The article deals with the problem of political consciousness formation in the global conditions of heterogeneous political structures, which generate a wide range of needs and interests of groups and individuals. The purpose of our study is to identify the motivational structure of the subject's consciousness formation in political structures of different types. Conceptual description of the motivational structure in socio-political systems requires complex application of various research methods. The authors utilize such methods as structural and functional analysis of the informational and social environment, the phenomenological analysis of the role of communicative practices in the public sphere driving the attitudes of mass consciousness in the process of political power legitimation. Empirical methods include public opinion polls. Following the typology of forms of political consciousness, it is possible to single out and to systematize objective system factors of the living environment and subject-oriented factors of consciousness manipulation in public policy. Remarkably, real social systems are characterized by the complex synthesis of elements from different types of political consciousness. The process of recognizing the legitimacy of power by an individual is defined by opposite motivational vectors of freedom and necessity and runs on the base of rational and emotional perception of the political situation. The unity of the diverse forms of political consciousness organization in the global society is based on the axiological consensus between cultures, between society and human, between state and person. These relations conceptually manifest in symbols that motivate individual and group consciousness to trust in power.
The article is devoted to the actual problem of the future specialist personality formation. Nowadays, the informational and political environment should be construed as an objective condition of professional activity. Information presentation depends on political goals, which implicitly guide current events interpretation and ideological concepts assessment. In this regard, a socially organized system of emotional and cognitive orientations of the mass subject in the public sphere is considered as a tool of political technology. The authors' start point is determined by an objective-systemic approach to the structural-functional analysis of the specialist's worldview formation involving the use of semantic modeling method. The effective mechanisms of the mass consciousness orientation are noted to be associated with the matrix of worldview and motivational structure hidden in the network of cognitive and communicative practices. The instrumental function of the criterion of truth in the mental representation of social events can be presented sweepingly in true, false and mythologized forms of worldview. In modern digital culture, the role of mythology is becoming relevant for the worldview semantic matrix design. Myths correcting the correlation between the true, false and mythologized form of political consciousness, quickly spread in digital virtual environments. The shift in criteria of truth induced by means of myth-making is an effective tool of political technology aimed at introduction of certain illusory ideas or symbols that carry certain values and norms, into the mass consciousness.
The article discusses pitching as a communication technology and a pitch as a business PRtext. For a more complete and correct definition of the concepts of a pitch and pitching, the semantics of the multi-valued pitch lexeme underlying them are analyzed. The types of pitching are described by the field of activity, by the intended purpose and by the time of the presentation. The subject of the study was the textual features of the investment pitch as a PR communication tool. The main purpose of the work is to analyze the structural and content components of the investment pitch in the communicative and pragmatic aspect, including the characteristics of the addresser, addressee, object, goal, functions, etc. The material for the study was selected using the method of random sampling of 28 video recordings of pitch presentations presented on the foreign TV shows Shark Tank and Dragons’ Den, posted on the social network YouTube. The analysis of the material showed that the text of the pitch is based on the principle of combining standard and expression, noted by V. G. Kostomarov, in relation to the language of the newspaper. The tendency towards standardization is manifested in the typical structure of the pitch, the tendency towards expressiveness — in the use of certain verbal and paraverbal means, with the help of which the addresser seeks to express a subjective attitude not only to the content of speech, but also to the addressee, influencing his consciousness and stimulating him to make the necessary decisions. Based on the identified differential features, the definition of an investment pitch is proposed. It is concluded that the investment pitch can be included in a number of other proposals coming from the PR subject — proposals for cooperation, commercial proposals and proposals for sponsorship, calling it an offer for investors.
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