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Linguistic aspects as creativity expression in computer-mediated business communication

    Irena Darginavičienė   Affiliation
    ; Jelena Suchanova   Affiliation

Abstract

Business communication online has developed over time due to the constant change of modern communication technologies. Researchers affirm that digital technologies have both positive and negative impact on business communication. Creativity in business communication turns to be crucial in the realization of business opportunities. However, it is linked not only to imagination or original ideas. It also means innovation and innovativeness, the use of innovative digital technologies that help to fuel great ideas, enhance critical thinking, open new ways to business ambitions. The study is devoted to the analysis of linguistic aspects in computer-mediated business communication. Two types of digital business discourse – e-mail and websites of insurance companies – are analyzed with the focus on their linguistic features. From the linguistic point of view computer-mediated business communication differs from conventional business communication and the use of lexicon (e.g. special formal and standard vocabulary) is critical in making this communication successful. Grammatical features of business language are also of great relevance. Stylistic features employed in business communication are also crucial since they help to provide emphasis, achieve clarity and freshness of expression. Linguistic elements of computer-mediated communication in e-mails and analysed websites do not always coincide. The analysis has shown that websites tend to be less formal and compared to e-mails are more exposed to creative linguistic expressions.


Santrauka


Skaitmeninė verslo komunikacija yra nuolatinio šiuolaikinių technologijų vystymosi ir jų pokyčių rezultatas. Mokslininkai teigia, kad skaitmeninės technologijos turi ir teigiamą, ir neigiamą poveikį verslo komunikacijai. Kūrybiškumas verslo komunikacijoje tampa esminiu postūmiu įgyvendinant verslo galimybes. Su kūrybiškumu susijusi veikla verslo komunikacijoje – tai ne tik vaizduotės išraiška ar originalių idėjų pateikimas. Tai ir inovacijos, ir novatoriškumas, ir inovatyvių skaitmeninių technologijų naudojimas. Visa tai skatina naujų idėjų atsiradimą, stiprina kritinį mąstymą, atveria naujus kelius verslo ambicijoms. Tyrimo tikslas – skaitmeninės verslo komunikacijos kalbinių charakteristikų analizė. Nagrinėjami dviejų tipų skaitmeninio verslo diskursai: elektroninio pašto ir draudimo bendrovių internetinių svetainių kalba. Kalbos vartojimo požiūriu, skaitmeninė verslo komunikacija skiriasi nuo įprastos verslo komunikacijos. Leksikos, pavyzdžiui, specialiosios leksikos ir standartizuotų pasakymų, vartojimas yra būtinas, kad ši komunikacija būtų sėkminga. Svarbios yra ir gramatinės skaitmeninės verslo komunikacijos ypatybės. Be to, skaitmeninėje verslo komunikacijoje naudojamos stilistikos priemonės padeda pabrėžti perduodamą mintį, įgalina siekti aiškumo ir išraiškos gaivumo. Analizuotų skaitmeninės komunikacijos pavyzdžių lingvistiniai elementai ne visada sutampa. Tyrimas atskleidė, kad draudimo bendrovių svetainių verslo kalba, lyginant su elektroninių laiškų verslo kalba, yra mažiau formali, joje daugiau kūrybiškumo ir laisvumo raiškos.


Reikšminiai žodžiai: verslo diskursas, skaitmeninė komunikacija, kūrybiškumas, elektroninis laiškas, lingvistiniai elementai, draudimo bendrovių svetainės.

Keyword : business discourse, computer-mediated communication, creativity, e-mail, linguistic elements, websites of insurance companies

How to Cite
Darginavičienė, I., & Suchanova, J. (2020). Linguistic aspects as creativity expression in computer-mediated business communication. Creativity Studies, 13(2), 325-335. https://doi.org/10.3846/cs.2020.12503
Published in Issue
May 14, 2020
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This work is licensed under a Creative Commons Attribution 4.0 International License.

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