Kazakh Rhetorical Ideal and Worldview. Description of Identity

The article is devoted to the study of Kazakh rhetoric from the perspective of
\nthe rhetorical ideal and rhetorical identity as identity factors. The primary subject of the
\nwork is the interpretation of the worldview with hermeneutics and structural- semiotic
\napproach. The secondary subject of study is illocutionary and perlocutionary influence on
\nthe reader. The aim of the article is to establish the connection between identity and the
\nrhetorical ideal. Such a view requires the identification of the connection between reflexion
\nand pandeterminism, their embodiment by means of allegory and symbolism, together
\nwith the author’s influence on the addressee by means of rhetorical argumentation. The
\ndescription of rhetorical identity is shown in connection with the rhetorical competence
\nof zhyrau and biys. The methodology of the article is based on the principles of classical
\nand communicative rhetoric, neo-rhetoric and communicative ontology. The methods
\nof linguoculturology, linguopragmatics and linguophilosophy, as well as comparative-
\ntypological and structural-semiotic methods were used. In the process of the research the
\nfollowing results were obtained. The principles of describing the rhetorical ideal, rhetorical,
\ncultural and national identity have been developed. The role of reflexion and pandeterminism
\nas a philosophical and aesthetic basis of the worldview is shown. The function of allegory
\nand symbolism is characterised as applied to the embodiment of the world perception and
\nthe rhetorical ideal. The role of rhetorical argumentation in the formation of rhetorical
\nidentity is substantiated. The role of the precedent worldview for the interpretation of the
\nrhetorical ideal is proved. The analysis of communicative strategies of zhyrau and biys,
\nthe mechanism of listener’s perception is studied in the context of speech activity and
\nspeaker’s manipulative techniques. The field of application of the results is the history
\nand theory of Kazakh literature, theory and practice of fiction translation, educational
\nactivities of universities and schools in terms of studying Kazakh rhetoric. The obtained
\nresults contribute to the development of the concept of Kazakh rhetoric as a matrix of value consciousness of Kazakhs (worldview). The practical dimension is a system of
\nrecommendations for worldview. The representation of the Kazakh rhetorical ideal implies
\nthe systematisation of ontological and phenomenological concepts as a source of identity