Genre of Mission Statements in Russian-Language Banking Discourse: Structure, Pragmatics and Linguistic Means
Drozhashchikh Alexander Vladimirovich
Northern Trans-Ural State Agricultural University
Submitted: 12.11.2022
Abstract. The paper aims to identify the pragmatics and structural-linguistic peculiarities of the texts belonging to the genre of mission statements that play an essential role in external and internal communications initiated by modern banks. The research is novel in that it is the first in Russian linguistics to examine the texts belonging to the genre of mission statements in relation to the corporate culture supported by the Russian banking community, using original empirical materials. As a result, the role that the genre of mission statements plays in the space of Russian-language banking discourse has been identified; the syncretic nature of the texts of this genre produced by Russian banks have been revealed; the linguistic mechanisms used by the banks to create a positive image at the explicit and implicit levels in the process of informing on their corporate philosophy and values have been described. It has also been found that Russian banks use positively charged words, superlative forms of adjectives, rhetorical devices and expressive syntactical techniques, as well as implied or overtly unexpressed meanings of linguistic forms and non-verbal components of the text when solving PR tasks in the texts belonging to the genre under consideration.
Key words and phrases: жанр «миссия организации», русскоязычный банковский дискурс, коммуникативно-прагматическая установка, корпоративные ценности, языковые средства, mission statement as genre, Russian banking discourse, communicative pragmatic intention, corporate values, linguistic means
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