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
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