| Summary: | The article states that the basis of the specialist’s speech competence constitutes the ability to create appealing speech works in the required genre in accordance with the situation, the audience and the communication goals. In this regard, it is evident that the development of private rhetoric is necessary for various professional spheres. The authors describe the principles of building such rhetoric as a system of professionally significant genres and propose a specific variant of the genre model, focused on a rhetorical understanding of professional communication. This model includes not only the positions which are traditionally included in the model of the speech genre (addressee and addresser, the purpose of speech and etc.) but also the positions which are characteristic only of a rhetorical genre (the value system and composition), and, what is more, these parameters are to form a recognizable “face” of a rhetorical genre.
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