Tambov
All-Russian academic journal
“Issues of Cognitive Linguistics”

DISCOURSE AS A SOCIAL PRACTICES TOOL

DISCOURSE AS A SOCIAL PRACTICES TOOL


Author:  Yekshembeyeva L.V., Nurshaikhova Zh.A., Mussayeva G.A.

Affiliation:  Kazakh National University named after Al-Farabi

Abstract:  In this article we study functional and semantic nature of discourse as a social practices tool. In the context of discursive practices for public opinion formation (positioning and discrediting strategy) and advertising (customer attraction strategy) we research mechanisms ensuring the discourse influencing effect. Theoretical thesis of the research: discourse is created and functions within the institutional framework of a specific sphere of social practice. The main methods of the research were discourse analysis, conceptual analysis, cognitive modeling method. 
Key findings: 1. Tool function of the discourse is implemented through a system of meanings, formed under the influence of a particular ideology to influence the audience. 2. The main tool of company social identity is background knowledge about its activities based on the mental model of the site ideological discourse where all the statements retain their properties and relations. 3. Tools for creating discredit effect of ideological discourse can be strategies of nomination, act assessment, its interpretation in the context of social and cultural values of the society. 4. Implementation of the advertising discourse tool function becomes successful due to the use of cultural concept, strengthening its estimated component and appearance of quasiestimaton in new conditions of its functioning in the social culture. 
The results can be used to create site content, image and new strategies in advertising. 
Main conclusion: functional and semantic nature of discourse as an influencing tool is the result of its creation within the institutional framework of a particular social sphere. The strength of the discourse influence is relevant to the conditions for successful mental modeling of its information space in the context of ideology and culture.

Keywords:  discourse, tool function, positioning, discredit, advertising, influence, mental model

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Pages:  89-96

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