| Autor: |
Olga P. Ryabko, Svetlana V. Sviontkovskaya, Tatiana O. Bobrova, Ella A. Vishnyakova, Vladislav I. Ostrovskiy |
| Rok vydání: |
2019 |
| Předmět: |
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| Zdroj: |
Lecture Notes in Networks and Systems ISBN: 9783030151591 |
| DOI: |
10.1007/978-3-030-15160-7_102 |
| Popis: |
The study deals with topical issues affecting the sphere of influence of media texts on mass consciousness within the information economy during the development of post-industrial society. It analyzes the features of PR-media texts aimed at creating the image of an organization which has a multi-component structure. The paper uses a cognitive approach based on the theoretical and methodological basis of research conducted by foreign and domestic scientists, to identify the most typical conceptual metaphors of different types in the structure of media texts of image character. The arguments confirming the value of cognitive approach in the process of the company’s image formation to determine the factors that have a key impact on the formation of stable concepts of a particular company and the creation of a certain assessment and attitude to its activities. As a result of the study of image PR-texts, it is concluded that the cognitive structure of the company’s image is a blended space, including frames and slots with significant and typical information about the particular features of the organization, having stable relationships that arise between them that allows to consider it as a dynamic process, on the one hand, and to choose the most effective cognitive strategies for creating texts of this genre on the other. |
| Databáze: |
OpenAIRE |
| Externí odkaz: |
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