Gloss discourse as a gender tool of consumer motivation in the era of digital communications

Aleksandra A Vorozhbitova,Lyudmila V Prus,Zulima Z Bzegezheva,Anastasia A Buryanova

doi:10.46502/issn.1856-7576/2021.15.02.19

Abstract

The purpose of the article is to characterize the glossy magazine discourse (GMD) of the early 21st century as a powerful tool for influencing the recipient in a situation with prevailing digital communication and electronic advertising, as a special discursive process that acts as an explicit tool of globalization. The phenomenon of creating consumer motivation for predictable purchasing behavior, which is influenced by print and electronic glossy magazine discourse, is analyzed from the standpoint of the Linguistic and Rhetorical (L&R) Paradigm of the Sochi scientific school. The authors suggest an original synergetic methodology combining the methods of linguistics, new rhetoric, pedagogy, psychology and economic management emphasizing the novelty of this discourse in the context of its influence on the formation and transformation of the modern linguistic personality. It is concluded that this type of discourse, the latest in terms of chronology of the historical process, actualizes the polyethnic sociocultural & educational space of the early 21st century at a new level (on the example of Russia). It is proved that GMD stimulates transformations in line with the leading trend of the formation of a "planetary linguistic personality" with the value orientations of the "philosophy of glamour".

Highlights

The concept of "discourse of glossy magazines" covers various types of publications, including youth, thematic, etc., and acts as a generic concept in relation to the type of discourse we are studying, which we have nominated as a "glossy magazine discourse" (GMD)
Based on the results of the research, as a starting theoretical platform for further in-depth analysis of the iconic and verbal, including the actual text, components of the discourse ensemble under study, we have identified, using the concepts and terms of the Linguistic and Rhetorical (L&R) Paradigm, the following typological features and essential features that characterize the GMD:
The speech-thinking activity of a professional language personality of the corporate type, its General linguistic rhetorical (LR) strategy and specific tactics are stimulated by the advertiser-the customer of advertising and Public Relations (PR) campaigns, who is interested in promoting their products and services and pays for advertising and PR blocks as ideologically and conceptually dominant, dominant blocks within the General semiotic field of GMD

Summary

Introduction

The concept of "discourse of glossy magazines" (a type of media discourse as an institutional one) covers various types of publications, including youth, thematic, etc., and acts as a generic concept in relation to the type of discourse we are studying, which we have nominated as a "glossy magazine discourse" (GMD). The general and different characteristics of advertising and PR types of discourse are interpreted in our work as integral and differential features of two "discursive superstrata" that interact both with each other and with the "discursive substrate" of media discourse, its entertainment and information genre-style variety of GMD. The presence of advertising and PR types of discourse, and in the "interpenetrating mode", is an integral attribute, a constituent characteristic of the GMD, one of its essential features, genreforming components. It is the interaction of the three leading discursive sub-layers-media, advertising and PR-that generates a synergistic effect of a massive complex psychological impact on the collective recipient. The dominance of advertising and the dictate of the advertiser have both direct and indirect influence on the formation of the recipient's gender ideal as a member of the consumer society of the "glossy sample" (Saenko, Sozinova, Karabulatova, Akhmetov, Mamatelashvili & Pismennaya, 2016)

Objectives

Methods

Results

Conclusion