Abstract

The paper is devoted to discourse of business media. The material is provided by on-line versions of business media of the globalized world, mostly new modern interactive hypertext multimedia. The texts are studied by the method of discourse analysis. The emphasis is laid upon the linguistic characteristics of modern English and Russian media discourse which are to be decoded by the competent reader. The paper analyses modern forms of representation of media discourse and the capacity of the reader to comprehend these forms, which can de developed through practices of interpretation and reflexivity. Discourse is looked upon as phenomenon representing concepts. The paper examines the changes in the Russian economic mentality. The Russian business media discourse is characterized by linguistic contacts with English business media discourse. The paper is illustrative of the changes in Russian economic discourse, sheds light upon new borrowed concepts, new transliterated terms, suggests the ways for Russian mentality to appropriate them. This phenomenon results in multiple changes, e.g. transformation of collocations, changes in the meaning of the words, barbaric borrowings, active borrowing of concepts proper, etc. All social innovations require a gifted linguistic personality - Sprachenpersoenlichkeit. The competencies of modern rhetorician cannot be limited by national scope, but must be truly international. The students aim at academic and professional mobility and the capability to enter international global information sphere. The methods of teaching of foreign , esp. European languages must be geared to fulfill such a task. Communicative process creates the open space for with maximum of involvement and comprehension for participants in communicative process.

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