Strategies and tactics of medical discourse: dental video blogs

The article examines discursive practices in the field of healthcare in the aspect of communicative strategies and tactics used by the authors of dental video blogs for a mass audience. The purpose of the study is to describe the strategic repertoire of the authors of video blogs, as well as to identify the features of its functioning. The article presents the results of a quantitative and qualitative analysis of the strategic repertoire of video bloggers, as well as its impact on the mass audience. The research material consisted of 40 media texts in the video format and 400 user comments on them on the YouTube. Due to its high versatility, a questionnaire based on the typology of communicative strategies and tactics of Russian speech proposed by O.S. Issers was chosen as the main method of analysis. The analysis reveals the strategic repertoire of subjects of speech exposure to dental video blogs in terms of the influence of the addressee factor in author's and collective projects. The effectiveness of strategic repertoires is investigated in terms of the percentage of positive, neutral and negative user reactions. As a result, the most common practices used by video bloggers were identified, which included: appeal to reason and persuasion tactics within the framework of a submission strategy, the use of the cognitive category "One's circle" in a self-presentation strategy, communicative advertising moves in a rhetorical strategy and dialog strategies expressed in the transfer of initiative