PR во время чумы: анализ бизнес-дискурса российских банков в условиях пандемии коронавирусной инфекции COVID-19
Аннотация
Коммуникации в digital-пространстве являются ведущей площадкой для бизнеса, особенно в условиях сложной эпидемиологической обстановки. Одним из доступных и достаточно эффективных каналов коммуникации остается электронная рассылка клиентам, важнейшей функцией которой становится PR-стратегия компании. В статье предпринимается попытка провести прагматический анализ бизнес-дискурса российских банков в условиях кризисной ситуации.
DOI: 10.24411/2070-0695-2020-10206
Скачивания
Данные скачивания пока не доступны.
Литература
1. Antikrizisnye mery: kak adaptirovat'sya k novym usloviyam. (2020). [Anti-crisis measures: how to adapt to new conditions]. BRANDPR, available at: https://brand-pr.ru/blog/post/antikrizisnye-mery-kak-adaptirovatsya-k-novym-usloviyam?fbclid=IwAR0WYqcIsqnX5sCJo4q6wZd3iYdmRRcQvyMCABiQ60Cwc9u0TqPd2m0QSB8, accessed: 07.04.2020 (In Russ.).
2. Arutyunova, N. D. (1990). Diskurs [Discourse]. Lingvisticheskiy entsiklopedicheskiy slovar' [Linguistic Encyclopedic Dictionary]. (pp. 136-137). Moscow, Soviet Encyclopedia. (In Russ.).
3. Baykova, I. A. (2018). Osobennosti svyazey s obshchestvennost'yu v sovremennykh marketingovykh kommunikatsiyakh [Features of public relations in modern marketing communications]. Peterburgskiy ekonomicheskiy zhurnal [Saint-Petersburg Economic Journal], 1, pp. 30–35. (In Russ.).
4. Valgina, N. S. (2003). Teoriya teksta: Uchebnoe posobie [Text theory: Learning guide]. Moscow, Logos. (In Russ.).
5. Van Dijk, T. (2003). Analiz novostey kak diskursa [Analysis of News as Discourse]. Kommunikativnye strategii kul'tury. Khrestomatiya po kursu “Vvedenie v teoriyu kommunikatsii” [Communicative strategies of culture. Anthology on “Introduction to communication theory” learning course] (pp. 107–131). Novosibirsk, Publishing House of Novosibirsk State University. (In Russ.).
6. Danyushina, Yu. V. (2010). Biznes-diskurs: termin, tipologiya, analiz [Business discourse: definition, typology, analysis]. Izvestiya VGPU [Izvestia of the Volgograd State Pedagogical University], 2, pp. 48–52. (In Russ.).
7. Issledovanie “Koronavirus – mify i legendy” (2020). [“Coronavirus: myths and legends” research]. Mikhailov i partnery [Mikhailov & Partners], available at: https://m-p.ru/news/v-ramkah-proekta-my-schitaem-mihajlov-i-partnjory.-analitika-proveli-issledovanie-o-vlijanii-na, accessed: 07.04.2020. (In Russ.).
8. Issledovanie: zarazhenie koronavirusom stalo glavnoy fobiey rossiyan v I kvartale 2020 goda. (2020). [Research: coronavirus infection became the main phobia for Russians in the first quarter of 2020]. TASS [TASS], available at: https://tass.ru/obschestvo/8123047, accessed: 07.04.2020. (In Russ.).
9. Issledovanie “Koronavirus – mify i legendy”. (2020). [“Coronavirus: myths and legends” research]. Mikhailov i partnery [Mikhailov & Partners], available at: https://m-p.ru/news/v-ramkah-proekta-my-schitaem-mihajlov-i-partnjory.-analitika-proveli-issledovanie-o-vlijanii-na, accessed: 07.04.2020. (In Russ.).
10. Issledovanie: zarazhenie koronavirusom stalo glavnoy fobiey rossiyan v I kvartale 2020 goda. (2020). [Research: coronavirus infection became the main phobia for Russians in the first quarter of 2020]. TASS [TASS], available at: https://tass.ru/obschestvo/8123047, accessed: 07.04.2020. (In Russ.).
11. Kasavin, I. T. (2006). Diskurs-analiz kak mezhdistsiplinarnyy metod gumanitarnykh nauk [Discourse analysis as inter-disciplinary method for human sciences]. Epistemologiya i filosofiya nauki [Epistemology & Philosophy of Science], 4, pp. 5–16. (In Russ.).
12. Kovalyova, I. V. & Chubatyuk, E. (2019). Razvitie internet-marketinga v prodvizhenii tovarov na rynke: teoreticheskiy aspekt [Development of Internet marketing in goods promotion: theoretical aspect]. Ekonomika i biznes: teoriya i praktika [Economy and Business: Theory and Practice], 7, pp. 63–68. DOI:10.24411/2411-0450-2019-11078. (In Russ.).
13. Kreativ protiv koronavirusa. (2020). [Creativity against coronavirus]. Rossiyskaya assotsiatsiya po svyazyam s obshchestvennost'yu [Russian Association of Public Relations], available at: https://www.raso.ru/news/24809, accessed: 07.04.2020. (In Russ.).
14. Lyubetsky, P. (2018). Pokazateli marketingovoy effektivnosti internet-rassylki [Indicators of marketing effectivity of Internet mailing]. Organizatsionno-pravovye aspekty innovatsionnogo razvitiya agrobiznesa [Organizational and Legal Aspects of the Innovative Development of Agrarian and Industrial Complex], 1-1 (15), pp. 112–118. (In Russ.).
15. Monitoring mneniy (VTsIOM): yanvar' – fevral' 2020. (2020). [Opinion monitoring (Russian Public Opinion Research Center): January – February 2020]. Monitoring obshchestvennogo mneniya: Ekonomicheskie i sotsial'nye peremeny [Public Opinion Monitoring: Economic and Social Changes], 1, pp. 250–275. (In Russ.).
16. Plotnikov, A. V. (2019). Osobennosti razvitiya internet-marketinga [Peculiarities of Internet marketing development]. Moskovskiy ekonomicheskiy zhurnal [Moscow Economic Journal], 8, pp. 82–90. DOI:10.24411/2413-046X-2019-18008. (In Russ.).
17. Sergeev, D. (2020). V Yakutii na sredstva, vnesennye kompaniyami MyTona, InDriver i YaTEK, zakupyat apparaty IVL [In Yakutia, lung ventilation equipment will be bought for money donated by MyTona, InDriver and Yakutia Fuel-and-Energy Company]. YSIA.RU, available at: http://ysia.ru/v-yakutii-na-sredstva-vnesennye-kompaniyami-mytona-indriver-i-yatek-zakupyat-apparaty-ivl, accessed: 07.04.2020. (In Russ.).
18. Sergeeva, A. S. (2009). Kriticheskiy diskurs-analiz kak instrument issledovaniya organizatsionnogo diskursa [Critical discourse analysis as organization discourse research instrument]. Vestnik SPbGU. Seriya 12. Sotsiologiya [Vestnik of Saint Petersburg University. Series 12. Sociology], 2-2, pp. 257–265. (In Russ.).
19. Skidki, predlozheniya o rabote i mnogo sanitayzera: chto predprinimayut brendy v period pandemii. (2020). [Discounts, job offers and a lot of sanitizer gel: what brands initiate during the pandemic]. Sostav [Team], available at: https://www.sostav.ru/publication/koronavirus-marketing-42583.html?utm_source=yxnews&utm_medium=desktop&utm_referrer=https%3A%2F%2Fyandex.ru%2Fnews, accessed: 07.04.2020. (In Russ.).
20. Tarkhanova, E. (2020). V 2008 g. sokrashchali vsekh i vsya. Na etot raz nichego podobnogo ne povtoritsya [In 2008, everyone was made redundant. This time, it will not happen again]. Delovoy Kvartal [Business Quarter], available at: https://ekb.dk.ru/news/esli-vy-davno-hoteli-smenit-profil-raboty-no-nikak-ne-reshalis-seychas-luchshee-vremya-237134208, accessed: 07.04.2020. (In Russ.).
21. Fadeeva, E. N., Safronov, A. V. & Krasil’nikova, M. A. (2018). Svyazi s obshchestvennost'yu: uchebnik i praktikum dlya akademicheskogo bakalavriata [Public relations: student book and manual for academic bachelors]. Moscow, Urait Publishing House. (In Russ.).
22. Chumikov, A. N. (2019). Svyazi s obshchestvennost'yu. Praktikum: uchebnoe posobie dlya akademicheskogo bakalavriata [Public relations. Workbook: training manual for academic bachelors]. Moscow, Urait Publishing House. (In Russ.).
2. Arutyunova, N. D. (1990). Diskurs [Discourse]. Lingvisticheskiy entsiklopedicheskiy slovar' [Linguistic Encyclopedic Dictionary]. (pp. 136-137). Moscow, Soviet Encyclopedia. (In Russ.).
3. Baykova, I. A. (2018). Osobennosti svyazey s obshchestvennost'yu v sovremennykh marketingovykh kommunikatsiyakh [Features of public relations in modern marketing communications]. Peterburgskiy ekonomicheskiy zhurnal [Saint-Petersburg Economic Journal], 1, pp. 30–35. (In Russ.).
4. Valgina, N. S. (2003). Teoriya teksta: Uchebnoe posobie [Text theory: Learning guide]. Moscow, Logos. (In Russ.).
5. Van Dijk, T. (2003). Analiz novostey kak diskursa [Analysis of News as Discourse]. Kommunikativnye strategii kul'tury. Khrestomatiya po kursu “Vvedenie v teoriyu kommunikatsii” [Communicative strategies of culture. Anthology on “Introduction to communication theory” learning course] (pp. 107–131). Novosibirsk, Publishing House of Novosibirsk State University. (In Russ.).
6. Danyushina, Yu. V. (2010). Biznes-diskurs: termin, tipologiya, analiz [Business discourse: definition, typology, analysis]. Izvestiya VGPU [Izvestia of the Volgograd State Pedagogical University], 2, pp. 48–52. (In Russ.).
7. Issledovanie “Koronavirus – mify i legendy” (2020). [“Coronavirus: myths and legends” research]. Mikhailov i partnery [Mikhailov & Partners], available at: https://m-p.ru/news/v-ramkah-proekta-my-schitaem-mihajlov-i-partnjory.-analitika-proveli-issledovanie-o-vlijanii-na, accessed: 07.04.2020. (In Russ.).
8. Issledovanie: zarazhenie koronavirusom stalo glavnoy fobiey rossiyan v I kvartale 2020 goda. (2020). [Research: coronavirus infection became the main phobia for Russians in the first quarter of 2020]. TASS [TASS], available at: https://tass.ru/obschestvo/8123047, accessed: 07.04.2020. (In Russ.).
9. Issledovanie “Koronavirus – mify i legendy”. (2020). [“Coronavirus: myths and legends” research]. Mikhailov i partnery [Mikhailov & Partners], available at: https://m-p.ru/news/v-ramkah-proekta-my-schitaem-mihajlov-i-partnjory.-analitika-proveli-issledovanie-o-vlijanii-na, accessed: 07.04.2020. (In Russ.).
10. Issledovanie: zarazhenie koronavirusom stalo glavnoy fobiey rossiyan v I kvartale 2020 goda. (2020). [Research: coronavirus infection became the main phobia for Russians in the first quarter of 2020]. TASS [TASS], available at: https://tass.ru/obschestvo/8123047, accessed: 07.04.2020. (In Russ.).
11. Kasavin, I. T. (2006). Diskurs-analiz kak mezhdistsiplinarnyy metod gumanitarnykh nauk [Discourse analysis as inter-disciplinary method for human sciences]. Epistemologiya i filosofiya nauki [Epistemology & Philosophy of Science], 4, pp. 5–16. (In Russ.).
12. Kovalyova, I. V. & Chubatyuk, E. (2019). Razvitie internet-marketinga v prodvizhenii tovarov na rynke: teoreticheskiy aspekt [Development of Internet marketing in goods promotion: theoretical aspect]. Ekonomika i biznes: teoriya i praktika [Economy and Business: Theory and Practice], 7, pp. 63–68. DOI:10.24411/2411-0450-2019-11078. (In Russ.).
13. Kreativ protiv koronavirusa. (2020). [Creativity against coronavirus]. Rossiyskaya assotsiatsiya po svyazyam s obshchestvennost'yu [Russian Association of Public Relations], available at: https://www.raso.ru/news/24809, accessed: 07.04.2020. (In Russ.).
14. Lyubetsky, P. (2018). Pokazateli marketingovoy effektivnosti internet-rassylki [Indicators of marketing effectivity of Internet mailing]. Organizatsionno-pravovye aspekty innovatsionnogo razvitiya agrobiznesa [Organizational and Legal Aspects of the Innovative Development of Agrarian and Industrial Complex], 1-1 (15), pp. 112–118. (In Russ.).
15. Monitoring mneniy (VTsIOM): yanvar' – fevral' 2020. (2020). [Opinion monitoring (Russian Public Opinion Research Center): January – February 2020]. Monitoring obshchestvennogo mneniya: Ekonomicheskie i sotsial'nye peremeny [Public Opinion Monitoring: Economic and Social Changes], 1, pp. 250–275. (In Russ.).
16. Plotnikov, A. V. (2019). Osobennosti razvitiya internet-marketinga [Peculiarities of Internet marketing development]. Moskovskiy ekonomicheskiy zhurnal [Moscow Economic Journal], 8, pp. 82–90. DOI:10.24411/2413-046X-2019-18008. (In Russ.).
17. Sergeev, D. (2020). V Yakutii na sredstva, vnesennye kompaniyami MyTona, InDriver i YaTEK, zakupyat apparaty IVL [In Yakutia, lung ventilation equipment will be bought for money donated by MyTona, InDriver and Yakutia Fuel-and-Energy Company]. YSIA.RU, available at: http://ysia.ru/v-yakutii-na-sredstva-vnesennye-kompaniyami-mytona-indriver-i-yatek-zakupyat-apparaty-ivl, accessed: 07.04.2020. (In Russ.).
18. Sergeeva, A. S. (2009). Kriticheskiy diskurs-analiz kak instrument issledovaniya organizatsionnogo diskursa [Critical discourse analysis as organization discourse research instrument]. Vestnik SPbGU. Seriya 12. Sotsiologiya [Vestnik of Saint Petersburg University. Series 12. Sociology], 2-2, pp. 257–265. (In Russ.).
19. Skidki, predlozheniya o rabote i mnogo sanitayzera: chto predprinimayut brendy v period pandemii. (2020). [Discounts, job offers and a lot of sanitizer gel: what brands initiate during the pandemic]. Sostav [Team], available at: https://www.sostav.ru/publication/koronavirus-marketing-42583.html?utm_source=yxnews&utm_medium=desktop&utm_referrer=https%3A%2F%2Fyandex.ru%2Fnews, accessed: 07.04.2020. (In Russ.).
20. Tarkhanova, E. (2020). V 2008 g. sokrashchali vsekh i vsya. Na etot raz nichego podobnogo ne povtoritsya [In 2008, everyone was made redundant. This time, it will not happen again]. Delovoy Kvartal [Business Quarter], available at: https://ekb.dk.ru/news/esli-vy-davno-hoteli-smenit-profil-raboty-no-nikak-ne-reshalis-seychas-luchshee-vremya-237134208, accessed: 07.04.2020. (In Russ.).
21. Fadeeva, E. N., Safronov, A. V. & Krasil’nikova, M. A. (2018). Svyazi s obshchestvennost'yu: uchebnik i praktikum dlya akademicheskogo bakalavriata [Public relations: student book and manual for academic bachelors]. Moscow, Urait Publishing House. (In Russ.).
22. Chumikov, A. N. (2019). Svyazi s obshchestvennost'yu. Praktikum: uchebnoe posobie dlya akademicheskogo bakalavriata [Public relations. Workbook: training manual for academic bachelors]. Moscow, Urait Publishing House. (In Russ.).
Опубликована
2020-05-26
Как цитировать
BARINOVA, Ksenia Vladimirovna; ARGYLOV, Nikita Antonovich.
PR во время чумы: анализ бизнес-дискурса российских банков в условиях пандемии коронавирусной инфекции COVID-19.
Знак: проблемное поле медиаобразования, [S.l.], n. 2 (36), p. 54–72, may 2020.
ISSN 2949-3641.
Доступно на: <https://journals.csu.ru/index.php/znak/article/view/308>. Дата доступа: 05 feb. 2025
Раздел
КОММУНИКАТИВНЫЕ ИССЛЕДОВАНИЯ: РЕКЛАМА, PR, БРЕНДИНГ, МЕДИА
Ключевые слова
бизнес-дискурс
PR-стратегия
email-маркетинг
коронавирус
COVID-19
дискурс-анализ
прагматический анализ
