Institutional and personal presentation of national and cultural identity in Internet communication: genre forms and discursive strategies

In the paper the presentation aspects of the national and cultural identity are compared in the 'internal' personal and institutional discourses. The research is based on the text of official sites of social organizations, national cultural autonomies (NCAs) and community groups (CGs) of VK social network. The author believes that the sites of NCAs and CGs have a common basic intention - translation of meanings of the national-cultural identity. However, this communicative intention is embodied in different forms of genre, using a variety of communication strategies and tactics. Variants of the genre form are motivated by the difference between types of institutional and personal communicative roles. Personal information on the site is presented on behalf of a social institution - a national-cultural autonomy, the content of the site actualizes the social aspect of ethnic identity. Social networks are a virtual communication network aimed primarily at the individual-personal presentation. The text content of the NCA site is dominated by the presentation of prevailing models of national and cultural identity in established genre forms. The intention of translation of the previously elaborated knowledge prevails, the site contains secondary genre forms of texts created earlier, especially the presentation, advertising, and news ones. Texts of CGs in VK social network differ from NCA texts in the expression of personal attitude of group members to the historical symbols of culture and current events. Presentation of texts is a secondary function, giving way to the expression of a personal, subjective, emotionally rich attitude to the facts, events, traditional symbols of culture. The intention of the expression of personal experiences of ethno-cultural identity determines the choice of genre forms (a discussion, a topical message, a game) and their transformation (declaration and report on the event combining the features of the informational and expressive genres). The strategy of developing the foundations of a tolerant perception of the ethnic group in the cultural environment in CGs in VK is not implemented. The strategy of actualisation of the multinational aspect of urban identity, which is expressed in ЖА sites, gives expression of other aspects of urban identity in the content CGs of social networks.

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