Интернет-тексты с компонентом нативной рекламы в разных дискурсах: лингвистические особенности и возможности использования в обучении РКИ

Tatiana M. Obukhova; Svetlana P. Sinyavskaya; Xu Hanti

doi:10.24412/1811-1629-2021-3-92-102

Authors

Tatiana M. Obukhova Lomonosov Moscow State University, Moscow, GSP-1, Leninskie Gory, 1
Svetlana P. Sinyavskaya St. Petersburg Law Institute (branch) of the University of prosecutor’s office of the Russian Federation, 191014 St. Petersburg, 44 Liteiny pr.
Xu Hanti Saint Petersburg State University, 199034 St. Petersburg, University Embankment, 11

DOI:

https://doi.org/10.24412/1811-1629-2021-3-92-102

Abstract

The article is devoted to the functioning of native advertising in the actual advertising, scientific and legal discourses. The authors explore contact-establishing intentions in various speech genres, where advertising information is embedded. The object of advertising, the author's modality and the image of the reader are analyzed as constructive dominants of the language composition of native advertising text. In addition, the authors pay attention to the motivational orientation and information saturation of the text, its stylistic, compositional and structural components. An attempt is made to identify new formats of native integration in scientific and legal discourses, since the usual formats and boundaries of natural advertising do not fit into the formalized structure of scientific and legal texts. Examples of non-standard formats are open access to full-text scientific publications, educational portals and electronic resources, an invitation to become a member of the author's team, the project as a form of scientific knowledge, the presence of a logo and a company name, telephone numbers for communication, a recommendation to the addressee to make a repost in social networks, changing communication registers to demonstrate examples from judicial practice, etc. It has been found that the discursive space directly affects the format and boundaries of advertising content, and advertising scripts in this case are acting as discursive elements. The article also presents a linguodidactic interpretation of fragments with native advertising. The work model is built around the identification of advertising integration, the establishment of its intentions and semantic forms, which makes possible the systematical holistic understanding of the text. At the same time, such work is aimed at developing the skills to think, evaluate and interpret the information received, which is necessary for the formation of communicative competence in the professional sphere of communication. Besides, the analysis of native content acquaints future foreign marketers, historians, linguists and lawyers with working tools, offers modern and at the same time useful sources for self-education.

Keywords:

native advertising, native advertising formats, Internet texts, advertising discourse, scientific discourse, legal discourse, teaching Russian as a foreign language

Downloads

Download data is not yet available.

References

Электронные источники

Медиакит 2020. Режим доступа: https://meduza.io/static/ads/mediakit-2020.pdf (дата обращения: 05.07.2021)

IAB Native Advertising Playbook 2.0 / IAB, 2019. Режим доступа: https://www.iab.com/insights/iab-native-advertising-playbook-2-0/ (дата обращения: 02.07.2021)

Литература

Анисимов, Горошко 2018 — Анисимов В. Е., Горошко Е. И. Нативная реклама как инструмент digital-коммуникации бренда. Медиалингвистика. 2018, 5(4): 409–423.

Быкова 2018 — Быкова Е. В. Нативная реклама: речевые особенности презентации информации. Медиалингвистика. 2018, 5(4): 534–544.

Волкова 2014 — Волкова И. И. Тест в интернет-журналистике: особенности игрового формата. Филологические науки. Вопросы теории и практики. 2014, 12(42), ч. 3: 40–42.

Дьякова 2011 — Дьякова А. А. Основные характеристики функциональных типов текстов юридического дискурса, адаптированных к условиям медийного дискурса. Lingua mobilis. 2011, 6 (32): 79–86.

Золотарева, Андреева 2020 — Золотарева Л. А., Андреева И. Г. Особенности заголовков в Интернет-маркетинге (на примере YouTube, netology.ru, habr.com). Мир русского слова. 2020, (4): 39–48.

Золотова, Онипенко, Сидорова 2004 — Золотова Г. А., Онипенко Н. К., Сидорова М. Ю. Коммуникативная грамматика русского языка. Золотова Г. А. (отв. ред.). М.: Наука, 2004. 544 с.

Козлова, Карпухин 2017 — Козлова О. А., Карпухин Д. П. Нативная реклама: теория и практика современных инструментов онлайн-рекламы. Реклама. Теория и практика. 2017, (4): 242–249.

Макарина, Маркелов 2021 — Макарина А. И., Маркелов К. В. Особенности использования нативной рекламы в современных русскоязычных интернет-изданиях. Медиаскоп. 2021, (1). Режим доступа: http://www.mediascope.ru/2697.

Мелехова 2015 — Мелехова А. С. Нативная реклама как элемент digital коммуникационной стратегии бренда. Вестник экономики, права и социологии. 2015, (3): 242–245.

Нестерова, Складан 2017 — Нестерова С. И., Складан Н. С. Нативная реклама как эффективный инструмент взаимодействия с потребителями. Экономика и менеджмент инновационных технологий. 2017, 2(65): 54–57.

Османова 2018 — Османова А. И. Нативная реклама в коммуникационной деятельности российских банков. Медиаскоп. 2018, (1): 8–9.

Плунгян, Стойнова 2016 — Плунгян В. А., Стойнова Н. М. О проекте Корпусной грамматики русского языка. Русский язык за рубежом. 2016, 3 (256): 12–19.

Семячкин, Сергеев, Кисляк 2016 — Семячкин Д. А., Сергеев М. А., Кисляк Е. В. Открытый доступ как нативная реклама научного журнала. Университетская книга. 2016, (7): 66–70.

Трищенко 2017 — Трищенко Н. Д. Открытый доступ к науке: анализ преимуществ и пути перехода к новой модели обмена знаниями. Засурский И. И. (ред.). М.: Ассоциация интернет-издателей; Кабинетный учёный, 2017. 200 с.

Amazeen M. A. & Wojdynski B. W. — Amazeen M. A. & Wojdynski B. W. The effects of disclosure format on native advertising recognition and audience perceptions of legacy and online news publishers. Digital Journalism. 2018, 6 (2): 1–20.

Campbell C., Mark L.J. 2015 — Campbell C., & Mark L.J. Good native advertising isn’t a secret. Business Horizons. 2015, 58 (6), 599–606.

Schauster E. E., Patrick Ferrucci P., Neill M. S. 2016 — Schauster E. E., Patrick Ferrucci P., & Neill M. S. Native Advertising is the New Journalism: How Deception Affects Social Responsibility. American Behavioral Scientist. 2016, vol. 60 (12), 1408–1424.

Wojdynski B. W., & Evans N. J. 2016 — Wojdynski B. W., & Evans N. J. Going Native: Effects of Disclosure Position and Language on the Recognition and Evaluation of Online Native Advertising. Journal of Advertising. 2016, 45 (2), 157–168.

References

Анисимов, Горошко 2018 — Anisimov V. E., Goroshko E. I. Native advertising as a tool for digital brandcommunication. Medialingvistika. 2018, 5 (4): 409–423. (In Russian)

Быкова 2018 — Bykova E. V. Native advertising: speech presentation. Medialingvistika. 2018, 5 (4), 534–544. (In Russian)

Волкова 2014 — Volkova I. I. Test in Internet Journalism: Specifics of game format. Filologicheskie nauki. Voprosy teorii i praktiki. 2014, 12(42), ч. 3: 40–42. (In Russian)

Дьякова 2011 — Dyakova A. A. The main characteristics of functional types of texts of legal discourse adapted to the conditions of media discourse. Lingua Mobilis. 2011, 6 (32): 79–86. (In Russian)

Золотарева, Андреева 2020 — Zolotareva L. A., Andreeva I. G. Specific features of Internet marketing headlines (YouTube, netology.ru, habr.com). Mir russkogo slova. 2020, (4): 39–48. (In Russian)

Золотова, Онипенко, Сидорова 2004 — Zolotova G. A., Onipenko N. K., Sidorova M. Iu. The Communicative Grammar of Russian. Zolotova G. A. (gen. ed.). Moscow: Nauka Publ., 2004. 544 p. (In Russian)

Козлова, Карпухин 2017 — Kozlova O. A., Karpukhin D. P. Native Advertising: Theory and Practice of Contemporary OnlineAdvertising Instruments. Reklama: Teoriya & Praktika. 2017, (4): 242–249. (In Russian)

Макарина, Маркелов 2021 — Makarina A. I., Markelov K. V. Features of the use of native advertising in modern Russianlanguage Internet publications. Mediaskop. 2021, (1). URL: http://www.mediascope.ru/2697. (In Russian)

Мелехова 2015 — Melekhova A. S. Native advertising as an element of digital communication strategy of the brand. Vestnik ekonomiki, prava i sotsiologii. 2015, (3): 242–245. (In Russian)

Нестерова, Складан 2017 — Nesterova S. I., Skladan N. S. Native advertising as an effective tool of interaction with customers. Ekonomika i menedzhment innovatsionnykh tekhnologii. 2017, 2(65): 54–57. (In Russian)

Османова 2018 — Osmanova A. I. Native Advertising in the Communication Activities of Russian Banks. Mediaskop. 2018, (1): 8–9. (In Russian)

Плунгян, Стойнова 2016 — Plungian V. A., Stoynova N. M. On a project of corpus-based grammar of Russian. Russkii iazyk za rubezhom. 2016, 3(256): 12–19. (In Russian)

Семячкин, Сергеев, Кисляк 2016 — Semyachkin D. A., Sergeev M. A., Kislyak E. V. Open Access as a native advertising for a scientific journal. Universitetskaia kniga. 2016, (7): 66–70. (In Russian)

Трищенко 2017 — Trishchenko N. D. Otkrytyi dostup k nauke: analiz preimushchestv i puti perekhoda k novoi modeli obmena znaniiami. Zasurskii I. I. (ed.). Moscow: Assotsiatsiia internetizdatelei; Kabinetnyi uchenyi Publ., 2017. 200 p. (In Russian)

Amazeen M. A. & Wojdynski B. W. 2018 — Amazeen M. A. & Wojdynski B. W. The effects of disclosure format on native advertising recognition and audience perceptions of legacy and online news publishers. Digital Journalism. 2018, 6 (2): 1–20.

Campbell C., & Mark L.J. 2015 — Campbell C., & Mark L.J. Good native advertising isn’t a secret. Business Horizons. 2015, 58 (6), 599–606.

Schauster E. E., Patrick Ferrucci P., & Neill M. S. 2016 — Schauster E. E., Patrick Ferrucci P., & Neill M. S. Native Advertising is the New Journalism: How Deception Affects Social Responsibility. American Behavioral Scientist. 2016, vol. 60 (12), 1408–1424.

Wojdynski B. W., & Evans N. J. — Wojdynski B. W., & Evans N. J. Going Native: Effects of Disclosure Position and Language on the Recognition and Evaluation of Online Native Advertising. Journal of Advertising. 2016, 45 (2), 157–168.