SPECIFICITY OF STRATEGIC POTENTIAL'S ACTUALIZATION IN PRE-ELECTION DISCOURSE

Abstract

The article considers the communicative model of Jacobson as a starting point for identifying the specifics of addresser-to-addressee communication. A fertile field for solving the problem is the use of strategies for self-presentation and self-identification. As a tool, the concept of "subject focus" is proposed. The problem is explored through the prism of the paradigmatic features of modern linguistics. Self-presentation as a result of self-identification is based on the parallel involvement in the discursive space of other addressees. It is concluded that in the communicative model of the pre-election discourse as one of the genres of political discourse, "subjective focus" as the organizing beginning of a discursive space is tuned to the addressee. The review of the problem of structuring and systematization of the strategic, tactical, functional potential of a particular pre-election discourse shows the openness of the issue and the need for a clear taxonomy of the designated units. This question is of particular interest in the study of discourses of integrative nature.