The research is focused on branding as a communicative process and aimed at defining the region’s identity role in provision of its tourist attraction. Linguistic analysis of the branding process is concentrated on optimization of language means and urban semiosis quality. City’s identity is viewed as a complex of exterior and other markers, building its complex image and playing an initial role in city’s branding. The aim of territory’ branding is to present the uniqueness of a certain region and its competitiveness. A city is a complicated multilayer communicative formation that creates a special type of discourse around itself – urban discourse. The space of this discourse is determined by such textual phenomena as a text-city, an urban text and a text about a city. The authors outline the role of naming in city branding and consider a great importance of a city’s identity in creating a text content aimed at increasing attraction of a city as a tourist object. City’s identity allows one to understand its uniqueness and mental representation by a representative of its “own” and “foreign” cultures and optimize branding strategies with the aim to fix positive images of a city and attractive image of a global-centred and locally original territory.
The paper focuses on the problem of structuring of non-verbal communication in the context of studying the process of intercultural contacts. The relevance of the proposed approach to the classification of non-verbal communication means is determined by its complex feature. The authors substantiate the fact that an effective classification should take into account the achievements of several scientific disciplines having the fundamental value to the understanding of the current problem: psychology, psychophysiology, human ethology and linguistics. Also, it is necessary to take into consideration the polycode character of intercultural communication. Based on the previously published classifications, the current state of scientific knowledge on this problem, the experience of a theoretical study of this problem, and practical and didactic applications, the author propose a two-level typological model which is specially designed to compare the non-verbal behaviours of different cultures representatives. Logically, this model comprises the following categories of non-verbal communication means: paraverbal means; kinesic means; sensory perception means of communication; spatial and temporal means. To define the categories and their sub-categories the authors exemplify the means of communication with the context of interactions between representatives of the Czech and Russian cultures. The authors concluded that non-verbal means of communication should be structured taking into account the specific purpose of the study.
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