Development of discurcive power strategies in political space of Dnipro

The article deals with defining the characteristics of the authority discourse development in modern society. The localization of the urban area has been chosen as the field of the authority discursive power strategies development. The author's scheme of authority discourse analysis in the urban area has been suggested basing on the methodological principles of a discourse-analytical strategy and involving the heuristic potential of a socio-cultural and semiotic analysis, as a result of the specific empirical study. The analysis of theoretical frames for the study of the concepts of «discourse» and «authority» has made it possible to determine a variety of communicative actions, which subject can only be the authority – an institutional discourse, namely, a political perspective. It is proposed to define a political discourse as a set of all speech acts in the appropriate institutional atmosphere, which is implemented in both oral and written forms within this study. The consideration of the background, expectations of the author and the audience, hidden motives, plot schemes etc. are provided in this article. It has been noted that it is appropriate to use the categorization approach to the «soft power» concept, which proposes to consider the power as the one which is implemented in the form of a certain communicative action. The behavior dictated by the authorities is perceived by a recipient as a voluntary choice during its relization. Such categories of the investigation as cultural mechanisms of nomination, classification, legitimation and naturalization are stressed analysing a political discourse in an urban area. The author's matrix of the analysis of the authority discourse in the urban area which includes its strategies, grammatology, idioms and the nature of their projection in discursive strategies of main subjects of discourse development has been described.