Linguistic & Rhetorical Paradigm as Innovative Theoretical Methodological Platform of Studying Discursive Processes of East Slavic and Western Cultures

The paper suggests studying conceptual models and mechanisms of linguistic consciousness of East Slavic and Western cultures with the application of the theoretical methodological approach of Linguistic & Rhetorical (L&R) Paradigm as an integrative philological trend of an innovative type. The L&R Paradigm rests on the intersection of three categorical dimensions: ideological aspects of a speech event (ethos, logos, pathos); stages of universal cycle of idea-into-speech transformation (invention, disposition, elocution) as a technology of discursive processes; levels of the structure of a linguistic personality as a discourse producer and ideology bearer (associative verbal network, thesaurus, pragmatic field). Hence, the article proposes three groups of L&R parameters of studying speech and thinking phenomena: ethos-motivationaldispositional; logos-thesaurus-inventional; pathos-verbal-elocutionary.