DISCOURSES OF ROUTINE AND AFFECTS IN THE TEXT OF REGIONAL SPACE (on the example of Volgograd region)

The article discusses social space, which is the region of the text that is defined by a set of messages sent to settlements, streets, squares, monuments, buildings, and a system of signs that reflect possible interpretations of the actors, due to the peculiarities of the subjective state, language and experience. Using the methods of discursive and semiotic interpretation, we can distinguish two components of a heterogeneous, multi-code text — space of routine and space of affects. Space of routine presupposes a rational perception of space, rational response, it is a formation of traditions, attitudes, norms of conduct governing the behavior of social actors in a specific spatio-temporal locality. Changes in the perception of the usual attributes of the regional landscape can in a certain sense and individual context trigger affective reactions. The followihg factors form the space of the affects: sensual perception of space, emotional stimulation and intrapsychic representation, the sense of injury/cure, dangers/safety, negativity/ pleasure, shame/pride, or a combination of them. Dualism in the perception of space, its dialectical nature, congruence, flexibility, variability, the conflict of local and individual meanings, existing practices, patterns, mentalities and cultures, situations, the media are a condition of existence, and labeling of the regional text, updating its discursiveness and research.

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