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Wu X., Navasartyan L.G. [Speech strategies and tactics for achieving the effectiveness of mass communication (on the examples from “RIA Novosti” texts)] World of Science. Series: Sociology, Philology, Cultural Studies, 2021, Vol. 12, No. 4. Available at: https://sfk-mn.ru/PDF/59FLSK421.pdf (in Russian).

Speech strategies and tactics for achieving the effectiveness of mass communication (on the examples from “RIA Novosti” texts)

Wu Xiaohong
Saint Petersburg State University, Saint-Petersburg, Russia
E-mail: 276443957@qq.com
ORCID: https://orcid.org/0000-0002-3525-4583

Navasartyan Larisa Gagikovna
Saratov State University, Saratov, Russia
E-mail: chaika115@mail.ru
ORCID: https://orcid.org/0000-0002-0864-3620
RSCI: https://elibrary.ru/author_profile.asp?id=922783

Abstract. The article devoted to the problem of communication efficiency. The authors presents an analysis of news posted on “The RIA Novosti” website and covering international cooperation between Russia and China in the field of culture and economics. 18 media texts that have over 4,000 views (7 news about culture, 11 about trade relations between countries) were studied. According to the authors, the main intention of the media is to form a positive image of the state and cause the readers’ approval of the authority actions in all spheres. It is found that for achieving communicative goals, the addressee needs to use speech strategies and tactics, as well as to predict correctly the perception of the text by the addressee. The reaction of readers (choosing a «thumbs up» smile) was the main factor for evaluating the effectiveness of mass communication.

In this article, which is a part of a dissertation research, speech strategies and tactics used in the texts of RIA Novosti were highlighted. It is concluded that the most productive strategies are informing, persuasion, praise and tactics of explanation, enumeration of arguments and approval. Using them the addressee manages to realize his communicative goal, transmit to the addressee all the necessary information and cause a positive reaction of readers — the approval of cooperation between China and Russia in the field of culture and economy. Non-cooperative strategies, tactics of silence and ambiguity, as well as a strategy for lowering and tactics of accusation turned out to be ineffective, because they caused a negative response from the addressee.

The results of our study expand knowledge about the features of mass communication and can be used in training courses on the Russian language, journalism, the theory of speech impact, media linguistics and psycholinguistics.

Keywords: mass communication; media texts; speech strategies and tactics; efficiency of communication; Russian mass media

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