Паритетная риторика коммуникации – путь к транскультуральности
Parity rhetoric of communication as a way to transсulturalism

Summary/Abstract: This article is sanctified to the problem of communication in a transitional period of changing of cultural paradigm of structural on the paradigm of post-modern culture. It supposes a new sociocultural model that is formed on the basis of co-ordination of two sociocultural models: structural and post-structural, up to their complete integration in the transcultural model of forming of society. Theoretical bases of transcommunication are presented in the article, communicative failures are described in the different variants of their display, and also certain recommendations offer in the conditions of transcultural model of communication. Research is base on analysis of actual material of the fragments of communication, collected by authors in different family social establishments and facilities of social services, in particular in a passenger transport, public establishments etc. The educed communicative failures, depending on a dominant criterion, were divided by next types: а) temporal; b) local; c) interpersonal. The conducted analysis shows that the great number of communicative failures registers in the modern terms of communication. It predetermines the necessity of rule-making with the purpose of the use of them in different family social and language practices by all members of society. It will assist forming of transcultural of communicative competense and will allow to the representatives of society to blend in transitional, transcultural, model and on the whole to become the neurohumor of cultures, not losing an own cultural identity here.

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