CORPORATE WEBSITE OF AN ORGANIZATION AS A HYPERGENRE (BASED ON THE MATERIALS OF THE ADVOCACY ORGANIZATIONS OF THE KEMEROVO REGION)

Abstract

The study is carried out at the intersection of two areas of modern science – 1) speech genre studies, within the framework of which the genre-forming features of a corporate website are considered, in particular, its formal-structural organization; 2) linguamarketing, where language is considered as a tool for implementing market relations, in this regard, a corporate website acts as a digital platform for developing relations between the sender of legal services and the target audience. The objective of the study is to identify the specifics of the compositional-structural organization of the corporate website genre. Based on the material of the websites of law firms of the Kemerovo Region, the architectonics of the genre is studied: speech genres that model the structure of the hypergenre of the corporate website are identified. Based on the dominant-determinant method of research, it was established that from the position of external determination, the formal-structural organization of the genre (we believe that the genre as a whole) is conditioned by the institutional nature of the marketing discourse, and from the position of internal determination, we are talking about the cause-and-effect conditioning of features within the object itself – the speech genre as a type of text: the formal-structural organization of the genre is conditioned by the goal of the marketing discourse – informing the target audience about the organization itself, the services it provides, attracting the attention of the target audience and promoting legal services. Taking into account the determination of the communicative goal parameter in the structure of the hypergenre of the corporate website, the following sections are distinguished: «Сompany mission», «Information on the company’s activities»; «Management»; «News»; «Our position»; «Press about us»; «Feedback» (the actual address of the organization, as well as phone numbers, e-mail addresses, names of contact persons); «Corporate life»; «FAQ» (a question-answer system designed to promptly answer users’ questions online).