Symbolization and mythologization in the cognitive structure of PR-discourse in building images and brands

Abstract

The interest of the scientific community to the institutional types of discourse, including PR-discourse in its different manifestations and types, determines the relevance of the issue under analysis. The purpose of the paper is to identify the role of symbolization and mythologization in implementing the linguistic pragmatic model of Russian language PR-discourse. General scientific methodology is considered to be the main approach to study this issue, this methodology stating that language being one type of social activity is determined by the public consciousness and communication in its development and is closely connected with these processes. Discourse being a communicative event shows its interactive nature in terms of language with its level being referred to the cognitive pragmatic potential of communicators. Discourse is always socially marked, and here we can speak about the expressed personal and sociocultural features of the communication participants, their background knowledge and intentions.  The research leads us to conclude that symbolization and mythologization are manifested at all levels of PR-discourse, represent its synergetic nature, which is determined by its symbolic, textual and communicative dialogue origin. The materials of the paper can be useful in the studies devoted to the development of theoretical and practical courses in the issues of text linguistics and cognitive linguistics, as well as special seminars in intercultural communication, pragmatic linguistic and linguistic cultural studies.

Keywords: PR-discourse, symbolization, mythologization, brand, linguistic culture, image, media discourse, linguistic cognitive structure