ACTIVATION OF THE CONTENT OF STEREOTYPES IN THE TEXT AS A MEANS AND METHOD OF SOCIAL CRITICISM

Abstract

The article outlines current features of generation of texts of various types containing various forms of social criticism. Attention is drawn to the active and increasingly intensive use of secondary means by communicants who aim at solving the task of nomination. The heterogeneous secondary nominative means that the authors of texts need are listed and briefly characterized. The reasons and conditions that encourage the producer to give preference to secondary nominative means for solving the mentioned communicative and cognitive task are revealed. A detailed analysis of one of the most popular techniques of generating texts aimed at social criticism is given on the example of culturally significant phenomena as secondary semiotic products. The nominative potential of culturally significant phenomena as means of activating the content of stereotypes of consciousness is revealed. The article also outlines cognitive grounds that allow the authors to influence the recipients of texts as efficiently, predictably and economically as possible with the help of culturally significant phenomena. The article describes the interdependence of cognitive, nominative and discursive strategies which require reference to culturally significant phenomena whose advantage as a means of nomination that ensure the success of solving the communicative task of social criticism in various discursive conditions we highlighted. We also described the reasons for functioning of nominative means in various communicative situations and the dominance of these means in the complex of isofunctional ones, and characterized the conditions that favour the activation of the knowledge of culturally significant phenomena in the minds of recipients of texts. The article offers an explanation of the current trend in the use of language tools, according to which the speaker prefers secondary nominative means to primary ones.