LANGUAGE AS A FACTOR OF COMMUNICATIVE EFFECTIVENESS

Abstract

Relevance of the research topic. Since the main competitive advantage in the conditions of the information society is the quality and effectiveness of communication, the topic of language as a factor of communicative effectiveness acquires obvious relevance, which requires multi-aspect analysis. Formulation of the problem. The subject of research is characterized by a double problem: the first problematic aspect concerns the difficulties of an adequate and comprehensive theoretical representation of the spheres of language and communication as system objects; the second problematic format is due to the dependence of language and communication on the needs and interests of various subjects and socio-historical trends, which are extremely difficult to systematize, and even more so to reduce to a common criterion denominator. Analysis of recent research and publications. The understanding of language as a multi-aspect factor of communicative effectiveness, which functions in interaction with various socio-cultural aspects and trends, was carried out in the works of J. Sandoval, D. Kristin, O. Rafalskyi, Z. Samchuk and others. The populist megatrend of the functioning of the linguistic and communicative sphere of modern times is well-argued in the works of N. Parvini, Mudde C & Kaltwasser. The research direction of symbolic-metaphorical resources of language and communication of the modern format is associated with the works of R. Gibbs, A. Goatly, D. Grove, J. Littlemore, J. Rees, W. Sullivan. A characteristic feature of the communicative sphere of modernity is the use of language for the needs of tendency, bias, settlement of accounts, suggestion, manipulation, etc. A. Badiou, H. Byung-Chul, G. Cosentino, H. McDonald, and T. Rose are devoted to this aspect. However, despite the diversity of the thematic spectrum of language research as a factor of communicative effectiveness, there is a need to systematize and prioritize the factors underlying the evolution of language, as well as its functional tendencies and instrumental alternatives. Setting tasks. To study the language as a factor of communicative effectiveness through the prism of the logic of its evolution, as well as in the context of perspectives, trends and challenges of modernity. Presenting main content. The language as a factor of communicative effictiveness is understood through the prism of the logic of its evolution, functional trends and instrumental alternatives. The contradiction and controversy of the language of the postmodern era as a means of achieving different and often even incompatible target orientations of communication are analyzed. Conclusions. The comprehensiveness and persuasiveness of the study of language as a factor of communicative effectiveness depends on taking into account the etiological specificity of the subject of research, on the depth of understanding the logic of its evolution, as well as in the context of perspectives, trends and modern challenges. The correct interpretation of the functional-instrumental specificity of language as a factor of communicative effectiveness should take into account two research projections: the subject-object aspect and the essential format of means and goal, bearing in mind that under different circumstances language and the sphere of communication can be both an object , and the subject, both the means and the goal. Such status differences imply fundamentally different functional and instrumental requirements and means of their ensuring.