Abstract
A corporate website serves as a current business channel for presentation in Internet communication. The aim of this study is to determine the genre status and identify genre features of the “Company History” subsection on the corporate website. It has been established that the corporate website is a hypergenre, its sections are genres, and subsections are subgenres. Pragmatic, media-related, structural-semantic, and stylistic-linguistic subgenre parameters of the “Company History” subsection are examined. A comprehensive initial communicative goal of this subsection is identified: to shape a positive image, create a successful brand, and strengthen trust in the company. The research results contribute to understanding the structural and compositional features of a corporate website, its genre specificity, and the mechanisms of presentation in Internet communication.
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