Frame-Conceptual Composition and Speech Impact Means of the American Popular Psychology Discourse

Introduction. The article analyzes the frame-conceptual structure of American popularpsychological discourse and touches upon means speech influence used in it. This is a set semiotic works aimed at popularizing introducing ideas/concepts related to issues practical psychology. purpose describe general terms composition popular psychological texts. Methodology sources. Methods thematic genre selection texts are used, content analysis. main method interpretive: gist each text reproduced, its meanings extracted, frames concepts singled out. Materials range from science scientific publications talks, TED coaching, therapy lectures. In general, psychology United States comes several sources, most influential among which philosophy “self-help”; psychotherapeutic/psychiatric models humanistic psychology; transpersonal psychology, including mysticism, paranormal religious experiences, practices Hinduism, Buddhism, Taoism, Kabbalah, Theosophy, etc. Results discussion. it found that basic conceptual units frame PSYCHOLOGICAL WELL-BEING with subconcept HEALTH subsubconcepts MINDFULNESS EMOTIONAL HYGIENE; ACTIVITY/WORK/STUDY subframes CORPORATE/OFFICE WORK (with subsubframe ORGANIZATION), INDIVIDUAL WORK/STUDY subconcepts ATTITUDE TO WORK, RESULT/PERFORMANCE/ACHIEVEMENT; concept SUCCESS different script-producing subconcepts; OVERCOMING ADVERSE CIRCUMSTANCES TURNING OBSTACLES INTO OPPORTUNITIES. Popular characterized by mixture styles, multiple addressees, publicity, narrativity, quasi-dialogue form, empirical exemplifications, applicability everyday life. Conclusion. develops own frames, has potential for reframing semantic constructs recipients. It also generates scripts, example, becomes basis modern psychotherapeutic practices. demonstrates informative, argumentative, persuasive, illustrative (or allegorical) types speech; logical, idiomatic, expressive contributes impact.