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Elagina Yu.S. [Institutional characteristics of multiplication discourse] World of Science. Series: Sociology, Philology, Cultural Studies, 2022, Vol. 13, No. 1. Available at: https://sfk-mn.ru/PDF/05FLSK122.pdf (in Russian).

Institutional characteristics of multiplication discourse

Elagina Yuliya Sergeevna
Orenburg State University, Orenburg, Russia
E-mail: dymok_july@mail.ru
RSCI: https://www.elibrary.ru/author_profile.asp?id=631550

Abstract. This article deals with the concept «multiplication discourse» as an object of the linguistic research. Absence of consensus regarding the definition of this phenomenon, as well as the description of its system-forming characteristics, make this study relevant. By means of comparative and categorical analysis, the author makes an attempt to carry out a comprehensive analysis of the multiplication discourse based on the study of its institutional characteristics.

The analysis of the typical discourse participants showed its focus on the mass addressee, which, as a result, indicates the absence of such characteristics as their age range, gender, education, professional activity and hobby. The chronotope description resulted in the definition of the following features: a postponed form of communication between its participants, remoteness in the space-time framework. The development of modern technologies made possible such options as multiple viewing, as well as feedback. The dominant purpose of multiplication discourse is entertainment. There are also developmental, educational, training, as well as educational purposes. Besides, the review highlighted the relationship between the purposes and values of multiplication discourse. Utilitarian, moral, spiritual and ideological values are inherent in the educational and developmental purposes. The entertainment purpose is characterized by utilitarian, social and hedonistic values. The main communicative strategy of the multiplication discourse is the narrative one. There is also a set of subsidiary strategies: an emotive strategy, a strategy for forming an assessment, as well as a strategy for provoking the response. The multiplication discourse subject does not have a well-defined thematic range, and depends directly on its addressee and purposes. In accordance with the classification of genres that responds to the interests of linguistic research, the multiplication discourse is divided into political and social satire, pamphlet, folk and classical fairy tale, fable and musical comedy. The multiplication discourse precedent texts, which form the base for the animation script, can be fairy tales, legends, myths, poems, comics, as well as songs. The multiplication discourse is characterized by the following series of discursive formulas: discursive formulas of imagery, discursive formulas of emotionality, discursive formulas of dynamism.

It can be concluded that the cartoon discourse is a delayed form of communication in which the creator of the cartoon transmits a certain message to the viewer through an acoustic and visual channel (the acoustic channel is not obligatory) with the possibility of its multiple viewing. The study of multiplication discourse has shown that this discourse reflects sociocultural worldview, as well as the mentality of people.

Keywords: multiplication discourse; discourse analysis; discourse participants; chronotop; purposes; values; strategies; themes; precedent text; discursive formulas

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