I. Vashunina
MANAGING THE PERCEPTION OF VERBAL MESSAGE AGGRESSIVENESS
Abstract. This article presents a generalization and interpretation of experimental studies of the perception of aggressiveness of the text, conducted using the scaling method and the semantic differential method. It is established that the directed creolization of the text, which consists in adding an illustration to the verbal text with an effective potential in the aspect of aggressiveness, can affect the perception of aggressiveness of a speech message. To correct the perception of aggressiveness, both the content and the form of the illustration can be used. The image of an attack, threat of attack, dangerous and incomprehensible, potentially threatening objects increases the assessment of the aggressiveness of the text. A visual correlation of the aggressive quality was found in the form of a potentially dangerous object moving towards the viewer. It is possible to change the perception of aggressiveness by adjusting ratings on the meaningfully close scales dangerous, unfriendly, malicious, hostile, threatening, provocative, as well as on scales that showed correlation with the aggressive scale in factor structures (positive correlation with the scales hard, cold, complex, negative correlation with the scales calm, easy). Analysis of the experimental results shows that the degree of influence of directed creolization on the perception of aggressiveness of a speech message depends on the proximity of the message content to recipients: texts on topics close to recipients are subject to perception correction weaker than texts on topics far from the interests of recipients.
Keywords: aggressiveness of speech message, directed creolization, creolized text, semantic perception of text, semantic differential method