Abstract: The article analyzes the features of the functioning of analogy in socio-scientific texts based on the material of public lectures on history. Analogy is considered as a linguocognitive phenomenon and a rhetorical device. The purpose of the article is to study the functions of analogy in the structure of a public lecture, the features of its use in describing historical events. The research methodology is based on general scientific methods of description, interpretation, comparison and classification, and highly specialized methods of component and stylistic analysis are also used within the framework of communicative-pragmatic, functional-semantic and linguocognitive approaches. The object of the study is the representation of analogy as a way of processing objective information, as a means of interaction with the audience and as a component of the linguistic worldview of the lecturer's personality. The subject of the study is the mechanisms of implementation of the analogy, its structural and stylistic specificity and functional characteristics. The novelty of the research consists in the application of the comparative aspect in the study of the general features of the use of analogy on the material of historical materials. It is concluded that the use of analogy depends on the scope of application to a greater extent than on the peculiarities of the lecturer's linguistic personality. Using the example of the analysis of the corpus of public lectures, it can be concluded that the use of techniques in a public lecture is standardized, and the methods of logical construction of scientific presentation, which are one of the features of the scientific style, are combined with expressiveness and clarity in this genre. The variation of stylistic means depends not only on the goals of communication, the peculiarities of addressing, but also on the specific linguistic personality and the nature of the content of the lecture. The range of ways to attract attention and activate interest in the proposed problem is expanding, which leads to the use of expressive means that are not characteristic of the scientific style proper, realizing the author's communicative goals.

Keywords: historical metaphor, historical analogy, addressee, dialogization, scientific metaphor, public lecture, precedent, traduction, analogy, prototype

Abstract:   The object of this research is the rhetorical ideal of modern students, while the subject is the means of verbalization of axiological dominants of the rhetorical ideal of modern students. The goal consists in determination of the system of means of explication of value-speech dominants of the rhetorical ideal of Russian students in the texts of public speeches of the President of the Russian Federation Vladimir Putin, recognized by youth as a successful speaker. The article employs the methods of questionnaire and linguo-axiological interpretation. Special attention is given to the description of the communicative and speech values of modern students formed in the conditions of informatization and globalization of the society, emergence of new communication platforms, which were determined in the course of questionnaire. The analysis of the President's texts revealed the system of means of verbalization of axiological dominants of modern students. It is established that the manifestation of respect for the interlocutor is explicated through the speech act of greeting, etiquette formulas, and selection of particular topics. The axiological dominant of naturalness is explicated on the lexical level, elements of colloquial speech, precedent statements, and figurative language. Inversion serves as the syntactic means of expressing naturalness. Truth is verbalized by means of argumentation. For persuasion effect, the texts of V. Putin contain modal-axiological lexicon and tactic of accentuating the semantic parts of speech. The leading means of dialogueness are targeting and authorization, question and answer forms, rhetorical questions, generalization and concretization techniques, etiquette formulas of welcoming and greetings, complimentary speech acts. The acquired results indicate that the status V. Putin as an effective speaker in communication consciousness of young generation is determined by the use of textual means that verbalize axiological dominants relevant for modern students.  

Keywords: informatization, globalization, presidential discourse, questioning, axiological dominants, communicative speech priorities, linguoaxiology, Russian students, rhetorical ideal, linguoaxiological interpretation

Abstract: The subject of this research is the effective methods of linguistic manipulation and communication, which allowed controlling the situation to prevent public panic and destabilization of situation in the Sakha Republic (Yakutia) during the pandemic. The authors explore such phenomena as persuasion and linguistic manipulation, analyze the existing in Russian and foreign practice scientific and practical approaches towards using linguistic manipulation in sociopolitical discourse. Based on the example of speeches of the Head of the Sakha Republic (Yakutia) A. S. Nikolayev, the authors analyze the linguistic means and techniques used in the course of development of epidemiological situation for influencing public opinion in the Sakha Republic (Yakutia); determine the reasons and frequency of application of such techniques, the degree of persuasion of public opinion by the head of Yakutia depending on the used communication channels. The research employs the website content of the Government of the Sakha Republic (Yakutia), regional news sites, and addressed messages in social networks. The main results lies in the conclusion that the most effective methods of linguistic manipulation are persuasion, convincing and prompting, which affect emotions and feelings of the people and appeal to the key social agenda – safety of the population in the time of pandemic. It is noted that social networks are the effective communication channels, which is justified by the geographical and sociopolitical peculiarities of the region, such as large territory preservation of the elements of traditional political cultures (power of the authority, leader, direct communication with the government and a sense being protected). Linguistic manipulation allows influencing public opinion, avoiding mass disturbances, instilling the sense of security into population.

Keywords: public opinion, socio-political discourse, social networks, communication channels, speech manipulation, political culture, suggestion, motivation, conviction, language impact

Abstract: This article examines the category of modality and its role within the structure of a persuasive text based on the research materials of the experts in the theory of argumentation (S. Toulmin, C. Perelman, L. Olbrechts-Tyteca) and scholars of rhetoric (Y. V. Rozhdestvensky, A. A. Volkov). The theory of argumentation observes two concepts of modality: according to one, modality is an integral part of the argument, according to the other – a way to express thoughts emphasizing the point of statement. The author draws parallel between the views of other researchers and the own definition of modality, which indicates the status of a sentence in relation to reality/unreality (semantic modality) or express an illocutionary function of the statement (pragmatic modality). The article provides a representation of modality not only within the framework of the theory of argumentation, but also rhetoric as a whole. The points of intersection are traced between the views of the experts in theory of argumentation and the scholars of rhetoric. The hypothesis is advances that in oratorical prose, modality alongside other modus categories, contributes to the expression of two rhetorical goals: to convince the addressee of their views (evaluation) and to convince the addressee to act by necessity (prescription). It is concluded that rhetoric broadens the understanding of modality in science and provides instruments for analyzing the role and place of modality in a persuasive text.

Keywords: pragmatic modality, semantic modality, modality, argument model, oratorical prose, argumentation theory, rhetoric, possibility, necessity, modus

Abstract: This article raises the problem of intensification of learning professional terminology by the students of a technical university. A brief overview and analysis is provided on the methods applied vocational training. The article defines the role of professional terminology in the process of designated language learning, and substantiates the opinion that the proper organization of methodological support improves the level of general academic and professional competencies of the students of technical specialties during the English  classes, as well as helps the students to acquire skills of sound perception and use of terminological array of their professional field. It is underlined the establishment and development of the means of expressing concepts of a particular science is closely related with the process of formation of the science itself, and reflects the stages of its development to the fullest. The technique proposed by the author implies an algorithm of steps taken by the teacher of foreign language for organizing intensive learning students of professional technical terminology and reading special academic texts, and the texts related to other speech styles, taking into account the communicative tasks of the professional module during the language class. The author concludes that acquisition of professional technical terminology can be effective in the conditions of well-developed structure of methodological work is developed that ensures the sequence of complication of tasks for acquisition and solidification of professional terminology.

Keywords: training, intensification, students, professional education, methodology, technical terminology, English language, efficiency, competence, information

Abstract: The critical part of preparation for conducting a mass survey is the proper wording of questions that allows revealing and assessing the preferences, experience and motives of respondents’ behavior. Despite the importance of adequate sampling of respondents and use of effective processing techniques of the acquired information, the result of research would be inaccurate without properly worded and comprehensible questions. The choice of words and putting them together is crucial for understanding of the question and its interpretation by a respondent; even small differences in wording may significantly affect the results. This article is an attempt of carrying out a sociological-linguistic analysis of the problems associated with wording of questions for mass surveys on the relevant political topics. The analysis of survey questions used in public opinion polling determined a number of important factors that influence the veracity and accuracy of research results. The detected problems are multifaceted and reflect different aspects of working survey questions. The analysis of structural aspect demonstrated the significance of proper choice of the type of question, either open-ended or close-ended. The suitability of one or another type is first and foremost defined by the content of question, objectives and tasks of research, and characteristics of respondents. Examination of the spoken form of questions (linguistic aspect) emphasized the importance of selection of linguistic units for comprehensible wording. The paramount role is played by lexical and syntactic linguistic units. The results of semantic analysis of the wording of survey questions is also important. The key problems within the framework of this aspect are associated with imposition of certain answers using imbalanced or suggestive questions, as well as various negative effects that appear as a result of particular placement of questions in a survey or creation a necessary context. All of the aforementioned problems significantly affect the quality of the conducted surveys.

Keywords: public opinion, double-barrel questions, acquiescence bias, bias, social desirability bias, respondents, close-end questions, open-end questions, sociology, linguistics

Abstract: This article is dedicated to the description of results acquired in the course of conducting lexical-semantic analysis of the texts of televised election debates. Speech of the candidates of the head of the Fifth Republic in the course of election campaigns of 2012 and 2017 served as the material for this study. The goal lies in examination of the ways of influencing the potential voters using the linguistic means. The authors carried out e lexical-semantic-stylistic analysis of research material, as well as explored substantive structure of the selected texts. The article also analyzes content of the speech of televised election debates, presented by the combination of the conveyed explicit and implicit information. The work also includes a summary table that demonstrates nuclear lexemes of the juxtaposed semantic complexes of texts. The results obtained in the course of lexical-semantic-stylistic analysis confirm the authors’ assumption that the texts of televised election debates contain semantic dichotomies that are one of the ways of influencing the electorate.

Keywords: key lexemes, semantic opposition, communicative impact, semantic complexes, lexical and semantic analysis, presidential TV debates, communicative intention, appellative function, framing effect, conflict of meanings

Abstract: The subject of this research is important rhetorical features of the extract from Fedor Dostoevsky's 'The Borthers Karamazov'. This extract is known as the 'rebellion' of Ivan Karamazov and represents one the novel's central monologues in the form of argumentation. Tkachenko successively analyzes the structure of thesis, specifics of argumentation and purpose of the character's speech. The results of the analysis demonstrate the mechanisms of influence on other characters and the readers of the novel. Analysis of components of argumentation also shows that Ivan's speech has a rhetorical power and the speech itself is of manipulation nature: the hero uses numerous tricks that ensure credibility of his ideas while argumentation lacks a logical structure. In his research Tkachenko uses methods of rhetoric poetics that imply analysis of a literary text as the text that has an influence on the reader as well as study of artistic potential of traditional rhetoric forms found in the text. The scientific novelty of the research is caused by the fact that Ivan's speech is important for studies of a polyphonic novel and analysis of the phenomenon of independency of voices and ideas created by Fedor Dostoevsky. 

Keywords: The Brothers Karamazov, influencing discourse, character's discourse, argumentation, Ivan Karamazov, Dostoyevsky, rhetorical poetics, rhetoric, tricks, text analysis

Abstract: The propaganda discourse contains a lot of text types with the dominating manipulative intention. The author suggests to consider foreword to the election manifesto as an independent text type of the propaganda discourse. Forewords to the election manifesto have their specific structural and intentional particularities. Based on the analysis of election manifestos of the three leading parties of the Great Britain, Lyulina describes particularities of a text type 'foreword to election manifesto' for the first time in the academic literature. This makes the object of the research. The subject of the research is the structural and intentional peculiarity of this text type. In her research Lyulina uses her own recipient oriented approach to intentional analysis as the main research method. The scientific novelty of the research is caused by the fact that for the first time in the academic literature the author discovers, describes and analyzes a special manipulative text type 'foreword to the election manifesto of a political party'. The main results of the research are the following: the text type under review has a special intentional content (manipulative intention, attractive intention, declarative intention) and is characterised by the first-person perspective, signature of the party leader and certain length of a message. Frequent actualization of the socio-evolutionary target of the audience manipulation 'binary thinking and evaluation', frequent actualization of the target of the audience manipulation 'basic emotions', frequent use of abductive speech acts, and often use of reiterative speech acts are also typical for this type of text. 

Keywords: recipient oriented approach, abductive speech act, reiterative speech act, binary thinking, mass recipient, speech intention, propaganda discourse, manipulative text type, foreword, intentional analysis

Abstract: The subject of the research is the language and linguo-poetic aspects of the conceptual syncretism in Lyudmila Petrushevskaya's 'Wild Animal Tales' that is viewed in relation to a specific model of the fairy tale 'world duality' typical for this book series. In her research article Kletskaya analyzes minifestations of the conceptual syncretism in a limited context as well as part of the book series in general. The researcher defines the role of metaphoric mechanisms in building the wold of Wild Animal Tales as well as conflicts, mutual exclusion or implicit meanings, their literary, cultural, linguistic and non-linguistic sources. The results of the research are based on observing patterns of the book series conceptual framework and analysis of the connection between components that take part in the formation of the conceptual syncretism. For the first time in the academic literature the author of the article views Wild Animal Tales in relation to the term 'syncretism' which creates a solid basis for understanding important aspects of the conceptual and formal organisation of the book series defining its specific and unique features. The conceptual syncretism of Wild Animal Tales arises from a specific concept of the world duality based on the mutual reflection of the human and animal worlds and become more complicated by involving language connotations, cultural stereotypes, actual realities of culture and everyday life and results of the metaphoric interpretation of reality phenomena. The conceptual syncretism in Wild Animal Tales is either expressed through semantics of a particular language unit in the context or focuses on other language units representing important components of the book series imaginary world (names of the characters, in the first place). 

Keywords: Petrushevskaya, fairy tale, author's fairy tale, metaphor, zoomorphic metaphor, syncretism, speech syncretism, secondary syncretism, double meaning, Wild Animal Tales

Abstract: The article is devoted to the patterns of rhetoric revival or so called ‘rhetoric renaissance’ of the 20th century. Foreign and Russian philologists and philosophers finally paid attention at this almost forgotten science which long time ago gave birth to many other disciplines such as stylistics, pragmatics, cognitive science and others. It has turned out that rhetoric can synthesize all the achievements in its ‘affiliate’ sciences and offer not only social reflexion on the social improvement (or, better to say, improvement of social communication) but also scientific reflexion which enables to understand the mental and discourse processes in different national cultures.

Keywords: philology, rhetoric, neorhetoric, axiology, paideia, rhetoric renaissance, linguistic philosophy, theory of argumentation, rhetoric ideal, communicative nature of culture.