The rhetorical potential of the folklore word

The study is devoted to the analysis of a whole complex of factors that determine the formation of the rhetorical properties of a folklore word as a key component of a traditional folklore text. The relevance of the study is seen in the existing discrepancy between the stable nature of the folklore word as a unit of traditional culture and its resonant power, which causes emotional responsiveness of the audience and provides the rhetorical potential of the word in folk culture, which requires scientific understanding. In the course of the study, significant factors influencing the formation of the rhetorical properties of a traditional word were identified and substantiated. It is noted that a folklore word, like any word in traditional culture, having a high degree of generalization and semantic integrity, gives rise to a special aesthetic feeling in the recipient, based on a deep knowledge of the common traditional culture. Due to the meaningful dynamism, the folklore word acquires the ability to influence the performers and the audience, to arouse in them a sense of belonging to the ideal common for a given linguistic community. Under the conditions of the oral form of existence, the existence of a traditional word in a subject-aesthetized environment, the continuity of a folklore creative act, the special nature of communication based on the synchronism of the process of performing and perceiving the text, the simultaneity of the experiences of the performer and the listener, ensuring the active perception of a folklore work, subject to the common folklore tradition the performer and recipient of the traditional folklore word is provided with an increase in rhetorical potential and, ultimately, the preservation of the folklore tradition.