he article provides a historical and philosophical consideration of the controversial foundations of communicative strategies, where controversy is understood as the principle of contradiction of dialogue as such, and communicative strategies – dialogue as «rational communication», i.e. communication with a predetermined goal. The connection between the moral and ethical guidelines of historical periods and the principle of dialogue inherent in this era is shown. It was found that the principle of dialogue, introduced in antiquity as a way of finding understanding, found its continuation in the debates of medieval universities and the genre of dialogue of the Renaissance. At the same time, the individualism of the Renaissance era, the rational guidelines of the Enlightenment, and the scientific research of the Modern Period established the subject-object principle of relations; the restoration of the principle of dialogue as a means of understanding is associated, in particular, with the works of representatives of communicative philosophy. Emphasis is placed on the importance of critical thinking and lifelong learning as a means of overcoming manipulative influences, in particular, in a situation called the «post-truth era», which actualizes this study. It is assumed that awareness of the principle of controversial dialogue based on such two principles as «dialogue as understanding» and «dialogue as domination», as well as understanding the importance of moral and ethical guidance of person entering into dialogue, can be the basis for communication strategies that would be based on moral principles. The principle of morality in building communication strategies is especially important in the age of post-truth, in which fake information can influence beliefs of citizens and, consequently, society as a whole.
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