Speech behavior of speakers in popular science media discourse: pragmalinguistic aspect (based on German language materials of TED Conference)

The study of speech behavior today seems relevant and appropriate within the framework of the rapid development and implementation of high technologies in all spheres of modern society, since not all technological innovations are perceived positively. Thus, the communication strategies that form the verbal behavior of representatives of the scientific community are of particular interest. Therefore, this article aims at studying the speech behavior of German speakers in a media discourse based on the material of one of the most famous events aimed at popularizing current scientific achievements, the TED-Conference. It is proposed to analyze speech behavior in line with the pragmalinguistic approach, within which various parameters of the communicative situation are taken into account. The study identified three communication strategies that actualize the speech behavior of the speakers: attraction strategies, strategies for presenting new knowledge and persuasion strategies. The attraction strategy is based on two tactics - the tactics of attracting and the tactics of retention of attention. The attraction strategy in the popular science discourse is inextricably linked with the strategy of presenting new knowledge, consisting of the tactics of explanation and the tactics of considering information from a new angle. The third strategy is represented by three tactics: tactics of pointing at a favorable perspective, tactics of illustration and tactics of contrastive analysis. Each tactic contains a certain set of communicative steps, the combination of which has a predicted speech effect on the participants in communication. Thus, the study of the pragmalinguistic aspect of speech behavior in scientific discourse allows us to analyze the program of communicative interaction and identify tools for effective speech exposure.