SPECIAL ASPECTS OF SUSTAINABLE COMMUNICATION: LINGUOCULTURAL FEATURES OF GLOBAL TRENDS AND PROCESSES

Abstract

The article interprets a concept of “sustainable communication” in the Russian language in the context of organizations following the UN Sustainable Development Goals. Based on the analysis of universities’ reports on their sustainable development, linguistic and cultural strategies and tactics of conducting academic presentational discourse in Russian and German societies are described. The article substantiates the idea that the most frequently used strategies are informational and self-presentational strategies verbalized through a number of tactics. The difference in the choice of tactics for representing the results of activities to achieve the SDGs by the universities of the Russian Federation and the Federal Republic of Germany is explained by the dissimilarity in the mentality of the addressees of the university reports, as well as the difference in the interpretation of the ideas of sustainable development in Russia and Germany during the analyzed period. The study may be of interest to specialists in the field of linguoculturology, communication theory, as well as representatives of the academic community involved in the promotion of the university in international ranking systems.