RHETORICAL STRATEGIES OF ARGUMENTATION IN COMMUNICATION IN SOCIAL NETWORKS

The article is devoted to the analysis of the discourse of social networks in the linguopragmatic aspect: the types of communicative strategies that are rhetorical in nature and used to persuade, argue in the posts of participants in network communication. It is proved that rhetoric is a defining feature of network discourse in the argumentativeaspect. It is proposed to divide rhetorical strategies of argumentation into strategies of intellectualization and self-presentation, which are ambivalent, so they are used in cooperative and conflict interaction. The strategy of intellectualization involves demonstrating the intelligence of the speaker – the level of education, awareness, literacy and the use of relevant arguments in the discussion. The main tactic of its implementation is a call to authority, which is one of the unconvincing arguments in the discussion. The strategy of self-presentation actualizes the factor of the speaker as a person whose statements are perceived without additional argumentation preciselybecause of respect for the individual, and is focused on a positive assessment of the personality and activities of the speaker.