Developing communicative competence of future teachers majoring in non-linguistic specialities is a priority of the progressive educational paradigm. Nowadays in linguodidactics the perfect mastery of professional communicative skills, the skill of text creation in different discourse conditions is especially relevant. Taking into account the linguistic and didactic characteristics of higher education seekers is the basis for the development of public communication skills that correlate with the requirements of the time, the needs of society, the tasks of modern education.
Substantiation of the phenomenon of “public communication” in terms of linguistic didactics is important for the development of guidelines, concepts and models for teaching the theory and practice of public communication, for the selection of effective methods and techniques. Speech is a necessary basis for thinking. Public communication especially foregrounds significant mental-speech operations: analysis, synthesis, abstraction, concretization, reproduction of material, text creation. The method of developing public communication skills focuses on solving problems related to the perception of educational material, awareness of the essence of rhetorical concepts, text creation. Effectiveness is ensured by synergy with psychological research on the patterns of mental operations that underlie the perception, memorization and reproduction of prepared material. Approaches to the development of public communication skills are largely based on well-known ancient theories, including those based on folk speech culture. The analysis of the basic concepts of classical rhetoric and practice of public communication (logos, ethos, pathos and topos) require innovative methodological and methodical elaboration and directing at the communicative competence of the contemporary teacher majoring in non-linguistic specialities.
The character of the linguistic personality is determined by typical communicative national features, existing in the form of thought forms / formulas, concepts, value lexical and semantic dominants. The university should ideally mould a speaker ready for different types of public communication, to create a discourse in any time and space, who knows language norms and communicative qualities of oral and written speech as indicators of speech culture, text technology, speech etiquette. Age features, openness to the perception of information, self-expression in competitive speech situations, ambition, search for authority, the desire to overcome negative stereotypes in the perception of the teaching profession are the very linguistic and didactic aspects that should be relied on while working on communicative competence. We see the prospect of further research in the development of a system of work on the development of the idiosyncrasy of public communication which underlies the formation of a personal brand of the teacher.
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