The Language of Ecology within the Frame of Public Relations Discourse

Abstract

The article emphasizes the importance of the language of ecology in teaching English as a second language (L2) to public relations (PR) undergraduates. The research is aimed at making L2 PR undergraduates be aware of the necessity to protect the environment by means of reading specialized literature with a special focus on the language specifying issues of ecological ethics. Linguodidactics sees the educational ecosystem as one of its major trends of future development, as the undergraduates are not only to master single as such, but take them as a system pertaining to a human existence in the benevolent and harmonious world. Environmental conservation deals with sustainability, a subject to be taught through special vocabulary and professionally oriented texts. The methods employed in the present research include analysis and synthesis enabling the process of categorization and systematization. Theoretical achievements of linguodidactics in L2 professional education provide for the necessity to develop emotional competences, emotional intelligence, empathy, sympathy and sensitivity to the surrounding world. The research has shown that specially selected professionally oriented language units help the formation of a certain vision of the ecological situation in the modern world through the professionally oriented PR discourse. Ecological ethics for future PR experts becomes intrinsic for the development of their professional competences. Through the professional PR language, it is possible to establish an ecological aesthetic system aimed at promoting sustainable development regarding the environmental protection.