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Scientific Journal “Modern Linguistic and Methodical-and-Didactic Researches”					Issue 1 (28), 2020 ISSN 2587-8093
						Table
			Analysis of media texts [1*; 2*] following Zipf’s law
	Word form	Number of	Ideal Zipf’s	Correlation of an		Recommendations
		occurrences	law distribution	ideal Zipf’s law		for optimization
				distribution and
				the actual data
	malware	17	9		53 %	-8
	systems	13	7		54 %	-6
	power	9	5		56 %	-4
	government	9	5		56 %	-4
	utility	7	5		71 %	-2
	officials	7	4		57 %	-3
	grid	6	3		50 %	-3
	Russian	4	2		50 %	-2
	Russians	4	2		50 %	-2
	Vermont	4	2		50 %	-2

electrical	3		2			67 %	-1
	0,03
	0,02
	0,01
	0
	-0,01	0,146	0,236	0,382	0,618	0,854	1
	-0,02
	-0,03

Figure 2. The structure of the media text [1*]

0,06
0,04
0,02
0
-0,02	0,146	0,236	0,382	0,618	0,854	1
-0,04
-0,06

Figure 3. The structure of the media text [2*]

When we analyze the structure of media texts, we find that repetitions are proportionally distributed at the beginning of the texts. The comparison of the semantic structure and the text structure revealed by the positional analysis leads us to the conclusion that the first part of the media texts is structured in an optimal way for perception. We also find that this part contains distorted information: a link to anonymous sources in the media text [2*] and the irrelevant research in the media text [1*]. The cited research is considered irrelevant because its purpose is not to establish a connection between hackers and the Russian government, but to describe a malicious program.

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For high rates of text naturalness and readability on the Internet, keywords should be used with large gaps between them. Repetitions placed in the media texts through 70-90 words create a stable connection of text elements. Look at how pragmatically significant repetitive words form the structure of the texts:

-the first paragraphs of the texts mention: “Hackers allied with the Russian government have devised a cyberweapon”; “A code associated with the Russian hacking operation … has been detected within the system of a Vermont utility”;

-- in the third paragraphs, there is a generalization: “Russian hackers suspected in attack”; “The penetration may have been designed … as a test by the Russians”;

-- in the middle of the text [1*], the emphasis is shifted to another object: “ambitious effort by the Russian government last year to disrupt the U.S. presidential election”; and in the middle of the text [2*], details are added: “the hackers involved in the Russian operation used fraudulent emails”;

-- in the following paragraphs of the text [1*], new phrases form the semantic field of the concept ‘Russian hacker’: “That attack was carried out by Russian government hackers” and “The same Russian group that targeted U.S. systems.” The text [2*] uses the anthroponym ‘the Russians.’

Repetitions and contextual synonyms increase the pragmatic power of the beginning of the text and create rhythm due to the frequency of repetition. Repetition of pragmatically significant lexemes can cause recipients’ emotional responses. Look at examples of using pragmatically significant lexical units ‘cyberweapon’ and ‘malware’:

-“cyberweapon that can disrupt power grids”;

-“malware specifically tailored to disrupt or destroy industrial control systems.”

Pragmatically significant lexemes evoke an emotional response from the Washington

Post readers because they cover the country’s security issues that are important to U.S. citizens.

In the United States, a lot of attention is paid to cybersecurity. The lexemes cyberweapon and malware in the media language have the following meanings: “it is a malicious software tool that can be used by one country against another country for military, political, and/or intelligence purposes” [4**]. Lexical units of the thematic group ‘cybersecurity’ perform a pragmatic function in the analyzed texts: they actualize the people’s need in this type of security. The topic of cyber weapons and attacks by Russian hackers is covered in 339 out of 731 comments to the media text [1*]. The accusation of the Russian government to undermine the U.S. presidential election mentioned in the media text [1*] is pragmatically significant. Thus, the concepts of

‘hacker,’ ‘Russian government,’ ‘malware,’ and ‘attack’ become contextually adjacent, and recipients form strong associations about the connection between hackers and the Russian government.

In the media text [2*], the following phrases create rhythm: “U.S. officials say,” “according to U.S. officials,” “the nation’s electrical grid”:

-in the title: “Russian hackers penetrated U.S. electricity grid through a utility in Vermont, U.S. officials say”;

-the first paragraph cites an anonymous source: “…has been detected within the system of a Vermont utility, according to U.S. officials”;

-in the second paragraph, it is repeated: “While the Russians did not actively use the code to disrupt operations of the utility, according to officials who spoke on condition of anonymity in order to discuss a security matter…”;

-the following paragraphs use such peripheral synonyms as American officials and federal officials to avoid monotonous repetition of the same words. Synonymous repetitions expand and make the description more detailed to make a reader bear in mind that this was said by authoritative sources.

In the media text [2*], repetition acts as a structural organization principle and as a manipulative technique. Undoubtedly, repetition in media texts is a means of expressive influence

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on recipients. When repeated, the symmetrical structure is formed, and the new shades of meaning are created, particularly when contextual synonyms are present. In disinforming media texts, repetition is used because everything that is often repeated is memorized and perceived over time as a criterion of absolute truth that does not need to be proved.

Conclusion

The probabilistic-statistical positional analysis of media texts has shown that a disinforming media text combines information-rich text segments with frequent pragmatically significant lexemes that act as semantic and structure-forming elements.

Repetitions of lexical units have an impact on recipients’ perception. Pragmatically significant lexemes in strong text positions are repeated at intervals of 70-90 words with a text volume of 500-1000 words. An overabundance of repetitive incomplete or redundant nonfactual information generates readers’ verbal aggression not only to the object or event but sometimes to a media text, its author, and a source. Therefore, the degree of influence of a disinforming media text is determined not only by the proportion of complete, factually accurate information to distorted, incomplete and inaccurate information but also by how often pragmatically significant words are repeated and how a text is rhythmically organized.

Pragmatically significant lexemes in disinforming media texts are biased but agree with the public opinion that is often negative. Being in a media text, which has a manipulative potential, disinformation can reproduce itself, penetrate the information field and affect the public opinion to generate speech aggression.

The analysis of speech aggression in comments requires a separate study since the following questions need to be considered: 1) what kind of comments (evaluative, reasoning, argumentative); 2) how high is the manipulative effect of a particular media text: if all the readers leave comments, how active the commentators are, whether there is an opinion preset; 3) how low the percentage of automatically generated messages is (this factor is minimized by the parameters of the Washington Post website since only authorized users can comment within fourteen days after the publication, and some of the automatically generated comments are deleted); 4) what functions speech aggression performs and at what expense it is implemented. We believe that in readers’ comments on media texts, speech aggression performs the following functions: appellative (to encourage communication), emotive (to express attitudes), and regulatory (to counteract disinformation). These questions are incompatible with the purpose of this article but can serve as promising research.

References

[1]Grant N. Disinformation // National Review. N'ju-Jork, 1960. T. 9. S. 41-48.

[2]Garifullin R.R. Psihologija politicheskogo blefa, URL: http://kitap.net.ru/garifullin/4.php (vremja obrashhenija – 13.01.2020).

[3]Fakecheck, URL: https://fakecheck.rt.com/en/stories/14 (vremja obrashhenija – 13.01.2020).

[4]Samkova M.A. Stepen' vozdejstvija dezinformirujushhego mediateksta // Politicheskaja lingvistika. Ekaterinburg, 2017. № 5 (65). S. 136-142.

[5]Manakov N.A., Moskal'chuk G.G. K osnovam tekstosimmetriki // Lingvosinergetika: problemy i perspektivy: materialy vtoroj shkoly-seminara. Barnaul, 2001. S. 57-63.

[6]Boltaeva S.V. Ritmicheskaja organizacija suggestivnogo teksta: avtoref. dis… kand. filol. nauk. Ekaterinburg, 2003.

[7]Rusljakova Z.V. Kornevoj povtor v sintaksicheskih konstrukcijah sovremennogo anglijskogo jazyka: dis. … kand. filol. nauk. M., 1981.

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[8]Bykova O.N. Rechevaja (jazykovaja, verbal'naja) agressija // Teoreticheskie i prikladnye aspekty rechevogo obshhenija: Vestnik Rossijskoj ritoricheskoj associacii / Pod red. A.P. Skovorodnikova. Krasnojarsk, 1999. Vyp. 1 (8). S. 96–99.

[9]Shherbinina Ju.V. Russkij jazyk: Rechevaja agressija i puti ee preodolenija: ucheb. posobie. 2-e izd., ster. M.: Flinta, 2012.

[10]Basovskaja E.N. Tvorcy cherno-beloj real'nosti: o verbal'noj agressii v sredstvah massovoj informacii // Kritika i semiotika. Novosibirsk: NGU, Vyp. 7. 2004. S. 257-263.

[11]Smirnov P.Ju. Jazykovye sredstva vyrazhenija rechevoj agressii v internetkommunikacii // Nauchnye vedomosti BelGU. Ser. Gumanitarnye nauki. 2017. № 14 (263).

Vyp. 34. S. 34-42.

[12]Moskal'chuk G.G. Struktura teksta kak sinergeticheskij process: monografija. M.: Editorial URSS, 2003.

[13]Ronzhina Ja.N. Obraz kak edinica analiza i interpretacii teksta // Slovo, vyskazyvanie, tekst v kognitivnom, pragmaticheskom i kul'turologicheskom aspektah. Sbornik statej uchastnikov IV mezhdunarodnoj nauchnoj konferencii 25-26 aprelja 2008 g. T. 1. S. 520524.

[14]Baranov A.N. Vvedenie v prikladnuju lingvistiku: uchebnoe posobie. M.: Jeditorial URSS, 2001.

[15]Polnyj semanticheskij analiz teksta onlajn (SEO-analiz), URL: https://miratext.ru/seo_analiz_text (vremja obrashhenija – 13.01.2020).

Analyzed sources

[1*] Nakashima E. Russia has developed a cyberweapon that can disrupt power grids, according to new research // The Washington Post, URL: https://www.washingtonpost.com/world/national-security/russia-has-developed-a-cyber- weapon-that-can-disrupt-power-grids-according-to-new-research/2017/06/11/b91b773e-4eed- 11e7-91eb-9611861a988f_story.html (vremja obrashhenija – 13.01.2020).

[2*] Eilperin J., Entous A. Russian hackers penetrated U.S. electricity grid through a utility in Vermont, U.S. officials say // The Washington Post, URL: http://web.archive.org/web/20161231011622/https:/www.washingtonpost.com/world/national- security/russian-hackers-penetrated-us-electricity-grid-through-a-utility-in- vermont/2016/12/30/8fc90cc4-ceec-11e6-b8a2-8c2a61b0436f_story.html (vremja obrashhenija

– 13.01.2020).

			Dictionaries used
[1**]	Slovar' po politologii / Pod red. prof. V.N. Konovalova. Rostov-na-Donu: Izd-vo
RGU, 2001.
[2**]	Ancupov A.Ja., Shipilov A.I. Slovar' konfliktologa. 2-e izd. SPb.: Piter, 2006.
[3**]	Ahmanova	O.S. Slovar'	lingvisticheskih terminov.		2-e izd., ster. M.: Editorial
URSS, 2004.
[4**]	Cyber	weapon	//	Macmillan	Dictionary,	URL:

http://www.macmillandictionary.com/dictionary/british/cyber-weapon (vremja obrashhenija – 13.01.2020).

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Scientific Journal “Modern Linguistic and Methodical-and-Didactic Researches”

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METHODS AND DIDACTICS

UDC 81.42

ERISTIC SPEECH BEHAVIOR: THE PROBLEM OF DELOCUTIVE IMAGE

I.G. Tamrazova

Moscow Polytechnic University Candidate of Philology,

Associate Professor of the Foreign Languages Department Illona Gennadievna Tamrazova

e-mail: [e-mail]

Statement of the problem. The article deals with the phenomenon of language eristic as a polyvalent interactional, behavioral, psychological and discursive category. Using the inter-paradigmatic method of interactional semiotics, we analyze three variants of eristic speech behavior: everyday-institutional, institutional-strategic and institu- tional-personal. Image is ambivalent. Compliance and violation of the rules can equally affect the formation of the image. Eristical verbal behavior is often a violation of the principle of cooperation, the invasion of the addressee territory, provocation, and verbal manipulation.

Results. In real speech interaction, these characteristics are manifested as a syncretic conglomerate. There are the mechanisms of perception and cognitive assessment of the audience in its various forms between speech behavior and the image. On the material of different genres of the interactional discourse we analyze speech and language peculiarities of the inherent eristic ("House M.D."), strategic eristic (parliamentary elections, TV-duels of the presidential candidates of France) behavior and the quasi-personal institutional image (the discursive personality of E. Macron).

Conclusion. Eristic may be inherently and adherently predominant. Deviant components of a linguistic personality are often psychologically constant and variable and sociopathy, arrogance, altered states of consciousness, etc. - are inherent. Institutional parameters of speech interaction (pre-election, debate, dispute) or occasional demonstrations of everyday speech contact can become eristicaly dominant.

Key words: language eristic, eristic speech behavior, emotional intelligence, eristic and image.

For citation: Tamrazova I.G. Eristic speech behavior: the problem of delocutive image / I.G. Tamrazova // Scientific Journal “Modern Linguistic and Methodical-and-didactic Researches”. – 2020. - № 1 (28). – P. 48 - 57.

Introduction

The typology of speech behavior remains an urgent task of communicative linguistics [1]. The discursive (communicative) personality as per I. A. Sternin and N. N. Boldyrev [1; 2], means a carrier of communicative competence, a person formed in the process of speech activity, in contrast to the language personality as a carrier of language knowledge (language competence) [3]). In other words, the concept of "discursive personality" implies not just the ability to use language knowledge in different communicative situations, but the manner of speech behavior, its psycho-discursive dominants (ref. [4]). We understand an eristic discursive person as a subject who is able and can disregard to some extent established behavioral (ethical) and communicative norms: the principle of cooperation (P. Grice), and the postulates of politeness (P. Brown, J. Lich), etc. The basis of the representation of eristic communicative behavior is the broad concept of eristic and eristic in speech – in general [5; 6].

An image means a certain mental model (representation) that has symbolic characteristics and is formed in the dynamic social discourse. The propositional and semantic (speech and language) correlate of the image formed in cognition is the entire aggregate discourse about the personality of a social (in the broad sense – that is, the discussed) character - the owner of this image.

___________________

© Tamrazova I.G., 2020

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Image is represented as a combined interpretation of external (social) and internal (psychological) characteristics of the individual. These features are formed either intentional or spontaneous, and, gaining a symbolic character, represent the personality of the image owner as a public person, component of social construction of reality (pictures of the social world) [7]. Image is an interdisciplinary category, which we consider as an object of linguistic research aimed at identifying relevant speech and language characteristics of the "image owner" (ref. [8]).

Methodology of the research

An interactive model of cognitive-rhetorical semiotics is adopted as a methodology [9; 10]. It represents the processes of speech interaction as components of the dynamics of interactive semiosis with three constituents of speech interaction – propositional semantics, interactive pragmatics, and interdiscursive syntactic in the interaction of three discursive spaces (spheres): activity situation (topos/ethos of communication), speech situation (pathos of communication), and a subject situation (logos of communication) [9; 11].

The purpose of the research is to determine the interactive and dialogic status of eristic as a speech tonality and speech strategy in conflict interpersonal interaction.

The object of research is an eristic discursive personality and its image.

The subject of research is a delocutive image of eristic discursive public person. Delocutive image (DI) means a precedent statement, personal discourse, etc. – becomes a "simulacrum" of the personal image, a representamen of the "representamen" (DIrepresentamen). The image of a public personality, for example, a politician, is formed - in the form of a DI – representamen - indirectly, delocatively - through the statements of the subject himself [12], memorized in the judgments and opinions of others. In other words, DI is a product of the perception and cognitive semiosis of public opinion in its most general sense. Thus, the real personality of the subject is replaced by the image of its public, discursive character.

Based on the above, the hypothesis of our research is based on several assumptions:

1.From the point of view of the linguist, the image of the subject is largely derived from its rhetorical ethos, that is, according to Aristotle, it is an image that is created by the speech of its owner, it is a speech (language) image of the person [13].

2.The image is polyvalent: certain cognitive, behavioral, and speech models used by the subject may pursue different goals and have different functions, syncretically combining, for example, the model of a stern father with the image of a critical but fair judge; humor or irony in speech may stand out the wisdom of a mature politician, etc.

3.The image is ambivalent: the same timber can be evaluated differently by different audiences; the same statement can cause admiration of some and incensement of others.

The pioneer of neo-rhetoric, Chaim Perelman, rightly divided the audience into private, or "elite" (particulier, d'élite), and "universal" (universel) [14, p.27]. In contact with the first audience ("own persons"), the speaker's inherent image is more shown; in communication with the second ("others", "strangers"), the speaker is forced to follow the requirements of the norm largely, creating his "positive" adherent image.

An inherent image is transgressive in relation to the subject's adherent image: many personal qualities, needs, and motives of an individual may conflict with public opinion and, consequently, with its PR image, so an inherent image may violate the integrality of the subject's adherent image (image transgression, breaking stereotypes, and shocking behavior). We call this type of language personality as an eristic language personality.

The resulting contradiction is neutralized: transgression is "justified" in the public consciousness in the form of a transcendent "category" of charisma – violation of dogmas and rules is "forgiven" to the subject in favor of fascination – a strong impacting impression -ambivalent, undisclosed and not fully explicable [15]. Charismatic personalities are invariably eristic – they stand at the origins of social transgression: youth movements and groups, riots and revolutions, ideologies and parties, governments and republics (Che Guevara, De Gaulle). Speech eristic charisma consists of such verbal manifestations, as humor, irony, mockery, sarcasm, challenge,

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provocation (V.V. Zhirinovsky, J. L. Mélenchon, etc.), etc. Delocutive speech and language transgression meaning of DI-representamen is memorized by audience, in particular, charismatic aphorisms-memes that preserves in their internal form precedent personal attribution and context of the delivery: "After us the deluge", "homeland or death", "I understand you", "Wrong seat", "Knock off " etc.

Results of the research

1. Suggested theoretical thesis

As a rule, the term “eristic” is associated with the goal of winning a dispute by any means

("per fas et nefas" [16]), and eristic dialogue is interpreted as asserting one's own point of view by defeating an opponent (discrediting, exposing, destroying the image, undermining trust and reputation, etc.). Initially, the censure of eristic is based on the understanding of the moral in the rhetorical behavior of Hellenic culture. In real communication, persistence – direct and indirect emotional impact - is accompanied by verbal opposition: rejection and negative evaluation of the expressed or existing opinion by means that go beyond the argumentative rules of critical discussion. Eristic of persuasiveness manifests itself in suggestibility impact on the basis of direct or indirect challenge and shocking, targeted or written, direct and / or indirect (implicit) speech impact on the recipient.

As the analysis of numerous linguistic studies shows, any violation of harmony and manifestations of speech resistance is most often referred to as "speech / verbal aggression" [17; 18; 19; 22]. However, it is obvious that the manifestations of speech aggression are diverse, both in terms of expressiveness, and in direction / non-direction to the direct / indirect addressee, so in some studies there are concepts of "implicit speech aggression" [18], "quasi-aggression" [17], the terms "game aggression", ritual and even "inauthentic speech aggression" [19].

In the framework of the proposed article, intentional interpersonal communication is presented not as a binary opposition-cooperativeness vs confrontation (aggression) - but as a scalar category in the interaction between Harmony and Agonality. Empathic harmony is disturbed by an external or internal contradiction (political interests – cognitive dissonance), leading to speech opposition. In general, a generalized model of the interpersonal continuum of speech interaction can be represented by the following diagram (Fig. 1):

Fig.1. Categorical field of Eristic

In figure 1, in the area where Empathy and Eristic intersect, there is ludic eristic – friendly war of words, irony, "banter", etc. Usually such ludic eristic is intentionally polymodal, that

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is, it is accompanied by a special intonation, voice timbre, distorted diction, facial expressions, and gestures that show that what is said is a joke. On the other side of the field – in the agonal part of it – eristic intersects with (speech) aggression. However, speech aggression is usually intentionally destructive – eristic, in our interpretation, can be constructive in its teleology. From our point of view, there are many eristic (threatening a positive person) speech actions, techniques, and strategies that, as shown in the "theory of (impoliteness) politeness" [22], do not cross the line intuitively felt by every native speaker of a particular language culture. However, it is the new understanding and return of the term "eristic" that can help improve the legal expert procedure.

It is sufficient to affirm the idea that eristic agonality is committed to aggression as their

limit.

The psychological interpersonal model of conflict speech interaction can be presented in terms of E. Bern's theory of Transactional Analysis [20], according to which the conflict is born when the intentionalities of communicants conventionally occupy one of three psychological positions: pater ("Parent"), adequate, objectively responsible ("Adult"), and "puer", provoca- tive-transgressive ("Child"). Asymmetry and dissonance in power-legal relations between communicants are distributed gradually in two vectors: from top to bottom – paternalism, edification; from bottom to top-challenge, mockery, provocation (Fig. 2):

Figure 2 Dynamic model of eristic in a behavioral frame

The presented diagram demonstrates the main vector of the eristic attitude in communication (vertically) – the hierarchy of power relations: from above – arrogance, condescension, snobbery; from below – audacity, defiance, arrogance, mockery, etc. according to the theory of E. Bern, asymmetry in intentional positions (crossed vectors) leads to interpersonal conflicts in speech interaction: such psycholinguistic manifestations as humor, coquetry, irony, etc. (PUER) can be perceived with understanding in the proposed game (PUER–PATER; PUERPUER) and can be rejected as inappropriate (ADULT) [20].

The unit of discursive analysis assumes is an eristem – discursive and intentional "quantum" of semiotic genesis, fragment of eristic discourse. When researching, an idea was obtained (see Table 1) about filling the eristem content plan and expression plan as a unit of the discourse of speech interaction.

	Table 1
	Erythema as a semiotic unit of interaction discourse
content plan	paradox, contradiction, absurdity, humor, aphorism, semantic shift,
	polysemy, blending, evocative, hint, innuendo, implication, polypho-
	ny, etc.
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	expression	metaphor, irony, sarcasm, language play, intertextuality, ellipsis, ply-
	plan	code (gestures, facial expressions), substandard vocabulary, interjec-
		tions, phraseological reflexes, etc.

2. Practical results of the research

The research connects with three functional discourse fields of eristic: institutionalroutine (1), institutional-strategic (2) and institutional-personal (3) based on the material of three corresponding text corpora: 1) scripts of HOUSE, MD, the American sitcom; 2) scripts of pre – election debates of French politicians and 3) corpus of political delocatives - statementsmemes of French politicians that form their public discursive image. This range allows us to identify various social and political contexts in which the most clearly manifested eristic speech interaction: domestic dispute and professional discussion, discrediting the political opponent in direct (TV debates) and indirect (media) communicative conflict.

The first corpus, the scripts of the HOUSE, MD [1*] allows us to distinguish three main types of eristems: metarepresentation, direct and indirect eristems affecting "positive person" of the interlocutor indirectly by generic reasoning (see Table 2).

Table 2

Types of dominant eristems in professional and routine communication

ERISTIC	DIRECT ERISTEM					INDIRECT ERISTEM
META-	(interactive)					(conceptual)
REPRESENTATIONS:	ad hominem					ex concessis
Donald: I assume House	Simpson:		Your		patient	House: When guys have
is a great doctor. Chase:	had a life. A family.					brain-crotch	problems,
Why would you assume	We’ve got 18-yr-old kids					it’s usually the result of
that? Donald: Because	who only.... -					using one too much and
when you’re that big a	House: How old are you,					the other too little -
jerk, you’re either great	doctor? When do we get					Wilson: It’s not all about
or unemployed [1*].	to toss you on an ice					sex, House. House: Real-
	flow?	[1*].		(Frame: a		ly? When	did that
	dispute	about		a	heart	change? [1*].
	transplant		of	an	elderly
	patient):

Eristems of Mr. House include such speech-language tools as:

- manipulations with appellatives (avoiding using name, name distortions, nicknames, etc.), precedent texts that confuse an ordinary person:

(Frame I: Mr. House is speaking on speakerphone with his interns)

Mr. House: Dark Religious Nut... Cole: [surprised] What did you call me? House:

I'm sorry. What do you want to be called this week? Cole: Cole. House: Well, I'm never going to remember that. Take Bosley and the other visible minorities to the funeral home <...> And Angels, be careful (hangs up) [1*].

("Bosley" – a delivery boy (Indian); "Charlie's Angels" (movie) - on call agents); - vulgarisms, indirect invectives that sometimes turn into direct aggression: (Frame II: Mr. House speaks to Chief Physician Lisa Cuddy)

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House: I quit. Cuddy: Great. My nanny is off the clock at 7:30 so your week off... House: You can go suckle the little bastard child if it makes you feel good about yourself. Cuddy: Screw you [1*].

- medical terminology, speech self-presentation, which has an eristic, sometimes ironic tonal tone and a "paternalistic" effect in the interlocutors of Mr. House and TV audience:

(Frame III: Mr. House suddenly administers an injection) Jeff: Ow! House: You are healed! Rise and walk. Jeff: Are you insane? House: In the Bible, you just say, "Yes Lord" and then, start right in on the praising. <...> (Jeff realizes he can actually move his hand...) Jeff: What did you do? House: No, what did you Lord. Thymoma is a tumour in the thymus gland. Take it out, everything else is manageable. Jeff: Manageable. I thought you just cured me. House: This is just diagnostic. This just erases the symptoms of MG for five or six minutes. (Jeff suddenly drops onto the floor) Sometimes less. This is exactly why I created nurses. (Calls out from the room) Clean up on aisle three! [1*].

Other eristems, which, because of their dialogueness and contextuality, require deployed text illustrations and comments.

However, the most important thing is the image generating property of the eristic charisma of a fictional (TV-literary) character in that this eristic is evocative [23], that is, it performs a genre-forming function in this witty, ironic medical TV-detective. Thus, in the first corpus, we are talking about a fictitious image, the image of a fictional character, in which the game of "good" and "bad" charisma is concentrated, literary and typical [15], formed, in particular, by eristic speech behavior. House's charisma and aphoristic "Housisms" continue to captivate viewers and the Internet (there are more than 10,000 sites dedicated to the series and its hero).

The second corpus consists of transcribed scripts of video recordings of pre-election TV debates in the French presidential election (campaigns 1974-2017). In eristic genre of direct TV-debates in addition to logical and eristic stratagems described by A. Schopenhauer, and ad hominem argumentation in its various versions different discursive tricks (communication paths), such as delocutive eristems (reference to precedent statements of the opponent, citation), irony, sarcasm, etc. In the corpora of video recordings of TV debates, the polymodality of image representamen, the leaders of the French political class with varying degrees of charisma, including eristic can be noticed. Here are the three most common types of eristems (Table 3):

	Table 3
	Types of dominant image generating eristems
ERISTEMS	SPEECH REALIZATION
(STRATAGEMS)
1) delocutive eristems	«Vous avez dit que…‘ You said that ...’; (trans-
	lated by the author)
negative ETHOS:	Ségolène Royal: Car vous avez supprimé les
	auxiliaires d’intégration… (You have abolished
2) eristems ad hominem	the position of tutor …)
«attacking»	Nicolas Sarkozy: Je n’ai jamais été ministre de
	l’éducation nationale (I've never been a
	Minister of education)
	Ségolène Royal: De votre gouvernement (Your
	government)
	53