Abstract
The relevance of the research topic is due to the need for a systematic scientific analysis of speech means in medical media discourse in connection with their influence on the worldview, behavior and physical condition of communication objects. The purpose of this article is to establish speech strategies and tactics used by the subject of media communication and influencing the target audience. Within the framework of the article, a theoretical review of scientific works on the study of speech influence and speech communication is presented, definitions are given to the concepts of subject and object of communication, speech influence, speech strategy and speech tactics. The paper examines the implementation of strategies and tactics in television medical discourse using the example of an analysis of the release of the program “About the Most Important Thing” dated January 12, 2024. The author analyzes the speech behavior of the doctor and TV presenter A.L. Myasnikov and reveals the use by the subject of communication of the strategy of manipulative influence and the strategy of persuasion. To implement the first, the TV presenter uses the tactics of leading by example, introducing an element of informality, cooperation, humor and a direct call to action. These tactics are expressed through the use of conversational vocabulary, syntactic structures with the personal pronoun “we,” and narration about one’s life experiences, which affects the emotions and consciousness of listeners. The persuasion strategy is carried out through tactics of popularizing knowledge, citing authority and using rhetorical questions. The use of commonly used vocabulary instead of medical terms, clear argumentation and construction of statements starting with questions and answers following them contributes to the effective delivery of information to the objects of communication.
Keywords
Media discourse, medical discourse, speech influence, speech influence strategies, speech influence tactics.