СONVERGENT STRATEGY OF PARTNER CHOICE AND ITS IMPLEMENTATION TACTICS (ON THE MATERIAL OF ADVERTISEMENTS FROM «PARTNER SEARCH» SECTION AND PERSONAL DATA FROM DATING SITES)

Abstract

The article analyses the developments of leading Ukrainian and foreign scholars devoted to the study of key concepts, as well as clarifies, defines and delineates the concept of «strategy» and «tactics». The significance of the «communicative strategy» of self-presentation in choosing a partner is highlighted. Under the «communicative strategy» we mean a set of speech actions aimed at achieving a communicative goal. We believe that strategy and tactics are interconnected concepts. The main task of the strategy is to use available resources to achieve the main goal. Tactics is an instrument for implementing the strategy and is subject to the main goal of strategy. The emphasis is placed on the fact that a person’sself-presentation is realised with a set of different tactics depending on the strategic goal of selecting a partner. The objectives of the search and choice of partner being different, the strategies implemented with respect to tactics are different. The analysis of the empirical materialindicates the reasonsfor the «convergent strategy» of choosing a partner as one of the communicative strategies, which presupposes that the addresser depicts his or her image and portrait of the desired partner on the similarity basis. For the implementation of this strategy addressers use 11 different tactics in the texts of print ads and in the personal data on virtual dating sites: the tactics of providing objective information about themselves and / or the desired partner, the tactics of raising the level of informationobjectiveness, the tactics of subjective information about themselves, the rhetorical tactics of attraction, the tactics of distancereducing between the addresser and the addressee, the tactics of official addressing the addressee, the tactics of positive self-presentation, the tactics of negative self-presentation indicating some positive features in opposition, the tactics of mystery, the tactics of promise, the tactics of inducement to action. The language means of expression of these tactics used by male and female addressers are analysed. The choice of these means has been traced as slightly different depending on the gender of the addresser.