Abstract
The article is devoted to cross-cultural issues of virtual business communication. The urgency of this research is in finding out the causes of failures in virtual business communication between Russian and Vietnamese business partners. In the aspect of intercultural communication, national stereotypes of communicative behavior (hereinafter NSCB) that impede the effective business communication of Russian and Vietnamese speakers have been identified. In the aspect of virtual communication, based on linguistic and cultural analysis, the specifics of electronic business letters in Russian, English and Vietnamese is revealed. The results of the study indicated the following reasons of failures in virtual intercultural business communication: lack of direct interactions between business partners – speakers of different languages; representation of communicative intentions in written form; peculiarities in NSCBs, reflected in the national language; cultural differences in NSCBs of business partners; each language has its own means of verbalizing the communicative intentions associated with the NSCBs of the native speaker of that language. The study resulted in distinguishing the types of speech and etiquette violation in virtual business communication between Russian and Vietnamese partners, which might help in lessening communicative misunderstanding and achieving extra-linguistic goals of communication.
Highlights
In recent years, under the general influence of global economy development, Russia has been paying more attention to economic cooperation worldwide, including Vietnam, especially after Vietnam signed The Free Trade Agreement (FTA) with Kyrgyzstan and members of the Eurasian Economic Union (EAEU), which officially comprises Armenia, Belarus, Kazakhstan and Russia in May 2015
The article offers analysis of business letters, which represents some features of national stereotypes of communicative behavior (NSCB) in virtual business correspondence with the practical aim – to reduce challenge in virtual business communication between Vietnamese and Russian partners
The materials used in this research consist of about 2500 electronic commercial letters in Russian, English and Vietnamese, which were written and exchanged via email by Russian and Vietnamese business partners
Summary
Under the general influence of global economy development, Russia has been paying more attention to economic cooperation worldwide, including Vietnam, especially after Vietnam signed The Free Trade Agreement (FTA) with Kyrgyzstan and members of the Eurasian Economic Union (EAEU), which officially comprises Armenia, Belarus, Kazakhstan and Russia in May 2015. The materials used in this research consist of about 2500 electronic commercial letters in Russian, English and Vietnamese, which were written and exchanged via email by Russian and Vietnamese business partners (the original orthography and punctuation are preserved in sample letters). Dealing with these authentic electronic business letters in different languages and their logical interpretation with intention to discover points of cultural misunderstanding that occur in the process of virtual business correspondence between Russian and Vietnamese business partners made it possible to distinguish generalization of NSCBs of native speakers of these languages in virtual business communication. Having considered complexity and possible incomprehension, the authors managed to highlight causes of failures in virtual communication due to differences in their national stereotypes of communicative behavior and offered theoretical provisions on linguocultural specificity of business letters in Russian and Vietnamese, typical features of virtual business correspondence were described as the NSCBs of Russian and Vietnamese business partners in virtual business communication
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