Keywords
janr
janr tasnifi
kommunikativ maqsad
professional kommunikatsiya
multimodallik
ko‘p mezonli model.
How to Cite
Abstract
Mazkur maqolada biznes diskursi janrlarini tasniflashda qo‘llanadigan asosiy lingvistik va kommunikativ mezonlar tahlil qilinib, ularni yagona tizimda birlashtirish imkoniyatlari ko‘rib chiqiladi. Tadqiqot nazariy-konseptual xarakterga ega bo‘lib, janr nazariyasi, professional va biznes kommunikatsiyasi hamda raqamli janrlarga oid fundamental va zamonaviy ilmiy qarashlar qiyosiy tahlil qilindi. Tahlil natijalari biznes janrlarini faqat kommunikativ maqsad, tashqi shakl yoki kommunikativ kanal kabi alohida belgilar asosida tavsiflash ularning murakkab tabiatini to‘liq ochib bermasligini ko‘rsatdi. Shu asosda kommunikativ-maqsad, diskursiv-strukturaviy, ishtirokchilar, kanal-interaksion, situativ-institutsional hamda texnologik-multimodal mezonlarni o‘zaro bog‘lovchi ko‘p mezonli konseptual model taklif etildi. Mazkur model janrlarni qat’iy guruhlarga ajratishdan ko‘ra, ularning muayyan biznes vaziyatida namoyon bo‘ladigan kommunikativ, strukturaviy va kontekstual belgilarini yaxlit holda tavsiflashga yo‘naltirilgan. Taklif etilgan yondashuv an’anaviy va raqamli biznes kommunikatsiyasi janrlarini yagona tahliliy asosda o‘rganish va qiyoslash imkonini beradi.References
1. Askehave, I., & Nielsen, A. E. (2005). Digital genres: A challenge to traditional genre theory. Information Technology & People, 18(2), 120–141. DOI: 10.1108/09593840510601504.
2. Askehave, I., & Swales, J. M. (2001). Genre identification and communicative purpose: A problem and a possible solution. Applied Linguistics, 22(2), 195–212. DOI: 10.1093/applin/22.2.195.
3. Bargiela-Chiappini, F., Nickerson, C., & Planken, B. (2013). Business Discourse. 2nd ed. Palgrave Macmillan.
4. Belcher, D. D. (2023). Digital genres: What they are, what they do, and why we need to better understand them. English for Specific Purposes, 70, 33–43. DOI: 10.1016/j.esp.2022.11.003.
5. Bhatia, V. K. (1993). Analysing Genre: Language Use in Professional Settings. Longman.
6. Bhatia, V. K. (2004). Worlds of Written Discourse: A Genre-Based View. Continuum.
7. Bhatia, V. K. (2008). Genre analysis, ESP and professional practice. English for Specific Purposes, 27(2), 161–174. DOI: 10.1016/j.esp.2007.07.005.
8. Shi, X., & Wan, W. (2022). A cross-cultural genre analysis of firm-generated advertisements on Twitter and Sina Weibo. Journal of Business and Technical Communication, 36(1), 71–104. DOI: 10.1177/10506519211044186.
9. Swales, J. M. (1990). Genre Analysis: English in Academic and Research Settings. Cambridge University Press.