RHETORIC STRUCTURE OF SOVIET PROMOTIONAL GENRE: THE CORPUS ANALYSIS OF RESETTLEMENT BROCHURES OF THE 1950s AND 1960s
Keywords:
promotional brochures, rhetoric structure, corpus analysis, lexical bundles, rhetorical functionAbstract
This study presents a rhetorical analysis of a corpus of Soviet promotional brochures published between 1952 and 1966 with the aim of incentivizing resettlement on collective farms in different parts of the country. The corpus comprises 21 documents, which account for approximately 166,000 tokens in total. The texts were processed using the corpus manager AntConc. The rhetorical analysis involved identifying frequent lexical bundles of 4–6 words in length, with a minimum range of 4 and minimum frequency of 10, and their distribution over different rhetoric moves, or discursive units in cohesion with communicative function. The analysis revealed 12 rhetorical moves in the textual structure of the promotional brochure. The moves of Migrants’ testimony and New place description are the largest in word volume, while the moves Benefits to migrants and Application instruction are the most conventional linguistically. According to their rhetorical functions, lexical bundles can be divided into three categories: 1) the ones of reference; 2) those of positioning; and 3) discourse organizers. The relative proportion of lexical bundles in rhetoric structures indicate the persuasiveness of the promotional text. The results show that ad hom argumentation is minimum, whereas ad rem is frequent and aim to shape the reader’s opinion. The tested method of corpus analysis regarding historical documents can be applicable to a broader set of samples, as well as to other types of historical discourses.References
Амиров В.М. Агитационный предвыборный сверхтекст: организация содержания и стратегии реализации: дис. … канд. филол. наук. Екатеринбург: Изд-во Урал. федер. ун-та, 2002. 228 с.
Баранов А.Н. Лингвистическая теория аргументации (когнитивный подход): дис. … д-ра филол. наук. М.: ИЯ РАН, 1990. 378 с.
Брутян Г.А. Аргументация (общая характеристика) // Вопросы философии. 1982. № 11. С. 43–52.
Будаев Э.В., Чудинов А.П. Методологические грани политической метафорологии // Политиче-ская лингвистика. 2007. № 21. С. 22‒31.
Гринберг К. Авангард и китч // Художественный журнал. 2005. № 60. С. 1‒19.
Еемерен Ф.Х., Гроотендорст Р. Речевые акты в аргументативных дискуссиях. СПб.: Васильев-ский остров, 1994. 239 с.
Иссерс О.С. Коммуникативные стратегии и тактики русской речи. М.: Изд-во ЛКИ, 2008. 284 с.
Кокоулин В.Г. Технологии трансформации исторической памяти о Великой Отечественной войне в постсоветской России // Дискурс-Пи. 2020. Т. 3, № 40. С. 10‒25.
Куликова О.В. Каузальность как основа репрезентации событийной цепочки в аргументативном дискурсе // Вестник Моск. гос. лингвист. ун-та. Гуманитарные науки. 2016. Т. 7, № 746. С. 134‒140.
Култышева И.В. Убеждение и доказательство в современной российской предвыборной листовке как жанре агитационного дискурса: дис. … канд. филол. наук / Урал. гос. пед. ун-т. Екатеринбург, 2011. 193 с.
Купина Н.А. Языковое строительство: от системы идеологем к системе культурем // Русский язык сегодня. 2000. Т. 1. С. 182‒189.
Лазарева Э.А. Рекламный дискурс: стратегии и тактики // Лингвистика: бюлл. Урал. лингвист. о-ва. 2003. Т. 9. С. 82‒121.
Тенева Е.В. Манипуляция и убеждение как подвиды категории воздействия (на материале бри-танского политико-публицистического дискурса) // Вестник С.-Петерб. ун-та. Язык и литература. 2016. Т. 1. С. 120‒130.
Тертычный А.А. Природа ценностно-нормативных аргументов в публицистике // Вестник Моск. ун-та. Журналистика. 1979. Т. 4. С. 19‒25.
Хазагеров Г.Г. Риторика vs. стилистика: семиотический и институциональный аспекты // Со-циологический журнал. 2008. Т. 3. С. 30‒44.
Черных А.В., Каменских М.С. Чуваши в Пермском крае: очерки истории и этнографии. СПб.: Маматов, 2014. 272 с.
Чернышева Н.В., Бровцин А.В. Трудовые миграции населения Кировской области в 1945–1967 годы. Киров: Радуга-ПРЕСС, 2015. 234 с.
Anthony L. AntConc Version 3.4.4. // [Computer Software]. 2014a. Tokyo, Japan: Waseda University. Available at: https://www.laurenceanthony.net/software/antconc/releases/ (accessed: 28.01.2023).
Anthony L. AntFileConverter 100 // [Computer Software]. 2014b. Tokyo, Japan: Waseda University. Available at: https://www.laurenceanthony.net/software/antfileconverter/releases/ (accessed: 28.01.2023).
Bhatia V.K. Analyzing Genre: Language Use in Professional Settings. London: Longman, 1993. 246 р.
Biber D., Johansson S., Leech G., Conrad S., Finegan E. Longman Grammar of Spoken and Written English. London: Longman, 1999. 1204 p.
Conrad S.M., Biber D. The Frequency and Use of Lexical Bundles in Conversation and Academic Prose // Lexicographica. 2004. Vol. 20. P. 60‒71.
Dudley-Evans A. Genre Analysis: an Approach for Text Analysis for ESP // Advances in Written Text Analysis. London: Routledge, 1994. P. 219‒228.
Grabowski Ł. Distinctive Lexical Patterns in Russian Patient Information Leaflets: A Corpus-Driven Study // Russian Journal of Linguistics. 2019. Vol. 23, no. 3. P. 659‒680.
Granger S. A Lexical Bundle Approach to Comparing Languages: Stems in English and French // Gen-re- and Register-related Discourse Features in Contrast. Special Issue of Languages in Contrast. 2014. Vol. 14, no. 1. P. 58‒72.
Labrador B., Ramón N., Alaiz-Moretón H., Sanjurjo-González H. Rhetorical Structure and Persuasive Language in the Subgenre of Online Advertisements // English for Specific Purposes. 2014. Vol. 34. P. 38–47.
Lu X., Yoon J., Kisselev O. Matching Phrase-Frames to Rhetorical Moves in Social Science Research Article Introductions // English for Specific Purposes. 2021. Vol. 61. P. 63‒83.
Mann W.C., Thompson S.A. Rhetorical Structure Theory: Toward a Functional Theory of Text Organization // Text ‒ Interdisciplinary Journal for the Study of Discourse. 1988. Vol. 8, no. 3. P. 243‒281.
Römer U. Establishing the Phraseological Profile of a Text Type: The Construction of Meaning in Aca-demic Book Reviews // English Text Construction. 2010. Vol. 3, no. 1. P. 95‒119.
Swales J.M. Genre Analysis: English in Academic and Research Settings. Cambridge: Cambridge Uni-versity Press, 1990. 260 p.
Swales J.M. Research Genres: Exploration and Applications. Cambridge: Cambridge University Press, 2004. 314 p.
References
Amirov, V. M. (2002), Agitatsionnyy predvybornyy sverkhtekst: organizatsiya soderzhaniya i strategii realizatsii [Campaigning pre-election supertext: organization of content and implementation strategies], PhD dissertation, Ural Federal University, Yekaterinburg, Russia, 228 p.
Anthony, L. (2014), “AntConc Version 3.4.4”, in Computer Software, Waseda University, Tokyo, Japan, available at: https://www.laurenceanthony.net/software/antconc/releases/ (accessed 28.01.2023).
Anthony, L. (2014), “AntFileConverter 100”, in Computer Software, Waseda University, Tokyo, Japan, available at: https://www.laurenceanthony.net/software/antconc/releases/ (accessed 28.01.2023)
Baranov, A. N. (1990), Lingvisticheskaya teoriya argumentatsii (kognitivnyy podkhod) [Linguistic theory of argumentation (cognitive approach)], Doctoral dissertation, Institute of Linguistics of the Russian Academic of Sciences, Moscow, USSR, 378 p.
Bhatia, V.K. (1993), Analyzing Genre: Language Use in Professional Settings, Longman, London, UK, 246 p.
Bhatia, V.K. (2002), “Applied genre analysis: a multi-perspective model”, IBERICA, № 4, pp. 3–19.
Biber, D., Johansson, S., Leech, G., Conrad, S. & E. Finegan (1999), Longman Grammar of Spoken and Written English, Longman, London, UK, 1204 p.
Brutyan, G.A. (1982), “Argumentation (general characteristics)”, Voprosy filosofii, № 11, pp. 43–52.
Budaev, E.V., & A.P. Chudinov (2007), “Methodological facets of political metaphorology”, Politicheskaya lingvistika, № 21, pp. 22–31.
Chernykh, A.V. & M.S. Kamenskikh (2014), Chuvashi v Permskom krae: ocherki istorii i etnografii [The Chuvash in the Perm Krai: Essays on History and Ethnography], Mamatov, St. Petersburg, Russia, 272 p.
Conrad, S. M., & D. Biber (2004), “The frequency and use of lexical bundles in conversation and academic prose”, Lexicographica, № 20, pp. 60–71.
Dudley-Evans, A. (1994), “Genre analysis: An approach for text analysis for ESP”, in Coulthard, M. (ed.), Advances in written text analysis, Routledge, London, UK, pp. 219–228.
Eemeren, F. Kh., & R. Grootendorst (1994), Rechevye akty v argumentativnykh diskussiyakh [Speech acts in argumentative discourse], Vasilyevskiy ostrov, St. Petersburg, Russia, 239 p.
Grabowski, Ł. (2019), “Distinctive Lexical Patterns in Russian Patient Information Leaflets: A Corpus-Driven Study”, Russian Journal of Linguistics, iss. 23, № 3, pp. 659–680.
Granger, S. (2014), “A lexical bundle approach to comparing languages: Stems in English and French”, in Lefer, M.-A. & S. Vogeleer (eds.), Genre- and Register-related Discourse Features in Contrast. Special issue of Languages in Contrast, iss. 14, № 1, pp. 58–72.
Greenberg, K. (2005), “Avant-garde and kitsch”, Khudozhestvennyy zhurnal, № 60, pp. 1–19.
Issers, O.S. (2008), Kommunikativnye strategii i taktiki russkoy rechi [Communicative strategies and tactics of Russian speech], LKI, Moscow, Russia, 284 p.
Khazagerov, G.G. (2008), “Rhetoric vs. stylistics: semiotic and institutional aspects”, Sotsiologicheskiy zhurnal, № 3, pp. 30–44.
Kokoulin, V.G. (2020), “Technologies of transformation of historical memory about the Great Patriotic War in post-Soviet Russia”, Discourse-P, iss. 3, № 40, pp. 10–25.
Kulikova, O.V. (2016), “Causality as a basis for event chain representation in argumentative discourse”, Vestnik Moskovskogo gosudarstvennogo lingvisticheskogo universiteta. Gumanitarnye nauki, iss. 7, № 746, pp. 134–140.
Kultysheva, I.V. (2011), Ubezhdenie i dokazatel'stvo v sovremennoy rossiyskoy predvybornoy listovke kak zhanre agitatsionnogo diskursa [Persuasion and proof in the modern Russian election leaflet as a genre of propaganda discourse], PhD dissertation, Ural State Pedagogical University, Yekaterinburg, Russia, 193 p.
Kupina, N.A. (2000), “Language construction: from the system of ideologems to the system of culturals”, Russkiy yazyk segodnya, № 1, pp. 182–189.
Lazareva, E.A. (2003), “Advertising discourse: strategies and tactics”, Lingvistika: Byulleten' Ural'skogo lingvisticheskogo obshchestva, № 9, pp. 82–121.
Lu, X., Yoon, J., & O. Kisselev (2021), “Matching phrase-frames to rhetorical moves in social science research article introductions”, English for Specific Purposes, № 61, pp. 63–83.
Römer, U. (2010), “Establishing the phraseological profile of a text type: The construction of meaning in academic book reviews”, English Text Construction, iss. 3, № 1, pp. 95–119.
Sheigal, E.I. (2007), “The Multifaceted Narrative”, Politicheskaya lingvistika, № 22, pp. 86–93.
Swales, J.M. (1990), Genre analysis: English in academic and research settings, Cambridge University Press, Cambridge, UK, 260 p.
Swales, J.M. (2004), Research genres: Exploration and applications, Cambridge University Press, Cambridge, UK, 314 p.
Teneva, E.V. (2016), “Manipulation and Persuasion as Subtypes of the Influence Category (On the Material of British Political-Publicistic Discourse)”, Vestnik Sankt-Peterburgskogo universiteta. Yazyk i literatura, № 1, pp. 120–130.
Tertychny, A.A. (1979), “The nature of value-normative arguments in journalism”, Vestnik. Mosk. univ-ta. Ser. Zhurnalistika, № 4, pp. 19–25.
