SEMANTIC DYNAMICS OF BUSINESS IN STYLISTICS OF SOCIAL COMMUNICATION

Abstract

The article is devoted to the linguistic and stylistic motivation of the "business" nature in the time and space of culture. The research idea regarding the need for professional analysis of the evolution of business is formulated and argued: from the primary meaning of the word to the modern one, which reflects the values and priorities of the development of the modern world, verbalized as a result of active processes of literary language development. The functioning of "business" concept in heterogeneous communicative fragments — in the structure of word combinations and fixed expressions — is studied, which explains the nature and scope of its application and the effective expediency of its use in multilingual contexts. The status of business in the language consciousness of society and the general state of business activity are considered through a diachronic comparison of the semantics of the term "business" in general language dictionaries of different editions. Therefore, attention is focused on common and professional definitions of the concept of business, their features and differences. For the dynamics of the objectivity of stylistic studies of business communication, it is determined that it is relevant to characterize the nature of business as a phenomenon, its strategies and tactics, which appear as systematized communicative intentions of speakers and determine effective models of their verbal interaction in this area. At this stage, we consider such tasks to be promising for further research, since business linguistics aspectology is projected onto the system of current issues that determine the vectors of development of national linguistics. Taking into account the development of multimedia technologies, which today actively affect all spheres of public communication, determine the dynamic nature of their functional and stylistic adaptation to the priorities and values of the mass audience, the task of the research perspective of creating and implementing an effective functional model of business communication, in particular, in the media space, was formulated.