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This article makes clear the formation and functioning of the genre system of the personal Internet discourse and it focuses on the determination of the characteristics of actual forms of verbal behaviour. The article was carried out in the paradigm of anthropological linguistics. Personal Internet discourse is defined as a socio-communicative space in witch personal interactions of a person as individual and a society member take place. The genres of the personal Internet discourse are determined by the communicative actions dominating in the format of the given Network platform and corresponding to its tasks.
The purpose of the present paper is to provide a linguistic analysis of current regional brand slogans. This paper argues that the place branding process should be examined not only in the context of destination marketing thought, but as a value-shaped approach. This study attempts to evaluate the slogans of tourism destination by means of communicative and pragmatic characteristics expressed by them: strong sides of the community, perceptiveness, self-confidence and confidence in future. The present research illustrates how linguo-cultural values are explicated in English, German and Russian branding slogans in accordance with the specific objectives motivated by regional features (natural resources, historical events, sights, products and services).
The article deals with the brand of 'wellness' on the basis of hypertexts of personal Internet communication. The author focuses on wellness-concept branding in Russian and English texts of personal blogs and social networks. The author has concluded that the hypertextual medium of personal Internet discourse is an efficient genre platform to influence the targeted audience, to make a search for wellness followers, having simple, convenient and necessary tools to promote the healthy life style, to increase the number of clients of health centres, spa and fitness centres and wellness-industry, in general.
This article discusses the problem of self-expression of a language personality in the modern blogosphere on the example of Instagram and Twitter, as well as the problems of describing communicative interactions in personal Internet discourse. As subjects of personal communication, the authors studied the characteristics of self-expression of media personalities on the example of well-known politicians and representatives of the media community. The authors attempted to analyze the communicative means of self-expression of a public personality, which are used to revise the image of a carrier of cultural, linguistic, communicative and activity values and reflexive processes in the modern blogosphere. Using the example of blogs of famous personalities, the authors describe the process of creating a media image of a language personality through the means of self-expression of its personal assessments, experience and ability to influence the emotional mood of society. The research material has shown that the dominant characteristic of self-expression is the created image and publicistic image of the language personality, confirmed by the use of language and communication tools of different stylistic markings, various aspects of the modality of the proposed opinions, the necessity and obligation of decisive actions of society in assessing various political and economic situations. Self-expression of a media personality in the blogosphere is based on freedom of speech and thinking, as well as on the use of language and communication tools that actualize the cognitive and motivational factors of the presence of a person in this communication format. Posted blogs of well-known media personalities form an information picture of modern society, the analysis of their quantitative indicators is an assessment of the degree of readiness and ability of the target audience to perceive and follow the ideas broadcast by the authors of these blogs.
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