Bazhenova E.A., Shirinkina M.A. Digital Reputation of the Executive Power Bodies: Discursive Factors and Communicative Techniques of Management
DOI: https://doi.org/10.15688/jvolsu2.2024.5.11
Elena A. Bazhenova
Doctor of Sciences (Philology), Professor, Department of Russian Language and Stylistics, Perm State University
Bukireva St, 15, 614068 Perm, Russia
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https://orcid.org/0000-0003-4580-4128
Mariya A. Shirinkina
Doctor of Sciences (Philology), Professor, Department of Russian Language and Stylistics, Perm State University
Bukireva St, 15, 614068 Perm, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-6951-0653
Abstract. The paper discusses the communicative techniques of reputation management of the executive power bodies in the Russian media space. Comparing the concepts of digital reputation and digital image, the authors argue that, unlike image which is purposefully implemented in the media environment, reputation reflects the internet users' real opinion about the activities performed by state institutions. The essential features of digital reputation are accumulative character, unpredictability and inertia. The authors define the discursive factors affecting reputation: ambiguously wide audience of the internet, distribution of target groups on different web sites, the unpredictability of users' assessments, some citizens' aggressive speech behaviour, etc. More than 2.5 thousand posts by the Ministry of Science and Higher Education of the Russian Federation published in the VKontakte social network and Telegram messenger were selected as the material for the research. The impact of content on the internet audience was evaluated with the ERpost rate at the Popsters service. The authors argue that effective techniques of digital reputation management are the following: communication on a particular internet platform with regard to its target audience, attractive hashtags, the tone of involvement with the interlocutor, rejection of formal style cliches, and some others. The discursive factors of new formal communication are established, and the techniques of managing governmental bodies' positive digital reputation are described.
Key words: digital reputation, digital image, executive power bodies of Russia, discursive factor, communicative techniques of management, digital reputation management.
Citation. Bazhenova E.A., Shirinkina M.A. Digital Reputation of the Executive Power Bodies: Discursive Factors and Communicative Techniques of Management. Vestnik Volgogradskogo gosudarstvennogo universiteta. Seriya 2. Yazykoznanie [Science Journal of Volgograd State University. Linguistics], 2024, vol. 23, no. 5, pp. 138-148. DOI: https://doi.org/10.15688/jvolsu2.2024.5.11
Digital Reputation of the Executive Power Bodies: Discursive Factors and Communicative Techniques of Management by Bazhenova E.A., Shirinkina M.A. is licensed under CC BY 4.0
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