From Text To Interaction: The Social Nature Of Discourse

Abstract

The article examines discourse as a socially and culturally conditioned category of linguopragmatics, reflecting the active interaction of communication participants. The author emphasizes the social essence of discourse, its multifunctionality and contextuality, as well as the relationship between verbal and non-verbal means in the communication process. Special attention is paid to the analysis of advertising discourse as a type of socio-cultural interaction that includes social, psychological, linguistic, and civilizational aspects. It is shown that advertising is a powerful communicative-pragmatic tool aimed at shaping the audience’s value orientations and behavioral reactions. The study reveals the role of the communicative-pragmatic situation and space influencing the processes of meaning generation and speech impact.