Decoding Rhetoric: Theoretical and Methodological Substantiation of the Scientific Direction

Abstract

The theoretical and methodological substantiation of a new philological trend - decoding rhetoric, which is formed by synthesizing analytical rhetoric, cognitive science, semiotics, and text linguistics is presented in the article. Actual circumstances and factors that determine the possibility of highlighting the decoding rhetoric are indicated. A comparison of the style of decoding and decoding rhetoric is carried out. The concept of decoding rhetoric is described, its object and subject are formulated. The cognitive-communicative foundations of rhetorical decoding are considered. The concept of a rhetorical textotype as a cognitive landmark, or mental pattern programmed by the structure of a communicative act, is introduced. The rhetorical textotype as a model with the persuasive or acting potential of the text acts as a reference point for recognizing the producer's text-forming intention. Communicative-cognitive correlations are established that explain the essence of an effective text. Particular attention is paid to the rhetorical reconstruction of text formation as a research method. Rhetorical reconstruction as an analytical procedure allows to gradually consider the methods and means of verbalization of text formation strategies - inventive, dispositive and elocative. Rhetorical reconstruction acts as a tool for diagnosing the effectiveness of the text, and also identifies areas of its rhetorical risks. Areas of application of rhetorical reconstruction are indicated. The prospects of studying decoding rhetoric as a field of knowledge claiming its own linguo-ontological status are outlined.