«Positioning in PR discourse: position and point of view

The article investigates the discursive conditioning of the positioning category. The authors focus on positioning in such a type of institutional discourse as PR discourse. Positioning is considered as a twofold procedure that, on the one hand, precedes the formation of discourse, on the other hand, it manifests itself in discourse, actualizing the position and point of view of the subject and the addressee and forming the image necessary for the subject, as a process of harmonizing relations between the subject and the addressee. The aim of the study is to examine the features of the positioning process in this type of discourse – the position of the subject and the point of view, which are differentiated in the article as static and dynamic categories. The position of the subject is determined by the interaction of the dis-course instances, i.e. how the subject relates themselves to other subjects, as well as by the desire to form a positive communicative environment between the creator and the addressee. To form the position of the subject, it is important to model the addressee, particularly in terms of the nature of its connection with the corporation, taking into account and forming the presupposition of the target audience. The semantic mechanisms of forming the subject's position as leader, proponent and opponent are described, including the use of different types of speech acts. The point of view is seen as an axiological discursive category which actualizes the position of the subject in the discourse by selecting and evaluating the facts of reality. It has been proved that this category is closely connected, firstly, with the category of «opinion», secondly, with the categories of authority (the uniformity of «opinion» based on the discourse of the corpo-rate establishment), and thirdly, with the opposition «friend or foe».