Professional Discourse & Communication

Advanced search

Stylistics and rhetoric of lifestyle discourse

Full Text:


The purpose of the study is to identify the features of the architectonics of lifestyle discourse in terms of the organization of stylistic and rhetorical linguistic means. Lifestyle discourse, or discourse about a healthy lifestyle in all its manifestations, is a diversified communicative entity that combines a number of different characteristics. First of all, it is a sample of institutional communication, representing the point of view of the professional community. At the same time, this text addresses non-professional community. As an institutional practice, lifestyle discourse is aimed at developing in the audience the need for a healthy lifestyle, which is understood broadly and involves several levels of its manifestation: moral, mental, material and physical. To achieve the expected communicative effect, lifestyle discourse implements such principles as diversified persuasion, unification and simplification of its language design. The diversification of impact is carried out through the use of different code systems of communication, a combination of institutionality and personality, explicit and implicit evaluation. On the other hand, unification implies codification of the verbal-compositional structure of the text. Reflecting the "face of society" rhetoric of lifestyle discourse is associated with social practices verbalized in the text. Stylistic characteristics of the type of discourse under study are characterized by simplicity, which is explained by the communicative purpose of the producer of the text to perform a didactic task: to regulate the lifestyle of the addressee. The research material comprises articles about healthy lifestyle from modern English-language online publications. The research involves the methods of discursive analysis aimed at identifying socially significant factors affecting the verbal construction of discourse, contextual analysis, stylistic analysis, semantic analysis in the definitive version.

About the Author

S. V. Ivanova
Pushkin Leningrad State University
Russian Federation

Svetlana V. Ivanova

Saint Petersburg



1. Belyaeva, M. A. (1984). Grammatika anglijskogo yazyka [Grammar of the English language]. Moscow: Vysshaya shkola. (in Russian)

2. Gavrikova, O. A. (2018). Smy'slovoe iskazhenie informacii v klikbejt-zagolovkax v tekstax politicheskogo mediadiskursa [Sense distortion in clickbaiting headlines in political texts of mass media discourse]. Vestnik Bashkirskogo universiteta, 23, № 1, 173-179. DOI: (in Russian).

3. Dmitrovskij, A. L. (2009). Vidy kompozicii v zhurnalistskom tekste [Types of composition in a journalistic text]. Ucheny'e zapiski Orlovskogo gosudarstvennogo universiteta, Seriya: Gumanitarny'e i social'ny'e nauki, 189-197 (in Russian).

4. Ivanova, S. V. (2014). Comment as a convergent genre of mass media communication. In Olga Glebova (Ed.). Genre in Contemporary English Studies. Czestochowa: Wydawnictwo Akademii im. Jana Dlugosza w Czestochowie, 159-192.

5. Ivanova, S .V., Nikolaeva, A. V. (2011). Rol' «pustyh» slov v tekste reklamy (na materiale angloyazy'chnyh reklamnyh tekstov) [The role of empty words in an advertisement text (on the material of English advertisement texts)]. Political Linguistics, 4 (38), 202-209 (in Russian).

6. Maksimova, T. V. (2003). Sovremenny'e tendencii razvitiya sokrashheniya kak sposoba slovoobrazovaniya v anglijskom yazy'ke [Modern trends in the development of abbreviations as a means of derivation in English]. Vestnik Volgogradskogo gosudarstvennogo universiteta, Seriya 2: Yazy'koznanie, 85-91. (in Russian).

7. Molody'chenko, E. N. (2018). Kommunikativno-pragmaticheskie osobennosti «lajfstajl-instrukcii» kak internet-zhanra v kul'ture potrebleniya [“Lifestyle instruction” as an Internet genre in consumer culture: a communicativepragmatic perspective]. Retrieved from DOI: 10.13140/RG.2.2.13472.6400 (accessed: 25 November, 2018) (in Russian).

8. Molody'chenko, E. N. (2016). Cennosti i ocenka v diskurse konsyumerizma: lingvopragmaticheskij i kriticheskij analiz [Values and evaluation in discourse of consumerism: a pragmalinguistic analysis]. Filologiya, 122-130. doi: 10.17238/issn2227-6564.2016.3.122 (in Russian).

9. Ruzhenceva, N. B. (2015). Rechevoj zhanr: portret v kontekste diskursa (k voprosu o metodike opisaniya) [Speech genre: a portrait in the context of discourse (to the problem of methods of description)]. Political Linguistics, 1(51), 44-58 (in Russian).

10. Solganik, G. Ya. (2019). O yazy'ke i stile gazety' [On the language and style of the newspaper]. Yazy'k pechati. Retrieved from: (accessed: 25.01.2019) (in Russian).

11. Chany'sheva, Z. Z. (2016). Informacionny'e texnologii smy'slovy'x iskazhenij v klikbejt-zagolovkax [Information technologies of semantic distortions in clickbait headlines]. Bulletin of PNRPU. Issues in Linguistics and Pedagogics, № 4, 54-62. DOI: 10.15593/2224-9389/2016.4.5 (in Russian).

12. Shmeleva, T. V. (1997). Model' rechevogo zhanra [The model of a speech genre]. Zhanry' rechi, 88-98 (in Russian).

13. Featherstone, M. (1987). Lifestyle and Consumer Culture. Theory, Culture & Society. SAGE Publications, Vol. 4, № 1, 55-70.

14. Fullagar, S. (2002). Governing the healthy body: Discourses of leisure and lifestyle within Australian health policy. Health: An Interdisciplinary Journal for the Social Study of Health, Illness and Medicine, 6(1), 69-84.

15. Miller, C.R, and Kelly, A.R. (2016). Discourse Genres. In A. Rocci, L. de Saussure (Eds.). Verbal Communication (pp. 269-287). Mouton-De Gruyter. DOI: 10.1515/9783110255478-015

16. Martin, J. R., White, P. R. P. (2005). The Language of Evaluation: Appraisal in English. Basingstoke: Palgrave Macmillan.

17. Longman Dictionary of Contemporary English. Longman Group Ltd., 1995.

18. Oxford Learner’s Dictionary. Retrieved from (accessed: 20 February, 2019).

For citation:

Ivanova S.V. Stylistics and rhetoric of lifestyle discourse. Professional Discourse & Communication. 2019;1(2):8-21. (In Russ.)

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 License.

ISSN 2687-0126 (Online)