COMMUNICATIVE STRATEGIES AND TACTICS OF THE AUTHOR’S COLUMN (BASED ON THE CONTRIBUTIONS OF LARISA DENYSENKO, OLEH KOTSAREV, KATERYNA BABKINA, IRENА KARPA, YULIA STAHIVSKA)

Abstract

The article outlines the concept of an author’s column as a journalistic work in which the author (columnist) expresses his own subjective opinions on the basis of facts and phenomena relevant to society by artistic and journalistic means, and columnism as an array of texts placed under the rubric of an author’s column, and a set of author’s speakers. It has been established that this journalistic genre is characterized by an expressive authorial position, subjectivism, the creation of the effect of presence, dialogism, has a significant potential to influence the readership, which allows for the formation of a conscious civic position of the addressees of the content in relation to socio-political realities, to unite on the basis of common values, encourage readers to be active members of society. The concept of communicative strategy as the implementation of the speaker’s communicative intentions to achieve a defined goal of communication by selecting the most effective methods of communication and tactics as the implementation of a communicative strategy and a set of techniques and methods used by the communicator at a certain stage of interaction with the interlocutor to achieve the desired result is outlined. Different typologies of strategies and tactics are analyzed. As a result of the analysis of the author’s columns of the Deutsche Welle special project “Author’s column”, it was established that in the studied texts their authors used an information strategy, which is embodied in the tactics of attracting attention, gathering information, presenting information, sequence of events; the strategy of consolidation, manifested in the tactics of communication intimacy, integration, affiliation; the strategy of emotional influence, which is embodied in the tactics of addressing the recipient’s emotions, dramatization. We see the prospects for further scientific research in the study of communicative strategies and tactics of other journalistic genres.