Tambov
SCIENTIFIC SERIES
“COGNITIVE STUDIES OF LANGUAGE”

COGNITIVE RHETORIC OF EFFECT: COMPARING MASS MEDIA GENRES

COGNITIVE RHETORIC OF EFFECT: COMPARING MASS MEDIA GENRES


Author:  S.I. Potapenko

Affiliation:  Nizhyn State University named after N.V. Gogol

Abstract:  The procedures of cognitive rhetoric of effect, unraveling the author’s planned impressions, combine the ancient stages of text-formation with the conceptual structures of communication participants to compare texts of two mass media genres: speeches and news stories. It is found that their composition rests on two strategies selected at the stage of invention: author’s, reflecting the sender’s intention, and addressee’s, taking into account the receiver’s temporal and social positions. At the stage of elocution the choice of nominative units, categorizing a suggested idea at different levels of generalization, is subordinated to three main moves: superordinate-basic, basic-superordinate, and circular which is demonstrated by comparison of how Queen Elizabeth’s 2014 Christmas broadcast is interpreted in news stories.

Keywords:  cognitive rhetoric, invention, disposition, elocution, media discourse, image schema, Christmas broadcast, news story

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Pages:  717-726

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