| Abstract [eng] |
In the postmodern society, with the constant growth of the influence of modern information technologies, the interest in reading is decreasing, therefore more and more attention is being paid to the promotion of reading. In order to encourage modern society’s interest in literature, various campaigns, games, articles, interviews that promote reading are published. Some reading promotion laws, strategies and plans are created at the state level in order to develop a positive public attitude towards reading. The object of the master’s thesis is the rhetoric of reading promotion discourse. According to the expanding field of reading promotion discourse and using the possibilities provided by pragmatic linguistics, the thesis seeks to analyze, from a linguistic point of view, the most common features of reading promotion discourse in reports published online and in periodicals for different addressees – children and adults. The thesis analyzes the latest (published no later than in the last five years) examples of reading promotion discourse – visual reports, interviews, journalistic articles. The research revealed the most common features of reading promotion discourse – the importance of authority in the context of reading promotion discourse, the peculiarities of messages on the topic of reading promotion on social networks (popularity of colloquial elements and “demotivations”, abundance of language errors), the inclusion of modern information technology elements in the discourse of reading promotion, the popularity of the online space in the context of reading promotion. All the analyzed sources are characterized by an abundance of micro-acts of encouragement and suggestion, which directly encourage the addressee to read books. Nevertheless, the expression of micro-acts promoting the reading of adults and children differs – the adult addressee is usually addressed in the plural forms of the verb and pronoun second person, and children and youth – the singular form of the second person. Thus, when writing to adults, the addresser is polite and more neutral while reaching younger audience, the addresser tries to establish a closer relationship in order to achieve greater efficiency. The discourse of reading promotion in the postmodern society is characterized by a variety of forms and expressions such as articles, interviews, visual messages, competitions, reading promotion campaigns and other initiatives. In order to attract various target groups, strategies of authority and material reward as well as other means are used. The aim is to influence the addressee not only orally, but also visually, with the help of illustrations, photos and drawings. Although reading is often opposed to modern information technologies, it is becoming not only an opposition to reading, but also a favorable environment for promoting reading, as the internet is a place to spread reading promotion initiatives, hoping to reach a wider audience. |
