THE CATEGORY OF PERSUASIVENESS IN CONTEMPORARY LINGUISTICS: STATUS, FUNCTIONAL FEATURES OF REPRESENTATION

Abstract

The article provides a comprehensive theoretical understanding of the category of persuasiveness in modern linguistics in the context of the anthropocentric paradigm of linguistics, which focuses on language as a tool for purposeful influence on the consciousness and behavior of the recipient. Persuasiveness is considered as a complex multilevel modal category that is not limited to the act of persuasion, but encompasses cognitive, pragmatic, and communicative-discursive mechanisms of forming and transforming the addressee's intentions. The thesis that any communicative act aimed at achieving a certain pragmatic effect is persuasive in nature is substantiated. Particular attention is focused on the description of the hierarchical architectonics of persuasiveness, presented as a five-level system that combines the functional dominance of the text, the propositional organization of utterances, the strategic choice of linguistic means, the implementation of communicative tactics, and the achievement of a pragmatic effect. These linguistic means fix the degree of confidence of the addresser and perform the function of transmitting this confidence to the recipient, increasing the level of credibility of the message. It has been proven that the effectiveness of persuasive influence is based on the dialectical synergy of the cognitive aspect, related to the processes of conceptualization and reframing of the recipient's worldview, and the communicative-discursive aspect, which involves the conscious selection of strategies and tactics of speech action. The proposed model of the architectonics of persuasiveness allows for a systematic description of the mechanisms of speech influence in various types of discourse and has significant theoretical and applied potential for further linguistic research. We consider further study of the features of the architectonics of persuasiveness to be promising, as it opens up new horizons for the analysis and classification of specialized types of discourse, in particular legal and academic, in which the accuracy of linguistic coding and the predictability of the pragmatic effect are determining factors for effective professional communication.