DISCOURSE-ANALYSIS OF PUBLIC DIPLOMACY AS A METHOD OF STUDENT’S LINGUISTIC PERSONALITY FORMATION AT THE FACULTY OF ADVERTISING AND PUBLIC RELATIONS

The article is devoted to discourse-analysis of public diplomacy as a method of student’s linguistic personality formation at the Faculty of Advertising and Public Relations. The article defines the concepts of “linguistic personality”, “discourse”, “diplomatic discourse” and “public diplomacy”. The differences between didactic and empirical methods are described; the need to use both groups of methods is proved. The analysis of public diplomatic discourse as a method of student’s linguistic personality formation at the Faculty of Advertising and Public Relations is placed at the junction of these two groups of methods. A separate section is devoted to three levels of argumentation: emotional, cognitive, pragmatic. The speaker chooses all or each of them in accordance with the peculiarities of the audience’s perception of information. Depending on the speaker’s mastery of all three levels of argumentation, one can judge the degree of development of his linguistic personality. The paper provides the most striking examples of a combination of three levels of argumentation and the main speech strategies of diplomatic communication taken from the speeches of political and diplomatic leaders of Russia, the United States and Great Britain. In conclusion, it is recommended to include the analysis of public diplomatic discourse in the English course for specific purposes as a method of student’s linguistic personality formation at the Faculty of Advertising and Public Relations.