Aksenova A.V., Anisimova T.V. THE PRINCIPLES OF CONSTRUCTING THE PR-GENRES SYSTEM

Aksenova Anastasiya Vladimirovna

Postgraduate Student, Department of Literature and Journalism, Volgograd State University ( This email address is being protected from spambots. You need JavaScript enabled to view it. )

Anisimova Tatyana Valentinovna

Doctor of Philological Sciences, Professor, Department of Literature and Journalism, Volgograd State University ( This email address is being protected from spambots. You need JavaScript enabled to view it. )


Abstract. The article deals with the principles of constructing the system of PR-discourse genres. The author defines its specific feature: key genres (specially created to perform image function) are comparatively rare, whereas the main burden falls on genres of other types of discourse, which combine the basic image function. Almost every genre can be characterized by this specific feature, if it is constructed properly, filled with facts, positively characterizing a person and improving his image. Accordingly, all PR-genres can be united into three groups forming the genre system of PR-discourse: genres used by journalists, genres, intended for direct communication of a person with target audience; genres of other discourse types, containing image strategy. The core of the system is represented by its image article, since the main purpose of this genre coincides with the purpose of PR discourse in general.

Key words: PR discourse, the system of genres, the image of organization, genres of PR discourse, image article, supertask.

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