Kommunikativ-pragmatische Strategien und Taktiken in Massenmedien (gezeigt an ökologischen Webinaren)
Communicative-Pragmatic Strategies and Tactics in Mass Communication (Shown on Ecological Webinars)

Summary/Abstract: The article deals with the use of communicative-pragmatic strategies and tactics in mass communication, which makes an enormous impact on opinion-forming in modern society. The use of such strategies and tactics is analysed in the text subtype modification „webinar on ecological topics“, because it is multimodal and represents the synergy of verbal, non-verbal and paraverbal means, which emphasises its actuality as research object. This is an exploratory study. The research material consists of the webinars on ecological topics by the European organisation Europe Calling and by Jutta Paulus, Member of the European Parliament. The basic communication strategy that dominantes in the webinars is the persuasive strategy. The communication strategy of group identification occupies a subordinate position because it is one of the typical features of mass communicative speech acts in the context of persuasive communication. It also includes the argumentation strategy, which is sometimes associated with the positively-coloured manipulative strategy (Shkitska 2012). The range of identified communicative tactics of these communication strategies includes the provocation tactic, the warning tactic, the tactic of justified value judgments, the enhancement tactic, the negative analysis tactic, the blaming tactic (the tactic of indirect accusation), the distraction tactic, the cooperation tactic, the Call-to-Action-tactic and the tactic of friendly tone between the sender and the recipient. In Europe Calling webinars, the strategies and tactics mentioned are reinforced by visual support (clear graphics, videos, infographics, etc.), whereby their multimodality in online communication comes to light. Jutta Paulus rarely uses them in her webinars and gives the impression that conversations with experts are relatively informal and spontaneous. The online format of the webinar allows thousands of participants to take part. While the opportunity for feedback from the participants is limited, the capacity is much larger and more expandable than in the case of offline seminars, because the academic text format „the seminar“ provides a limited number of participants.

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