<<
>>

mission - vision - corporate philosophy

Idealizirovannaja the corporation model purposefully forms with the help diskursivnyh means an image of corporation in which are realised modus wished and due and properties both real corporation, and ideal are shown.

In PR-texts that the corporation considers standard is postulated, that at the moment is in corporation and is considered as due, and also how the corporation represents itself in the future to what she aspires. In other words, the corporation creates the standard for an estimation of the actions by the addressee.

Idealizirovannaja the model is created in the texts painted by a modality of obligation, the desire, not having a binding to a real situation, and representing corporation in an ideal, i.e. as a certain standard to which it is necessary to aspire. As such texts we consider corporation mission, corporation vision (or a strategic target), and the texts representing corporate philosophy (the Charter, the Code of corporate ethics, the corporate governance Code, Position about information disclosing, Position about Board of directors, etc.).

It is necessary to notice, that such types of texts as mission, vision and corporate philosophy are more recently imported from use of the English-speaking countries, however in PR-practice they are used actively. We will consider mission and vision as special types of texts in which it is realised modus wished and due. If the mission maintenance is based that now makes an essence of activity of corporation or
That should be in the present, but, probably, not always is, vision represents texts in which the corporation future is designated.

Mission and vision realise modus wished on different levels: vision - in bolshej degrees is speculative, mission - is more realistic and is concrete. As a link between them the texts representing corporate philosophy in which the full, developed, detailed statement of morally-ethical and business norms is given «, principles, credo by which employees of firm or participants of the project» [CHumikov are guided, Bocharov 2006: 139] act.

Mission represents the text in which the principal cause of occurrence of the company and its professional work reveals. For example:

PAO "Gazprom" - maintenance of consumers with natural gas,

PAO «FSK EUROPEAN ECONOMIC COMMUNITY» - operation and development of the Uniform national electric network and power supply of consumers in all regions of the country,

Open Society "РЖД" - satisfaction of demand for transport services,

PAO "LUKOIL" »- delivery of hydrocarbonic resources in the global market energopotreblenija.

The maintenance of texts of mission concerns two of three time plans: to the present or by future time. The category of an indicative inclination comprises objectively-modal values of a reality, and diktum statements helps in bolshej to degree to understand position of corporation in the present. The estimated value representing corporation as an ideal in the sphere, can be expressed adjectives: reliable, effective, balanced, in the lead, etc.

Vision, or strategic target, describes the corporation future to which she aspires. For example:

PAO "Gazprom"

Strategic target is formation PAO "Gazprom" as leader among the global power companies by means of diversifikatsii commodity markets, maintenance of reliability of deliveries, growth of efficiency of activity, use of scientific and technical potential

(http://www.gazprom.ru/about/today/).

OPEN SOCIETY "РЖД"

Company strategic targets:

Increase in scale of transport business;

Increase of productive and economic efficiency;

Improvement of quality of work and safety of transportations;

Deep integration into the euro-Asian transport system; increase of financial stability and efficiency.

(http://rzd.ru/static/public/ru? STRUCTURE_ID=628)

PAO "Lukoil"

LUKOIL considers as the purpose creation of new cost, maintenance of high profitableness and stability of the business, maintenance of shareholders with the high income on the invested capital by increase of cost of actives of the Company and payment of monetary dividends

(http://www.lukoil.ru/static_6_5id_2106_. html (date of the reference 2.08.2015)).

In vision verbal nouns (formation, increase, increase, maintenance, maintenance, etc.) which receive additional positive colouring since show corporation actions to purpose achievement in the text are often used.

Sometimes mission and vision are presented in one text, for example, in such, as the Statement for mission. This genre is often located on sites of higher educational institutions. The basic mission of higher educational institutions - preparation of professionals in the different areas, thus each educational institution allocates the special role in this direction and defines that distinguishes it from other educational institutions. It forms a basis of image of an educational institution.

1. Mission of the Russian state social university:

Leaning against scientific researches of world level, we prepare the best in Russia experts and administrative elite of social sphere, we form socially active and socially responsible citizens of Russia highly adapted for modern conditions of the market, we promote integration of members of our command into global community of professionals.

Vision of the Russian state social university: «RGSU - effective, technological, stably and dynamically developing university, the full participant of global scientifically - educational space, the leader of the Russian social formation and a social science, the rallied which command is integrated into the international formation, a science, business, the Russian public sector and creates profile innovations. (http://rgsu.net/about/mission/).

RGSU positions itself as the best social high school in Russia which uses achievements of world level.

2. Mission of the Tver state university -

To act as the generator of innovative development of Verhnevolzhsky region.

It includes five basic components:

• educational — to develop innovative, corresponding to the world standards, system of preparation of qualified personnel in fundamental and priority directions, competitive on a labour market, ready to creation on it of the new workplaces focused on self-realisation, civil values and social responsibility;

• scientific — to prepare shots of the higher scientific qualification, to develop fundamental and applied researches in priority directions;

• cultural — to be the culture centre in region, promoting change of the social environment, creating certain spiritual atmosphere, training in intelligent and constructive resolution of problems, the creative approach to realisation of models of ability to live, necessity of a combination of material and spiritual components at all stages of a human life;

• innovative — be the leading scientifically-coordination centre of development of the innovative environment of region and formation in region of special innovative culture and innovations as mentality and daily activity;

• enterprise — to develop the socially-focused and innovative enterprise activity, to use mechanisms of state-private partnership »(.http://university.tversu.ru/general/goals)

Image TGU develops at regional level as centre of culture, innovations, business development.

3. Mission of national research university «economy Higher school» is carried out

Through scientifically-educational, design, ekspertno-analytical and sotsiokulturnuju activity on the basis of the international scientific and organizational standards. We realise ourselves a part of world academic community, we consider the international partnership, an involvement into global university interaction by key elements of our advance. Being the Russian university, we work for the blessing of Russia and its citizens.

Basis of our activity — theoretical both empirical researches and spread of knowledge. Not renouncing quality of researches and not
Being limited to teaching of fundamental scientific knowledge, we aspire to provide the practical contribution to building of new Russia (http://www.hse.ru/info/statement).

VSHE realises itself, on the one hand, a part of the scientific world community, and with another - a part of new Russia. The comparative analysis of similar texts of the Russian high schools, the spent A.N.Serebrennikovoj, has shown, that the majority of them aspires «to be entered in a domestic and world scientifically-educational context» [Serebrennikov 2014: 200-201].

Thus, texts of mission and vision create those basic directions on which is under construction idealizirovannaja corporation model.

At the heart of corporate philosophy corporate values which represent shared by the majority of members of corporation of belief concerning the purposes to which the corporation should aspire, and the basic means of their achievement lay.

For example, corporate values of the Society which concern from 25.02.2015 are registered in the Code of corporate ethics PAO "Gazprom":

Professionalism - a profound knowledge of the speciality, timely and qualitative performance of tasks in view, constant perfection of a professional knowledge and abilities;

Initiative - activity and independence of workers in production optimisation;

Thrift - the responsible and careful approach to use of actives of the Society, to own working hours and working hours of other workers;

Mutual respect - command spirit in work, trust, goodwill and cooperation in the course of the decision of tasks in view;

Openness to dialogue - the open and fair information interchange, readiness in common to develop the optimum decision;

Continuity - respect for work and experience of the senior generations, dialogue beginning with veterans of work, vocational training and preceptorship;

Image - use of receptions and the strategy directed on creation of positive opinion on the Society.

(http://www.gazprom.ru/f/posts/60/091228/2014-02-25-codex-of-corporate-ethics.pdf)

The given values - professionalism, initiative, thrift, mutual respect, an openness to dialogue, continuity, image - create that idealizirovannuju model to which the object when it is exposed to an estimation is compared. According to it values build an estimation, reprezentiruemaja in PR-texts, in a kind antonimicheskih steam:

Professional - nonprofessional,

Initiative - bezynitsiativnyj,

Economical - prodigal,

Responsible - irresponsible,

Benevolent - spiteful,

Opened - closed,

Fair - disgraceful,

Positive - negative.

The first members antonimicheskoj steams represent the positive estimation, the second - negative. Everything, that is connected with a positive estimation, concerns in PR-texts corporation and its members and promotes creation of positive image. Everything, that stirs corporation activity, breaks its norms and corresponds with a negative estimation.

Thus, in a PR-discourse the role modal-estimated razgranichitelja in a position "-another's" is great: everything, that is connected with corporation, and also with actions of those who supports a corporation position, a priori will be positively estimated, that contradicts a corporation position - negatively.

3.3.4.

<< | >>
A source: SELEZNEVA LARISA VASILEVNA. PARAMETRIC MODEL OF PR-DISCOURSE: PRAGMATICS, SEMANTICS, AXIOLOGY. DISSERTATION on competition of a scientific degree of the doctor of philological sciences. Tver - 2018. 2018

More on topic mission - vision - corporate philosophy:

  1. Other vision of a situation.
  2. Mission of the organisation (enterprise)
  3. the APPENDIX 1 Sights of opponents of the design approach and modern vision of design management
  4. 2.4.3. Mission and university strategic targets in region
  5. 1.3. Distinctive lines of corporate training and its role in the course of formation of the competence of corporate dialogue
  6. § 2. The corporate information legal relations arising in connection with the conclusion of corporate contracts
  7. conditions of "piercing of a corporate veil» in the corporate The right of the USA
  8. § 2.3. The subjective corporate rights of the corporate organisations
  9. § 1. Evolution of concept of an agency kind of permanent mission
  10. § 2. Kinds and permanent mission signs
  11. § 1. The corporate information legal relations arising in connection with the notice on carrying out of general meeting of participants of the corporate organisation
  12. conditions of "removal of a corporate veil» in English corporate The right
  13. § 3. The kinds of activity excluding formation of permanent mission
  14. § 2. Concept and signs of agency permanent mission: the international approach
  15. legal philosophy
  16. § 3. The characteristic of an agency kind of permanent mission in the Russian fiscal law