КОММУНИКАТИВНЫЕ ТАКТИКИ АГИТАЦИИ ПРЕДВЫБОРНОГО ПОЛИТИЧЕСКОГО И МИССИОНЕРСКОГО ДИСКУРСОВ
COMMUNICATIVE TACTICS OF CANVASSING (A COMPARATIVE COGNITIVEDISCOURSE ANALYSIS ON POLITICAL AND MISSIONARY DISCOURSES)

Summary/Abstract: The article presents the results of a comparative cognitive-discourse analysis of two discourses – political election campaign and missionary. The analyzed data comprise publications of different Latvian political parties on canvassing (the Russian and Latvian languages) and missionary publication Jehovah’s Witnesses. Both discourses combine such general tactics as formation of its own circle (personalization, concretization) as well as distinguishing the other (depersonalization, abstraction). Moreover, they combine general functions of the specialist’s discourse elements and discourses of a standard group. This allows talking about the generality of principles and strategies of their generation. First of all, the informative referential group of a specialist is presented through a discourse determined type of a specialist, i.e. in the political discourse this role is ascribed to a political scientist, who analyzes a political situation, while in the missionary discourse the role is fulfilled by a theologian, who treats the word of God. The standard group in the canvassing discourses is represented in two ways. The first way is predominantly realized in the political discourse, i.e. famous people being on the “list”. The other way of exploring the positive image of the standard group is citation which manifests in using the words of a representative of the standard group as an explicit comparison or metaphor. The most exploited quotations are those of literature and philosophy classics presented according to the principle of analogy.

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