Alma Mater
ISSN 1026-955X
Vestnik Vysshey Shkoly (Higher School Herald)
The best way to learn all about Higher Education


Discourse as a tool of soft power, modifying national cultural code in marketing environment. Part 2. Theoretical considerations and tasks of language departments in universities

N.I. Cherenkova, V.I. Cherenkov
80,00 Р

N.I. Cherenkova is PhD (Philology), head of English Dept. at St-Petersburg State University of Economics e-mail:; and V.I. Cherenkov is Dr. Sc. (World Economy & Marketing), prof. at Graduate School of Management of St-Petersburg University e-mail: 

This article examines foreign discourse impacts on national public consciousness. Such impacts could modify national cultural code as well as sociocultural and political perception and/or behavior of citizens (young people, especially). Items od socializing contemporary students are considered. Political and geopolitical socializations are under consideration as the most important forms of socialization in conditions of aggravation of geopolitical struggle. Basic features and meaning of political and geopolitical discourses have been clarified. In addition, such notations as geopolitical culture and geopolitical code are defined. The cross-cultural knowledge transfer carried out with the help of purposefully designed discourses is considered as the means of megamarketing modifying of national cultural codes as well as a native language of nation. Due to the outputs received the discourse is understood as a powerful tool of soft power. The exclusive influence of outwardly controlled Internet-discourse on all kinds of socializing students and degrading their cultural background is noted. The task of protecting the Russian language is the focus of attention. Language departments of universities are presented as a intercivilizational linguistic-sociocultural interface where the (geo)political socializing students has to have a place.

Key words: discourse, geopolitical code, geopolitical culture, geopolitical discourse, geopolitical socializing, Internet-discourse, megamarketing modifying, national cultural code, soft power.


1.         McLuhan, M. Fiore, Q., Agel, M. (1968) War and Peace in the Global Village. New York: Bantam Books.

2.         Lister, Т. (2018) Protests die down, but the anger in Iran won't go away, CNN, January 5. URL:

3.         Cherenkov, V.I., Cherenkova, N.I. Some problems of renewal of breeding function at Russian high school (marketing approach to geo-political socialization of students). Alma mater (Vestnik vysshei shkoly). 2018, no. 4, pp. 79–86. DOI 10.20339/AM.04-18.079

4.         Abdurazakov, R.A. On the concept of “geo-political socialization” and necessity of it’s raising in current political conditions. URL:

5.         Schtscheglov, I.A. Political socialization as the problem of political theory. Theory and practice of social development. 2015, no. 18.

6.         Complete Russian encyclopedia. Moscow, 1976.

7. Goloborodko, A.Yu. Ligua-culturologic dimension of state culture policy: from the text to discourse of “Soft power”. Krasnodar, 2015.

8.         Schtscheglov, I.A. The problem of political in theoty of political socialization. Society: politic, economic, law. 2017, no. 1.

9.         Political sociology. Part 2. Social mechanisms of international relations. Arkhangelsk, 2014.

10.       O’Loughlin, J., Ó’Tuathail, G., Kolossov,V. (2005) Russian Geopolitical Culture and Public Opinion: The Masks of Proteus Revisited. URL:

11.       Gosselin, P.B. (1986) A Cybernetic Approach to the Definition of Religion. URL:

12.       Teun, A. Van Dijk (2008) Discourse, knowledge, power and politics: Towards Critical Epistemic Discourse Analysisб Lecture CADAAD,Hertfordshire. URL:

13.       Dobrosklonskaya, T.G. Problems of studying of media-texts (experience in research of current English media-speech). Moscow, 2005.

14. Encyclopedia of sociology. URL:

15.       Philosophical dictionary. — URL:

16. Latin-Russian dictionary. Moscow, 1976.

17.       Wojcieszak, M.E., Mutz, D.C. (2009) Online Groups and Political Discourse: Do Online Discussion Spaces Facilitate Exposure to Political Disagreement? URL:

18.       Seriot P. (1985) Analyse du discours politique sovietique. Revue des Études Slaves, Paris.

19.       Olomskaya, N.N. Pragmatic and functional aspects of formation of discourse PR (on material of research in TV-discourse, radio-discourse, and advertising discourse). Krasnodar, 2011.

20.       Andryukhina, T. Language of power and power of language.In: Law and administration 21st century. 2013.

21.       Sakwa, R. (2013) The Soviet collapse: Contradictions and neo-modernisation, Journal of Eurasian Studies, 4, pp. 65–77.

22.       Nye, J.S.Jr. (1991) Bound to Lead: The Changing Nature of American Power. NY: BasicBooks.

23.       Nye, J.S.Jr. (2004) Wielding Soft Power. In: Nye, J.S.Jr. Soft Power: The Means to Success in World Politics. URL:

24.       Hussein, B. Al-Sheikh (2012) The Sapir-Whorf Hypothesis Today, Theory and Practice in Language Studies. Vol. 2, no. 3, pp. 642–646.

25.       Nerrier, J.-P., Hon, D. Globish The World Over. URL:

26.       Klyuev, Yu.V. Political discourse in mass communication: analysis of public interaction. St. Petersburg, 2010.

27.       Wardhaugh, R. (2002). An introduction to sociolinguistics. Oxford: Blackwell Publishers.

28.       Usage of content languages for websites (2018). URL:

29.       Ohmae, K. (1985) Triad Power, The Coming Shape of Global Competition. The Free Press, New York.

30.       Filippov, V.R. “Theory of nation” by I. Stalin and it’s influence on national ethnology. — URL:

31.       Sramko, S.I. The father of peoples and his definition of nation. URL:

32.       Sokolovsky, S.V. “Italian cores” of Soviet theory of ethnos. URL:

33.       Complete Soviet encyclopedia. Vol. 31. Moscow, 1934.

34.       Gill, S.K. (2014) Language Policy Challenges in Multi-Ethnic Malaysia,  Multilingual Education 8, Springer Science+Business Media Dordrecht.

35.       Zamaletdinov, R.R., Zamaletdinova, G.F. Language as culture code of nation and key to culture of entire mankind. Philology and culture. 2012, no. 2 (28).

36.       Cultural Code of Eastern Partnership (2015). URL:

37.       Molander, R.C., Riddile, A.S., Wilson, P.A. (1996) Strategic information warfare: a new face of war. URL:

38.       Usage of content languages for websites (2018). URL:

39.       Ivanova, S.V., Artemova, O.E. The role of carnavalization in identification of culture code (on material of contemporary American discourse). Vestnik of Leningrad state university n.a. A.S. Pushkin. 2011, no. 1, pp. 125–136.

40.       Konovalov, L.V. Destroying consequences of development of Internet. URL:

41.       Thanasoulas, D. (2001). Radical Pedagogy: The importance of teaching culture in the foreign language classroom. URL:

42.       Pennycook, A. (2012) Lingua Francas as Language Ideologies. In: English as an International Language in Asia: Implications for Language Education. URL:

43.       Bourdieu, P. (1971) Systems of education and systems of thought. In: Knowledge and Control: New Directions in the Sociology of Education. London, Collier-Macmillan.

44.       Teekens, H. (2003) The Requirement to Develop Specific Skills for Teaching in an Intercultural Setting. Journal of Studies in International Education. Vol. 7, no.1, pp. 108-119.

45.       Language as culture code of nation. St. Petersburg, 2014.

46.       Najafi, H. (2015) McDonaldization, Society, and Education International. URL:

47.       Kuzmenkova, V.A. The role of works of Russian classic literaturein the course of “Russian language and culture of speech”. URL: