Pragmatic-axiological features of conveying the “collective good” in motivational trade union discourse

Introduction. Modern social reality and the aspectualization of socially significant interactions not only create new conditions for goal-setting and goal-realization, but also provide them with new communicative forms. Since the need sphere, including utilitarian and identitarian elements of goal-setting, is currently the leading one, then the discursive practices that ensure the leveling of voluntary gaps – the satisfaction of needs – form a special relevant discursive formation, namely, motivational discourse. Since one of the most significant areas of personal identification is the professional and institutional component, the specific discourse of trade union work, which unites both of these plans, is the most representative phenomenon of creating motivation in both the subjective and collective aspects. The aim of the research is the analysis of pragma-axiological features of verbalization of basic components of value-orientation space of trade union organization as an activity form of goal-setting transmission.

Materials and methods. The material of the research is public motivational speeches of trade union movement leaders. Complex discursive-communicative methodology of analysis allows defining illocutionary goals, speech-act specificity and stratagemtactical variations of verbalized axiological dominants.

Analysis. Formation of special areas of intersection of goals of “subjective and collective good” is the basis for institutionalization of motivational communicative influence. Incentive to actions within the framework of professionally determined social interactions occurs on the basis of value orientations of individual members of the community in their relevant refraction. Consideration of the specifics of increasing the pragma-axiological potential in the speech-act aspect seems to be one of the innovative solutions that contribute to understanding the deep cognitive-discursive mechanisms of creating illocutionaryperlocutionary correspondence.

Results. The results of the study demonstrate that the pragma-axiological analysis of various goalcentric forms of actualization of values for the implementation of the “collective good” is the most effective method for studying motivational discourse; the basic axiological dominants of trade union motivational discourse are “association”, “activity”, “collective”, “power”, “method”, “future”. The most frequent and effective tactics are recognized as narrativization, positivization of personal experience, “communicative fixation”, which are implemented in the following ways: 1) retrotopic-protopic allusion to precedents, 2) declarations and statements of a slogan nature, 3) variable lexical repetitions. Each of these methods is subject to additional emphatization and emotivization by prosodic means.

1. Bogoyavlenskaya YuV, Plotnikova MV, Shustova SV. Discursive Practices: A Communicative and Pragmatic Approach. Perm: Perm State National Research University; 2023. 145 p. (In Russ.).

2. Bredikhin SN. Hierarchic noematic strycture vs. frame within conceptual notion sense derivation). Gumanitarnye i sotsial'nye nauki. 2013;(2):117-129. (In Russ.).

3. Bredikhin SN, Kamensky MV, Shibkova OS. New media in the process of conceptual value space modification. Bulletin of Voronezh State University. Series: Philology. Journalism. 2024;(2):107-111. (In Russ.).

4. Bredikhin SN. Metameans as Complex Structures of the “Schemes of Acting” within Hermeneutical Understanding. Pyatigorsk State Linguistic University Bulletin. 2013;(4):110-113. (In Russ.).

5. Unity is power. An encyclopedic dictionary of popular words and expressions. Мoscow: Lokid-Press, 2003. Available from: https://dic.academic.ru/dic.nsf/dic_wingwords/302/%D0%92?ysclid=mel2h7sa47960044292. [Accessed 17 August 2025]. (In Russ.).

6. Gilyasev YuV. Pragmatism of the english motivational discourse. Scientific notes of Petrozavodsk State University. 2017;5(166):70-76. (In Russ.).

7. Manaeva IV. The “close circle” tactic within the strategy of participants’ consolidation of workers’ union discourse. Isomorphic and allomorphic features of language systems. Stavropol: Paragraph, 2025(7):242-249. (In Russ.).

8. Marchenko TV, Bredikhin SN. System Modifications of the Initial Content of Media Polycode Representatives in Complex Precedent Phenomena. Actual problems of philology and pedagogical linguistics. 2023;(2):70-85. (In Russ.).

9. Bagiyan A. Y. Language variation in forming professional identity: socio-cognitive and pragmatic-axiological perspectives. Cognitive studies of language. 2023;4(55):519-522. (In Russ.).

10. Hoian IM, Budz VP. Anthropological and axiological dimensions of social expectations and their influence on society’s self-organization. Anthropological Measurements of Philosophical Research. 2020;(18):76-86.

11. Mayfield J, Mayfield M. Motivating language theory. Effective leader talk in the workplace. Camden: Palgrave Macmillan; 2018. 163 p.

12. Sherwani KA. A cognitive positive discourse analysis of English motivational speeches. International Journal of Advanced Science and Technology. 2020;29(9):4078-4091.

13. Suh EM, Oishi S. Subjective well-being across cultures. Online Readings in Psychology and Culture. 2002;10(1). Available from: https://www.academia.edu/60635087/Subjective_Well_Being_Across_Cultures. [Accessed 17 August 2025].