On the issue of defining the concepts of image and PR texts in the modern media space

Abstract

The subject of this article is the image and business reputation, which are largely determined by a huge corpus of various image and PR texts created daily within the framework of numerous mass media. The purpose of the work is to give definitions of the concepts of image and PR texts in the modern media space, to determine their similarities and differences through content and discourse analysis of materials of scientific periodicals. Socio-political, social and economic media texts in the Russian media space have many distinctive linguistic and non-linguistic features due to the national specifics and social development of our country. Reputation is often formed not only by image media texts, but also by a number of other types of texts represented in mass media with image potential. The scientific novelty of the study lies in the fact that with the existing problem of typologization of media texts, the hypothesis is introduced that PR texts in their broad sense are nothing more than a subgroup of image media texts present in the media field of the main spheres – journalism, advertising and PR activities. The author comes to the conclusion that the instability and dynamism of the terminological apparatus gives a certain "freedom" of action when selecting research material. The ways in which image specialists work and the genre nature of image media texts themselves have become much more complicated. Image media texts can be considered as journalistic text, advertising text, PR text.