Interpretive and influential potential of key ideologemes in the presidential discourse of Nursultan Nazarbayev

The article presents a study of the key ideologemes of the presidential discourse of Nursultan Nazarbayev in cognitive-pragmatic, semiotic and psycholinguistic aspects. It is the first time when an attempt is made to identify the key ideologemes of the political discourse of the first president of Kazakhstan and to substantiate their special status as set reproducible formulas of political discourse with influencing potential and an extremely laconic verbal form expressing the main content of political doctrine in the unity of its conceptual and axiological meanings. The object of the research is the interpretive potential of the ideologemes “Social Modernization” and “Society of Universal Labor”. The objectives of the research are aimed at: (1) describing the linguistic means of the ideologemes’ discursive implementation, (2) modeling their conceptual structure, (3) characterizing the conceptual and axiological meanings they contain, (4) studying meta-linguistic reflection on the content of the presidential discourse’s ideologemes given by ordinary citizens of Kazakhstan. The social and political publications of Nazarbayev are the material of the research. The concept and ideologeme are considered as mental units objectified in the text with the help of linguistic means and implementing the political doctrine of the first president. The cognitive approach made it possible to consider the interpretive potential of these ideologemes, which consists in their functional focus on the semantic compression of the ideological program to the content of a number of ideologemes; the pragmatic approach is associated with the analysis of the influencing potential, which consists in the ability of ideologemes to attract and retain the attention of the addressee, to appeal to values and anti-values, to evoke an emotional response. The cognitive-discursive model of the mentioned ideologemes is presented: the mega-concept “Society”, which has a multi-level hierarchical organization, including ideologically colored concepts “Modernization” and “Labor”, as well as an axiological complex of the opposed values and anti-values. The semiotic approach to the analysis of the ideologemes made it possible to reveal their intercultural and intertextual connections with other set ideologemes and mythologems (“welfare society”, “to each according to their work”, etc.). In order to verify the results obtained, a preliminary non-directed associative experiment and a widespread psycholinguistic directed associative experiment on the perception of the ideologeme “Society of Universal Labor” were conducted in different age groups of Kazakhstanis - native speakers of the Russian language (Kokshetau, Kazakhstan) (300 informants in total). The total number of reactions (452 verbal units) models the associative field of the ideologeme “Society of Universal Labor” and represents the interpretive potential of this ideologeme, realized in the collective (public) meta-linguistic awareness. The authors declare no conflicts of interests.

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