Linguistic approach to axiological particularities of PR discourse study as an interdisciplinary field
Keywords:
axiology, discourse, interdisciplinarity, linguistics, PR.
Abstract
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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References
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Berger, B. R. (2011). The Globalization of PR Education? Ipra. https://www.ipra.org/news/itle/the-globalization-of-pr-education/
Bernays, E. (1923). Crystallizing Public Opinion/ E. Bernays. New York: Liveright Publishing Corporation, 219 p.
Black, S. (1989). Introduction to Public Relations. Modina Press in conjunction with the International Public Relations Association.
Fairclough, N. (2000). Discourse, social theory and social research: the discourse of welfare reform. Journal of Sociolinguistics, 4(2), 163-195.
Grunig, J.E. (1984) Managing Public Relations / J.E. Grunig. T. Hult, Rinehart&Winston. Recovered from: https://www.researchgate.net/publication/322802009_Managing_Public_Relations
Guerreiro, J.A. (2016). Interdisciplinary Research in Social Sciences: a two way process? /Proceedings of the International Congress on Interdisciplinarity in Social and Human Sciences. Faro. CIEO – Research Centre for Spatial and Organizational Dynamics. University of Algarve. ULR: https://www.researchgate.net/publication/305765986_Interdisciplinary_Research_in_Social_Sciences_a_two_way_process
Harlow, R. F. (1976). Building a Public Relations Definition/Public Relations Review. Winter, 2(4).
Harper, D. R. (2015). Online Etymology Dictionary. Recovered from: https://www.etymonline.com/ (accessed 12.07.2021)
Heaney, K. & Rebolini, A. (2017). Public Relations. An excerpt. Medium. available at URL: https://medium.com/the-hairpin/public-relations-d3741e9cdb7e (accessed 30.04.2021)
Hoffmann-Riem, H., Hadorn, G.H., Biber-Klemm, S., Grossenbacher-Mansuy, W., Joye, D., Pohl, CH., Wiesmann, U., … & Zemp, E. (2008). The Emergence of Transdisciplinarity as a Form of Research. Handbook of Transdisciplinary Research, 19-39. Berlin: Springer. DOI: 10.1007/978-1-4020-6699-3_2
IPRA Goldpapers (1982). A Model for Public Relations Education for Professional Practice. In Gold Paper No. 4 (p. 25) International Public Relations Association.
Jessop, B. & Sum, N. (2001) Pre-disciplinary and post-disciplinary perspectives. New Political Economy, 6(1), pp. 89–101.
Kubryakova, E.S. (1981). Types of language values. M.: Nauka, 200p. (in Russian)
Kukhnavets, P. (2018) Why is Professional Communication Critical for Any Business? Hygger. Recovered from: https://hygger.io/blog/professional-communication-critical-business (accessed 30.04.2021)
Minyar-Beloroucheva, A., Sergienko, P., Vishnyakova, E. & Vishnyakova, O. (2020). New linguiodidactic challenges in teaching professionally oriented English as referred to PR-education. European Proceedings of Social and Behavioural Sciences, Vol. 97, no. TILT. DOI: 10.15405/epsbs.2020.12.02.72
Minyar-Beloroucheva, A.P., Sergienko, P.I., Vishnyakova, O.D., Vishnyakova, E.A. & Anossova O.G. (2021). Axiological approach to developing spirituality and morality in the process of L2 PR education/ SHS Web of Conferences. no. 103. https://doi.org/10.1051/shsconf/202110301024
P&G Leadership team (2021). Leadership. A team with a future in mind. Recovered from: https://us.pg.com/leadership-team/ (accessed 18.07.2021)
P&G Nwes Releases (2021). P&G Partners With Rhinostics to Take Innovative Nasal Swab to Market to Improve Speed of COVID-19 Testing. Recovered from: https://news.pg.com/news-releases/news-details/2021/PG-Partners-With-Rhinostics-to-Take-Innovative-Nasal-Swab-to-Market-to-Improve-Speed-of-COVID-19-Testing/default.aspx (accessed 18.07.2021)
P&G Policies and Practices. (2021). Recovered from: https://us.pg.com/policies-and-practices/purpose-values-and-principles/ (accessed 30.04.2021)
P&G News Releases (2021). Tide to Design First Laundry Detergent for Space, to Begin Stain Removal Testing on International Space Station in 2022. Recovered from: https://news.pg.com/news-releases/news-details/2021/Tide-to-Design-First-Laundry-Detergent-for-Space-To-Begin-Stain-Removal-Testing-on-International-Space-Station-in-2022/default.aspx (accessed 18.07.2021)
P&G News Releases. (2020). Ivory Celebrates World Kindness Day Through Initiative Aimed at Spreading Positivity. Recovered from: https://news.pg.com/news-releases/news-details/2020/Ivory-Celebrates-World-Kindness-Day-Through-Initiative-Aimed-at-Spreading-Positivity/default.aspx (accessed 18.07.2021)
Petrov, K.D. & Wilson, J. A.J. (2016). The Little Black Book of PR: Mastering Public Relations in a Changing World. P World. 205 p. Available at: https://www.amazon.com/Little-Black-Book-Mastering-Relations-ebook/dp/B01LXNM29Y
Rosenberg, A. (2021). A Modern Guide to Public Relations: Unveiling the Mystery of PR. PRSA URL: https://www.prsa.org/about/all-about-pr
Schwartz, S. H. (1992). Universals in the Content and Structure of Values: Theory and Empirical Tests in 20 Countries/ In M. Zanna (ed.), Advances in Experimental Social Psychology (Vol. 25). New York: Academic Press: 1-65.
Sergienko, P., Minyar-Beloroucheva, A., Vishnyakova, O., & Vishnyakova, E. (2021). Academic conferences in professionally oriented language acquisition by public relations undergraduates. Amazonia Investiga, 10(42), 69-79. https://doi.org/10.34069/AI/2021.42.06.7
Stahl, S. (2018). The Art & Craft of PR: Creating the Mindset and Skills to Succeed in Public Relations Today. LID Publishing. 128p. Available at: https://www.goodreads.com/book/show/36702210-the-art-craft-of-pr
Tanji, M. & Broudy, D. (2017). Critical Discourse Analysis of Public Relations. In book: Okinawa Under Occupation, pp. 13-29. DOI: 10.1007/978-981-10-5598-0_2
Ter-Minasova, S.G. (2000). Language and intercultural communication: textbook. M.: Slovo. (in Russian). Recovered from: https://www.studmed.ru/view/ter-minasova-sg-yazyk-i-mezhkulturnaya-kommunikaciya_5e7d359e75c.html
Vishnyakova, O., Minyar-Beloroucheva, A., Sergienko, P. & Vishnyakova, E. (2020). Harmonizing different cognitive styles through reading, in 5th International e- Conference on Studies in Humanities and Social Sciences: Conference Proceedings, 24-28 June 2020, Belgrade, Serbia, 17-30 (2020). https://doi.org/10.32591/coas.e-conf.05.02017v
Weekes, R., & Durieu, C. (2021) Finance Yahoo. Recovered from: https://finance.yahoo.com/news/microban-24-sanitizing-spray-approved-140000973.html (accessed 26.07.2021)
Weiss, G. & Wodak, R. (2003). Critical Discourse Analysis Theory and Interdisciplinarity. Palgrave Macmillan Ltd.
Wolstenholme, S. (Ed.). (2013). Introduction to Public Relation. Pearson Education Limited. 252p. Available at: https://www.amazon.com/Introduction-Public-Relations-Sue-Wolstenholme/dp/0273750984#detailBullets_feature_div
Zabotkina, V. & Boyarskaya, E. (2017). On the challenge of polysemy in contemporary cognitive research: What is conscious and what is unconscious. Psychology in Russia, 10(3), 28-39. https://doi.org/10.11621/pir.2017.0302.
Published
2021-10-29
How to Cite
Minyar-Beloroucheva, A., & Sergienko, P. (2021). Linguistic approach to axiological particularities of PR discourse study as an interdisciplinary field. Amazonia Investiga, 10(45), 242-251. https://doi.org/10.34069/AI/2021.45.09.24
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