Rhetorical strategies for creating a canonical image in the Belarusian television discourse of the middle 1950s – early 1990s
Keywords:
discourse analysis, intertextuality, rhetorical strategies, canonical image, allusions, reminiscences, interstitial toningAbstract
The article substantiates the importance of using historical experience to create popular series in the audiovisual media of the 21st century. For the first time, based on the vast material of programs and documentaries of Belarusian television from the moment of its foundation until the early 1990s, rhetorical strategies for creating a canonical image are studied using the example of the image of V. I. Lenin. It is shown that the canonical image is created mainly with the help of intertextual inclusions (allusions, reminiscences, interstyle toning, etc.), which are realised, including audiovisually, and are introduced mainly implicitly. It has been established that the considered rhetorical strategies remain unchanged even in the early 1990s, when the role of the spiritual teacher of society passes from V. I. Lenin to F. Skorina. It is shown that in the conditions of significant social transformations of the early 1990s, the methods of creating a canonical image, characteristic of the Belarusian Soviet television, do not contribute to establishing a dialogue between the author and the viewer.
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