Image Tactics in Public Speeches of the Head of the Reg
https://doi.org/10.21603/2078-8975-2021-23-3-837-846
Abstract
The article features the way political discourse shapes the image of the region. The research was based on a number of speeches given by A. G. Tuleyev, the ex-governor of the Kemerovo Region. The author used the classification of communicative strategies and tactics developed by O. S. Issers. The strategies demonstrated a strong suggestive potential aimed at changing the values and worldview of the recipient while promoting the image of the territory and its main political figure. The speeches appeared to be quite expressive as they contained a lot of emotional vocabulary, which was almost completely absent from the original written texts. A. G. Tuleyev chose informative and incentive tactics, e.g. focus on the positive development of the region (22 %), campaigning tactics (15 %), and historical references (12 %). The ex-governor pursued several parallel goals, e.g. to describe the region as dynamic, attractive, and prosperous while demonstrating his care about the electorate and showing respect to people of hard labor.
References
1. Chepkasov A. V. Mass media and public discourse of the regional leader as tools for shaping the image of the region (the case of the Kemerovo Region). Dr. Philol. Sci. Diss. Moscow, 2019, 433. (In Russ.)
2. Pankrukhin A. P. Territorial marketing. Marketing v Rossii i za rubezhom, 1999, (5): 21–22. (In Russ.)
3. Pankrukhin A. P. Marketing of territories, 2nd ed. St. Petersburg: Piter, 2006, 411. (In Russ.)
4. Lapaev S. P. The use of regional marketing to improve the competitiveness of the Orenburg Region. Vestnik Orenburgskogo gosudarstvennogo universiteta, 2003, (7): 93–95. (In Russ.)
5. Titkov A. S. The images of regions in Russian mass consciousness. Polis. Political Studies, 1999, (3): 61–75 (In Russ.)
6. Turovsky R. F. Regional identity in modern Russia. Russian Society: the Formation of Democratic Values?, eds. McFaul M., Riabov A. Moscow: Gendalf, 1999, 87–136. (In Russ.)
7. Parshin P. B. Territory as a brand. Marketing metaphor, identity, and competition. Moscow: MGIMO-Universitet, 2015, 195. (In Russ.)
8. Graver A. A. Look, image and brand of the country: concepts and directions. Vestnik Tomskogo gosudarstvennogo universiteta. Filosofiya. Sotsiologiya. Politologiya, 2012, (3): 29–45. (In Russ.)
9. Rozhkov I. Ya., Kismereshkin V. G. Brands and images: country, region, city, industry, enterprise, goods, and services. Moscow: RIP-kholding, 2006, 255. (In Russ.)
10. Rozhkov I. Ya., Kismereshkin V. G. The image of Russia. Resources. Experience. Priorities. Moscow: RIPOL klassik, 2008, 366. (In Russ.)
11. Sachuk T. V. Territorial marketing. St. Petersburg: Piter, 2009, 368. (In Russ.)
12. Panasyuk A. Yu. Image: definition of the central concept of imagelogy. Report at the open meeting of the Presidium of the Academy of Image Studies on 26.03.2004. Available at: http://imageology.ru/content/view/19/39/ (accessed 20 Sep 2017). (In Russ.)
13. Vazhenina I. S. Image as a competitive resource of the territory. Marketing v Rossii i za rubezhom, 2006, (6): 47–64. (In Russ.)
14. Andrianova N. A. Image and strategies of innovative development of the region: political and technological aspect. Cand. Polit. Sci. Diss. Abstr. Krasnodar, 2009, 26. (In Russ.)
15. Kiuru K. V. Discourse research of charisma of a politician. Bulletin of the South Ural State University. Ser. Social Sciences and the Humanities, 2006, (8): 122–126. (In Russ.)
16. Issers O. S. Communicative strategies and tactics of Russian speech. Moscow: Izd-vo LKI, 2008, 288. (In Russ.)
17. Kliuev E. V. Speech communication: Successful speech interaction. Moscow: RIPOL Klassik, 2002, 320. (In Russ.)
18. Skovorodnikov A. P. "Rhetorical device" vs. "stylistic figure" vs. "speech tactics" vs. "speech genre" in terminological lexicography. Rhetoric ↔ Linguistics, ed. Beregovskaia E. M. Smolensk: SGPU, 2004, iss. 5, 5–11. (In Russ.)
19. Zernetskii V. P. Linguistic aspects of the theory of speech activity. Language communication: processes and units, ed. Susov I. P. Kalinin: KGU, 1988, 36–41. (In Russ.)
20. Kupina N. A. Totalitarian language. Vocabulary and speech responses. Ekaterinburg: Izd-vo Ural. un-ta, 1995, 144. (In Russ.)
21. Babich N. G. Dialogization and intimization as means of persuasion (on the material of presidential interviews given by William J. Clinton, George W. Bush and Barack H. Obamas). Bulletin of the Moscow State University. Series: Linguistics, 2012, (6): 97–103. (In Russ.)
22. Sheygal E. I. Semiotics of political discourse. Moscow: Gnozis, 2004, 326. (In Russ.)
23. Maksimov V. I. Russian language and culture of speech. Moscow: Gardariki, 2001, 413. (In Russ.)
24. Shusharina G. A. The Russians' values explication in globalization context. Filologicheskie nauki. Voprosy teorii i praktiki, 2012, (1): 152–154. (In Russ.)
25. Kokhtev N. N. Oratory: style and composition. Moscow: Izd-vo MGU, 1992, 175. (In Russ.)
26. Khoroshilova S. P. Dialogization of the process of speech effect on the audience. International journal of experimental education, 2010, 131–132. (In Russ.)
Review
For citations:
Chepkasov A.V. Image Tactics in Public Speeches of the Head of the Reg. The Bulletin of Kemerovo State University. 2021;23(3):837-846. (In Russ.) https://doi.org/10.21603/2078-8975-2021-23-3-837-846
Views:
382
Email this article 