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EN
The displacement o f a scientific paradigm has occurred in modem linguistics: the transition from the systematic approach to the study o f language in the communicative approach. We can observe the formation o f a new, communicative stylistics o f text. This stylistics takes place o f the traditional functional stylistics. If the text is the most important part o f the language system in the functional stylistics, then the text in the communicative stylistics is simply a verbal work by a sender which is directed at the addressee. The main intention o f the author-publicist is to convince the reader not only to the legitimacy o f the idea (ideologism), suggested by the author, but also to its correctness. Therefore, the main text-forming (intentional) categories o f any publicistic work as an impactful type o f text are the ideologism, the nomination, the evaluative format, the interpretation and the tone. It means that a certain suggested idea (ideologism) is being realized in the publicistic text with the help o f author’s evaluative foundation, the interpretation o f reality, and the strategy o f naming the stylistic manner o f disclosure (communicative aggression, communicative approval or an emphasized objectivity). All mentioned categories provide the realization o f the author’s global convincing strategy in a publicistic text and further - in a publicistic discourse as a compilation of the publicistic texts, submerged in a communicative situation (for the publicistic discourse - in the ideological communicative situation). And therefore, we can consider the ideologism, the evaluative format, and the ideological interpretation o f the event, to be the discourse (hyper-textual) characteristics o f publicism.
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EN
There are two imporlant areas in modern Linguistics: traditional stylistics and discourse studies. We need identify their common interests and differentiate them. They both find out text, context, genre. But traditional stylistics find out these categories as mental and aesthetic phenomena, and discourse studies - as pragmatic and sociál.
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