We all understand the distinction speech and writing on how to keep in touch, of course, justified.The inefficiency of transmitting information will appeal to real people on the classic literary language.So, in turn, would be considered ridiculous attempt to substitute a special vocabulary mundane everyday expressions.
definition discourse
not only scientifically, but the information revolution marks the XXI century.Babbitt today faced daily with some verbal COMMUNICATION.We're all in their daily communication and thanks to information flows around us media find ourselves immersed in discourse."What is this?" - Asks the thoughtful reader of the article.The answer is remarkably succinct definition given in the dictionary New Webster: it is verbal communication.
origin of the term The term is derived from the Latin discursus, which means "the cycle of movement."Over time, the unordered chaotic movements transformed the physical plane.They became associated with various "multi-directional" thoughts, ideas, diverse views of different people on the same issue.Later, there was another transformation of meaning.Starts consistently associated in most people it is with the concept of verbal discourse.What is it, to explain simply.Virtually any information promise: whether home, from the field of politics, ideology, culture, science, military affairs - are one - is a type of discourse.
specialist in this field, Professor, University of Amsterdam TA Van Dijk defines its main function as a communication - to transform the macro-phenomena such as science, ideology, culture, almost to each person on the microsocial level, by dispensing information influence.
Discourse and text
What distinguishes text and discourse?After all they have in common: high quality discourse still basically comprises a primary component - text.However, as we have already mentioned, this text is not an academic or statistical.At the forefront of its performance, ie. E. The predicted and realized speech influence, actually turns the text into discourse.What is this narrow-verbal action?The discourse is always directed at a specific object, staying in a particular situation, and to a certain target audience.And he certainly brings this information in a certain context.A separate discourse is a homogeneous (coherent) semantic unit.
However, the chain of discourse is not discrete, one block ends and another begins, and so on. D. It simulates a typical conversation, which is a sequence of topics: one ends, and to replace him comes another discourse.With this kind of communicative influence has a block structure speaks volumes practice of the media.
personal discourse
Different types of society is easily recognizable by their respective motives and themes used in their usual form.
They are original, on the one hand, and specialized - on the other.The concept of "discourse" sociolinguistics sub-divided into institutional and lichnostnoorientirovanny (personal).
first type obliges the narrator be of some social institution, identify themselves as official.The second involves a conversation with the audience when they are accessed by myself.This type of communication that focuses on the private interest of the narrator.
types of discourse, in turn, are subdivided into species.Thus, the personal is expressed in varieties: everyday and existential.
Everyday communication occurs between people familiar, understand each other well.Therefore, this is accompanied by nonverbal verbal contact, supplementing it.The speaker assumes that the listener understands it perfectly, in connection with the meaning of words are very mobile.
The existential view of discourse takes place when one person using a variety of figures of speech, the students will present their interpretation of reality, the reasons for their behavior, and what is called the inner world.It is inherent in works of fiction.Ness communication impact, in essence, different from the everyday.However, they do have in common is that these types of discourse suggest an active role of the listener.That should actively comprehend spoken narrator.
Institutional discourse
This type of discourse is distinct for its status and role relations.Verbal communication it takes on a variety of areas of expertise that exist in society, such as the administrative, military, business, diplomatic and mass information, medical, mystical, scientific, educational, advertising, religious, sports, scenic, legal, political.
Each of these institutional forms of communication influence is characterized by two main features: a target orientation of the discourse and its audience.Advertising discourse occurs between organizations advertisers and advertising recipients in various ways: in the media, in special glossy magazines by advertising campaigns in the media, widespread use of outdoor advertising (billboards, laytpbordy, advertising in transport).The purpose of political discourse has traditionally been the coming to power of the party and continued presence at her.
Generally speaking, analyzing a particular type of institutional discourse should reveal its inherent characteristics: discursive formula, the material (subject), precedent texts, types and genres, strategy, participants, time-space, goals, values (includinga key concept).Below we will try to do this by analyzing one of his species.
scientific discourse
institutional discourse participants called science, researchers are scientific problems and the general public - the viewers and the people who read scientific journals.Its precondition is the equality of participants, because all of them are equally to be in the process of adverse communication to establish the truth.However, several contradictory scientific discourse.On the one hand, participating in it tend to unify their statuses, referring to each other "colleagues", and on the other - erecting barriers to foreign participation in the discourse through the implementation of special scientific ranks and statuses.This subject is extremely abstracted, organized logically.At the same time, the principle of evidence.
Concepts scientific discourse
concept of scientific discourse suggests multifunction participation of scientists.They odnoremenno identify themselves as researchers as teachers as popularizers and, of course, as the experts in the subject under discussion.
value of this type of communicative action lies in its basic concepts: knowledge, truth, study.He has a certain knowledge of the strategy.It involves the successive blocks of research: limitations and the allocation of the object;review of previous research efforts;formulation of hypotheses and objectives;identification of methods;the creation of a theoretical model formulated by the research subject;presentation of research results, comments to them and peer review;definition of practical value;presentation in scientific journals.
Genres
concept genre emerged in the early XIX century, the concept of discourse - at the end of XX.For the first time their combined Bulgarian scientist Tzvetan Todorov in 1975.A prerequisite for this step was the problem of the development of scientific category of "discourse": within any of its kind require further detail on the unit of speech communication.Extremely broad concept genre ideally suited to describe the patterns of discourse.It is, on the one hand, it is produced by the company, and on the other - it acts on the superstructure.
As we mentioned, the genres of discourse relate to his specific view of his individual presentation.In particular, the scientific discourse genres may be called abstract, presentation at the conference, thesis, monographs, scientific-technical report, scientific report, review, report, poster presentation, theses, scientific articles.
modern genre system of scientific discourse but its written and oral types, including computer and communication (echo-conferences, scientific chats, e-mail).
advertising discourse: the mechanism
agree with Dr. Philology Irina Ovchinnikova Germanovna that the discourse of advertising is different from other kinds of verbal communication of its autonomy.Unlike other "institutional" it has strongly unidirectional, from the advertiser to the user.It is inherent in the pragmatic character with the sole purpose - to make a profit.In addition, advertising communication is subject to strictly regulate the order of presentation: channel, time and frequency transfer.Good advertising is to be adapted to the traditions of the society to which it is addressed to representatives.
multifaceted nature of advertising discourse vividly displayed in an accessible, even to the layman as Victor Pelevin's novel "Chapaev and Emptiness".The way to display the original: the novel itself is a mixture of discourses, leading among them is advertising.The protagonist, a copywriter Tatar creates promotional products in various genres: holistic campaign scenario clips, advertising concepts and slogans.As, according to Pelevin, copywriters encourage people - the object of advertising - to buy certain products and services?Tatar is explained by the original.People, in his opinion, are constantly trying to find freedom in their continuous suffering.And for them so clever advertisers through advertising discourse razorachivayut reality that this very freedom appear pads with wings, iron, lemonade and so on. D.
In the novel "The Empire," the writer warned, it shows the negative side of a disproportionately overgrown advertising discourse,mimics all spheres of life, a substitute glamor moral principles of society.He criticizes the discourse, disorienting people in the choice of life purpose and replaces obschestvoobrazuyuschie principles.
Global Network and Discourse
One sign of the XXI century is the emergence of new types of communication generated by the development of information technologies.In particular, the communication medium of the Internet today occupies a significant place for most people.Internet discourse acts as a symbiosis of the epistolary and conversational style.His main method of definitions becomes a metaphor - the transfer of the intellectual framework of analysis of one object (phenomenon) to another.Internet discourse, according to AGAbramov, of the nature of the chat, t. E. Interactive and done in real time.Moreover, it assumes the anonymity of communication propensity to contacts.To define it, should examine its component parts, but this is a topic for another article.
Conclusion
Today there is no doubt that one of the social factors in the formation of our consciousness stands discourse.Examples of this are well known.After the formation of verbal communication attractive or repulsive images of social facilities and institutions takes place on the basis of existing information flows in society.This presents opportunities to manipulate people's minds.
Therefore, ideally, verbal communication should be more follow the strategic goals and morals society than the short-term interests of politicians and businessmen.
