Хабаршы вестник bulletin «Филология ғылымдары» сериясы Серия «Филологические науки»
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| Keywords: business discourse, socio-cognitive concept, extralinguistic factors.
Study of business discourse in terms of his cognitive aspects has attracted the attention of researchers relatively recently. Through the analysis of written and oral business discourse modern linguists seek to resolve questions about the relationship and interdependence of internal and external factors of human being and thinking, and social and individual factors as well [1] Considering the conditions of successful speech acts, Western scholars T. van Dijk and W. Kintsch one of the firsts noted the importance of specific national, social, cultural and educational differences between the communicators, the background of the speaker and the listener. They argued that "every culture has their important events and actions so we and the residents of any African village speak and write on various topics <...> Depending on where we are - at breakfast, in the restaurant, in the tram we tend to speak on various topics " [2, p. 42]. In this connection there is need to involve a broad social and situational context in which an impact was done by speech. According to most scientists, the relationship between discourse and social structures is not a simple correlation or causative interaction. Here is the place to be very complex socio-cognitive process, which includes mental models and other cognitive representations arising in the minds of the participants. [3] Consequently, these cognitive components such as general knowledge, ideology, norms, values, unique mental models of different personalities, are important components of the social theory of discourse. As noted by R. Wodak, "in spite of the fact that a person cannot "differentiate" the consciousness of the other 9 Абай атындағы ҚазҰПУ-дың Хабаршысы, «Филология ғылымдары» сериясы, № 1 (55), 2016 ж. ("black box"), (almost) all of us believe that there are certain mental processes which link the production and comprehension of the text with saying, text and communication, and social phenomena "[4, p. 125]. In this regard, it is the desire to integrate social and cognitive approaches in unified theory determined the emergence of a new concept of T. van Dijk - socio-cognitive discourse analysis. According to modern scholars (T.A. van Dijk, R. Wodak, D. N.. Fairclough, PM Dayneko, EV Buda and others.), insufficient attention to the cognitive component of discourse analysis significantly inhibits the development of certain sciences, including critical discourse, sociolinguistics, applied linguistics. Indeed, the use of socio-cognitive approach to the study of business discourse is, in our view, a step forward in the understanding of communicative pragmatic aspects of linguistic sign. A significant milestone in the research of the founder of socio-cognitive approach T.A. van Dijk was the use of cognitive research in describing the pragmatic and social dimensions of discourse. According to the scientist, the cognitive model of discourse should reflect the fact that a coherent text is done in a social context [5, p. 55], which includes: 1) general cultural knowledge; 2) social and cultural situation; 3) communicative situation, To understand sociocognitive concept it is necessary to clearly distinguish the concepts of "context", "contextual model", "situation". According to the interpretation of T.A. van Dijk, a context should be understood as "objective" social variables but not only as gender, age, etc. characteristics, and specific mental models, referred to as contextual models. According to scientists, it is contextual models that are the "missing link" amongst the communicative situation, discourse and social processes from point of view of sociolinguistic and cognitive aspects. Contextual models include specific category of culture and universal data (participants, spatio-temporal model, goals, actions), without which the complex social interaction would be impossible between participants of communication [6]. Thus communicants verbal behavior depends on the situation: "Possible actions, and consequently the text are limited to specific parameters of situation" [2, p. 160]. In other words, a communicant can make a successful speech act only in case the latter meets the requirements of the sociocultural context. Some modern Russian and domestic scientific researchers attempts to review business discourse in terms of the particular context. Thus, the Russian linguist Y. Danyushina defines communication as a comprehensive exchange of information, emotions, impacts and considers the corporate communication as communication in the business sphere which is communication in the corporate context, ie, in terms of conducting business activities [7]. Kazakh scientist G. G. Burkitbayev also notes the importance and potential consideration of the context of the business discourse study and the actual business communication: "Although the genre of business discourse analysis comprehensively and deeply connected with linguistic theory, its main future goal is not so much the development of a specific linguistic model, or build the original linguistic theory as development the best research method of real communication in a specific social context, and the precise definition of the typical forms of communication, as well as a full explanation of the relationship between the typical forms of communication in connection with the context "[8, p. . 210] Cognitive pragmatics appeared in the context of modern language science development, including cognitive character and reflecting the relationship between man and the world through its language, [9; p.50]. The main goal of the cognitive theory of pragmatics is the desire to explain the conditions of successfull speech act, based on the study of the relationship between the situational context of verbal communication and cognitive systems communicants. In this case, the concept of situational model allows us to understand not only the idea of the stereotypical sequences of events (as in scripts and frames), and the "personal knowledge that people have with respect to this situation. Based on the foregoing, the activation of the speech act schemes allows interpret any text better and illocutionary virtue of its constituent speech acts taking into account both the situational and communicative contexts. In this regard, it is impossible to adequately understand the speech act in isolation, as noted in the works of JL Austin and JR Searle, but only in text and extra-linguistic context, ie, in the discourse. In recent years, scientists (T.A. van Dijk, Trosborg A., Y. Zhu, DC Iriskhanova, Dayneko PM, Igor Zhukov, AV Rudenko et al.) more and more are showing interest in this fairly new field of linguistics, developing a methodology for studying the basics of sociocognitive discourse. Touching on the issue of sociocognitive features of business discourse, we believe that effective communication is possible in case individual cognitive and social spaces are common for business partners. For the successful implementation of business communication it is necessary to obtain not only mastery of the language system, and also a 10 |