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THE WORK GENERAL CHARACTERISTIC

The dissertation is devoted definition and complex studying of parametrical components of a PR-discourse (a discourse of public relations). A wide spectrum of social spheres in which it is used PR, existence of set of the organisations and the persons realising through public relations the projects, reflecting interests of different groups, testify to such characteristic line Public Relations, as pluralism.

The pluralism distinguishes presence of set collective ritorov and stileobrazujushchih ideas [Christmas 2006: 296, 381]. Therefore speech registration of ideas in diskursivnoj to practice creates specific properties of a PR-discourse to which it is possible to carry absence uniform subject prikreplennosti, thematic repertoire, stylistic unity.

Within the limits of research the element which represents ontologic specificity of a PR-discourse has been designated, and its allocation has allowed to speak about integrity of a PR-discourse. The corporation which existence defines a corporationism principle, characteristic for various institutsionalnyh spheres, and also for the nature of public relations in which the corporationism realised in practice as a principle of the organisation of collectives and a control system by the information is put in pawn became such element.

Corporation allocation as kreatora a discourse is represented to us that necessary link in arhitektonike a discourse which creates conditions for the PR-discourse analysis in its integrity and unity. The corporation is considered in the reviewed dissertation as the subject and object of the discourse, thus one of processes of formation of a discourse is process samoobektivatsii, connected with realisation of a principle of discharge and formation of the referential space which main element is the corporation.

In this connection revealing of the theoretical bases for formation of parametrical model of the PR-discourse is obviously important, allowing to investigate it konstitutivnye properties on the basis of such type of the organisation, as corporation. The parametrical model of a PR-discourse is presented to dissertations in its pragmatical, semantic and aksiologicheskom the aspects, reflecting our concept of a discourse as process of generation of the text.

Object of research is the PR-discourse as a set diskursivnyh an expert, formed and realised within the limits of corporation as diskursivnoj formations. Diskursivnaja the formation represents system of conditions of manufacture of statements in the circumstances defined diskursivnoj by practice PR according to corporate norms which impose restrictions on process of manufacture of statements. The analysis diskursivnoj formations allows to define laws of formation of a discourse of any certain professional practice, in particular a PR-discourse.

Object of research are pragmasemanticheskie and aksiologicheskie the characteristics of a PR-discourse considered by us in frameworks diskursivnoj of a formation of the corporate organisation, and also a category of a PR-discourse and a condition of formation of a discourse on diskursivnom and interdiskursivnom levels.

The research urgency is caused, on the one hand, by necessity of the further working out of the general theory of a discourse, and, on the other hand, necessity of theoretical judgement within the limits of the theory of a discourse of such social sphere, as Public Relations.

At the heart of our work representation about Public Relations as to system sotsialnoyoprofessionalnoj interaktsii, creating and using the special communicative technologies directed on formation of effective communications between the subject and the addressee and simultaneously on formation of "intra-subject" communications with allocation "metayokomponenta" as the beginning, organizujushchego various forms and strategy diskursivnoj realisations PR lays.

Research objective is working out of the theory of a PR-discourse, in particular, formation of the theoretical bases for its analysis as process tekstopostroenija, and also research of form-building categories of a discourse (presuppozitsionnyj a skeleton and the possible world), diskursivnyh mechanisms of formation of positive image of corporation, definition pragmasemanticheskih features of a PR-discourse among which the major role plays aksiologichesky a component.

The object in view demands the decision of a complex theoretical and obshchemetodologicheskih problems in this connection following problems have been put:

1) to describe processes and laws of formation of a PR-discourse, and also its structure;

2) within the limits of the general theory of a discourse to develop analysis methodology institutsionalnyh discourses on an example of a PR-discourse which is investigated in the dissertation from positions diskursivnogo and interdiskursivnogo approaches;

3) to define conditions of formation of integrity of a PR-discourse: a discourse order, diskursivnaja a tonality, positioning and also to consider arhitektoniku a discourse in aggregate instances the subject - object - the addressee;

4) to show mechanisms of creation and discourse interpretation, such as a discourse order, diskursivnaja tonality, positioning of the subject which allow to reveal specificity institutsionalnogo a discourse;

5) to designate the maintenance and borders of the corpus, public relations functioning in space, and to give their genre characteristic;

6) to give the description diskursivnoj experts PR which we consider in system of categories of corporate culture (corporate system) as the idea of corporationism in many respects explains specificity of PR-communications;

7) to describe the extralinguistic basis of a PR-discourse defining it structure, having designated communicative the competence of the subject, object of a PR-discourse and addressees whom is as intracorporate, and vnekorporativnaja an audience;

8) to analyse lingvo-diskursivnye mechanisms of formation of positive image of corporation among which the important place occupies positioning as typological property of a PR-discourse;

9) to define a role of an estimation and a modality in formation of image of the company and to develop a category diskursivnoj tonalities.

On protection following positions are taken out:

1. The PR-discourse can be considered as dynamic and dialogical process tekstoporozhdenija and tekstoretseptsii, caused by specificity concrete diskursivnoj the formations, realised in aggregate the statements (texts) belonging to defined, more often institutsionalnoj, sphere (mass-media, a policy, a science, art etc.), and presented by such genres PR, as mission, vision, IR-release, a press - release, bekgraunder, the biography, bajlajner, press conferences, etc.

2. The PR-discourse is institutsionalnym the discourse of the umbellate type representing based on three kompetentsijah (creative, referential, retseptivnoj) realisation diskursivnyh intentsy all agents PR in the language forms concretised by the specific environment of realisation of PR-technologies (business, sports, a policy, formation, etc.).

3. Ontologic specificity of a PR-discourse consists that (1) subject of a discourse the corporation which is realising in ontologii a principle of corporationism and carrying out generating role at formation of a discourse acts; (2) object of a discourse the corporation - for formation acts and PR-discourse life process samoobektivatsii which is connected with realisation of a principle of discharge and formation of dialogical relations «with itself» is characteristic; (3) PR-discourse is directed on addressees of two types whom are as intracorporate, and vnekorporativnuju an audience; (4) in a PR-discourse the authorship form prevails generalizovanno-protagonisticheskaja, i.e. the subject is the distributor of the information on.

4. Main principle of construction of a PR-discourse is interaction of the centre and periphery within the limits of jaderno-radial structure which is presented diskursivnymi by formations: ordering, faktualnoj, representation, news and diskursivnoj an establishment formation. Conditions of formation of integrity of a PR-discourse concern diskursivnye categories: a discourse order, diskursivnaja a tonality, positioning.

5. The corporation, which existence defines the principle of corporationism realised in various and various institutsionalnyh spheres, is a typological link in arhitektonike a PR-discourse which we represent as interrelation of three instances: kreator - the reviewer - the recipient, demonstrating the diskursivnye functions in the course of generation and retseptsii the text.

6. Specificity of a PR-discourse comes to light first of all in pragmasemanticheskom aspect, namely in features arhitektoniki a discourse, presented by instances kreatora, the recipient, the reviewer and their mutual relations, and also in an estimation category (aksiologichesky aspect) which underlies diskursivnoj a tonality shown in ideological marking of statements, caused by a position of the subject of a discourse and its relation to reality and the possible world created by it.

7. Image of corporation is a result of strategic process of formation of the possible world of a discourse which uses «effect of authenticity» for the positioning of an ideal image of corporation formed by the recipient at perception of PR-texts with their person aksiologiej.

The following hypothesis is put in a work basis: the PR-discourse is specific type institutsionalnogo a discourse, realised in the various statements (texts) which generation is caused by norms and the restrictions developed in frameworks diskursivnoj of a formation of corporation. The Jaderno-radial structure of a PR-discourse modal komponentoj is directed on creation of favorable image of corporation in the opinion of the employee of corporation, the consumer of a product of corporation and the counterpart of corporation to that the nomenclature used in PR - practice of direct and indirect speech strategy (speech certificates) turned to realised within the limits of PR to the scheme it is subject-objective - adresatnyh relations for which it is characteristic generalizovanno - protagonisticheskaja the form of authorship caused by a leading role of corporation and its function as the initiator and a moderator of dialogue serves.

Scientific novelty of research consists in the following:

• the complex multidimensional description of a PR-discourse as the umbellate phenomenon which specificity is defined by features diskursivnoj corporation formations is undertaken;

• the structure diskursivnoj corporation formations as subject and object of a discourse on a basis diskursivnogo descriptions of categories the subject-object-addressee is revealed and described;

• structural features of the PR-discourse are revealed and described, allowing to unify all genre variety PR - texts and creating bases diskursivnogo the approach to PR - to texts;

• the ontologic specificity of the PR-text defined by its accessory to the corporate subject, predstavlennostju the given subject as object of the text, by a special orientation on the addressee is opened;

• the role of a category of an estimation in a PR-discourse is defined at creation of image of the subject;

• the category diskursivnoj tonalities as important aksiologicheskoj is developed by a discourse component.

The theoretical importance of research consists (1) in specification of base positions of the general theory of a discourse; in particular, new approaches to definition of such significant concepts and categories modern diskursologii and piarologii, as the subject of a discourse, object of a discourse, the addressee, presuppozitsionnyj a skeleton, the possible world of a discourse, a discourse order, diskursivnaja a tonality, aksiologija a discourse, positioning are offered; (2) in creation of the theory of a PR-discourse, in particular in working out of the mechanism of the analysis of a PR-discourse based on the interdisciplinary approach; (3) in a substantiation of such treatment of the PR-text in frameworks diskursivnogo the analysis which deduces on the foreground questions pragmasemanticheskogo the character, connected with the subject and the addressee of speech; (4) in development of the theory of an estimation: it is shown, that an estimation based on realisation of mechanisms of a modality, the category forming diskursivnuju a tonality of the text is used as diskursivnaja.

The practical importance of work consists in possibility of use of the developed concept in the theory and practice linguistic, diskursologicheskih and the interdisciplinary researches connected with institutsionalnymi by discourses and, in particular, with PR - a discourse. The presented analysis diskursivnogo cases and methodological workings out can be used by preparation of lecture courses under the theory of language, the theory of a discourse, textual criticism, pragmalingvistike, and also in work of PR-experts.

Results of research have been entered into practice of training of students in a course «Preparation advertising and the PR-text», read for students 2 - 3 courses of humanitarian faculty RGSU trained on a speciality «Advertising and public relations» (2011 - 2013), in a course of "the Basis of scientific and literary editing», read magistrantam humanitarian faculty RGSU.

The theoretical basis is made by researches of domestic and foreign philologists, philosophers, psychologists, sociologists, literary critics, experts in piarologii. The author leant against classical works on the general questions of the theory of language (S.Balli, E.Benvenist, K.Bjuler, V.V. Vinogradov, B.M.Gasparov, F de Sossjur, JU.S.Stepan, JU.V.Christmas), text theories (R.Bart, V.V. Bogdanov, N.S.Valgina, I.R.Galperin, T.M. Nikolaev, E.V.Sidorov, V.N.Toporov).

In PR-discourse research receive the further theoretical substantiation and achievement application pragmalingvistiki in the field of speech certificates, concepts of the addressee and the theory presuppozitsii (A.V.Bondarko, D.Gordon, G.P.Grajs, V.Z.Demjankov, V.A.Zvegintsev, O.K.Irishanova, I.M.Kobozeva, E.S.Kubrjakova, J. Lakoff, J. L.Ostin, E.V.Paducheva, J. R.Serl, R.S.Stolnejker, I.P.Susov).

The semantic theory of an estimation and modal framework (N.D.Arutyunov, E.M.Volf, Of this year Vorkachev, M.J.Glovinskaja, V.B.Kasevich, I.M.Kobozeva, T.V.Markelov, E.V.Paducheva, M. Stabbs, V.N.Telija, C.Fillmor, J.Hintikka, V.I.Shahovsky, O.O.Shkil) finds continuation in
The reviewed dissertation of a category developed by the author diskursivnoj tonalities.

The concept of parametrical model put forward in research PR - a discourse is connected with workings out of concepts "discourse", «diskursivnaja a formation», presented in works to V.G.Borbotko, R.Vodak, Z.Guillaume, a. Grejmasa and Z.Kurte, T van Dejka, I.T.Kasavina, A.A.Kibrika, M.L.Makarova, V.A.Milovidova, G.N.Manaenko, A.V.Oljanicha, M.Peshe, O.G.Revzinoj, P.Serio, L.N.Sinelnikovoj, J.Habermasa, M.Fuko, V.E.Chernjavskoj, E.I.Shejgal, D.Shiffrin.

Developing M.M.Bakhtin and V.I.Tjupy's ideas about arhitektonike products, we apply the given concept within the limits of the discourse-analysis and we allocate three phases tekstoporozhdenija (creative, retseptivnuju and referential). Besides, as base in the dissertation following scientific achievements of modern researchers are used:

• typology institutsionalnyh discourses (V.I.Karasik);

• authorship typology in publicism (G.J.Solganik);

• the theory of semiotics of a literary and art discourse (V.A.Milovidov);

• the organisation concept as speech collective (V.I.Konkov);

• genre classification of PR-texts (A.D.Krivonosov);

• the concept komplitsitnosti with target audiences (ZH.-item Buari);

• model of professional sphere PR (J. Grjunig)

• the theory interaktsii discourse instances, or "stanza-triangle" (D.

Dubo)

PR-discourse studying assumes necessity

The interdisciplinary approach including the reference to works in area piarologii and the theory of communications (S.Blek, ZH.-item Boduan, D.Brekenridzh, G.Brum, D.P. Havre, J. Grjunig, M.V.Gundarin, F.Dzhefkins, E.G.Kaliberda, S.Katlip, V.G.Korolko, D.Krukeberg, V.L.Muzykant, D.Njusom, S.Oliver, P.B.Pashentsev, G.G.Pocheptsov, A.Senter, J. Terk, V.V. Tulupov, G.L.Tulchinsky, A.N.Chumikov, M.G.Shilina, M.A.Shishkin, U.Eko, D.Jadin, R.Yakobson) and in the field of literary criticism since the PR-discourse on a number of principles is identical to a literary discourse - except for aesthetic components (M.I.Boretsky, M.M.Girshman, M.J.Dymarsky, V.A.Kuharenko, JU.M.Lotman, I.V.Fomenko).

Realising a corporationism principle the corporate control system mentions the organisations of any character, but is the brightest it is presented in the large companies, therefore the empirical base of research was made by a corpus, 30 companies placed on sites entering into the list of the largest companies of Russia according to a rating "Эксперт-400" for 2014. Besides it, in the case texts of the National joint-stock company “Naftogaz Ukraine” are included, the State Unitary Enterprise «Moscow underground», higher educational institutions (TGU, RGSU and dr) etc. For research have been selected texts of different genres and a different functional orientation, the basic which criterion of selection
The accessory principle, consisting that for the analysis texts were selected was, kreatorom which this or that corporation and which function in public space acts. It practically all texts presented on sites of the companies, except for financial documents, the list of objects, stock quote, development schedules, etc., that is, such documents which sphere of use is limited and which addressee is the narrow circle of experts.

The corpus made by us includes both usual linear texts, and presentations, videoconferences, picture stories, films which, depending on concrete research problems, were considered and as independent speech product and as the polycode text. In total it is analysed more than 500 texts, 314 text fragments presented on 37 corporate sites.

Research methods include diskursivnyj, strukturnoyoopisatelnyj, opisatelno-functional, sravnitelnoyosopostavitelnyj, contextual, transformatsionnyj,

lingvostilistichesky, lingvosemantichesky the analysis. The method of continuous and partial sample of the texts made by corporation as kreatorom of a PR-discourse was applied to material selection. Research of a language material was conducted with application of receptions of supervision, comparison, the description. A choice of such object of research as the PR-discourse, corresponds to problems of the interdisciplinary approach to the phenomena of language which considers achievements of adjacent sciences (philosophies, piarologii, political science, literary criticisms).

Work approbation. Substantive provisions and results of dissertational research have been presented in the form of reports and messages at the international, All-Russia scientific conferences, the congresses, forums, methodological seminars:

On IV - VI Congresses "РОПРЯЛ" «Dynamics of language and cultural processes in modern Russia» (2014 - 2018); at annual All-Russia scientifically-practical conference (with the international participation) Yalta diskursologicheskogo a mug (Yalta, 2015 - 2018 gg); at annual international scientifically-practical seminars «Russian cultural space» Center of the international formation of the Moscow State University (Moscow, 2012 - 2016 gg); at the International scientific conference «Stylistics today and tomorrow» faculty of journalism of the Moscow State University of a name of M.V.Lomonosova (Moscow, 2012 - 2014); at the international conferences at the Belarus state university, journalism institute, (Minsk, 2012 - 2014) ; At XIX International scientific conference «the Civilization of knowledge: the Russian realities», section «the Text: structure and semantics (to the 90 anniversary of prof. E.I.Dibrovoj)» (ANO IN "RosNOU", 2018); at IV International pedagogical forum of Russian world «the Text of culture and culture of the text», of Sochi, 2017; at III International forum «Russian and Russian culture - a basis of mutual understanding and constructive cooperation» (Sofia, republic Bulgaria, 2014); on V International congress of researchers of Russian «Russian
Language: historical destinies and the present »(Moscow, the Moscow State University of a name of M.V.Lomonosova, philological faculty, 2014); at anniversary scientific conference« Theoretical and applied linguistics: development ways »(To the 100 anniversary from the date of V.A.Zvegintseva's birth), the Moscow State University of Lomonosov (Moscow, 2010), etc.

On a work theme the monography «Pragmalingvistichesky characteristics of a PR-discourse» (volume 18,6 items of l is published.), sections in the collective monography «Public relations in an information field» (total amount - 8 items of l.) and the collective monography «Terminology and languages of professional dialogue in social sphere» (total amount - 10 items of l.), the manual «Preparation advertising and the PR-text» (volume 10 items of l.) and 97 articles and theses of reports, from them 37 articles in the editions recommended VAK, 3 publications proindeksirovany in database Scopus.

The bibliography includes 559 sources of a theoretical material (from them 53 sources in English and German language), dictionaries and a reference media - 22, corporate sites - 37, the list of sources of examples - 67.

Work structure. Work consists of the introduction, four heads, the conclusion, the list of the scientific literature, dictionaries and a reference media, the list of sources, a glossary and the appendix.

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A source: Selezneva Larisa Vasilevna. PARAMETRIC MODEL OF PR-DISCOURSE: PRAGMATICS, SEMANTICS, AXIOLOGY. Abstract of dissertation for the degree of Doctor of Philology. Tver - 2018. 2018

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