CLIP MENTALITY IN THE POLITICAL DISCOURSE: COGNITIVE VECTOR OF THE TEXT ADAPTATION

CLIP MENTALITY IN THE POLITICAL DISCOURSE: COGNITIVE VECTOR OF THE TEXT ADAPTATION

Author:  N.B. Ruzhentseva

Affiliation:  Ural State Pedagogical University

Abstract:  The paper is devoted to the adaptation of the political text to the modern clip mentality. The subject matter of the article covers the peculiarities of the political text adaptation to the new cognitive style of the information perception and the aim of the article is to analyze the cognitive regularities which determine the specific character of the nonlinear text-formation in the framework of the modern political discourse as compared to the linear texts of the Soviet period.
The works correlated with such academic fields as stylistics and pragmatics of the text, cognitive linguistics, political science, genre studies, psychology serve as the methodological foundation of the present research.
The results of the study are as follows: the author highlights the characteristics of the text-formation means which reflect the substitution of the system-conceptual linear mentality by the modern clip nonlinear mentality and the identification of the political representation information forms which are relevant to the creation of the simplified, snippety, attractive worldview which correlates with the system of the cognitive skills of the present consumer of the political information.
The results of the study may be applied in such fields as the theory and practice of the mass-media, the theory and practice of the mass communication, political science, the practice of the election campaign.
On the whole the cognitive vector of the modern political text adaptation to the new reality is constantly shifting towards the process of the text-formation by means of the clip techniques which, in their turn, reflect the change of the information perception cognitive style from the textocentric to the snippety one. The information submission is becoming easier, simpler, adapted to the quick perception and understanding; such means as information “cut-up” and voluminous representation are widely used; the numerous points of attractiveness serve as the important means of the text-formation which results in the withdrawal from the linear political text and standard stereotyped forms of the Soviet period.

Keywords:  clip mentality, system-conceptual mentality, political discourse, linear text, nonlinear text,cognitive adaptation, attraction.

References:  Babenko L.G., Vasil'ev I.E., Kazarin Yu.V. Lingvisticheskiy analiz khudozhestvennogo teksta. Ekaterinburg: Izd-vo Ural. un-ta, 2000.
Bolotnova N.S. Osnovy teorii teksta. Tomsk: Izd-vo Tomsk. gos. ped. un-ta, 1999.
Vasil'eva A.N. Gazetno-publitsisticheskiy stil' rechi. M.: Russkiy yazyk, 1982.
Girenok F. Klipovoe myshlenie. URL: http://lgz.ru/article/-49-6490-10-12-2014/klipovoe-myshlenie/
Kiselev K.V. Politicheskiy slogan: problemy semanticheskoy politiki i kommunikativnaya tekhnika. Ekaterinburg: UrO RAN, 2002.
Krylov I.V. Teoriya i praktika reklamy
v Rossii. M.: Tsentr, 1996.
Kon'kov V.I. Osnovnye ponyatiya stilistiki rechi// Russkaya rech' v sredstvakh massovoy informatsii: stilisticheskiy aspekt. SPb.: Izd-vo
S.-Peterb. un-ta, 2007. S. 6-55.
Kultysheva I.V. Ubezhdenie i dokazatel'stvo v sovremennoy rossiyskoy predvybornoy listovke kak zhanre agitatsionnogo diskursa: avtoref. dis. … kand. filol. nauk. Ekaterinburg, 2011.
Kunitsyn G. Eshche raz o partiynosti khudozhestvennoy literatury. M.: Khudozhestvennaya literatura, 1979.
Kunitsyna V.N., Kazarinova N.V., Pogol'-
sha V.M. Mezhlichnostnoe obshchenie. SPb.: Piter, 2001.
Lazareva E.A. Zagolovok v gazete. Sverdlovsk: UrGPU, 1989.
Leffler Z. Kto reshit, chto nam chitat'? // Znamya. 2003. № 11. S. 54-57.
Lysakova I.P. Yazyk gazety i tipologiya pressy. Sotsiolingvisticheskoe issledovanie. SPb.: Izd-vo S.- Peterb. un-ta, 2005.
Mironova P.O. Strategiya reduktsio-
nizma v sovremennom politicheskom dis-
kurse: kognitivno-pragmaticheskiy aspekt: avtoref. dis. … kand. filol. nauk. Ekaterinburg, 2003.
Ol'shanskiy D.V. Politicheskiy PR. SPb.: Piter, 2003.
Pedagogicheskoe rechevedenie: Slovar'-spravochnik. M.: Flinta: Nauka, 1998.
Platonova O.V., Vinogradov S.I. Informatsionnoe pole i informatsionnaya norma v SMI // Kul'tura russkoy rechi. M.: Norma-Infra, 1998.
S. 240-253.
Prokhorova K.V. Gazetnyy zagolovok: problemy i funktsional'nye vozmozhnosti. SPb.: Izd-vo S.-Peterb. un-ta, 2005.
Romat E.V. Reklama. SPb.: Piter, 2003.
Semenovskikh T.V. «Klipovoe myshlenie» – fenomen sovremennosti. URL: http://jarki.ru/ wpress/2013/02/18/3208/
Frumkin K. Klipovoe myshlenie i sud'ba lineynogo teksta. URL: http://www.topos.ru/ article/7371
Chto takoe klipovoe myshlenie? URL: http://www.zoj.kz/populiarnie/psyhologiya/2016-chto-takoe-klipovoe-myshlenie.html

Acknowledgments:  The paper is accomplished under financial support  of the Russian Science Foundation , project  16-18-02102 “Linguistic Manipulation in Russian in Conflict and Non-conflict Political Situations and Methodology of Its Linguistic Expertise with the Help of Modern Methods (Linguo-Cognitive, Linguo-Rhetoric and Psycholinguistic Analyses, Critical Discourse Analysis, Complex Analysis of Creolized Text, etc. )” in the Ural State Pedagogical University.

For citation:  Ruzhentseva, N. B. (2017). Clip mentality in the political discourse: cognitive vector of the text adaptation. Voprosy Kognitivnoy Lingvistiki, 3, 90-103. (In Russ.).

Pages:  90-103