Features of Network Communication as the Basis of a New Format of Professional Communication

Identification of the discursive and linguistic specifics of professional network communication: the intensive promotion of the companies’ results in diff erent activities through social networks, leading to the creation of new genres; the development of new ways of forming value corporate guidelines, penetrating deeply into all discursive spheres of society. We use an integrated approach.
The main linguistic method is discursive analysis of the text taking into account institutional parameters and social frameworks. Professional network communication is an institutional phenomenon and an eff ective tool for interaction between different audiences, the language of virtual professional interaction is characterized by spontaneity, a high degree of colloquial speech, excessive emotionality, maximum involvement of communicants in the communication process, a high degree of linguistic creativity, the choice of language means is determined by the communicative purpose of professional networking. The characteristic essential parameters of professional network communication are interactivity, hypertextuality, virtuality, openness, combination of various types of discourse, creolization, increased emotionality of texts, conventionality of communication. As a rule, the fundamental goals of professional network communication include: fi xing and authorization of the corporate institution in the discursive system; coordination of the professional activity of the company; formation of a positive representation of the company in the socio-discursive space; ensuring a loyal attitude to the company from a signifi cant target audience; the desire to support, to preserve and strengthen the socio-economic systems of distribution of resources, income, property and power existing at the institute. A study of specific discursive mechanisms, essential communicative parameters of professional network communication would bring modern society closer to the deep understanding of this phenomenon, without which it is impossible to imagine a modern successful business, and would also allow us to propose a linguistic algorithm for its development and improvement.