ONLINE MEDICAL FORUM AS A SPECIFIC FIELD FOR IMPLEMENTING A RECOMMENDATION STRATEGY

Abstract

The article is aimed at studying medical discourse, in particular, online medical discourse that is based on communication in online space. One of the forms implementing this type of discourse is an online medical forum, which serves as a platform for doctor-patient communication. The communicative behavior of a doctor on an online medical forum can be described through strategies and tactics. The authors consider the recommendation strategy as one of the main strategies that form the communicative behavior of a doctor on an online medical forum. Using the method of communicative and pragmatic analysis, the authors identify the tactics, which implement recommendations on an online medical forum, and describe the characteristic language means of their actualization. The article presents results of the analysis of three main tactics, which are the tactic of explanation, the tactic of creating long-term plans and the tactic of removing responsibility. It is noted that the tactic of removing responsibility is especially characteristic of the doctor’s communicative behavior in online space.