Role of artistic communicative strategies in modern day politics

Abstract

The paper refers to the problem of constructing modern day political leaders' communication with the voters. The peculiarities of convergent communication, which is inseparable from modern day communication, allow to produce a model of communicative process participants, determine the most significant communicative competencies of convergent participants and offer proper solutions of communicative problems. The authors come to a conclusion that within the framework of the digital society, possessing new channels of communication, new technologies of transferring and storing information etc., the basic communicative strategies, characterizing participants of communication, peculiarities of their consciousness and, consequently, peculiarities of receiving and processing the information, remain unchanged. We also have to admit the unchangeability of discursive strategies considered as primary principles of activity, which can be chosen by a participant. It should also be noted that these strategies can be traced to the archetypical models of behavior of the Headman, King, Judge, Warrior, Teacher, Father, Son etc. New communication channels (social networks, sites of politicians, YouTube channels, messengers etc.), used extensively in modern day politics, aim to change not the strategies, but the discourse formats, corresponding to the communication channels, on the one hand, and possessing the ability to organize dialogical relations between the creator and the recipient, on the other hand. The authors also claim that the chosen communicative strategies should correspond to those archetypes that underlie politician's image and the chosen communicative strategies are not supposed to undermine these archetypes.