Özet:

This article considers the category of authoritativeness in scientific and media discourse. It is assumed that authority manifests itself in the form of direct and indirect markers and increases the authority of the message and its author. It is also proposed to treat the medium as one of authority markers. The authors conclude that authority is an integral characteristic of any kind of communication. Taking into account the fact that authority is both the goal and the strategy can make communication in given spheres more effective.

Anahtar Kelimeler: