International journal

Speech Genres

ISSN 2311-0759 (Online)
ISSN 2311-0740 (Print)

For citation:

Stepanov V. N., Krivonosov A. D. Genre PRology and convergence of genres of PR text. Speech Genres, 2024, vol. 19, iss. 3 (43), pp. 212-224. DOI: 10.18500/2311-0740-2024-19-3-43-212-224, EDN: BXKHSE

This is an open access article distributed under the terms of Creative Commons Attribution 4.0 International License (CC-BY 4.0).
Full text:
download
(downloads: 219)
Language: 
Russian
Heading: 
General problems of the speech genres theory
Article type: 
Article
UDC: 
[[316.77+659.4]:004.738.5]+81’27’38’42
DOI: 
10.18500/2311-0740-2024-19-3-43-212-224
EDN: 
BXKHSE

Genre PRology and convergence of genres of PR text

Autors: 
Stepanov Valentin Nikolaevich,
Krivonosov Aleksei Dmitrievich,
Abstract: 

In the basis of a special area of genre PRology as a branch of the science of public relations the authors put the criterion of the diversity of PR-information in multi-channel public communication via new media. As a subject of genre PRology, the authors consider convergence of information formats of a PR text in a multi-channel PR. In the genre revision of PR communication in social media, the genre transformations of PR texts are influenced by the following factors: 1) technological, 2) intentional, 3) structural. Technologically, PR texts functioning in the space of social networks are characterized by 1) a polycode structure, which implies the equivalence of verbal and non-verbal levels of meaning; 2) the transgressive nature of the publication, which determines the animation of the message and its transgression (movement) in the digital space. PR texts are multi-intentional in nature. Structurally, PR texts in social networks undergo three types of convergence: 1) structural or presentational, 2) discursive, and 3) genre. Structural, or presentational, convergence of PR texts in social media is associated with the allocation in the post structure of the presentation (the actual text and iconic materials) and the reaction (readers’ comments). Discourse convergence of PR-text is associated with 1) diffusion of institutional and intentional types of discourse, 2) inter-institutional discursive interaction (PR and advertising). Genre convergence of PR-texts is a genre symbiosis of three types – convergence of primary and secondary speech genres, convergence of primary simple genres of PR-text, and intermedial convergence.

Key words: 
PRology
PR
text
genre
information
communication
transformation
convergence
discourse
post
Reference: 
  1. Cultural and educational center. Dmitrevsky: page. VKontakte: site. Available at: https://vk.com/kocim.ivandmitrevsky (accessed March 22, 2023) (in Russian).
  2. Dementyev V. V. Genres in changing world: Creationistic potentials of speech genres and epistemological potentials of the theory of speech genres. Speech Genres, 2019, no. 1 (21), pp. 6–21 (in Russian). https://doi.org/10.18500/2311-0740-2019-1-21-6-21
  3. Emelyanov S. M. Status of public relations as a science: issues of methodology. In: Peterburgskaya shkola PR: ot teorii k praktike: sb. st. Otv. red. A. D. Krivonosov [Krivonosov A. D., chif. ed. Petersburg School of PR: From theory to practice: Coll. arts.]. Iss. 2. Saint Petersburg, Rose of the World, 2004, pp. 71–79 (in Russian).
  4. Gerasimova G. I. Svyazi s obshchestvennost’yu v kontekste sotsial’no-gumanitarnykh znanij [Public relations in the context of social and humanitarian knowledge]. Saint Petersburg, Rose of the World, 2009. 208 p. (in Russian).
  5. Kiuru K. V. Internet genre as a direction in the study of journalistic text. Bulletin of the Chelyabinsk State University, 2014, no. 26 (355). Philology. Art History, iss. 93, pp. 51–55 (in Russian).
  6. Krivonosov A. D. Ocherki istorii nauki i didaktiki public relations [Essays on the history of science and didactics of public relations]. Vladimir, VIB Publishing House, 2011. 163 p. (in Russian)
  7. Krivonosov A. D. PR-text in the system of public communications. 2nd ed., add. Saint Petersburg, Petersburg Oriental Studies, 2002. 288 p. (in Russian).
  8. Kuzheleva-Sagan I. P. Nauchnoe znanie o svyazyakh s obshchestvennost’yu (PR): Filosofskij analiz [Scientific knowledge about public relations (PR): Philosophical analysis]. Moscow, Knizhny dom “LIBROKOM”, 2011. 464 p. (in Russian).
  9. Lotman Yu. M. Izbrannye stat’i: v 3 t. T. 1. Stat’i po semiotike i tipologii kul’tury [Selected articles: in three volumes. Vol. I. Articles on semiotics and typology of culture]. Tallinn, Alexandra, 1992. 479 p. (in Russian).
  10. Nikolai Burlyaev’s school of author’s film directing: site. VKontakte: site. Available at: https://vk.com/kinoshkolanpb (accessed March 22, 2023) (in Russian).
  11. Shilina M. G. Tekstogennye transformatsii infosfery. Metodologicheskij eskiz stanovleniya Interneta [Textogenic transformations of the infosphere. Methodological sketch of the formation of the Internet]. Moscow, RIC North-East, 2012. 734 p. (in Russian).
  12. Shishkina M. A. Public relations v sisteme sotsial’nogo upravleniya [Public relations in the system of social management]. Saint Petersburg, Publishing house Pallada-media and RUSICH, 2002. 444 p. (in Russian).
  13. Stepanov V. N. On the issue of emotional communication. Foreign Languages in Higher Education. Ryazan, 2012, iss. 1 (20), pp. 12–34 (in Russian).
  14. Stepanov V. N. Ontology of transgressive social media. RUDN Journal of Studies in Literature and Journalism, 2021, vol. 26, no. 4, pp. 641–648. https://doi.org/10.22363/2312-9210-2021-26-4-641-648
  15. Tertychny A. A. Features of genre formation in Online media. Scientific Vedomosti. Humanities series, 2013, no. 61 (149), iss. 17, pp. 172–179 (in Russian).
  16. Volkovsky Theater: Page. VKontakte: site. Available at: https://vk.com/volkov_teatr (accessed March 22, 2023).
  17. Wojtak M. Genology as a cognitive space. Speech Genres, 2020, no. 3 (27), pp. 205–213 (in Russian). https://doi.org/10.18500/2311-0740-2020-3-27-205-213
Received: 
22.07.2023
Accepted: 
21.09.2023
Published: 
30.08.2024