The paper considers linguistic and cross-cultural features of speech strategy and tactics in political texts.
The manual contains the material for a practical training course "Speech Strategy and Tactics (negotiation, business communication)" For the direction "Sociology of the public sphere and social communications," the Master training.
The paper deals with an axiological dimension in discourse studies. It presents different theories of values in Russian and European scientific research, focuses on the heuristic potential of values and value studies for discourse analyses. Specifically, the two traditional strategies in political discourse, i.e. identification and out-casting, are analyzed vis-à-vis the category of value. It is contended that values are integrated in discourse, with ‘discourse’ construed as a ‘way of speaking which gives meaning to experiences from a particular perspective’. Values are defined as notions about ideal states of affairs tied to specific social practices as instantiated in their respective discourses in the abovementioned sense. These discourse-specific values, as common-sense, taken-for-granted, notions of excellence, control verbalization processes. An ‘out-group’ is thus always represented textually out of the discourse-driven system of values of an in-group. An in-group system of values pre-frames word choice, attitudes and evaluations in a text/texts, with an out-group system of values being automatically ruled out.