THE USE OF MEDIA TEXTS IN THE BUSINESS KAZAKH LANGUAGE

Abstract

The rationale of this study proceeds from the need to teach business language on the example of analyzing a business media text from the point of view of pragmatic-professional and linguistic orientation, considering a high level of student interest in improving business communication skills. The aim of this research is to study the scope and resources of business media texts in terms of vocabulary replenishment and formation of text analytics skills, including the author's narrative strategies through explicit and implicit meanings, hypertext links, and tone of expression. The methodological framework of this work is based on the theoretical understanding of interdisciplinary research in the field of media linguistics, comparative study of business and economic languages, structural and linguistic analysis of business media text, analysis of topics, micro topics, and key structural elements. This article proposes a methodology for analyzing text from the business field in order to form the pragma-communicative competence of students in Kazakhstani universities. It also suggests strategies for effective text analytics by structuring the stages and considering the implementation of a certain stage by the teacher on professional practice, focuses on explicit and implicit components, narratological features, the study of terminological characteristics, the lexical base for the implementation of professional activities and further implementation in the field of business communication. The materials used in this work can be applied to form new templates for media text analytics, study business language, develop technologies based on machine learning, compile terminographic sources and data corpora for teaching business language to students, introduce automatic mechanisms for the implementation of text analytics into practice, form the stages of media text analysis and develop new promising methods for the implementation of linguistic learning.