Abstract
The last decades of rapid development of technologies, growth of competitiveness and active globalization processes led to wide spread of new means of communication and communicative practices, digital genres development in professional, academic and corporate communication, and a new role of promotional discourse. The promotional discourse affecting all types of discourse leads to emergence of hybrid genres, discourse forms, and new dimensions of any professional, academic or corporate performance. New role of digital genres and promotional discourse in both national and transnational context need to be studied not only by PR, marketing and corporate communication specialists but also by specialists of any professional and academic areas.
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