"Люди доброй воли": образ адресата международной неправительственной организации Amnesty International (на материале русского и французского сайтов организации)

На примере материалов французского и русского сайтов международной неправительственной организации Amnesty International, отстаивающей гражданские права человека, анализируются некоторые средства адресации (в частности, специфика возрастного ограничения информации и гендерной стратификации) текстов на двух языках. Особое внимание уделяется образу адресата, по отношению к которому употребляется устойчивое словосочетание «люди доброй воли», наиболее точно отражающее социальный портрет человека, на которого направлена деятельность организации.

"People of Good Will": the Image of the Recipient of the International Non-Governmental Organization Amnesty International (a case study of the Russian and French websites of the organization)

The object of analysis in the paper is media texts dealing with the human rights activity of the international non-governmental organization Amnesty International, which have a great potential in shaping the consciousness of the mass recipient. A number of texts published on the Russian (www.amnesty.org.ru) and French (www.amnesty.fr) websites within the frames of the campaigns conducted by the organization in Russia and France are considered in terms of addressing. Special attention is given to modeling the generalized image of the Recipient as his social and psychological characteristics are an important pragmatic factor of effective communication activity of Amnesty International. This modeling is based on the typology of the image of a media recipient currently developed in linguistics. The study of media texts and their comparative analysis show that the need to influence the multinational audience sharing humanitarian values determines a universal type of the Recipient designated by a set phrase existing in both Russian and French: “people of good will” (“les hommes de bonne volonté”). The paper provides a historical and cultural analysis of this precedent phenomenon illustrated with examples from Russian and French texts. The need to take into account the specifics of the national target audience is presented in the paper in terms of its age and gender differentiation. The authors analyze texts of the campaigns addressed to the youth and women’s audience, which consider the national characteristics of the target audience differentiated according to age or gender. As examples, they regard age limitations (18+) present on the Russian website and absent on the French one, the hallmarks of campaigns for women’s rights and the like.