CONTAMINATION OF TOURISM COMMUNICATION DISCOURSE PRACTICES

The study analyzes the contamination principle as a key factor in creating a polymodal discursive space of tourist communication. The article discusses the genre-functional determination of discourse practice contamination in close connection with the inter- and polydiscursivity of both virtual and text spaces. The analysis of various approaches to understanding the thematic dominants as a phenomenon of textual codification of communicative and pragmatic characteristics of the complex tourism “interdiscourse” is carried out. The article emphasizes the primary character of interactivity and visuality (both in the creolized and verbalized aspect) as explication strategies of the aesthetic-perlocutionary function of the contaminated discourse in the virtual space; it also analyzes the legitimacy of modern correlation of paradigmatic discourse-relation with other code systems in the framework of interdiscursivity. In the aspect of a specific poly-paradigm organization of ideas, images and facts that form the ideological basis of tourism communication, one should note a rather chaotic nature, since it is impossible to systematize them based on a single criterion. However, in the process of unifying the discourse space, these thematic dominants already act as standardization elements of ideological and thematic space, i.e. tourism discourse can be viewed as a wider layer of communication practices that reveal the above-conventional thematic community.