Institutional Approach to Business Discourse Study
Kovalchuk Nadezhda Vladimirovna, Soprantsova Julia Sergeevna
Don State Technical University
Submitted: 12.05.2020
Abstract. Communication efficiency depends on many factors; success of modern business communication is largely determined by the linguo-cultural factor. Its importance is obvious: communication content represents specificity of a certain linguo-culture, and business content represents the status of a particular social segment. The research objectives are as follows: to describe the institutional approach to business discourse study, to reveal essential features of this type of discourse, to identify efficient forms of communication in the business community in the mass media space. Scientific originality of the research involves a comprehensive analysis of specificity of business discourse in the sphere of mass communication. The research findings are as follows: the authors reveal the entrepreneur’s "linguo-cultural image" formed by the mass media, identify specificity of the mass media online and offline interaction with the business community and show how these peculiarities are represented in media communication. The findings are illustrated by an example of media discourses of business editions under study. The identified peculiarities of this discourse type are associated with the necessity of the business community to develop communication, to establish role interactions both within and outside the alliance.
Key words and phrases: институциональный дискурс, деловой дискурс, бизнес-сообщество, медиатексты, деловые СМИ, лингвокультурный типаж, нормативность, клишированность, аппелятивность, institutional discourse, business discourse, business community, media texts, business media, linguo-cultural character type, normativity, state of being clich?d, appellative nature
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