Convergence of Public Relations Texts in Social Media

摘要

In the digital environment, there is an increasing trendof convergence, convergence of genetically heterogeneous elements in the structure of a single text. The interactivity of the communication in social media often leads to the creation of multi-genre text phenomena, including the field of Public Relatios. The article is devoted to the identification of prerequisites for the actualization process of the convergence of PR-texts in social media, the analysis of their discursive characteristics, functions and stylistic and linguistic features. Convergent PR-texts allocated in the digital environment. They primarily perform, the function of constructing the optimal communication environment of the basic subject, communicative, image-forming, attractive, recreational functions and have a strong influencing potential as a result of using a multimedia format, a personal type of communication, and an appeal to the emotional sphere of the network user. Convergent texts are based not only on combining elements of different semiotic codes (verbal, visual, auditory), but also on integrating journalistic, advertising, and PR-texts into a single whole, which results in blurring the boundaries between genres, traditionally related to PR-texts. The authors distinguish the main two types of convergent texts in public relations: functionally loaded integrative media texts and genre polymorphic PR texts.