Abstract

The article is devoted to the relationship between the characteristics of structuring the image of the state in socio­political and socio­cultural discourse. In the author’s understanding of discourse can be defined as a rational and communicative process in which any statements of position (thought, idea, concept, etc.) can be criticized restrictions subject to the availability of any claim to the establishment of communicative dominant influence in society, and dissemination and artificial imposition on specific socio­cultural space of society symbolic forms. Discourse intention is to develop a real or artificial social consensus on the various issues of the political, social and cultural lives. This, of course, a certain «ideal model» discourse as such, the content of which is adjusted and specified in its subtypes, including ­ in political and socio­cultural discourse. In the author proposed program of empirical research in discourse (both socio­political and socio­cultural) by understand makrotekst created political entities, scientific and media market to perform social communication functions vaccination (vnedrinnya, implantation) in public consciousness of certain social representations which to some extent reflect the model (scheme) image structuring society in accordance with the ideological principles of paradigmatic versions ethnic history.