VERBAL AND SEMANTIC TOOLS OF EXCURSION DISCOURSE (LEXICAL LEVEL) IN LINGUISTIC AND RHETORICAL PARADIGM

The relevance of problem under development is caused by the need of a multidimensional and complex research of a tourist discourse as institutional and excursion discourse being its leading subtype. They are important not only in theoretical linguistic, but also in world outlook educational and sociocultural plans. The article reveals lexical operations from the point of view of linguistic and rhetorical paradigm characterizing associative-verbal network of professional language personality as a producer of an excursion discourse. The material of the study is the methodological developments and individual texts of sochi guides, which serve as the basis for their oral public speech (27 texts, a total volume of more than 800 pages), and audio recordings of live speech of guides in the amount of 5 astronomical hours. As a result of the research, it was found that the specific core of the excursion discourse is the lexical segment, which is legally classified as regional and tourist marked lexicon. At the first level of abstraction there is a macroconcept «Sight», which in the practice of speech and thought activity functions in one or another regionally specified version, in our case it is macroconcept «Sochi Olympic». This macroceptosphere, represented by a branched network of meso- and cataconcepts, nominates the territory covered by tourist and excursion discourse with a set of all objects of display and narration. Taking into account the criterion of frequency of use, the article contains lexems-representants of three cataconcepts specifying it: «resort», «uniqueness», «Olympic Games» Sochi-2014». Toponymic names (oikonims, hydronims, oronims, urbanonyms, godonyms, dromonyms, etc.) are separately identified. An analysis of verbal and semantic sphere of self-realization of tour guide as a professional language personality demonstrated that all varieties of common lexicon of excursion discourse is contextually conditioned by the named macroconcept-toponym: 1) neutral; 2) spoken (orally); 3) book (in writing). The level of lexical operations is also full of the lexemes of limited use of the following subgroups: 1) terms nominating objects of display and narration, their various aspects (architectural, geographical, historical, sports, etc.) and gravitating to terminology lexical groups (religious-cult lexicon and etc.); 2) terms and words-professionalism of tourism sphere and hospitality, excursion business; 3) professional jargons used in corporate communication of members of the professional tour community.