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Intertextual Characteristics
of English Business Discourse
Decoding the
information transferred by the intertextual devices in a business discourse
demands additional intellectual efforts and the possession of some knowledge
about allusions, realia, idioms and quotes, as well as the words and phrases
containing data on social, economic, geographical and ideological factors.
Non-compliance with these conditions causes the loss of mutual understanding
between communicants, the loss of considerable layer of semantics loaded by the
author in the oral speech or written text, failure in achieving the aim of
business communication.
For example,
the headline of the article "From
Brussels, With Shove" published in the “The Economist” contains an
implied reference to the popular movie "From Russia, With Love"
(about adventures of the British secret agent James Bond). At the beginning of
the text the author intentionally includes the elements indicating the
additional semantic plan with “coded" information:
Just as Hollywood
blockbusters tend to spawn sequels, financial regulations do not usually stop
at the first effort. For years insurers, actuaries and consultants have awaited
the premiere of Solvency 2, UN updated regulatory regime that sets out tougher
risk-management and capital requirements for European insurers. Originally
planned for October of this year, its launch is now expected in January 2014.
So there is still time for lobbying to pay off. (From
Brussels, With Love//The Economist. - April 7th 2012. P. 85).
The words Hollywood, blockbusters, sequels
and premiere belong to
the semantic field of cinema and are closely connected with the heading of the
article. The phrase From Brussels, With
Shove which is foregrounded in a strong position structurally and
phonetically reminds the name of the spy thriller having nothing in common with
a serious discussion of innovations in insurance industry. The violation of an
adequate interaction with the external space and emergence of functional
fluctuations make the system of discourse intensify the exchange processes with
readers by activating their knowledge of cinema.
As a result,
destructive semantic components tend to be neutralized and the discursive
system acquires new semantic components which correlate with the phrase time for lobbying used at the end of the
passage. The integration of deviant elements in the business discourse forms
cognitive pragmatic effect of the author’s arguments and provides the
evolutionary movement of the semantic system towards the knowledge structures
highlighting the idea that all persons involved in the project Solvency 2 could face different
intrigues and unexpected changes in lobbying their business interests. The
impact which is made on the addressees of a message demonstrates the
effectiveness of the combined use of irony and allusion. This may be
exemplified by the article "Uphill
work" published in The Economist.
The article is devoted to the forthcoming entry into force of the bank
agreement. The author's ironical rhetoric based on the combination of allusion
and simile, which compares the activity of Basel committee with heavy (the committee has been sweating)
and unnecessary Sisyphean task, provides achieving the pragmatic effect of
disbelief in the productivity of the document under discussion.
Sisyphus was lucky. He could
have wound up on the Basel committee. Since 1999 the committee has been
sweating over the Basel 2 accord, regulatory framework that guides how much
capital banks should set aside to cover the level of risk they face. An end is
finally in sight... Like other regulators,
Basel committee was already looking at liquidity risk before credit markets
became strangled: working group on the topic is to report before the end of the
year. Sisyphus would have sympathized. (Uphill
work//The Economist. - September 8th - 14th 2007. - P. 70.)
The use of
mythological character Sisyphus at
the beginning of the article strengthens the interaction of discourse with
external environment. The allusive nomination activates background knowledge
connected with the story about an endless and ineffective Sisyphean task. The
semantic components coming into the semantic system contradict the functionally
unacceptable adjective lucky
which contrast with an image of the unfortunate martyr. The deviation is
intensified by the comparison of a personal pronoun he representing Sisyphus to the phrase the Basel committee that has a direct
relation to the topic of the article. The work of Basel committee which had
begun in 1999 was delayed and there was a wide range of problems to be solved.
The element has been sweating draws
parallels between the efforts made by the working group for the preparation of
this contract and the work of Sisyphus who was doomed to endlessly roll a huge boulder up
a steep hill.
The author
also shows that the task of Sisyphus seems to be much more perspective (would have sympathized). The
exaggeration of this kind increases the general expressiveness of the narration
and indicates the ironical character of the whole text. As a result, the
discourse acquires the emergent properties that orient the recipients towards a
critical interpretation of the current situation. The functional semantic
component is not explicitly verbalized but it is easily perceived by the
participants: the sentence An end
is finally in sight contains the hidden hint on the possibility of
its endless continuation. By means of integration
of the formal structure of the text and its implicit information the author of
article in an allegorically ironic form expresses his negative attitude to the
efforts of Basel Committee. In this case the author avoids the deviation from
the norms of professional ethics, but somehow violates the rules of speech
behavior in business communication.
The analysis
of factual data allows us to draw a conclusion that allusions in the headings
of business documents or articles violate the norms of a business discourse,
causing the functional and stylistic fluctuations. Thus, the recipients have
associations of the substantial and/or emotional character. Due to these
associations a deeper level of penetration into the main idea of a text can be
achieved. In addition, they stimulate the readers to activate a wide range of
knowledge structures and literary competence for the purpose of adequate
understanding of the message.
The list of used literature:
1. From
Brussels, With Love//The Economist. - April 7th 2012. P. 85
2. Uphill
work//The Economist. - September 8th - 14th 2007. - P. 70.