Open AccessGloss discourse as a gender tool of consumer motivation in the era of digital communications
Author(s) -
Aleksandra Anatolevna Vorozhbitova,
Zulima Z. Bzegezheva,
Anastasia A. Buryanova,
Lyudmila V. Prus
Publication year - 2021
Publication title -
eduweb
Language(s) - English
Resource type - Journals
eISSN - 1856-7576
pISSN - 2665-0223
DOI - 10.46502/issn.1856-7576/2021.15.02.19
Subject(s) - sociocultural evolution , personality , sociology , rhetorical question , globalization , novelty , linguistics , aesthetics , psychology , literature , social psychology , art , political science , anthropology , philosophy , law
The purpose of the article is to characterize the glossy magazine discourse (GMD) of the early 21st century as a powerful tool for influencing the recipient in a situation with prevailing digital communication and electronic advertising, as a special discursive process that acts as an explicit tool of globalization.The phenomenon of creating consumer motivation for predictable purchasing behavior, which is influenced by print and electronic glossy magazine discourse, is analyzed from the standpoint of the Linguistic and Rhetorical (L&R) Paradigm of the Sochi scientific school. The authors suggest an original synergetic methodology combining the methods of linguistics, new rhetoric, pedagogy, psychology and economic management emphasizing the novelty of this discourse in the context of its influence on the formation and transformation of the modern linguistic personality.It is concluded that this type of discourse, the latest in terms of chronology of the historical process, actualizes the polyethnic sociocultural & educational space of the early 21st century at a new level (on the example of Russia).It is proved that GMD stimulates transformations in line with the leading trend of the formation of a "planetary linguistic personality" with the value orientations of the "philosophy of glamour".