LAUSR

This article proposes a typology of strategies and tactics of legitimation. The linguistic interpretation of the concepts of “legitimacy” and “legitimation”, developed in the article, is based on the following theoretical sources: on the notions of legitimacy and discursive mechanisms for its maintenance, established in the humanities; to the work of linguists studying the discursive mechanisms of legitimation in line with critical discourse analysis (CDA); to the works of domestic discourses, which analyze the means of ensuring credibility and trust in the discourse (V.B. Kashkin, N.S. Ryadovaya, A.A. Malyshev). Following the CDA experts, the author understands legitimation as discursive practices (genres, strategies and tactics) of ensuring a positive attitude of society to a social actor and its discourse. The material used was 120 corporate texts posted on the websites of companies, in corporate publications, in image booklets, and image and information materials of companies posted in the media were also used. A pragmalinguistic analysis of the texts of commercial and state structures allowed the author of the article to identify the key strategies of legitimation, describe tactics, language means of implementing one of the basic strategies of legitimation – the strategy of positive self-presentation. In general, the analysis of the texts showed that the CD uses two main strategies to ensure legitimation: the strategy of creating images of loyal target audiences (external and internal) and the strategy of building a positive image of the corporation itself. The article focuses on the second strategy, on the tactics and language means of its implementation. A wide range of identified tactics testifies to the importance of the legitimation process for corporations. It was also found that most of the texts providing legitimation relate to PR texts, which allows us to conclude that discursive PR practices are standard ways to ensure legitimation.