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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

 

https://doi.org/10.20339/AM.05-18.052

N.I. Cherenkova is PhD (Philology), head of English Dept. at St-Petersburg State University of Economics e-mail: cherenkovanat51@gmail.com; and V.I. Cherenkov is Dr. Sc. (World Economy & Marketing), prof. at Graduate School of Management of St-Petersburg University e-mail: cherenkov@gsom.pu.ru 

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.

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 Интервью президента МГТУ им. Н.Э. Баумана, академика РАН И.Б. Федорова главному редактору журнала «Alma mater» (Вестник высшей школы) Л.Г.Тюриной