Education, The science
Discourse - what is it? Types of discourse. The concept of discourse
We all understand: the distinction between oral and written speech on methods of maintaining contact is, of course, justified. Inefficient will be the circulation of the information transferring to real people in the classical literary language. Also, in turn, it would be ridiculous to consider the attempt to substitute special vocabulary with ordinary everyday expressions.
Definition of discourse
Origin of the term
The term itself originated from the Latin discursus, which means "circulation, movement". Over time, the disordered chaotic movements of the physical plane have changed. They became associated with different, "differently directed" thoughts, ideas, different views of different people on the same problem. In the future, another transformation of meaning occurred. The concept of discourse begins to be strongly associated with most people precisely with verbality. What is it, to explain quite simply. Practically any information message: whether household, from the field of politics, ideology, culture, science, military affairs - is one thing, is one of the types of discourse.
Specialist in this field, professor of Amsterdam University TA Van Dyke defines its main function as communication - to transform macrosocial phenomena, such as science, ideology, culture, practically to every person, to the microsocial level, through metered information impact.
Discourse and Text
What is the difference between text and discourse? After all, they have a common feature: a qualitative discourse does basically contain the primary component - the text. However, as we have already mentioned, this text is not academic and not statistical in nature.
However, the chain of discourse is not discrete: one block ends, another begins, etc. It simulates a typical conversation, which is a sequence of topics: one ends, and another discourse comes to replace it. That this type of communicative impact has a block structure is eloquently evidenced by the practice of working with the media.
Personal Discourse
They are original, on the one hand, and specialized - on the other. The concept of "discourse" sociolinguistics is divided into institutional and personal-oriented (personal).
The first type obliges the narrator to represent a certain social institution, to identify himself as an official. The second involves talking with listeners when addressing them personally. This type of communication places a particular interest on the narrator.
Types of discourse, in turn, are divided into types. So, the personal is expressed in varieties: everyday and being.
Household communication occurs between people who know each other well. Therefore, such a verbal contact is accompanied by a nonverbal contact, complementing it. The speaker means that the listener understands it from a half-word, in connection with this the meanings of the words are very mobile.
The existential form of discourse takes place when one person, using various figures of speech, presents his interpretations of reality, the motives of his behavior, as well as what is called the inner world. It is inherent in works of fiction. The existential communication influence, in essence, is different from the domestic one. However, they also have a common feature: these types of discourse assume an active role of the listener. He must actively comprehend what the narrator said.
Institutional Discourse
Each of these institutional types of communication is characterized by two main features: the focus of the given discourse and its audience. The advertising discourse takes place between advertising organizations and advertising recipients in various ways: in mass media, in special glossy publications, through advertising campaigns in the press, and wide application of external advertising (bigboards, lightboards, advertising in transport). The purpose of political discourse is traditionally the coming to power of the party and further finding with it.
Generally speaking, analyzing a specific type of institutional discourse, one should disclose its inherent characteristics: discursive formulas, material (subject matter), precedent texts, varieties and genres, strategies, participants, chronotope, goals, values (including the key concept). Below, we will try to do this by analyzing one of its types.
Scientific Discourse
The participants of the institutional discourse, called the scientific discourse, are researchers of scientific problems and the general public - TV viewers and people reading scientific journals. Its initial condition is the equality of participants, because all of them have to establish the truth in the process of communication in the same way. At the same time, scientific discourse is somewhat contradictory. On the one hand, the participants tend to unify their status, referring to each other "colleague", and on the other - erect barriers to participation in the discourse of outsiders through the introduction of special scientific titles and statuses. In this case, the subject of conversation is extremely abstracted, organized logically. In this case, the principle of evidence is valid.
Concepts of scientific discourse
The concept of the discourse of the scientific presupposes the multifunctional participation of scientists. They uniquely identify themselves as researchers, as educators, as popularizers and, of course, as experts in the matter under discussion.
The value of this type of communicative action lies in its basic concepts: knowledge, truth, research. He has a certain strategy of knowledge. It involves successive blocks of research: limitation and selection of the subject; A review of previous research attempts; Formulation of the hypothesis and purpose; Definition of methods; Creation of a theoretical model of the formulated subject of research; Presentation of research results, commentary to them and peer review; Definition of practical value; Presentation in scientific publications.
Genres
As we have already mentioned, the genres of discourse are correlated with a particular kind of discourse as its individual forms of representation. In particular, the genres of scientific discourse can be called an abstract, a presentation at a conference, a dissertation, a monograph, a scientific and technical report, a scientific report, a review, an abstract, a poster report, abstracts, a scientific article.
Modern genre system of scientific discourse, except written and oral types, includes computer communication (echo conferences, scientific chats, e-mail).
Advertising discourse: mechanism
Let's agree with Doctor of Philology Irina Germanovna Ovchinnikova that the discourse of advertising is different from other types of verbal communication by its autonomy. Unlike other "institutional", it has a strictly unidirectional action: from the advertiser to the consumer. He has a pragmatic character with the sole purpose of making a profit. In addition, advertising communication is subject to strictly regulated order of presentation: channel, time and frequency of transmission. Good advertising should be adapted to the traditions of society, to whose representatives it is addressed.
The multifaceted nature of the advertising discourse is figuratively shown in the accessible form even for the layman Viktor Pelevin in the novel Chapaev and Void. The way it is shown is original: the novel itself is a mixture of discourses, the leading among which is advertising. The protagonist, the copywriter of Tatarsky, creates advertising products of various genres: holistic campaigns, clip scenarios, advertising concepts and slogans. How, according to Pelevin, copywriters stimulate people - the object of advertising - to buy certain goods and services? Tatarsky explains this in an original way. People, in his opinion, are constantly trying to find freedom in their unceasing suffering. And for them, adroit advertisers in this way, through advertising discourse, turn the reality around, that this freedom is represented by gaskets with wings, iron, lemonade, etc.
In the novel "Empire B", the writer cautions, he shows the negative side of disproportionately expanded advertising discourse, mimicking in all spheres of life, replacing the moral principles of society with glamor. He criticizes discourse, which disorients people in the choice of a life goal and supersedes the society-forming principles.
Global network and discourse
One of the signs of the XXI century is the emergence of new types of communication, generated by the development of information technology. In particular, the Internet communication environment today occupies a significant place for most people.
Conclusion
Therefore, ideally, verbal communication should more closely follow the strategic goals and morality of society than the immediate interests of politicians and businessmen.
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