Gryshchenko O. We-discourse as a way of implementation of a linguocultural concept community.

The subject is philosophic, political and marketing texts which are studied as manifestations of proper kinds of discourse. The goal of research is a complex study of the notion "we-discourse". Methods: conceptual analysis, discourse analysis, structural method, content analysis, intent analysis, notional modeling, association experiment. In the thesis we-discourse is researched as a way of implementation of a linguocultural concept community (sovmestnost). The concept community is marked as a universal and ethnocultural, ethnospecific, stable concept, a concept-code, a key-concept of the Russian culture. The analysis of spheres of active functioning of we-discourse gave the opportunity to extend the understanding of the concept community (sovmestnost). In philosophic texts we-discourse is represented mainly within the framework of the idea of sobornost, sofiinost, all-encompassing unity - doctrines which are based on the category of community (sovmestnost). In new discursive practices the concept sobornost has been modified and we-discourse gets a number of new functions. In political and marketing communications the traditional tendency for community is preserved, however in conditions of social novations we-discourse becomes one of manipulation methods. In marketing communications we-discourse maintains the idea of community but manifests mainly manipulation aims along with information, influence, communication and presentation functions. The sphere is teaching process.