ascertaining of the facts which actually are not analyzed and not made comments by the author, at all does not mean absence of an author's modality. It not eksplitsiruetsja, but from it does not become less effective: not bringing personal value judgment in the described facts and events, working at level implikatur so, instead of differently organizuja the material, the author of information article appears sometimes it is not less convincing, than the author-analyst - its subjectivity is realised at the expense of limiting objectivity of a statement.

The strategy allocated with us and tactics of realisation of an author's modality co-operate: even outwardly neutral information is submitted so, that the most direct impact on the reader force of the facts, sequence and depth of their statement makes. Thus, in information genres there is a belief, and at analytical genres - informing which, simultaneously, is not an ultimate goal, and accompanies other purpose - to belief of the addressee and management of its activity, that completely corresponds the pragmatist
Journalese style as (V.V. Vinogradov's) classical functional stylistics understand it.

1.3.4.

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A source: GADZHIEVA Lala Abdulsalam kyzy. LANGUAGE STRATEGIES AND TACTICS OF REPRESENTATION OF AUTHOR'S MODALITY IN DISCOURSE OF BUSINESS PRINTED MEDIA (on the material of the publications Kommersant, Expert, The Economist, The Financial Times). Thesis for the degree of candidate of philological sciences. Tver - 2017. 2017

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