SPECIFICS AND FUNCTIONS OF MYTH DESIGN IN CONTEMPORARY PR-DISCOURSE
The article deals with the cognitive structure of PR-discourse, which is characterized by its coordinates in the functioning of the process of symbolization and mythologizing that the most representative in the production of image and brand. These phenomena are cultural texts for which the obligator...
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| Format: | Article |
| Language: | English |
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Peoples’ Friendship University of Russia (RUDN University)
2016-12-01
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| Series: | Polylinguality and Transcultural Practices |
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| Online Access: | http://journals.rudn.ru/polylinguality/article/viewFile/14664/13735 |
| Summary: | The article deals with the cognitive structure of PR-discourse, which is characterized by its coordinates in the functioning of the process of symbolization and mythologizing that the most representative in the production of image and brand. These phenomena are cultural texts for which the obligatory is the presence of a symbolic language, as well as socio-cultural codes and symbols in general. Symbolization and mythologization take part at all levels of PR-discourse, these tools represent the synergistic nature, because of its symbolic, textual and communicative-dialogical essence. |
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| ISSN: | 2618-897X 2618-8988 |