Hybridization of corporate discourse genres: based on the material of presentation texts about the company

Sun Bowen

The modern practice of business communication leads to the nessesity of the development of new approaches to its interpretation and genre structuring. The research covers the issues of the tendency towards hybridization of existing genres of business discourse, as well as the emergence of new and transformation of existing types of texts. New areas and tools of business communication lead to the search for optimal means of their verbal service. The genre of a corporate presentation article on the company’s webpage is one of the clearest evidences of communicative hybridization. In addition to informing and establishing a contact, such texts are aimed to form an impression of the company (image function) and to fulfill the technical tasks facing it (technical function). There is a need to reorient the presentation text about the company for the culture of the audience that the company is addressing. In this sense, as well as due to the importance of image function, the presentation text approaches the categories included in the corporate identity system.

Keywords:business discourse, corporate discourse, presentation text, intercultural communication, linguocultural adaptation.