Мягкий и жесткий варианты институциональности сервисной коммуникации

Abstract

The paper suggests the existence of soft and hard variants of service communication and proposes an evaluation model for analysing institutionality. The aim of the research is to classify the texts of service communication according to their belonging to the soft or hard variant of institutional discourse on the basis of the identified parameters for measuring the institutionality. The scientific novelty of the research consists in the following: 1) in conducting a systematic study of service communication within the framework of institutional discourse; 2) in considering the issue of institutionality in service communication in a dialectical manner by dividing the category in question into soft and hard variants according to the degree of institutionality; 3) in clarifying the general parameters for evaluating institutionality of different types of discourse. The following results have been obtained in the process of conducing a comprehensive study of service communication from the perspective of the pragmalinguistic approach. Firstly, based on the analysis of the textual materials of service communication, the hypothesis of the existence of soft and hard varieties in institutional discourse, proposed by V. I. Karasik, has been confirmed. Secondly, the institutionality of discourse is not rigid, but flexible, and it must be evaluated in accordance with specific variable conditions, including cliché usage, formality, compulsion, degree of familiarity of communicants, flexibility of rules etc.