CC BY
22ОБЩЕГУМАНИТАРНЫЕ НАУКИ (HUMANITARIAN SCIENCES) УДК 1751
Sadykova S.A.
PhD, Associate Professor of the Department of Foreign Philology and Translation
K. Zhubanov Aktobe Regional University (Aktobe, Kazakhstan)
Yergaliyeva R.M.
2nd year Master's student of the Department of Foreign Philology and Translation
K. Zhubanov Aktobe Regional University (Aktobe, Kazakhstan)
PRECEDENT-RELATED PHENOMENA OF GLAMOUR DISCOURSE
Abstract: this article is dedicated to the phenomenon of glamour discourse as a special kind of communication of people, in which certain standard of life is put, the program of behavior, in the lanes of valuable orientations. According to its high actuality glamour discourse is developing in conglomerate of texts different speech - from analytical article to anecdote. One of the main characteristics of glamour discourse is its recourse to precedent phenomenon, which are one of the most powerful means of manipulation of social consciousness. Precedents for glamorous discourse become texts reflecting its key idea is that in a culture endowed with value - happiness, beauty, youth, health, success, love, belonging to the desired group - can be achieved by means of money. This article gives typology of precedent phenomenon, accompanied with linguistic analysis on the examples of different media recourses, as glossy magazines. Such magazines as «Harper's Bazaar», «ELLE», «GQ», «MAXIM» and others are not only glamorous orientation, but typological features: glossy format, target elitist orientation, advertising and positive style that defined the look of a glamorous journalism.
Keywords: glamour, discourse, speech act, context, glamorization, simulacrum, glossy communication.
The beginning of the XXI century is characterized, according to the philosopher E. Toffler, by the emergence of a new type of civilization based on information [10].
Modern civilization forms a new cultural and linguistic environment, which are developing with the expansion of the scope of modern mass media [11]. The appeal to such a phenomenon as precedent phenomena is one of the most powerful means of manipulating consciousness. The press, television, cinema, and radio collectively create a perception of the population about the world around them through precedent phenomena. As noted by O. V. lutovinova, "the phenomenon precedent based on a General background knowledge of communicants, and this knowledge can be social, cultural, linguistic, "for a precedent phenomenon is always a the idea of it, the General and compulsory for all carriers of one or another national- cultural mentality, or the invariant of its perception, which makes it all appeals to precedent phenomenon, transparent, clear painted connotative" [5]. Classifying precedent phenomena, researchers distinguish the following types: case-situation - a kind of "reference", the ideal situation the specific set of connotations, the differential features which are included in cognitive base; precedent text - finished self-contained product intellect activity; complex sentences unit complex sign, the sum of the values components which are not equal to his sense; precedent name - individual name or associated with the well-known text, or case situation; precedent statement - reproducible product of intellect activity; is finished a unit that may not be predicative [3]. Each type of discourse is characterized by a set of verbal forms of practice of organizing and formalizing the content of communication of representatives of a certain linguistic and cultural community [1]. Glamorous discourse, in our opinion, represents a special kind of communication of people, in which a certain standard of life is laid down, a program of behavior, within the framework of the given value orientations of which a person builds a relationship with others and forms his attitude to things. We believe that it is precisely because of its relevance that glamorous discourse develops into a supertext, into a conglomerate of texts of different speech genres - from an analytical article to an anecdote. And the higher the interest in glamour, the emotional intensity around it-
the richer and more diverse the palette of texts of different speech genres created on this topic. The set of texts of various speech genres, concentrated around glamour, is combined into a supertext based on a single situation of functioning: relatively limited time interval and thematic generality (texts are combined in a meaningful and situational way). The English proverb Beauty is in the eye of the beholder is usually translated into Russian as "Beauty is in the eye of the beholder", accurately characterizing the fundamental value of glamorous discourse. At the same time, glamorous discourse not only refers to a combination of meanings of the type [phenomenon + its assessment], but also emphasizes positivity - and at the same time some doubt: whether the assessment itself, or its relevance: is this viewer, who is usually also a speaker/writer, right? Precedent - setting for glamorous discourse becomes texts that reflect its key idea, what is endowed with value in culture -happiness, beauty, youth, health, success, love, belonging to the desired group - can be achieved with the help of money. As a result, the precedent texts of glamorous discourse turn out to be the texts of "glamorous journalism", the purpose of which is "influence with an emphasis on psychological relaxation" [4]. Famous magazines "Harper's Bazaar", "ELLE", "Vogue", "Officiele", "InStyle", "Madamefigaro", "Tatler", "Psychologies", "Women's Secrets" men's magazines: "GQ", "FHM", "MAXIM", etc. are distinguished not only by their glamorous orientation, but also by typological features: glossy format, targeted elite orientation, advertising-positive style, which determined the appearance of glamorous journalism. So, the slogan of the magazine "Glamour" says that "Glamour" is "the philosophy of a modern woman who wants to get everything out of life and is not looking for compromises." But in reality, glamour is not only the philosophy of the female part of the population, de facto glamour is the main way of imposing a very specific lifestyle, through the creation and replication of bright, memorable and charming images. Modern mass consciousness, dependent on mass media, tends to understand style as human behavior. Yu.V. Rozhdestvensky in the monograph "Principles of Modern Rhetoric" connects this understanding with a culture based on the actions of "mass idols". "A mass idol is a
figure of mass entertainment, who, using the appropriate phraseology, is "promoted": they advertise his performance, replicate his works on records, in printed publications, create a market for the consumption of this "mass idol". In this regard, the mass consciousness expands the understanding of culture to the culturality of the occupation, Yu.V. notes. Rozhdestvensky- - with this understanding, culture is reduced to individual creativity, which is used further by the mass by imitation. For example, in creating a fashion for a suit: a fashion designer as a trendsetter creates a new costume image that is shown on the podium, art criticism rejects or approves it. Consumers buy and wear, obeying the fashion movement, and so on until the next season [8]. The rhetoric of glamorous discourse consists in texts containing the names of expensive
cars, ties and restaurants, as a result of which the text acquires a kind of reflected
similarity of high-budget. The key idea that a person is trying to convey to others - that he has access to much more prestigious consumption than they might have thought about him, while emphasizing that their type of consumption is much less prestigious than they had the naivety to think. As a result, the precedent texts of glamorous discourse are texts of different genres - magazine articles and notes, essays, sketches, advertising, author's programs, interview-conversation, talk shows. The most popular areas for glamorous discourse are the following source areas: fiction, music, fashion, stage art, politics, cinema, sports, fine arts, mass media, fashion, mythology, stage art, culinary art, religion. Let's consider the precedent phenomena in detail in the glamorous discourse. Precedent statement as "a reproducible product of speech-thinking activity, repeatedly reproduced in the speech of native speakers of Russian language", is a complex sign, the sum of the values of the components of which is not equal to its meaning. These include not only proverbs, winged expressions, paremias, phraseological units, lines from songs, titles of works, quotations from precedent texts, but also discursive formulas highlighted by O.V. Lutovinova in virtual discourse. Discursive formulas as one of the constitutive features of discourse are expressions peculiar to a particular type of discourse and defining this type of communication [5].
In glamorous discourse, we can talk about such discursive formulas as, for example, specific types of treatment, for example: Do you want to become a model of "Women's Secrets"? Laura - become as young as before! (Tablets and Laura cream with hyaluronic acid and peptides act from the outside and from the inside); Imagine your skin has no age (Benefit Wrinkle Resist 24 is aimed at a comprehensive fight against aging processes. Let your skin always look young!). Remember that total black style watches do not oblige you to the appropriate mood and range of clothes at all!
Examples of the presence in glamorous discourse of quotations, winged expressions, phraseological units, lines from songs: Flying gait (The title of the article, taken from the lyrics of the song Yu.Antonov. Why Roger Vivier shoes are strongly associated with the Parisian style, the authors of the book of the same name found out); A place in the sun (an advertisement in Harper's Bazaar for a beach towel. Art production.); Palace Coup (The best images of summer collections in the interiors of Blenheim Palace); They took Moscow (The title of the article in "Harper's Bazaar". Nine girls who had a hand in the transformation of the capital); A subtle hint (an advertisement in Harper's Bazaar.Needle earrings from Delfina Delettrez for those who prefer karate design); Garden head (The title of the article in "Harper'sBazaar". Designers are sure: the more original the headdress, the sharper the image); A constellation of brands at your feet (The title of the article from "Harper's Bazaar". Fashion Galaxy. A chain of multi-brand shoe and accessories stores); Love accidentally (A note about Liz Hurley in Tatler, who is walking down the aisle again); Feet in hands (the title of an article in Women's Secrets. In the yard by spring is already hosting the right, and the season of sandals is just around the corner. Is it necessary to prepare in advance your legs for an open exit? Start right now, don't put it off until tomorrow); Feet up! (The title of the article in "Harper'sBazaar". The famous cabaret is coming on tour to Moscow. Lots of feathers, champagne and leggy beauties - it's worth a look!); Bi or not Bi? (Double-bottom sexuality. It seems that in the near future all people will become bisexual, says M. Trinity. Whether this is good or not is a big question. Discusses "ELLE"). Precedent statements in the studied glamorous discourse are used
not only in an established, but also in a transformed form, that is, the transformation of a well-known precedent statement in order to give the text special pragmatic effects. Precedent name "an individual name associated either with a widely known text or with a precedent situation: Andy Warhol on your dress (The title of an article in Vogue. ISSA silk dress); McCartney Marathon (The headline in Vogue about the new Adidas by Stella McCartney collection); Marilyn Forever exhibition (The name of the exhibition portraits of Marilyn Monroe made by a close friend of the actress Milton Greene. "Harper'sBazaar"); A beech of white roses (A note in Vogue about the French actress Karol Buke, who brought the new film "Unfinished Novel" to Moscow.); Always Graff (jeweler Lawrence Graff - about what helped him quickly make his way from the poor streets London in high society. "Officiele"); Dior Superstitions (The title of an article in Harper's Bazaar about Camille Miseli's first collection of costume jewelry for Dior is a new bundle keys to the locks of the famous House style. And all the keys are suitable!). "Clothes from Nina Ricci it is never overtly sexy, - says the designer of the House, the Swede Lara Nilsson- - she is rather sensual. To be honest, if the women who wear his clothes are endowed with power, then it is precisely the power of sensuality, because in Nina's dresses Ricci they all look serene calm and relaxed. It is in this ease that Nilsson sees the main sign of true glamour: "The magic power lies in spontaneity: to be beautiful - but so that no one around can guess how much work has been invested in this beauty" [4]. In the glamorous texts above the transference technique is used, which is based on the perception of new information based on already received, causing a positive emotional reaction, that is, a figurative transformation occurs. Precedent names mobilize the influencing potential of the background knowledge associated with them to influence the addressee. A precedent situation - a kind of "reference", ideal situation - is considered precedent if it actually was and is significant for the bearers of a particular culture. So, an example of a precedent situation of glamorous discourse can be television programs, talk shows, interviews, etc. On the STS TV channel in the program "Details: Oksana Robski and Polina Dashkova" the "spiritual guru" of the elite Rublevka writer O. Robski,
discussing modern women's literature with T. Kandelaki and P. Dashkova, noted: "Somewhere I was called "Chanel's talking bag." I liked it very much. I love these bags. And speaking - so it's generally a compliment" [2]. O. Robski's words contain an iron logic connected with the standard and the special status of a fashionable branded thing, pulling a whole train of associations that place it somewhere between a supermarket and a museum. Here is another example of a precedent situation. Channel One aired the talk show "Gordon Quixote", dedicated to the theme of glamour. Opponents of glamour met in the studio: Maxim Shevchenko, "in a Brioni suit for 5 thousand dollars, an unknown literary critic with an "unwashed head", and a philosopher -lover of the "writer Kant" with a hairstyle of a village scarecrow, who spoke about the "stuffed beauty", people are certainly and a priori spiritually rich, but with modest material wealth" [9]. They accused N. Uskov of being "an apologist for glamorous Russia, a passionate ideologue of consumption, mentor to a generation of entertaining managers, sellers of emptiness and connoisseurs of all kinds of Western brands," and the worldview of such as him, and led the planet to a financial crisis. Considering the phenomenon of gloss as a consumer ideology, Gordon and his associates apply, according to N.G. Neem's definition, "the rhetoric of unreasonableness", that is, a type of discursive practice, implying a description of the situation in terms expressing concern about the exploitation of someone, manipulation, "brainwashing" [7]. At the same time, the "victims" of the social problem act as incapable of recognizing such manipulations, which need to be taken care of.: "We will survive, we are wealthy people, with hands, with heads... And what do you offer this office plankton, who followed you, reading these wonderful texts?" The new expression "office plankton", which is quite common it has now become used in the media and associates small employees with marine colonies of the simplest primitive organisms, reflects the "unreasonableness" of gloss consumers, who can easily be fooled by promising a "sweet life". Emphasizing the depravity of the glossy ideology of consumption, Gordon uses a rhetorical idiom that notes the inadmissibility of social discrimination: "What is the main deception and delusion? The fact that you have created a certain
order, which is distinguished by secret signs... "Chanel", "Versace" ... if you earn on "Versace", you will get into the club." He also challenges their right to call themselves the elite: "You suddenly came up with something for yourself that you are an aristocracy. Not having absolutely no grounds for this... All your arguments, they would sound good...in the mouths of aristocrats of dying tsarist Russia, right? Here they say, we are exquisite... thin, here we have the right, because this right is hereditary. And you look like a girl who, while doing charity, is stuck in a mink coat in an orphanage and distributes toys for ten coins" [7]. Such talk shows are created for the sake of noise, shouting and an atmosphere of complete chaos, thereby emphasizing to the mass audience the caste of the television beau monde and its high value. A precedent text as "a complete and independent product of speech-thinking activity, familiar to any member of the national cultural community." This group includes literary works, song lyrics, political texts, jokes, quotes from popular films, historical events, slogans, advertising slogans that have a superpersonal character, i.e. known to a wide range of individuals. For example, Checkmate Cage (Give preference to things with a minimalist cut. Simplicity and conciseness are the basis of such an image. Choose accessories of strict geometric shapes. Do not mix the cage with other prints. It is better to combine it with bright monochrome things). Consider quotes from the hit glamour- the masterpieces of S. Minaev's novel "Spiritless" in the reviews look like advertising slogans: "Shawarma is sushi for the poor", "If you want to be rich, work for the poor". The main nameless hero of the anti-glamour novel is constantly in a kind of search for mythical and unknown spirituality: in a permanent spree through nightclubs, hot places, where he, getting drunk with everything that he drinks and sniffs, looks at others, whether they have any spirituality lying around? And seeing through all the human vain temptations and impotence to resist them, he bitterly states: everything is... oh, they have nothing in principle, it cannot lie down. What's there to lie around! They can't work honestly even then! And to be honest with business partners or in bed is a complete out! And don't dream! But the search continues stubbornly. The hero pronounces the word "spirituality" at every step, but no one and
nothing around becomes more spiritual from this. Here is a dialogue characteristic of the epic as a whole between the main character and a certain St. Petersburg computer scientist: "It's spiritless there," he said, blowing tobacco out of a cigarette. - Here we have Vasilievsky Island, Neva, spirituality. And in Moscow? Some boutiques and pubs. And the Cathedral of Christ the Savior, which looks like a silicone implant, which millionaire old women put on themselves in the hope of looking better, but this does not help them. "..."We don't have enough space," he continues his thought, "here we have a memorial plaque on every house, and it supports a certain higher spirituality. -He took another drag, held the smoke, raised his hand with a cigarette up and solemnly said: - Tchaikovsky lived here, Mussorgsky wrote "Khovanshchina" here! <...> And, consequently, when I stand outside a house where there is a boutique on the ground floor, I am not thinking about fashionable in this year's rags, and about her, about spirituality..." He made a meaningful pause and said- "Which was left to this house as a legacy by its former inhabitants" [6].
The use of precedent phenomena in glamorous discourse is based on the principle of associations - natural connections between individual events, facts, phenomena reflected in consciousness and fixed in memory. Consequently, when describing the glamorous concept as a beautiful, easy, but largely inaccessible to the majority of the population lifestyle and style of behavior in society, a set of precedent phenomena genetically dating back to Russian culture is used. Thus, the analyzed glamorous discourse confirms the position about the literary-centricity of Russian culture, the special role of this type of art in the Russian national consciousness.
REFERENCES:
Gatsalova L.B., Parsieva L.K. Ethnolinguistic stereotypes of feminine characteristics of a girl's image // Bulletin of Chelyabinsk State University. - 2013. - №2 2 (293). - Pp. 74-76.
Kandelaki T. Modern women's literature // Program "Details: Oksana Robski and Polina Dashkova". STS TV channel. April 18, 2005.
Krasnykh V.V., Gudkov D.B., Zakharenko I.V., Bagaeva D.V. Cognitive base and precedent phenomena in the system of other units and in communication // Bulletin of Moscow State University. Series Philological Sciences. - M., 1997. - No. 3. - pp.6275.
Kunitsyna N.V. Fashion words in the context of the "public sphere" of mass media [Electronic resource] // http://yandex.ru/clck/jsredir ?from=write-3.ru >node|4. Lutovinova O.V. Precedent phenomena of virtual discourse [Electronic resource] // Humanities: theory and methodology. - 2008. - No. 2. - pp. 131-136 //http://yandex.ru/clck/jsredir ?from=zpu-journal.ru >journal> 2008_Lutovinova.pdf/. Minaev S. "Spiritless". The tale of an unreal person. - M.: AST, 2006. Nim N.G. "Glamour" and "antiglamour" on television [Electronic resource] // Society. - 2010. - № 2. http://www.niyournal.ru.
Rozhdestvensky.V. Principles of modern rhetoric. - M., 2003. - p.17. Tverdov P. "Unwashed heads against glamour" [Electronic resource] // Appendix of the "Nezavisimaya Gazeta" "NG-Intermission" /http://antrakt.ng.ru/people/2009-02-27/9_gordon.html .
Toffler E. The third wave- - M., 1999.
Kharaeva L.H. Semantic communications in the modern world // Rusistics: language, culture, translation. Anniversary International Scientific Conference. - Sofia, St. Kliment Ohridski Sofia University, 2011. - pp.386-392.
Садыкова С.А.
PhD, доцент кафедры «Иностранная филология и переводческое дело» Актюбинский региональный университет имени К.Жубанова
(г. Актобе, Казахстан)
Ергалиева Р.М.
Магистрант 2-го курса кафедры «Иностранная филология и переводческое дело» Актюбинский региональный университет имени К.Жубанова
(г. Актобе, Казахстан)
ПРЕЦЕДЕНТНЫЕ ФЕНОМЕНЫ ГЛАМУРНОГО ДИСКУРСА
Аннотация: данная статья посвящена феномену гламурного дискурса как особого вида общения людей, в котором заложен определенный жизненный стандарт, программа поведения, в русле ценностных ориентаций. По своей высокой актуальности гламурный дискурс развивается в конгломерате текстов разной речи - от аналитической статьи до анекдота. Одной из главных характеристик гламурного дискурса является его обращение к прецедентным феноменам, которые являются одним из наиболее мощных средств манипулирования общественным сознанием. Прецедентами гламурного дискурса становятся тексты, отражающие его ключевую идею о том, что в культуре, наделенной ценностями -счастье, красота, молодость, здоровье, успех, любовь, принадлежность к желаемой группе -могут быть достигнуты с помощью денег. В данной статье дается типология прецедентного феномена, сопровождаемая лингвистическим анализом на примерах различных медиаресурсов, таких как глянцевые журналы. Такие журналы, как «Harper's Bazaar», «ELLE», «GQ», «MAXIM» и другие, имеют не только гламурную направленность, но и типологические особенности: глянцевый формат, целевая элитарная направленность, рекламный и позитивный стиль, определивший облик гламурной журналистики.
Ключевые слова: гламур, дискурс, речевой акт, контекст, гламуризация, симулякр, глянцевая коммуникация.
