Hybrid genre in persuasive communication
This paper discusses the notion of hybridity as related to text genres. The study pinpoints a particular kind of hybrid genres referring to texts that mix and combine in their structure the features of two or more different genres but maintain their primary genre identity. This kind of genre mixing...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Immanuel Kant Baltic Federal University
2025-01-01
|
| Series: | Слово.ру: балтийский акцент |
| Subjects: | |
| Online Access: | https://journals.kantiana.ru/slovo/15817/82940/ |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| _version_ | 1850026934729179136 |
|---|---|
| author | Valeria E. Chernyavskaya Natalia E. Gorschkova |
| author_facet | Valeria E. Chernyavskaya Natalia E. Gorschkova |
| author_sort | Valeria E. Chernyavskaya |
| collection | DOAJ |
| description | This paper discusses the notion of hybridity as related to text genres. The study pinpoints a particular kind of hybrid genres referring to texts that mix and combine in their structure the features of two or more different genres but maintain their primary genre identity. This kind of genre mixing results inter alia in an advertisement that is shaped as a chat in internet, private talk or recipe but sustains its genre status as an advertisement. The analysis is based on advertisement texts functioning as hybrid genres in modern Russian socio-cultural practice. The theoretical framework of the study is in line with modern investigations in text linguistics, text typology, theory of speech genres, persuasion conceptions. The paper discusses the central issues and trends in the study of text genres and indicates related terms that have mainly been used in research on text hybridity and genre blending. It is shown that hybridization of the genre becomes a communicative tool in the persuasion strategy of the communicative agent, which aims at influencing a person's or group's attitude or behaviour towards some idea and encouraging to perform post-communicative actions.
|
| format | Article |
| id | doaj-art-260fdd71916a4505a5a7b669ec864277 |
| institution | DOAJ |
| issn | 2225-5346 2686-8989 |
| language | English |
| publishDate | 2025-01-01 |
| publisher | Immanuel Kant Baltic Federal University |
| record_format | Article |
| series | Слово.ру: балтийский акцент |
| spelling | doaj-art-260fdd71916a4505a5a7b669ec8642772025-08-20T03:00:22ZengImmanuel Kant Baltic Federal UniversityСлово.ру: балтийский акцент2225-53462686-89892025-01-01161748910.5922/2225-5346-2025-1-5Hybrid genre in persuasive communicationValeria E. Chernyavskaya0Natalia E. Gorschkova1Peter the Great St. Petersburg Polytechnic University; Immanuel Kant Baltic Federal UniversityMoscow City Pedagogical UniversityThis paper discusses the notion of hybridity as related to text genres. The study pinpoints a particular kind of hybrid genres referring to texts that mix and combine in their structure the features of two or more different genres but maintain their primary genre identity. This kind of genre mixing results inter alia in an advertisement that is shaped as a chat in internet, private talk or recipe but sustains its genre status as an advertisement. The analysis is based on advertisement texts functioning as hybrid genres in modern Russian socio-cultural practice. The theoretical framework of the study is in line with modern investigations in text linguistics, text typology, theory of speech genres, persuasion conceptions. The paper discusses the central issues and trends in the study of text genres and indicates related terms that have mainly been used in research on text hybridity and genre blending. It is shown that hybridization of the genre becomes a communicative tool in the persuasion strategy of the communicative agent, which aims at influencing a person's or group's attitude or behaviour towards some idea and encouraging to perform post-communicative actions. https://journals.kantiana.ru/slovo/15817/82940/text genretext functionhybridityhybrid genreadvertisement textpersuasion |
| spellingShingle | Valeria E. Chernyavskaya Natalia E. Gorschkova Hybrid genre in persuasive communication Слово.ру: балтийский акцент text genre text function hybridity hybrid genre advertisement text persuasion |
| title | Hybrid genre in persuasive communication |
| title_full | Hybrid genre in persuasive communication |
| title_fullStr | Hybrid genre in persuasive communication |
| title_full_unstemmed | Hybrid genre in persuasive communication |
| title_short | Hybrid genre in persuasive communication |
| title_sort | hybrid genre in persuasive communication |
| topic | text genre text function hybridity hybrid genre advertisement text persuasion |
| url | https://journals.kantiana.ru/slovo/15817/82940/ |
| work_keys_str_mv | AT valeriaechernyavskaya hybridgenreinpersuasivecommunication AT nataliaegorschkova hybridgenreinpersuasivecommunication |