• English
  • Русский

NEW LIFE OF THE OLD GENRE: TO THE PROBLEM OF VARIABILITY IN THE GENRE

This is an open access article distributed under the terms of Creative Commons Attribution 4.0 International License (CC-BY 4.0).
 
The article deals with the controversial problem of  variability in the speech genre. Briefly, different approaches to understanding the variant in linguistic literature are highlighted. On the example of comparison of well-studied appeal genres in political discourse and slogan in the advertising discourse, they are offered an understanding of them as variants of one genre. The authors’ point of view is justified by the coincidence of the communicative goal (illocutionary function) and a minor modification of other genre-forming features.
Author: 
Steksova
Tatiana
Ivanovna
,
Novosibirsk State Pedagogical University
,
Novosibirsk
,
steksova@inbox.ru
Krylov
Yuri
Vladimirovich
,
Novosibirsk State Pedagogical University
,
Novosibirsk
,
filin1402@gmail.com
Key words: 
speech genre, variability, genre-forming features, slogan
DOI: 
https://doi.org/10.18500/2311-0740-2018-3-19-179-188
Bibliography
  1. Belousova N. P. Osnovnye harakteristiki slogana kak subzhanra sovremennogo rossijskogo reklamnogo diskursa [The main characteristics of the slogan as a subgenre of modern Russian advertising discourse]. Diss. Cand. Sci. (Philol.). Samara, 2006. 178 p. (in Russian).
  2. Chudinov A. P. Politicheskaja lingvistika [Political Linguistics] Moscow, Flinta, Nauka Publ., 2008 254 p. (in Russian).
  3. Jakobson R. Izbrannye raboty [Selected Works]. Moscow, Progress Publ., 1985. 460 p. (in Russian).
  4. Kaftandzhiev H. Garmonija v reklamnoj kommunikacii [Harmony in advertising communication]. Moscow, Jeksmo Publ., 2005. 366 p. (in Russian).
  5. Kanturova M. A. Derivacionnye processy v sisteme rechevyh zhanrov (na primere rechevogo zhanra kulinarnogo recepta) [Derivation processes in the system of speech genres]. Diss. Cand. Sci (Philol.). Novosibirsk, 2012. 169 p. (in Russian).
  6. Lingvisticheskij jenciklopedicheskij slovar’ [Linguistic encyclopedic dictionary]. Moscow, Sov. jenciklopedija, 1990. 683 p. (in Russian).
  7. Mokienko V. M. Lozung i reklama v publicisticheskom diskurse (obshhee i razlichnoe) [The slogan and advertising in publicistic discourse (general and various)]. Problemy istorii, filologii, kul’tury [Problems of history, philology, culture]. 2016, no. 3, pp. 167–173 (in Russian).
  8. Orlova N. V. Zhanry razgovornoj rechi i ih «stilisticheskaja obrabotka» : K voprosu o sootnoshenii stilja i zhanra [Genres of colloquial speech and their “stylistic processing”: On the question of the relationship between style and genre]. Zhanry rechi : sb. nauch. st. Vyp. 1. [Speech Genres : coll. of sci. art], iss. 1. Saratov, GosUNTs “Kolledzh”, 1997, pp. 51–56 (in Russian).
  9. Portrety rechevyh zhanrov : raznye diskursivnye praktiki [Portraits of speech genres : different discursive practices]. Tomsk, Izd-vo Tom. Un-ta, 2016. 278 p. (in Russian).
  10. Problemy funkcional’noj grammatiki : semanticheskaja invariantnost’ / variativnost’. [Problems of functional grammar : semantic invariance / variability] St. Petersburg, Nauka Publ., 2003. 400 p. (in Russian).
  11. Reklamnyj tekst : semiotika i lingvistika [Advertising text : semiotics and linguistics]. Moscow, Mezhdunar. in-t reklamy, Izdatel’skij dom Grebennikova, 2000. 270 p. (in Russian).
  12. Romanenko Ya. N. Reklamnyj tekst kak ob”ekt lingvisticheskogo issledovanija [Advertising text as an object of linguistic research]. Thesis Diss. Cand. Sci. (Philol.). Moscow, 2007. 23 p. (in Russian).
  13. Rozental’ D. Je. Jazyk reklamnyh tekstov [Language of advertising texts]. Moscow, Vysshaja shkola Publ., 1981. 127 p. (in Russian).
  14. Russinova T. V. K probleme var’irovanija zhanrov (na materiale tekstov direktivnogo zhanra) [To the problem of variation of genres (based on texts of the directive genre)]. Zhanry rechi : sb. nauch. st. Vyp. 4. Zhanr i koncept [Speech Genres : coll. of sci. art. Iss 4. Genre and Concept]. Saratov, GosUNTs “Kolledzh”, 2005, pp. 399–407 (in Russian).
  15. Salimovskij V. A., Jarullin D. V. O tozhdestve rechevogo zhanra [On the Identity of the Speech Genre]. Speech Genres, 2017, no. 2(16), pp. 151–159 (in Russian).
  16. Shatin Ju. V. Postroenie reklamnogo teksta [Building advertising text]. Moscow, Berator Press Publ., 2003. 120 p. (in Russian).
  17. Shido K. V. Reklamnyj slogan kak osobyj zhanr anglijskih reklamnyh tekstov [Advertising slogan as a special genre of English advertising texts]. Diss. Cand. Sci. (Philol.). Saratov, 2002. 242 p. (in Russian).
  18. Shmeleva T. V. Model’ rechevogo zhanra [Model of the speech genre]. Zhanry rechi : sb. nauch. st. Vyp. 1. [Speech Genres : coll. of sci. art], iss. 1. Saratov, GosUNTs “Kolledzh”, 1997. pp. 88–98 (in Russian).
  19. Slozhnopodchinennoe predlozhenie v leksikograficheskom aspekte [Complex sentence in the lexicographical aspect]. St. Petersburg, Izd-vo RGPU im. A. I. Gercena, 2008. 346 p. (in Russian).
  20. Steksova T. I. Deklarativnost’ v politicheskom diskurse [Declarativeness in political discourse]. Politicheskaja lingvistika [Political Linguistics], 2016, no. 5 (59), pp. 56–62 (in Russian).
  21. Steksova T. I. Funkcional’no-stilevye varianty rechevogo zhanra pros’by [Functional-style versions of the speech genre of the request]. In : Problemy interpretacionnoj lingvistiki : interpretatory i tipy interpretacii : mezhvuz. sb. nauch. tr. [Problems of interpretational linguistics : interpreters and types of interpretation. Collection of scientistic work]. Novosibirsk, Izd-vo NGPU, 2004, pp. 89–99 (in Russian).
  22. Steksova T. I. Kommentarij kak rechevoj zhanr i ego variativnost’ [Commentary as a speech genre and its variability]. Zhanry rechi [Speech Genres], 2014, no. 1–2 (9–10), pp. 81–88 (in Russian).
  23. Steksova T. I., Lavrent’eva E. V. Osobennosti zhanra obvinenija v politicheskom diskurse. [Features of the genre of prosecution in political discourse.]. Speech Genres, 2018, no 2, pp. 104–111 (in Russian).
  24. Tortunova I. A. Lozung kak oratorskij zhanr [The slogan as an oratorical genre]. Uchenye zapiski Ros. gos. soc. un-ta [Academic notes of Russian State Social University]. 2012, no. 10 (110), pp. 159–161 (in Russian).
  25. Tortunova I. A. Zhanrovo-stilisticheskij portret sovremennogo politicheskogo lozunga [Genre-stylistic portrait of the modern political slogan]. Nauchnyj dialog. 2015. № 9 (45), pp. 100–111 (in Russian).
  26. Tortunova I. A. Zhanrovye i hudozhestvennye priznaki lozungov i sloganov [Genre and artistic signs of slogansand slogans] [Jelektronnyj resurs]. INTER-CULTUR@L-NET : mezhdunar. nauch.-prakt. zhur. 2006. Iss. 5. Available at: http://www.my-luni.ru/journal/clauses/100/ (Accessed 20 June 2017) (in Russian).
  27. Ujells U., Bernet Dzh., Moriarti S. Advertising: principles and practices. St. Petersburg, Piter Publ., 1999. 738 p. (in Russian).
  28. Val’ter H., Mokienko V. M. Struktura lozunga i ego definicii. [Structure of the slogan and its definition]. In: Na kryl’jah slova : materialy mezhdunar. zaoch. nauch. konf., posvjashh. jubileju d-ra filol. nauk, prof, pp. G. Shulezhkovoj [On the wings of the word : the materials of the international correspondrnce scientific conference, dedicated. the anniversary of Dr. Philol. Sciences, prof. S. G. Shulezhkova]. Magnitogorsk, 2015, pp. 289–300 (in Russian).
Journal issue: 
№ 3 (19), 2018, 
Heading: 
Studies of individual genres
Full Text (PDF):
download
(downloads: 813)