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the possible world as a form-building category of a PR-discourse

Image of corporation as object of a PR-discourse grows out of difficult relations of reality and a language material in the long term construction of the possible world in which a certain model of corporation is formed, epistemicheski possible, but not existing in the real world.

Representation about corporation develops in the course of correlation of language expressions, on the one hand, with those real objects of the validity which show corporation from a positive side, and with another - with reviewers and their signs which
Exist only in epistemicheski the possible world. In other words, in frameworks diskursivnogo the analysis we treat image of corporation in the long term formations of the possible world which in linguistic researches is understood as the mental world materialised in a language sign [Vardzelashvili 2003, Grandmother's 2001, of Ivanov 2001, Kasevich 1988, Pavilenis 1983, Hintikka 1980].

The discourse world - concept which has no terminological definition and which consider as the alternative world in relation to the real. Concept use «the possible world» at research of art texts has shown the efficiency in literary criticism. The Discourse-analysis has expanded its application and began to use concept «the possible world» as a form-building category [Zvegintsev 2008, Stepans 1995, Stolnejker, 1985].

V.A.Zvegintsev names the possible world one of forces of formation of a discourse on a level with presuppozitsionnym a skeleton which create tselnooformlennost a discourse. JU.S.Stepan calls any discourse one of «the possible worlds»: «the Discourse exists first of all and mainly in texts, but such behind which there is a special grammar, a special lexicon, special rules of word usage and syntax, special semantics, - finally - the special world» [Stepans 1995: 41].

«The possible world» we interpret concept as a form-building category of a discourse on a level with presuppozitsionnym a skeleton and we consider it as a possible state of affairs, possible process of events which develops in a discourse and simultaneously creates a discourse. On the one hand, the possible world is a maintenance of a discourse, its superstructure which is formed under action presuppozitsionnogo a skeleton as sets of conditions for construction of the pertinent, effective statements corresponding to intentions of the sender. On the other hand, the discourse is formed according to laws obrazuemogo it of the world: each statement is created and interpreted according to these laws,
And «in linear"expansion"the discourse has no right to break those interdictions which are imposed on it the by« the possible world », really embodied in a discourse [Zvyagintsev 2008: 288].

The interaction mechanism presuppozitsy and the possible worlds has been opened by R.Stolnejkerom who considered concept of the possible world "quite substantial" and being one of base concepts of the theory pragmatists. Presuppozitsija in its understanding represents not semantic relations, and proitem installation which is shown in speech behaviour, concerns a context (or to nediskursivnoj formations), being its central characteristic. R.Stolnejker has shown, that the possible world is not identical to a context, but is direct with it is connected, and the relevant class of the possible worlds of a discourse becomes clear from a context in which are presented presuppozitsii.

To define presuppozitsii it is possible on the basis of those statements which are done by the subject.

This set presuppozitsy in a certain context «sets a class of the possible worlds, namely what are compatible to all presuppozitsijami from this set» [Stolnejker, 1985: 428]. On the basis of definition of a class of the possible worlds it is possible to understand borders of a speech situation: if it is a decision-making situation by any inquiry it is necessary to define - what of the possible worlds it is compatible with presuppozitsijami inquiry; if before us orders it is supposed, that they are executed within the limits of a set presuppozitsy. Therefore to understand sense of the statement, for example «Everybody is having a good time», at first it is necessary to present a context (who these people where they are, during what time the statement, etc. has been made), and only then we can generate a possible condition of the world for which the given proposition is true.

Basic point of the analysis of the possible world of a PR-discourse is presence or absence «the valid world in semantic generation and interpretation of offers: whether represents speaking the described
Situation as sootnosimuju with the validity (Wo), the set reference point acting in a role for definition of the modal status of the offer, or he chooses for this purpose other possible (virtual) world (Wj), marking its appropriate amount »[Ivanov 2001: 29]. In a PR-discourse kreator at formation of statements and the recipient at their perception address to the real world: objects of a PR-discourse correspond with the real world which represents itself as a starting point at definition referentsialnogo value and a modality of offers.

The idea of semantics of the possible worlds has been developed by J.Hintikka who considered the possible worlds as the probable, alternative state of affairs in relation to the subject who is in the world real and which real "I" projects in other cogitative spaces, i.e. epistemicheski the possible worlds. According to J.Hintikka's theory, the possible worlds make alternative to the valid world only when «conditions described by them are really possible» [Hintikka 1981: 42] when are compatible to proitem installations of the subject, knowledge, opinion, and each statement in the possible world is perceived as true. J.Hintikka, believed, that conversation on the possible worlds makes sense in epistemicheskoj situations when «the world line of the individual» is defined propozitsionalnymi by installations of the subject.

For example, in the Code of corporate ethics PAO «G azprom» a certain possible situation is presented:

Actions is a property of which the shareholder has the right to dispose at own discretion. He can sell actions to any physical or to the legal body who has wished them to get on a mutually advantageous contractual price.

About cases of occurrence of the conflict of interests workers should address to the direct head if other directly is not established by the present Code [the Code of corporate ethics PAO "Gazprom": 11].

The proposition in these statements models vnejazykovuju a situation as possible: event can (It can sell actions) or should
(Workers should) to occur, that forms the modal framework based on deonticheskoj of a modality of necessity or possibility of actions, made by "morally responsible" participants of a situation - members of corporation. For proposition definition in similar offers as marked R.Stolnejker, it is necessary to define in advance a class of the possible worlds, «compatible or with knowledge saying, or with some set presuppozitsy, or or it is considered that is correct from the point of view of morals or the law normal, or, at last, that in someone's forces». [Stolnejker, 1985: 424]. In the given text the possible world correlates with presuppozitsijami due and possible within the limits of corporate norms.

The external world with which the text corresponds, can be both real, and invented, characteristic, for example, for fiction [Paducheva 2010: 244]. The invented world represents the system existing under own laws. Defending "self-legality" of the world of product, D.S.Lihachev wrote: «Private world of a work of art has still the own interconnected laws, own measurements and own sense, as system» [Lihachev 1968: 76]. As reviewers objects and situations of the invented world of the text, i.e. what is generated by this product in this case act. It can be similar, but is not identical, to the real world that M.M.Bakhtin underlined: «the Represented world, whatever it was realistic and truthful, never can be hronotopicheski identical with the representing real world where there is an author - the creator of this image» [Bakhtin 1975: 405].

Mechanisms of correlation of the text are similar to the real and invented world, however in each case operates special referentsija: "true" (real reference) and "feigned" (pretended reference), on terminology of J. Serlja [1979]. Under "true" referentsiej the parity of language expressions with real objects of the validity, under "feigned" - with invented objects is understood. In other words, object
The possible world can become both real-life object, and nonexistent object, but thus possible or impossible (a round square) in the real world [Smirnova 2017]. R.I.Pavilenis carried to such objects intellectual, or mental, the certificates directed «unlike physical certificates and on nonexistent objects» [Pavilenis 1983].

The world created in a PR-discourse corresponds with the real world, but is not identical to it: it is based on true referentsii, but in it the big role is played by a referential foreshortening according to which there is a specification and selection of objects of a reality that representation which is necessary for formation of positive (seldom negative) image of the company is created about corporation. Therefore it is possible to tell, that the PR-discourse world is a set of the possible worlds based on laws of the real world and interpreted according to base intentsiej diskursivnoj of a formation which formation of positive image of corporation is.

1.6.

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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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