Actualization of ordinary consciousness as one of the reasons for communication «failures» in scientific and literary (translated) texts

The paper shows the possibility of using the concept of ordinary consciousness for analyzing com­municative «failures» resulting from the impact of ordinary consciousness on text production as part of sci­entific and literary creative work (translation). The authors identify manifestations of ordinary consciousness causing communication «failures» while conveying the meaning of a complex, highly generalized phenome­non involving holistic coverage or a situation described in the text by an author (a translator), that is while implementing the cognitive component of a communicative act. Some of these manifestations include situa-tional self-centeredness of a researcher, substitution of rational arguments for emotional ones, as well as slipping from the level of holistic coverage of the phenomenon or situation described to the level of convey­ing the meaning of individual fragments without regard for the holistic image. Besides, it is shown that «fail-ures» in the cognitive component of a communicative act can be compensated by its affective component, which keeps a reader's attention and maintains their positive attitude towards the text and its contents. The analysis conducted shows that the concept of ordinary consciousness can be used not only in psychology, but also in some related areas of scientific knowledge - stylistics of scientific discourse and theory of translation.