Communication Strategy of Assessment and Its Tactics in the Aspect of the Category of Politeness (Based on the Material of Russian and British Competitive TV-Shows)

The article presents the results of a comparative analysis of the assessment strategy and its tactics in Russian and English creative competitive TV-shows in terms of the principles of politeness. Public communication sets special conditions for jury members' choice of assessment strategy and its tactics. The identification of assessment techniques and the choice of their linguistic design are carried out with consideration to the communicative features of Russian and British linguistic cultures, the discursive characteristics of the TV-show, as well as the format of the TV-project. The article describes tactics of positive politeness in Russian and British creative competitive TV-shows (Nu-ka, vse vmeste! (All Together Now!) and Britain's Got Talent) that reflect both general techniques of polite speech behaviour of jury members and its national and cultural specifics. The research showed that the production of a polite assessment judgment depends on several factors as follows: the format of the TV-show, the specifics of the contestants' performances, the factor of maintaining a positive face of the communicants, as well as the type of linguistic culture and the norms of polite behaviour established in it. The following tactics were identified as universal assessment techniques: "Admiration," "Praise," "Compliment," "Self-presentation," "Appeal to personal experience." Russian culturally specific techniques include the tactics called "Assessment in terms of the professional norm" and "Assessment of the emotional influence." British culturally specific tactics are as follows: "Best performance," "It's impossible!" and "You are special."