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structure of a discourse of business printing mass-media (information structure of business mass-media)

The analysis of texts of the business mass-media published in business papers carried out by us «The Economist», «The Financial Times» (The FT), "Kommersant" and "Expert" and devoted to financial, economic and business events in Russia and the Great Britain (2014-2015), allows to come to conclusion concerning structure and specificity of a discourse of business printing mass-media.

As well as discourse any kind, a discourse of business mass-media has the properties and konstitutivnye signs which participants (subjects) concern, their purposes and motivation, types of editions, versions and genres (format) of communications, and also diskursivnye formulas (a cliche and stereotypes). All these components are correlated definitely, signalling about the functional values inherent only in a business discourse.

The author and the reader are involved in an urgency of occurring events, on the one hand, not dependent on their will, but, on the other hand, estimated and interpreted by them, and accordingly and developed by them. As subjects of a business discourse act the sender - the journalist-expert / the economist - an analyst and the addressee - the professional, the representative of the market, and also the person who has been only indirectly connected with business sphere.

Considered business papers positions itself as the specialised editions of a high class aimed at professionals of the market and people, the interested economy and business.
They are the managers of all links who are engaged in manufacture, trade, rendering of services, businessmen, analysts of financial institutions, real sector of economy and state institutions, scientists-economists, workers of the credit and financial and social sphere, simply qualified readers interested in being well informed about economy and business problems.

Under M.P.Brandes's statement, «newspapers and political magazines are institutsionalnymi the bodies serving dialogue of certain society and representing special cultural systems with the standard base according to which the maintenance and language of materials published in them» [Brandes 2004: 198] is made out. This position is applicable and to business newspapers and the magazines considered within the limits of given research. As certain society in our case the business community acts, and the business magazine has the standard base considering thus inquiries of an audience.

The purpose of the sender (the economist-analyst, the economist-expert) is the satisfaction of information requirement of the recipient, the qualitative analysis of an economic conjuncture and representation of own estimation of described events, and also influence on moods of the addressee and acceptance of the important decisions by it. Among the problems of the author of business article set forth above it is necessary to allocate also distribution of business experience and business traditions, and also expansion of a business outlook of an audience and formation of ideology and image of business-sphere.

As researchers mark, and we agree with this position, characteristic line of a modern business discourse is not only informing of the reader, but also formation of the certain relation to this information, according to a business discourse has an influence and manipulation shade [Grigoriev 2003, Kormilitsina 2005, Volodina 2005].

Manipuljativnyj, persuazivnyj the potential of a business discourse is realised, including, and in various ways of realisation of an author's modality.

The author's purposes define also genre versions of the given type of a discourse. The special group of genres is made by the genres providing an objective statement of the facts; these are news columns, reports, reviews. Such genres we name information.

Other group of genres offers situation value judgment, and such genre forms, as interview, the comment, analytical and expert article here can be carried. Such genres we name analytical.

As a rule, in the pure state described genres meet seldom enough; there are their combinations is more often. It as we try to show is connected, with a difficult configuration author's intentsionalnosti which, along with intention to state the facts, includes also aspiration these facts to comment and estimate, and also to generate the special relation of the reader to the stated facts, to convince him. Therefore it is more correct to speak about the tendencies realised in information (informing) and analytical genres which can aspire to the genre limit, but more often as a rule, show certain "symbiotic" formations. It predetermines also sufficient variability of forms of an author's modality in the business media texts, predetermined both author's intentsionalnostju, and other factors diskursivnoj formations, including - and national tradition.

In interpretation of speech genres of studied type of a discourse we start with the understanding of speech genres offered by M.M.Bakhtin, and we consider a speech genre as a stereotype of speech behaviour, typical model of construction speech whole, «steady thematic, composite and stylistic type of the statement» [Bakhtin 1979: 242].

In turn, the elite for realisation of a plan the genre defines and will organise a format of communications and substantial blocks of the created text. It limits the sender in degree ofitsialnosti and familiarities, an expression and a neutrality, gravity and ironicalness, etc. If to compare a genre of a news column and the expert comment,
That is easy to notice a difference in degree of freedom and flexibility of the author at selection of verbal and not language means for a statement of the maintenance of the business media text. The estimating relation of the author to a subject of speech by which the genre of analytical article / of the comment is impregnated, distinguishes it from a news and message genre. «Cardinal distinctions are connected with change of the form of language expression, physical volume of the text, principles of selection and a composite arrangement, stylistic registration according to conditions and the dialogue purposes» [Gurjev 2003: 81]. The Same differences directly are connected with dynamics of realisation of an author's modality - both objective, and subjective.

Important for the given research we also consider G.I.Bogina's classification and its theory of speech genres in which frameworks it treated a genre as a kind of literature which is established by the recipient in process individuatsii - zhanroustanovlenija [Bogin 1997]. This knowledge about otnesennosti speech product to a certain genre allows the recipient to carry out its further perception under specifications of this genre which osoznanno or neosoznanno has been seen at individuatsii. If to lean against the criteria offered by G.I.Boginym genres of the business printing mass-media selected us can be characterised as follows.

At tipologizatsii on the subject it is received: anonymous authorship («The Economist»), collective and personal («The Financial Times», "Expert", "Kommersant"). On object the chosen type of a discourse and its genres are characterised as in large quantities focused. On time they can be defined as genres for printing reproduction without preservation.

The communications format in a discourse of the business printing mass-media, assuming certain sequence of communicative actions, can be presented following forms (stages): 1) theme introduction; discussion and representation of a problem from positions of the different parties; the argument of opinion by means of the reference to citations
Authoritative sources, to the facts and statistics, historical experience; a phenomenon estimation: 2) criticism and search guilty (the authorities, the general economic conjuncture, partners and competitors); 3) the justification of lacks of considered object achievements in other area; forecasting and the offer of ways of an exit from crisis; prompting to actions, summarising.

Among diskursivnyh formulas it is necessary to allocate first of all a cliche and the is functional-caused turns defining type of the given discourse: «as believes our edition, according to the expert in areas if to look at history, the facts testify to the return as shows the statistican» and other similar examples which to a thicket meet in English-speaking business papers.

The carried out research has shown, that the discourse of business printing mass-media is characterised by a number of additional communicatively-significant signs. We result their list and characteristics.

Standartizirovannost (fastening of certain language means to a typical situation and a uniform arrangement of a material, registration), a parity of verbal and graphic components: a font size and presence of illustrations, use of colour and an arrangement of materials on a strip.

Multifunctionality. Though the basic functional mission of texts of mass-media - informativnost (ability to transfer the is professional-relevant message giving to all interested parties, involved in business communications, representation about their interesting questions, liquidation of information insufficiency), now get an urgency belief function (information-psychological influence on public consciousness which is expressed by means of strategy of selection and representation of the information, ways of the argument and apellirovanija to the addressee) and world outlook function (culture translation, picture formation
The world of the addressee and its orientation to certain judgement of the validity).

Dialogichnost and presence of a feedback with the addressee; addressing gets the increasing force and, interpreting any phenomenon from financial and business spheres of the life, writing provides continuous contact to the reader, carries out monitoring of its inquiries and reaction. The aspiration of the journalist to look close to the reader is reached also by special linguistic receptions intimizatsii. The Feedback becomes real also at the expense of extralinguistic means. For the account of development the Internet of technologies, readers can send on the electronic address of edition of the letter, and on a site of printing mass-media to enter polemic with the author and to leave the comments.

Strongly expressed author's modality. For business media texts high degree of expressiveness author's "I" and the expressed social activity of the is professional-competent sender is characteristic. And, this modality can accept different forms, to be eksplitsirovannoj, but also implitsirovatsja.

The ironic/sarcastic tonality of dialogue with target audience alternates with following by the author to ethical standards and canons of business dialogue.

Presence of great volume of highly specialised lexicon and business - of terminology, professional slang, aiming at the prepared, informed, formed audience owning knowledge in sphere of economy, the finance and business.

Nonlinearity and the multilevel structure possessing properties intertekstualnosti.

Dynamism and urgency of texts of the business mass-media perceived by participants of communications "online" in a context of the present and occurring events.

Saturation the etnokulturno-marked lexicon and orientation at the appeal to texts cultural-significant
Case orientation on a socially-intellectual circle of readers-representatives of the certain culture possessing kulturnoyojazykovoj the competence.

Change of is usual-style signs of a discourse, inclusion in its structure uncharacteristic before the case of language receptions and means (for example, neologisms, idiomatizmov and word-plays), adding an expression both strengthening persuasiveness and pragmatical efficiency of a discourse, penetration of Internet lexicon into sphere of a business discourse as display of development of information technologies.

The tendency to strengthening informativnosti, expressed in the laconic and aesthetic headings capaciously expressing the maintenance of a material.

As we see, business media texts are characterised by a complex konstitutivnyh signs and communicatively-significant lines, but integrativnoj tekstoobrazujushchej the force uniting them in uniform structure, the category of an author's modality is.

1.3.3.

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A source: GADZHIEVA Lala Abdulsalam kyzy. LANGUAGE STRATEGIES AND TACTICS OF REPRESENTATION OF AUTHOR'S MODALITY IN DISCOURSE OF BUSINESS PRINTED MEDIA (on the material of the publications Kommersant, Expert, The Economist, The Financial Times). Thesis for the degree of candidate of philological sciences. Tver - 2017. 2017

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  2. Shevelevsky Ivan Mihajlovich. information-ANALYTICAL TEXTS In the BUSINESS MEDIA DISCOURSE (ON the MATERIAL of ONLINE VERSIONS of the RUSSIAN mass-media). The dissertation AUTHOR'S ABSTRACT on competition of a scientific degree of a Cand.Phil.Sci. Tver - 2015, 2015
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