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Korobova N.V., Kolosova T.Yu., Tsybina N.A. [The strategies and tactics of image-building of Queen of Great Britain and Northern Ireland Elisabeth II] World of Science. Series: Sociology, Philology, Cultural Studies, 2022, Vol. 13, No. 4. Available at: https://sfk-mn.ru/PDF/09FLSK422.pdf (in Russian).

The strategies and tactics of image-building of Queen of Great Britain and Northern Ireland Elisabeth II

Korobova Natalia Vladimirovna
Linguistics University of Nizhny Novgorod, Nizhny Novgorod, Russia
E-mail: nataliekorobova2017@inbox.ru
ORCID: https://orcid.org/0000-0003-1824-8541
RSCI: https://www.elibrary.ru/author_profile.asp?id=1152778

Kolosova Tatiana Yurievna
Linguistics University of Nizhny Novgorod, Nizhny Novgorod, Russia
E-mail: kolosova@lunn.ru
ORCID: https://orcid.org/0000-0001-7193-7798
RSCI: https://www.elibrary.ru/author_profile.asp?id=666416

Tsybina Nadezhda Alexandrovna
Linguistics University of Nizhny Novgorod, Nizhny Novgorod, Russia
E-mail: tsnadezhda@yandex.ru

Abstract. The article studies the linguistic image of Queen of Great Britain and Northern Ireland Elisabeth II built with the help of communicative strategies and tactics adequate to the motives and goals of this public person. The authors describe the theoretical aspects of image and the model of its construction in discourse and formulate the notions of “communicative strategy” and “tactics”. The material is analyzed using the methods of text analysis, structural and semantic analysis, pragmatic analysis, contextual analysis and comparative analysis. As the research reveals the main image-building strategies and tactics of the Queen are the intentions of soothing, forming positive attitude and informing, thus the most frequently used strategies — the strategy of self-presentation and the strategy of forming positive emotional attitude. The Queen demonstrates her positive qualities and speaks positively without mentioning some things that may spoil her image aiming at establishing contact with the public. Actually she avoids translating negative attitude and resorts to using criticism and negative evaluation only when it concerns the interests of her country or when the principles of democracy are violated. Her means of linguistic expressiveness are rather scarce as it is unnecessary for the Queen to win the votes of the electorate. The main stylistic devices used by Elisabeth II are syntactic. Her competently built speech without numerous stylistic devices and grammar constructions brings her closer to British citizens of all walks of life from aristocracy to working class people. Thus Elisabeth II creates the image of her people’s Queen. The practical value of this study consists in the possibility of its application by PR and advertising specialists to improve efficiency of the process of image-building.

Keywords: linguistic image; public person; discourse; speaker’s intentions; communicative strategies and tactics; self-presentation; linguistic expressiveness

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