CONTACT STRATEGIES IN ELECTRONIC ARTICLES AND COMMENTS (ON THE EXAMPLE OF THE GERMAN POLITICAL MEDIA DISCOURSE)
The article is devoted to determining the place and role of such type of strategies as contact strategies in interactive paired complex «electronic article - electronic comment» in German discursive political practice. As the material for this study, primary messages about political occurrences from the leading German newspapers «ZEIT ONLINE», «Sьddeutsche Zeitung» and the journal «SPIEGEL ONLINE» as well as secondary texts in the form of comments from the readership were selected. The language analysis proves that the strategic activity in given form of discourse is a complex multi-faceted process caused by the intentions of the message addresser on the one hand, and by the conditions of interaction within the Internet space on the other hand. The rationale of this study is determined by considering the language realization of one or a combination of contact strategies allocated to the working classification. The author focuses on using means of various levels of the German language as well as non-verbal components in the processes of imposition, intentional change or substitution of strategies. It is noted that the strategic program of the addresser of the electronic message is not always correctly recognized by the recipient and does not always find a continuation in the electronic comment often the secondary product radically contradicts the original text. The author thinks that scientific novelty of the study is in the case of the political discourse of electronic German media commentators choosing certain strategic models can transfer the polemic based on what they read in an electronic article into a completely new direction focusing on their own given strategic course. Contact strategies organizing interaction and mutual understanding of participants in indirect, but close in electronic space to direct communication are an important key in discovery the underlying author’s strategy and often the strategy of the German press as a whole.