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The article examines the correlation between the media format in social media (for example, messages on a social network or instant messenger) and the genre as a typical communicative practice of using this format for certain pragmatic tasks. The theoretical ideas of the article are illustrated by the results of observation of social media messages collected using big data technology to study the image of the city of Arkhangelsk.

The article deals with the genre of “master class” within the structure of gardening discourse. The author attempts to identify the discourse forming features of the genre in three different communicative forms: spoken live communication, online coaching, and to analyze the researched empirical material focusing on the linguistic features of the discourse. The proposed analysis is carried out using general scientific methods, incorporating interpretive method, contextual analysis, and comparative analysis.

 The article deals with the problem of genre in translation studies. The hypothesis of the study is the idea of the genre shifts emerging at the moment of interpreting within the genre of a TV interview. The authors discuss the ways of interpreting the genre. In accordance with the functional-linguistic approach to the analysis of speech genre, the authors consider the ways in which the linguistic personality of the interpreter verbally regulates the translation of the genre.

The article considers the category of “family resemblance” and the related category of “basic models” in the aspect of genre analysis using the example of two early works of N. M. Karamzin: the translation of S. Gesner’s idyll “Wooden Leg” and the first original story “Eugene and Julia”. The theory of “basic models” by J. Lakoff, created by the researcher for the needs of cognitive linguistics, with some reservations and modifications can be applied to the analysis of genre structures of both speech and literary genres.

Nowadays some experts call the multimedia longread the heir of the traditional journalistic genres. The longread successfully combines texts, illustrations, video materials and other elements aimed to attract the reader and holding their attention. The complicated longread in the Internet media is opposed to the short and simple shortread which occupies the main place in the information flow of modern people. The experts are alarming about the declining interest in reading long texts (primarily books) among young people.

The article analyzes folk curses that have an emotional charge and relate to abusive language. Most often they are psychological or domestic in nature. Mostly, this kind of curse is pronounced unconsciously during a domestic quarrel or other conflict. They can be considered as a communicative, imperative and expletive formula. The purpose of the study is to analyze curses in which the speaker expresses dissatisfaction and indignation towards the listener.

This research presents the analysis of a comment as a reactive speech genre. The authors focus on its specific variation – Internet comment on various online materials (news, posts, blogs), widely presented in virtual communication. The purpose of the article is to substantiate the position that the Internet comment is a hybrid speech genre which is characterized, on the one hand, by the features of a traditional comment as a secondary genre and, on the other hand, by special features resulting from the virtual communication environment.

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.