POSTULATES OF THE PHILOSOPHY OF PRAGMATISM IN THE SITUATION OF COMMUNICATIVE CHOICE OF MODERN SOCIETY

Abstract

Cultural stereotypes and modes of behaviour are the main agents forming cultural identity and value judgments in modern society. Their special features are more or less vividly displayed depending on the context of the communicative event. The kind of their influence is critical for the modus and spirit of communication. Communicative choice is based on the pragmatic aspect of communication. Made adequately it helps participants control the situation and pay more attention to the sense and purpose of the encounter, than to the differences in cultural identity. Otherwise the use of habitual verbal eхpression, jestures and modes of behavior may lead to misunderstanding. The communicative event in this case will give neither joy, satisfaction nor new knowledge Pragmatism postulates suggest a productive method of creating a coordinated communicative exchange. It consists of two equally important strategies, the use of which determines the tempo and tonality of communication. A positive communication climate demands participants’ joint action in forming the atmosphere of equally rational compromise based on pacifying and mediating conflicts. Communication reality is an open system. It develops spontaneously and immediately reacts to changes by reorganising itself on a new level. It is up to the participants to turn it to harmony or discord. By following the pragmatist principle of concilliation and mediation participants will find enough patience, tolerance and goodwill to make the right communicative choice