Юсупова И.П.,Таджибаева А.А.

Региональный социально – инновационный университет

THE ISSUES OF BUSINESS DISCOURSE IN CONTEMPORARY LINGUISTICS

In American linguistics, the issues of business communication are studied in the works of researchers such as P. Rogers and J. Thomas. These scholars have paid much attention to the study of business language, and also have made a significant contribution to the practice of innovative teaching business communication. As noted by F. Bardzhiela-Chiappini, business communication is a firmly established component in American educational programs that encompasses both a theory, on the one hand, and practices on the other [1, p.65].

Most scientists tend to have a broad understanding of the notion of business discourse. The researchers are unanimous that the business discourse is a kind of institutional discourse (N. A Baranov, V. Grigoriev, V. I Karasik, V.A Ponomarenko, T.A Shiryaeva). Belonging to the corporation as a union of people employed in one business and working environment makes a person carry not only personal qualities, but also be a representative of a particular institution. It is known that in the communication process the selection of linguistic resources under the influence of communicative conditions is of great importance. In this sense, the language of business is close to an ideal example of a "non-creative" use of language units. Thus, according to P. Voloshin, communication using ready-made "blocks", clichéd formations, is the dominant feature of business communication. This clicheidness is the evident not only at the level of phrases and sentences, but also at the level of whole texts, whether it is business correspondence, bank documents or presentation materials. Even informal dialogue speech communication between the participants, as a rule, does not go beyond the standard, formal, globally clichéd units large and small syntax. Thus, according to the Russian language school business discourse, as a kind of institutional discourse, is a "specialized clichéd kind of communication between people who may not know each other, but must communicate in accordance with the rules of the society". In this regard, there are several common features to characterize the institutional business discourse:

1. Specific goal of communication, comprising mutually beneficial professional activities, to establish conditions for cooperation in achieving the business arrangement between two or more interested parties or unilaterally determining the positions on any question;

2. Specific participants are presented in the face of all the managers of units engaged in production, trade, provision of services; business people with their own businesses; academics engaged in scientific development, training, providing consulting and expert services; a variety of clients; people interested in business;

3. Specific social chronology of business discourse includes social space and social time, which is a vital component of social relations with the communicants;

4) Specific values in business discourse are obtaining profits, good governance, creation of partnerships, monitoring of the competitive environment, the selection and training, etc.;

5) Specific strategies of business discourse are presented in different forms depending on the purpose of professional communication, such as presentations, negotiations, special media articles, interviews, interview training, etc.;

6) Specific world picture as one of the most important functions of institutional communication and stability conditions of the business community;

7) Specific characteristics of business discourse are determined by indices of social status, representing the recipient of the text as a member of the institutional community, as well as evidence of his belonging specifically to the professional community. In their studies, the researchers also sought to determine the most common functional areas in which is found the business discourse, namely:

1) negotiations in the field of business;

2) telephone conversations between representatives of various companies;

3) business correspondence, which includes different types of documents, including letters, telegrams, faxes, reports, memoranda, receipts, bills, etc.;

4) activities in the field of sales (sales, supply);

5) market and stock exchange activity;

6) direct contracting, including documents about the conditions of delivery, payment, insurance, loading;

7) The procedure for the adoption and termination of employment;

8) advertising business;

9) legal aspects and forms of business activity, etc.

The review of recent works has shown that this problem attracts the attention of scientists from many different perspectives:

a) linguistic features (T.N Astafurova, V.Y Doroshenko, M.G. Malovichko),

b) genre varieties (A.N Kudlaeva, MengShu, O. Mills, M. A. Shirinkina),

c) pragmatic manifestations (N. V. Komlev, M.V. Koltunova).

Business discourse is also studied in terms of its:

a) imagery, emotionality, expressiveness, and euphemisation (N.M. Potapov, I. M Nekipelova, V. A Ponomarenko, O.Yu.Scherbakova, and D. S Khramchenkov);

b) described as a means of creating argumentation (N.A.Balandina, AA Beltyukov).

Of particular interest are the cognitive characteristics of business discourse and cognitive modeling, specific features of terminological system in business communication , strategy of understanding and interpreting the texts of professional communication.

However, despite the enormous research interest in the peculiarities of business communication, business discourse up to this day remains a little known phenomenon of linguistics: there is still no single interpretation of this phenomenon, the structure and components of business discourse, its functional characteristics and other features still demand conducting further research.

Literature:

1. Bargiela-Chiappini F., Nickerson C., and Planken B., Business Discourse. Houndmills, Basingstoke: Palgrave Macmillan, 2007.