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Meaning Reconstruction as Discourse Research Method 976
The paper focuses on a person's verbal reaction to an object as a combined cultural product of the individual that involves his/her values, knowledge and actions/tools. The empirical research was aimed at analyzing the attitudes that exist in Russian soci- ety towards the social group of businesspersons, and to explore the modality of this image. For these purposes, a method of meaning reconstruction was employed in the form of unfinished sentences and topic-focus articulation. The research outcomes show that the majority of judgments made by the subjects were by no means based on reali- ty, thus proving the stereotypical character of individuals' attitudes towards the social group of businesspersons. These judgments mostly represent a negative image of the businessperson based, in contrast to the positive one, on logical reasoning and particu- larly differentiated in terms of concepts. Furthermore, this negative image proved to be much more rooted in personal values than the positive one. The paper clearly demon- strates that consistent regulation and classification of verbal reactions allow for the reconstruction of the verbal image and of the meaning of the object for the subject.
Keywords: verbal image, reconstruction of meaning of object, morphology, prax- eology, axiology of object
Column: Experimental Research