CATEGORY OF ADDRESSING IN THE POLEMICAL DISCOURSE (ON THE BASIS OF THE GERMAN LANGUAGE MEDIA)

The article is devoted to the study of the nature of addressing and internal dialogueness nature of polemical texts of the journal articles of the German media. The polemical discourse, considered in the article within the framework of the cognitive-discursive approach, is a multifaceted process of communication, including the text in indissoluble connection with the situational context: together with social and psychological factors, together with communicative-pragmatic and cognitive goals of the author interacting with the addressee. Directivity or addressing is one of the constituent properties of the polemical text. The article justifies the thesis that there is a definite relationship between the targeted orientation of the text and the choice of lexical and syntactic means when creating a message with the aim of better impact on the recipient. As part of the study significant features of the addressing signals, realizing the global polemical strategies of cooperation / confrontation, are revealed. The article analyzes the main linguistic means of expressing the relevance of the polemic strategy (personalization, citation, indirect appeals, rhetorical questions, precedent names); methods are being explored for establishing dialogical relations with the reader’s audience (the phatic tactic, the tactics of focusing the topic, invitations to joint reflection, generalizations). Means of addressing, implicitly or explicitly pointing to the addressee, constitute the category of addressing – a communicative category that performs the task of organizing communication.