Linguistic aspect of the effectiveness of corporate media texts

https://doi.org/10.20339/PhS.SPI-19.024    

Nebuzdanov Alexey K.,

Graduate student, Department of Mass Communications, Faculty of Philology

Peoples’ Friendship University of Russia

e-mail: alexjourn92@mail.ru

The article discusses the linguistic features of corporate media texts, indicating the formation of new style characteristics. The author defines the reasons for the modernization and expansion of the functionality of corporate media texts in connection with the strengthening of their role in the implementation of the internal and external information policy of the organization. The author reveals the thematic and genre conditionality of the specific language and style of corporate media texts and their special linguistic characteristics, summarizing them in the concept of “consent language”. According to the author, modern corporate media expand their functional parameters due to the transformation of style characteristics, which is manifested in their language and style. The author comes to the conclusion that the reason for the specific language and style of corporate media is the situation of mixing journalistic, advertising and business styles, as corporate media is characterized by flexibility and dynamism. The author claims that in the texts of corporate media an original speech model is formed, for which intonation of superiority, the dominant of the speech standard and the pronounced positively evaluative character of the statements are characteristic and typical. This model provides, according to the author, the effectiveness of the implementation of the tasks set for corporate media.

Keywords: language and media style, corporate media communications, consent language, language means of influence, speech model.

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