STRUCTURAL-PRAGMATIC CHARACTERISTICS OF THE BRITISH UNIVERSITY PRESENTATION AND REPRESENTATION (BY THE MATERIAL OF THE ENGLISH HYPERTEXTS OF UNIVERSITIES)
Mashlykina Natal’ya Dmitrievna
Volgograd State Agricultural University
Submitted: 19.08.2018
Abstract. The article deals with the structural-pragmatic characteristics of the presentation and representation of the European University by the example of the English-language sites of Oxford, Manchester and Cambridge universities. The author substantiates the idea that the presentation and representation of the British university on the Internet is conditioned by the combination of the compositional organization of the information units of the university electronic hypertext with verbal and nonverbal text components that enhance the prestige of the educational institution among the population of the whole world. The paper studies the characteristic linguo-pragmatic features of the British university presentation and representation on the Internet, taking into account the convergence of web content with known interactive multimodal platforms.
Key words and phrases: гипертекст, единица электронного гипертекста, языковые средства, параграфемные элементы, университет, интерактивные мультимодальные платформы, презентация, репрезентация, hypertext, unit of electronic hypertext, linguistic means, paragraphemic elements, university, interactive multimodal platforms, presentation, representation
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