Speech image in the system of speech design: methodology and technologies

The paper contains theoretical foundation of a new special pragmatically significant sphere of linguistics formed on the junction of rhetorical poetics, imagology and speech ethology – “speech designing” (constructing verbal and speech images with pragmatic aims, their realization with appropriate means of speech behavior, working out corresponding methods and techniques of professional education and their use). It also includes description of methods (technologies) created and approbated by the author for constructing personal (individual) speech image with aims socially important for its “owner”. Speech image (SI) is regarded as: 1) base (structure forming frame and model) of coherent individual image; 2) main unit of personal presentation in multimedia communication process; 3) socially significant image of its bearer, defining and presenting his social role and position; 4) system of selecting and organizing means of speech behavior in all discourse levels. SI dynamic time structure is described significant for SI lability (possibility of its varying according to changes of speech environment) and consequently for SI effectivity. Technology of creating SI and formation of corresponding supporting it speech behavior making possible its realization is worked out and described by stage, beginning with analysis and estimation of given speech status of the bearer (client), creating project of resulting SI in terms of speech (rhetoric) ideal and type of speech culture, through gradual promotion over types of speech culture and discourse levels towards the planned coherent image. The technology is worked out and approbated during special student course following the author’s program “Rhetorical Poetics” (A.M.Gorky Literature Institute, Moscow, 2005-2014), developed in “Professor Mikhalskaya Speech Design Workshop” and video course ‘Speech Image” (Mikhalskaya, Moscow, 2019).