ИСТИНА

Specialized communication (especially academic discourse) has become strictly standardized concerning the form and structure of content delivery. The main goal of academic discourse is to present information in such way as to facilitate the process of knowledge making. Hence, the tasks of structured information delivery and effective communication appear. The former deals with knowledge representation (frames, metaphors, sceneries etc.), the latter involves the phenomenon of language personality with intentionally chosen rhetoric and personal style. So, the question occurs: what is the best way to represent knowledge? How to make its presentation easier for understanding, effective for comprehension and attractive for perception? Otherwise stated, the issue is – what is the optimal way of information representation for better cognition? The study is based on Ch.Darwin’s texts. The author’s policy to optimize communication and knowledge acquisition is discussed. The chosen strategy aimed at creating the environment for accelerated comprehension is examined. A number of means used by the scientist are considered to overcome communicative barrier (perception and comprehension aspects). The appeal to the texts of outstanding scientists whose works and ideas have changed the world view is of great importance in academic analysis. These techniques can be more widely implemented in modern academic writing and academic communication in general taking into account recipient’s stand point and with regard to externally directed character of academic discourse.