HYBRIDITY AND ITS MANIFESTATIONS IN THE GERMAN LANGUAGE PRESENTATION DISCOURSE (BY THE EXAMPLE OF INFORMATION AND ADVERTISING MATERIALS)
Bukeeva Mariya Evgen'evna
Moscow State Linguistic University
Abstract. The article considers the poly-discursiveness of presentation discourse that conditions the integrated use of different kinds of hybridization: scenary, conceptual, structural and lexical ones. Hybridity is evident in the genre organization of presentation discourse. Its genre system is capable due to its poly-functionality and universality to accumulate knowledge from different spheres, which can be presented in the future in a variety of texts specific to the type of environment - virtual, written, electronic, etc., as well as the social-cultural parameters of a recipient. The analysis of information and advertising materials allows following the implementation of the mentioned above properties.
Key words and phrases: презентационный дискурс, гибридизация, гибридность, гибридный жанр, жанр презентации, текст-репрезентант, presentation discourse, hybridization, hybridity, hybrid genre, genre of presentation, text-representant
Open the whole article in PDF format. Free PDF-files viewer can be downloaded .
References:
Beislinson L. S. Professional'nyi diskurs: priznaki, funktsii, normy: monografiya. Volgograd: Izd-vo VGPU "Peremena", 2009. 266 s.
Gaponenkov A. A. Problema zhanrovogo sinteza v romanakh "Besy" F. M. Dostoevskogo i "Master i Margarita" M. A. Bulgakova: diss. … kand. filol. nauk. Saratov, 1995. 198 s.
Gofman I. Predstavlenie sebya drugim v povsednevnoi zhizni / per. s angl. A. D. Kovaleva. M.: Kanon-Press-Ts; Kuchkovo pole, 2000. 304 s.
Dolgova E. V. Leksiko-frazeologicheskie osobennosti rechevogo zhanra "Portret delovogo cheloveka" v diskurse SMI // Filologicheskie nauki. Voprosy teorii i praktiki. Tambov: Gramota, 2013. № 3 (21): v 2-kh ch. Ch. I. S. 50-53.
Iriskhanova O. K. Lingvokreativnye osnovaniya teorii nominalizatsii: diss. … dokt. filol. nauk. M., 2004. 332 s.
Iriskhanova O. K., Ivashko E. A. Protsessy gibridizatsii v yazyke. Leksicheskie gibridy // Yazykovoe tvorchestvo v dinamike semioticheskikh vzaimodeistvii. M.: IPK MGLU "Rema", 2011. S. 57-74.
Olomskaya N. N. Mediaprostranstvo kak pole funktsionirovaniya diskursov // Filologicheskie nauki. Voprosy teorii i praktiki. Tambov: Gramota, 2012. № 2 (13). S. 113-115.
Shiryaeva T. A. Kognitivnoe modelirovanie institutsional'nogo delovogo diskursa: avtoref. diss. … d-ra filol. nauk. Krasnodar, 2008. 50 s.
Русский
