Abstract
The article basing on the case study of English-language websites of British restaurants and taking into account such discursive parameters as the goal of communication, content, addresser and addressee factors, communicative strategies, and linguistic features deals thoroughly with genre organization of restaurant online discourse. The authors establish the stages and the criteria for its hyper-genre and sub-genre levels. They show that genres systems of virtual communication adjusted to achieving the goals of the restaurant business become system-forming for this type of restaurant discourse practice. The authors also establish the factors of a communicative and pragmatic goal, institutionally based typical interactions, and the addresser and addressee factors as the most important ones of its formation. They point out communicative strategies realized by a set of tactics and dominant linguistic means as the most important communicative and pragmatic means of achieving the goal of a restaurant.
Highlights
The modern British foodservice industry creates ample opportunities for using online communication, whose participants carry out speech interaction in predictable institutional situations, and it allows us to consider the English language communication in this area within the framework of the institutional approach
It seems necessary to distinguish the restaurant online discourse for two main reasons: firstly, in order to delimitate it from related varieties of culinary and gastronomic online communication [2,3]; secondly, in order to study its genre organization based on the use of discourse analysis method
The presentation text About the Restaurant is located on the website’s home page. This genre drives customers’ attention basing on the realized strategy of attractive restaurant image creation through the tactic of emphasizing the priority of restaurant’s original concept of having more than 200 years of history: Rules still flourishes, the oldest restaurant in London and one of the most celebrated in the world. This strategy is realized by the tactic of national identity actualization: Rules serves the traditional food of this country at its best – and at affordable prices
Summary
The modern British foodservice industry creates ample opportunities for using online communication, whose participants carry out speech interaction in predictable institutional situations, and it allows us to consider the English language communication in this area within the framework of the institutional approach. The term restaurant discourse is used in the paper when describing the discursive practices of a specific expert and professional community of the British foodservice industry (restaurateurs, restaurant critics) [1]. The genre combining social and linguistic reality as M.M. The genre combining social and linguistic reality as M.M Bakhtin noted in his works, [4] is characterized by pragmalinguistic features which are actualized in the communication process of institutional sphere through a variety of linguistic means [5]. Almost no genre stratification of restaurant discourse is described, there are practically no works in which its genre features are characterized. The genre organization of restaurant virtual communication remains an area that has not been studied yet. The relevance of the work in this area is beyond any doubt
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