PRAGMATICS OF PR-DISCOURSE: THE FACTOR OF ADDRESSEE AND COMMUNICATION STRATEGIES

The purpose of this article is to examine the communicative-pragmatic characteristics of PR- discourse in their reciprocal relations and mutual determination with specific features of the recipient. The research material was made by PR-texts created in the period from January 2010 to October 2014 (total number of text fragments is 7453) by The of Public Relations Department of JSC “IDNC of North Caucasus” and aimed at specific target groups. Discourse analysis as main method used in the study allowed to identify the parameters of this type of communications and to prove their function in the media, as well as to clarify their status in discursive and textual space in modern society. Structuration PR-discourse is determined by the level of competence of the addressee, which determines the choice of lexical items and syntactic patterns that, in turn, affects the modeling of specific genre. Pragmatics PR statements clarifies pragmatic PR-discourse, including, features of PR-object and the specifics of the recipient factor, which contributes to the success of PR-communications.

addressee, discourse analysis, communication strategy, PR-discourse