Linguistic approach to axiological particularities of PR discourse study as an interdisciplinary field
The topicality of this research is explained by the increased interest in public relations (PR) discourse as a response to the challenges of the present. The main objective of the research is linguistic study of PR discourse from the standpoint of interdisciplinarity. It is important to examine not only the peculiarities of PR pragmatics aimed at achieving the hearts of people, but also the linguistic means employed by PR managers in their practice to influence and control public opinion. Linguocultural research as part of an interdisciplinary approach to PR discourse implies its anthropocentric-communicative interpretation to carry out an integral linguistic analysis of PR discourse that forms its interdisciplinary core as well as its genre-stylistic particularity. The results and discussion given in the body of the article show that PR is a three-faceted entity, including the professional communication, multi-disciplinarity of knowledge required for PR experts as well as professional tools and skills. Linguistic expression of axiological aspect of PR discourse dealing with companies’ positive reputation is given special attention in this paper. The authors come to the conclusion that interdisciplinary knowledge transfer is of growing demand as it enriches the theoretical and practical spheres of human activity.
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