Article

Name: «Avant-garde PR-discourse»: strategy of disphemisation in the agitation / propaganda texts of the 1920s

Authors: Sokolova Olga Viktorovna

Moscow State Pedagogical University, Moscow, Russian Federation

In the section Linguistics

Abstract: The paper considers the influence of the avant-garde of the 1920s upon the contemporary political PR-discourse. On the basis of the materials of «LEF» (‘Left Front of the Arts’) and «Novyi LEF» (‘New Left Front of the Arts’) (Vladimir Mayakovskiy, Nikolay Aseev, Osip Brik, Sergei Tretyakov, Boris Kushner, etc.) analysis is made of some forms of realizing disphemisation that is an inseparable part of the communicative strategy of both the avant-garde and the political PR-discourse. Disphemic substitutions related to the increase of informative, expressive and pragmatic categoricity of a communication manifest themselves differentially in in avant-garde agitation and propaganda texts. Study is made of lexical transformations connected with realizing the strategy of freedom from restrictions (which are achieved by means of periphrastic designations; occasional words, etc.) as well as transformations caused by an increase of informational categoricity (which are realized by using pejoratives, gradation, specification, neutralization, etc.).

Keywords: avant-garde of the 1920s, political pr, agitation, propaganda, communicative strategy, dysphemisation, lexical transformations

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