Representation of the Phenomenon “Trust” in Medical Advertising Discourse

The problem of creating institutional trust in modern Russian society is considered on the example of advertising activities of companies that produce and promote drugs on the consumer market. In order to identify techniques that contribute to the effective impact on the recipient – the formation of a trusting attitude towards the advertised product, the commercials shown on Russian television from 2010 to 2020 were analyzed. Using the methods of content analysis, discourse and stylistic analysis, elements of component and distributive analysis, it has been established that professional participants in medical advertising discourse use such techniques as the use of toponyms, lexical units borrowed from military discourse, terms, words with positive or negative connotations, presentation of statistical data, construction of a first-person statement, rhetorical questions. It was found that the mention of the country of origin of the drug, which is authoritative for the Russian consumer, has a positive effect on the confidence of patients in this drug; military vocabulary evokes associations with speed, accuracy, direction, strength and testifies to the effectiveness of the drug; medical, chemical, biological terms, statistical data objectify the transmitted information; rhetorical questions, self-narrative and others contribute to the establishment of close contact with the consumer.

Memories from the Future: The Historical Experience of the First World War and the Civil War in Soviet Propaganda of the 1920s and 1930s

The article deals with the historical experience of the First World War and the Russian Civil War as it was brought up in Soviet propaganda of the 1920s and 1930s; topic is thus the employment of a useful past in the production of ideas about future wars. The present research is based on a corpus of normative texts related to the assessment of the First World War and the Civil War in the late 1920s and 1930s (including periodicals, political writings, materials of the Communist Party) as well as archival documents about campaigns dedicated to the anniversaries of the First World War and the Civil War. Despite their proclaimed policy of peace, Soviet leaders spoke of a major future war as inevitable, and tried to anticipate its nature through comparison with conflicts of the recent past. In the Soviet information space of the 1920s and 1930s, the Great War was presented primarily from a socio-political perspective. Assessing the First World War as imperialist, Soviet propaganda emphasized that the future conflict would inevitably start as a counter-revolutionary war against the USSR. The Civil War became the main source of heroic military discourse, and was presented as a national war against external enemies. The future war was thereby imagined on the model of the foreign interventions of 1918-1920. The author analyzes this approach with the example of the Soviet campaign dedicated to the twentieth anniversary of the defense of Petrograd from Yudenich's troops in 1919.

GENRE FEATURES OF MILITARY AVIATION NEWS TEXTS IN FOREIGN MEDIA DISCOURSE

In the activity of military translator much emphasis is put on the work with professionally-related texts. The article deals with the description of military aviation news texts in a foreign media discourse. On the basis of inter-discipline approach a news text is defined as a genre-stylistic variety of a media-text and discourse, as well as its distinctive features and criteria for analysis are described. According to the results of research news texts of military discourse are represented by informative and informative-analytical genres. Informative genres include military headline, breaking news, daily report and informative article; informative-analytical ones comprise analytical article, review and commentary. The article focuses on typological features of distinguished genres, including their functional purpose, structure and composition, content and lexical manifestation. Conclusion has been made that media environment has an impact on genre features of news texts with the aim to influence development of political views of the readers.

LINGUISTIC MILITARY-PROFESSIONAL GAME AS COGNITIVE TECHNOLOGYFOR TEACHING PROSPECTIVE MILITARY ENGINEERS A FOREIGN LANGUAGE

The linguistic military-professional game represents pedagogical cognitive technology of teaching cadets a foreign language, thus uniting scientific knowledge of cognitive pedagogy, linguistics and psychology. On the basis of the interdisciplinary approach, various typical situations of military discourse have been developed and integrated into the educational process of a game, which made it possible to incorporate the formation of foreign-language professionally-oriented communicative competence and the development of cognitive abilities of future military engineers into a holistic educational activity.

One-member sentences and their communicative potential in professional discourse

В статье рассматривается структурно-семантическая организация отдельных типов односоставных предложений в профессиональной коммуникации. Анализ функциональной нагрузки и коммуникативного потенциала исследуемых конструкций проводится с дискурсивных позиций. В качестве предмета лингвистического анализа выбраны строевые команды, представляющие собой односоставные и неполные грамматические структуры, реализация которых напрямую обусловлена стандартизованностью и субординативностью военной речи, однозначностью интерпретации и отсутствием вариативности. В фокусе внимания – инфинитивные и определенно-личные синтаксические единицы, ориентированные на вертикальную модель коммуникации. Отмечается четко выраженная жанровая обусловленность процессов интеръективации и вербализации. Демонстрируется, что императивный характер военного дискурса определяет семантику и коммуникативную направленность односоставных и неполных словесных конструкций. The article deals with the structural and semantic organization of certain types of one-member sentences in professional communication. The functional load and the communicative potential of the sentences are analyzed from a discursive standpoint. The object of linguistic analysis are drill commands, which are one-member and incomplete grammatical structures. The standardization and subordinality of military speech, unambiguous interpretation and lack of variability directly affect drill command verbalization forms. The focus is on infinitive and definite personal syntactic units oriented towards the vertical communication model. The interjectivation and verbalization processes are clearly caused by the genre. The article shows that the imperative nature of military discourse determines the semantics and communicative orientation of one-member and incomplete verbal constructions.

Pragmalinguistic Features of Informative Documentary Texts in Military Discourse (Based on Documents of the Great Patriotic War)

This article describes genre-forming features of informative documentary texts of military discourse, such as communicative goal, author’s image, addressee’s image, event content, factor of the future, and factor of the past. The following terms are studied here: documentary text, speech genre, and informative speech genres. The documentary text is considered as a kind of а speech genre, realized in writing. In the course of the research, the most frequent informative documents of military discourse (Great Patriotic War period) were selected, i.e. summary, dispatch, and report. Having analysed the definitions of the abovementioned speech genres and the corresponding documentary texts, the author was able to determine their communicative goals, single out the main (inform) and additional (ask, suggest) genre-forming intentions. It was revealed that the speech addressee in informative speech genres can be both an executive officer and a group of persons, information about them (detailed or not) being presented in the initial and final formulas of the document. The author’s image in the main texts of documents is either implicit or manifested with the help of performative verbs. The speech addressee is abstract and is only indicated in the initial formula of the document, in most cases by the person’s position. Informative documents should meet the following requirements: impersonal and multi-event nature, presentation of the informative component by events of the past and the present, creation of a futural perspective in texts with incentive intentions. The analysis of the factor of the past showed that the summary and the analytical report are initiative genres of written communication, while the dispatch and the operations report are reactive speech genres. Having studied the factor of the future parameter, the author concluded that informative speech genres underlie other informative and directive genres. For instance, dispatches and reports are created on the basis of summaries, whose main intention is to inform. The texts of dispatches and reports, having additional intentions of asking and suggesting, form the basis for directive documentary texts.

ARCHETYPICAL ASPECTS OF HERO IMAGE IN MODERN UKRAINIAN NON-INSTITUTIONAL MILITARY DISCOURSE

The aimof the article is to study the specifics of the archetypal aspects of the Hero image in modern Ukrainian non-institutional military discourse.Materials & methods.Discourse analysis was used to identify the characteristics of archetypal images and motifs. The application of psychoanalytic interpretation, the most characteristic feature of which is the accentuation of senses and the assumption of the self-sufficiency of experience, has directed attention to the symbolism of the unconscious, universal meanings and psychological mechanisms inherent in the text. The material for the article was text fragments, photos and comments to them with a total volume of 912 units, which were posted during 2020 on the pages of the social network groups Facebook "Military service -Military Service", "Armed Forces of Ukraine".Results & discussions. Hero-rescuer mythological archetype is at the heart of the Ukrainian non-institutional military discourse. Permanent mythological plot can be traced in the military discourse.Thus, the typical stages of the mythological Hero odyssey were observed: the beginning of the mythological Hero’s adventures is provoked by a catastrophe, which is caused by criminal actions of his enemies; the Hero sets off for a journey to restore the broken harmony; the villains prevent but the Hero passes the trials and wins his reward. His triumph can be represented as the liberation of his country from tyrant.Addressing the mythological plot carries a pragmaticpurpose to overcome stress: the military needs unshakable faith in happy end of the problem situation (military conflict in eastern Ukraine) and the idea of mythological Hero helps soldiers to increase self-confidence. Thus, the Ukrainian non-institutional military discourse shows a relationship between the call to the mythological consciousness and coping strategies.Then, there is tendency observed in the military discourse that Hero archetypal image deviates from the archaic archetype framework and the Hero model with an emphasis on the Christian eschatological paradigm dominates.The motif of sacrifice accompanying the Hero image forms the archetypal image of the Hero-holy man.Conclusion.Two Hero models dominate in the Ukrainian non-institutional military discourse. The first model is distinguished by exaggeration. It is a Hero-superman image defined by similarity to mythological heroes, Khraban, T. (2021). Archetypical Aspects of Hero Image in Modern Ukrainian Non-Institutional Military Discourse. Social Communications: Theory and Practice,Vol. 12(1), 83-97DOI: 10.51423/2524-0471-2020-12-1-22eISSN 2522-9125 pISSN 2524-0471https://new.comteka.com.ua/gods, titans.However, this Hero model is not only alwaysaccepted by the Ukrainian military but can sometimes arise rejection and protest against Hero-superman image.The second model is a collective image of Ukrainian culture. The People’s Hero model actualizes the features of a toiler who is not a professional soldier, he is a peaceful man. This archetypal image is distinguished by realism and contrast to the Hero-superman image

"Not at Home in Empire"

Amitav Ghosh opposes the “agonistic” or “reconciliatory” strand in postcolonial studies espoused amongst others by Bhabha. By fusing postcolonialism with postmodernism, this school of postcolonial thought rejects resistance and reconfigures the historical project of invasion, expropriation and exploitation as a symbiotic encounter. As a staunch anti-colonialist, what Ghosh presents in his writing is the ubiquity of the Eurocentrism of the colonized. The Glass Palace represents how colonial discourses (primarily the military discourse) have molded native identity and resulted in severe vulnerability and existential crisis. Self-alienation is apparent in the characters of the Collector, a Britain-trained colonial administrator and the soldier, Arjun, who has been transformed into a war-machine in the hands of British military discourse. The narrative attempts to revisit and reframe the colonial past by questioning the ideological, epistemological and ontological assumptions of the imperial powers, the masks of conquest. The community of the disillusioned soldiers of the British Indian army presented in The Glass Palace is one that challenges, provokes, threatens, but also enlivens, is a community of disagreement, dissonance, and resistance. Popular or insurgent nationalism thus reclaims or imagines forms of community and challenges colonial rule giving shape to a collective political identity. This article also intends to trace the failures of Burmese nationalism after a series of insurrections on ethnic grounds belied the aspirations of the postcolonial nation state.

Seacraft Names in Military Discourse

The article analyses the process of meaning formation of names of warships in the military discourse with the aim of identifying conceptual mechanisms which underlie the naming of seacraft. The research constitutes part of the study in the field of cognitive linguistics and fills in the gap in the studies of metaphoric potential and cultural specificities of secondary names applied to artifacts (as big as warships) in British and American tradition. The results show that of all 1200 seacraft names, 700 units are originally zoomorphic common nouns transformed into proper names of seacraft with which they “share” and sometimes even exchange some of their basic or latent semantic characteristics. It was revealed that underlying mechanisms of meaning formation in seacraft nicknames are cognitive mechanisms of conceptual metaphor, focusing and defocusing. To describe them the methods of frame analysis and cognitive metaphoric modelling are employed. Metaphor in the paper is both the object and the tool of research. To support the analysis, the information about specific features of named objects and creatures is elicited from dictionaries and language corpora.

Military Media Discourse of Newspapers during Siege of Sevastopol in 1941-1942

The article presents the results of a research into military discourse via media texts about the Siege of Sevastopol. The topicality is determined by the insufficiency of studies of newspaper discourse of that period due to scarcity of available original materials. The novelty of the research is explained by introduction of new academic data about the characteristics of «The Krasnyi Chernomorets» paper, whose reporters worked at the battle-lines of Sevastopol offensive till the end of the siege. The characteristics in the focus of the authors’ interest are the spirit and the ideological implications of the media texts, as well as methods of all-out mobilization via the newspapers, and stylistic means of heroics in descriptions of the fighters’ and homefront workers’ behavior. The key method of study is a content analysis of the available original newspaper publications photocopied in the archive of rare editions. The aim was to select articles describing feats or heroic achievements of the military men and citizens of Sevastopol. Having studied hundreds of texts, the authors have also found differences in the set of expressive means used by journalists and reporters of the local newspapers and other media. One of the inferences suggests that periodical press as a social institute features a mechanism of mild self-regulation that enables journalists, in the time of a crisis, to reprogram their functions in order to produce heroics and encourage public consolidation.