IMAGE OF THE FUTURE AND THE CONCEPT OF THE ADDRESSEE AS BASIC COMPONENTS OF SHAMING

Abstract

The article provides a definition of the basic characteristics of the speech genre “shaming”. On the material of Internet comments, the functioning of the image of the author and addressee, images of the past and future, dictum content and linguistic embodiment are described. The analysis suggested that the key genre-distinguishing characteristics of shaming are the images of the future and the addressee: it is the reaction of the addressee that determines the further embodiment of the genre and its transformation into other, more often conflict, genres (the image of the future). Some cultural features of the genre implementation are also given, which are related to the culture of shame, the relativity of cultural values and the features of the implementation of related genres. The obtained data can be used to identify cultural dominants of various strata and cultures. The prospect of the research lies in the further development of the genre and a comparative analysis of shaming and related speech genres implemented on the Internet.