Normative mechanisms in modern Russian society have been intensively changed, and this creates a real problem for the normalization process. The study of this problem refers to the current problems of the norm theory. The article is devoted to the investigation of normativity in the light of ecological linguistics, the origins of normativity and the principles of normativity valuation. Destabilizing factors in the development of the modern Russian language, according to the authors of the article are manipulation, verbal aggression as well as excessive foreign borrowings, slang, which displace native words of the literary language, which have a huge linguistic and cultural potential and convey important ethical concepts. Regulatory processes are being considered from the point of view of language-homeostasis that gives an opportunity to value some phenomenon as constructive or destructive one in terms of ability to survive.
Manipulative techniques of verbal communication have rather recently moved into the focus of research attention (classical rhetoric was focused on honest argumentation and touched upon the problem of manipulation only in terms of criticism of “unsuitable persuasion techniques” used by sophists). In numerous modern studies, virtually the entire tropic is considered to be manipulative techniques, and it remains unclear what transforms the method of enhancing figurativeness and expressiveness into a destructive method of latent influence. Of course, this ambiguity is generated by the essence of the object: to explain manipulativeness, it is necessary to dive into the spheres of the intentional, which is difficult to verify. However, it is extremely important to distinguish between the tropics in its original role, on the one hand, and tropics used for manipulative purposes, on the other. Based on discursive analysis, which makes it possible to identify manipulation, using the inductive-deductive method and the method of linguopragmatic analysis, the authors study the conditions under which the use of linguistic means in general and the comparison trope in particular becomes manipulative. On the example of the trope comparison the authors attempt to clarify the conditions of its incorrect, it means manipulative, use. Manipulation is destructive, even if it bases on the tropics, and therefore for the cultivation of public space it is necessary to detect this technique.
The article is written at the intersection of two quite different research paradigms – expressive grammar and linguoconflictology. The communicative conflict is produced not only by known conflictogens such as invectives and obscenisms, but also by less vivid and specific means, including grammatical forms different in normativity degree. It is extremely important for the public communication harmonization to develop a methodological construct for measuring verbal conflicts and methods for predictive modeling of the cognitive structures of conflict communication. In this connection, it is important to analyze specific lexicon and grammar units able to become a source of communicative conflict. To outline the range of connotations connection with the possibility of grammatical forms to act as a factor of conflict communication is quite feasible, shown by the example of the morphological categories of gender and number. The terms “conflict-containing”, “conflict-causing”, applied to lexical units, can be extended to separate grammatical forms. Localization of attention on components of non-central zone in the totality of linguistic conflict markers introduces new materials and synthesis to the communicative conflict theory, expands the system of knowledge in the field of linguoconflictology. The same morphological form can be filled with completely different pragmatic content, since grammatical forms can be axiologized, get their own content and functional specifics in the process of expressing the author’s intentions. The conventional values of morphological forms and the permissible limits of their variation are modified according to the conditions of communication and the broad context of the situation.
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