Features of Sense-Bearing Structure of Political Pre-Election PR Publications

Abstract

An election period involves a substantial growth in the flow of messages addressed to voters. News PR publications constitute a significant share of these messages; they have a number of structural and content features whose description with a comprehensive approach using linguo-stylistic and discursive textual analysis seems necessary to assess the political discourse’s impact potential. Pre-election PR publications modeling messages within non-direct communication include a dyadic sense-bearing structure evidenced by the presence of two main thoughts and two analytical estimates of the presented situations in the text’s logical pattern, corresponding to two addresser’s intentions – the explicit and the implicit one. Explicit elements have to do with the presentation of the publication’s newsworthy event; the implicit ones create a favorable image of the basic PR subject and contain recommendations of electoral nature. Such dual construction of media text’s sense-bearing structure is considered to be defective in the practice of literary editing but it is a certain pragmatic norm for political pre-election PR texts. Another feature of the abovementioned materials’ sense-bearing structure is the semantic uncertainty of a number of components and/or uncertainty of the logical links between them. Abandoning H. P. Grice’s premises – producing implicit meanings and semantically uncertain elements – has the purpose of creating an impacting effect whose assessment determines the prospects of subsequent research of news PR texts within the pre-election discourse.