Вестник Волгоградского государственного университета. Серия 2. Языкознание1998-99112409-1979OtherИдеологема Artificial Intelligence в мультимодальном маркетинговом дискурсе сферы информационных технологий: корпусно-ориентированное исследование [На англ. яз.]The Artificial Intelligence Ideologeme in the Multimodal IT Marketing Discourse: A Corpus-Assisted StudyСоколоваНаталья ВладимировнаSokolovaNatalia V.0000-0003-0550-2272Perm National Research Polytechnic University (Perm, Russia)Пермский национальный исследовательский политехнический университет (Пермь, Россия)2612202322540522311202210052023https://creativecommons.org/licenses/by/4.0/CC BY 4.0

Статья посвящена изучению идеологемы «искусственный интеллект» (ИИ) в дискурсе вебсайтов производителей программных продуктов. Исследование проведено на материале дискурса веб-сайта компании Microsoft. С применением лингвоконцептуального и дискурсивного анализа установлены наиболее употребительные лексемы, использованные в словарных толкованиях ИИ, для построения номинативного поля концепта ИИ. Проведен корпусный анализ лингвистической репрезентации идеологемы ИИ в дискурсе веб-сайта Microsoft с помощью инструмента AntConc, и определены ключевые слова и коллокации, в том числе метафорические, которые эксплицируют идеологему ИИ: среди них ключевые responsible, businesses, change и др., коллокации AI-ready culture, AI-human partnership и др., метафоры, основанные на сходстве с действиями живых существ: drive, dive и др. Выявлены ключевые слова и коллокации, употребление которых способствует формированию согласно интенции адресанта положительной идеологемы ИИ как явления, регулируемого компетентными органами и позволяющего компаниям добиться позитивных изменений, расширяя возможности человека. Охарактеризованы невербальные средства представления идеологемы ИИ в рамках репрезентативного и интерактивного измерений: к таким средствам построения идеологемы отнесены изображения живых существ, оттенки природных цветов (зеленого и синего), перспектива на фотографиях, формирующие дискурсивную связь ИИ и природы. В результате корпусно-ориентированного исследования дискурса описаны особенности идеологемы ИИ, отличающие ее от представлений, отраженных в словарных дефинициях, согласно которым ИИ определяется как способность компьютера имитировать человеческое поведение. Ключевые слова:

The article focuses on investigating the specifics of the Artificial Intelligence (AI) ideologeme in the website discourse of software vendors. The material of the study is the website discourse of Microsoft. The linguo-conceptual and discursive analyses have resulted in identifying the most frequent lexemes in dictionary entries and constructing the nominative field of the AI concept. We have carried out a corpus-assisted study of the linguistic representation of the AI ideologeme in the Microsoft discourse using AntConc and extracted keywords and collocations, including metaphorical ones, which make the ideologeme explicit through keywords such as responsible, businesses, change, etc., collocations: AI-ready culture, AI-human partnership, etc., metaphors based on the actions of living beings such as drive, dive, etc. The keywords and collocations create the intention-driven positive ideologeme of AI as a phenomenon regulated by competent bodies and empowering businesses to drive the positive change, along with amplifying the capabilities of human beings. The nonverbal means of the AI ideologeme have been described within the representative and interactive dimensions such as pictures of living beings, colors of nature such as green and blue, and metaphorical perspectives contributing to the discursive affinity of AI and nature. The corpus-assisted study has resulted in identifying the discursive representation of the AI ideologeme which is different from that of the dictionary entries describing AI as a machine capability to copy the human behavior.

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