Abstract
The article examines the possible ways to promote the Russian language within the framework of the Russian state policy of soft power, which forms a positive image not only of the Russian world, but also of the Russian language itself. The relevance of the research area is determined by the need to adjust this policy to the current conditions, complicated by the information war. The authors proceed from the fact that, acting in two different qualities - as a tool and as the owner of soft power - the Russian language forms its image and reputation. Endowing the Russian language with the properties of a soft po- wer actor, the goal of analyzing the mechanisms of forming the attractiveness of the Russian language in professional and naive advertising, comparing the models of its presentation and determining the specific indicators of attractiveness, is set. The examples of social advertising (both domestic and foreign), emphasizing the power and strength, spirituality and purity of the Russian language, the examples of advertising slogans invented by native speakers, to which methods of text and discourse analysis are applied, are given. The research is carried out on the corpus of slogans taken from advertising campaigns of the Russkiy Mir Foundation, advertisements of university educational projects, school contests for advertising the Russian language, polls initiated by the media. The professional and naive models of the Russian language social promoting are compared, and the latter assessed as the most creative and promising. Nave advertising seems to be a more effective tool of soft power policy, since it turns out to be more multidimensional, more meaningful and more human than professional advertising, and forms a more attractive image of the language.
Highlights
The article examines the possible ways to promote the Russian language within the framework of the Russian state policy of “soft power”, which forms a positive image of the Russian world, and of the Russian language itself
The authors proceed from the fact that, acting in two different qualities – as a tool and as the owner of “soft power” – the Russian language forms its image and reputation
The examples of social advertising, emphasizing the power and strength, spirituality and purity of the Russian language, the examples of advertising slogans invented by native speakers, to which methods of text and discourse analysis are applied, are given
Summary
Выступая в двух разных качествах – как инструмент и как обладатель «мягкой силы», русский язык формирует свой имидж и репутацию. Наделяя русский язык свойствами актора-обладателя «мягкой силы», ставится цель – проанализировать механизмы формирования привлекательности русского языка в профессиональной и «наивной» рекламе, сопоставить модели его представления и определить, что конкретно выступает в качестве индикаторов привлекательности. Имиджевые характеристики русского языка в аспекте политики «мягкой силы» // Русистика. Выступая в качестве инструмента «мягкой силы», русский язык, на наш взгляд, одновременно является ее «актором»-обладателем (с поправкой на персонификацию языка, соотносимого с множеством конкретных акторов – его носителей) и лингвистическими средствами формирует свой позитивный имидж и репутацию. Цель исследования – исходя из предложенного представления о русском языке как «акторе»-обладателе «мягкой силы», проанализировать механизмы формирования привлекательности русского языка и определить его положительные имиджевые характеристики
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