Positioning as a discursive strategy

Abstract

This authors attempt to determine the relationship between positioning and discourse from the standpoint of the media communication approach (based on the theory of philology and the theory of communication). The subject of the research is positioning as a discursive strategy. The work uses a set of methods: synthesis, comparative analysis, interpretive analysis. On the one hand, the study of positioning as a discursive practice involves an analysis of discourse; on the other hand, the designation of positioning as a discursive strategy focuses on the tools of achievement (the communicative moves used during positioning). A theoretical substantiation of positioning as a discursive strategy is proposed, which is based on discourse - speech, “immersed in life” (term by N.D. Arutyunova), which, according to the author's interpretation, acts as a means of communication. It is concluded that positioning is both a communicative influence directed at the consciousness of the receiving party and a manipulative phenomenon, the realization of which occurs through the influence on the connections existing in the consciousness of the individual. In turn, the actor operating with positioning is able to achieve many goals in the course of the implementation of the communicative act.