Author’s self-presentation strategy in prefaces to linguistic popular science texts

The article is devoted to communicative tactics realising the strategy of self-presentation in author's prefaces to popular science texts about language. The tactics of marking competences and tactics of identification with the reader are singled out. The techniques that realise the designated tactics explicitly are marked: reference to the author's experience, appeal to the author's professional status and professional achievements, and providing a reader's compliment and pointing to the equality of the author and the reader, calls for joint work, respectively. The techniques that implement the tactics implicitly are also identified: complication of the text, introduction of stylistic peculiarities of scientific discourse into the text, singling out popular scientific work from a number of familiar to the author, appeal to age implement the tactic of designating competences, and false downgrading game implements the tactic of identification with the reader. According to the results of the analysis, the conclusion is made about the interrelation of tactics and communication model: resorting to the tactics of marking competences, some authors build a vertical model of communication, while the authors favouring the tactics of identification with the reader build a horizontal model of communication.