Uskova O.A., Le Thi Phuong Linh. National Stereotypes of Communicative Behavior in Virtual Business Communication

DOI: https://doi.org/10.15688/jvolsu2.2020.4.12

Olga A. Uskova

Doctor of Sciences (Philology), Professor, Department of Russian as a Foreign Language, Head of the Testing Center for Foreign Citizens, Moscow State Linguistic University

Ostozhenka St, 38, Bld. 1, 119034 Moscow, Russia

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https://orcid.org/0000-0002-9132-9949

Le Thi Phuong Linh

Lecturer, Department of Russian Language, Hoсhiminh City University of Education

280 An Duong Vuong, District 5, Hoсhiminh City, Vietnam

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https://orcid.org/0000-0001-7110-7129

Abstract. The article is devoted to cross-cultural issues of virtual business communication. The urgency of this research is in finding out the causes of failures in virtual business communication between Russian and Vietnamese business partners. In the aspect of intercultural communication, national stereotypes of communicative behavior (hereinafter NSCB) that impede the effective business communication of Russian and Vietnamese speakers have been identified. In the aspect of virtual communication, based on linguistic and cultural analysis, the specifics of electronic business letters in Russian, English and Vietnamese is revealed. The results of the study indicated the following reasons of failures in virtual intercultural business communication: lack of direct interactions between business partners – speakers of different languages; representation of communicative intentions in written form; peculiarities in NSCBs, reflected in the national language; cultural differences in NSCBs of business partners; each language has its own means of verbalizing the communicative intentions associated with the NSCBs of the native speaker of that language. The study resulted in distinguishing the types of speech and etiquette violation in virtual business communication between Russian and Vietnamese partners, which might help in lessening communicative misunderstanding and achieving extra-linguistic goals of communication.

Key words: commercial letters, cross-cultural business communication, business culture, virtual communication, communicative behavior, national stereotype.

Citation. Uskova O.A., Le Thi Phuong Linh. National Stereotypes of Communicative Behavior in Virtual Business Communication. Vestnik Volgogradskogo gosudarstvennogo universiteta. Seriya 2. Yazykoznanie [Science Journal of Volgograd State University. Linguistics], 2020, vol. 19, no. 4, pp. 133-144. DOI: https://doi.org/10.15688/jvolsu2.2020.4.12

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