COMMUNICATIVE TACTICS AND VERBAL MEANS OF IMPLEMENTING A DOCTOR’S PROFESSIONAL SELF-PRESENTATION STRATEGY IN INSTAGRAM
DOI: 10.23951/1609-624X-2020-3-114-123
Introduction. Social networks are currently a platform not only for interpersonal, but also for professional communication. Due to the importance of the communicative aspect for medical activity, doctors support this trend. Thus, the implementation of the doctor’s self-presentation strategy in the social network requires scientific justification. Aim and objectives. The purpose of the research is to identify and analyze the communicative tactics and verbal means of implementing the doctor’s self-presentation strategy in the social network. Material and methods. The research material was the doctor’s media texts of the social network Instagram, created in the genre of network media post-presentation. The reason for choosing the material is the popularity of using the social network for personal and institutional communication on the Internet. The methodological basis of the research is the discursive and communicative-pragmatic approaches to the analysis of the text. Results and discussion. A post on a social network is a communicative event and has three levels of analysis: text, discursive practice, and social practice. The communicative interaction of a doctor and a “mass patient” is formed under the influence of media discourse into an independent discursive practice – medical blogging. Medical communication in the process of public functioning on the Internet reveals the features of mass media, marketing and personalityoriented discourses. The communicative-pragmatic analysis of media texts allowed us to reveal communicative tactics of label communication, communication of information about education, appeals to the profession through images of “I am a doctor” and “I am an expert in the field of medicine”, transfer of subjective information, actualization of devotion to the profession, accentuation of negative information, and ability to overcome difficulties. The linguistic analysis demonstrated the use of typical language means, characteristic of Internet communication. Conclusion. Analysis of the communicative tactics of the doctor’s self-presentation strategy allows us to conclude that the media text of the Instagram social network has a high potential in creating an attractive image of a representative of the medical community. The status of a medical blogger allows a doctor to use communicative tactics of media communication to form a positive professional image in the knowledge of a mass audience.
Keywords: media text, social networks, Internet communication, medical communication, image, self-presentation, Instagram
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Issue: 3, 2020
Series of issue: Issue 3
Rubric: TOPICAL ISSUES OF RUSSIAN PHILOLOGY AND COMMUNICATIVE STYLE OF TEXT
Pages: 114 — 123
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