RUDN Journal of Language Studies, Semiotics and SemanticsRUDN Journal of Language Studies, Semiotics and SemanticsВестник Российского университета дружбы народов. Серия: Теория языка. Семиотика. Семантика2313-22992411-1236Peoples’ Friendship University of Russia named after Patrice Lumumba (RUDN University)3525810.22363/2313-2299-2023-14-2-524-538OIGNDMLITERARY TEXT LINGUISTICSЛИНГВИСТИКА ХУДОЖЕСТВЕННОГО ТЕКСТАResearch ArticleInternal Press as Dialogue-UnisonВнутренняя пресса как диалог-унисонhttps://orcid.org/0000-0001-5777-88156619-7494MinaevaLiudmila V.МинаеваЛюдмила Владимировна

Prof. Dr. habil. in Philology, Professor, Head of the Department of International Communication, Faculty of World Politics

доктор филологических наук, профессор, зав. кафедрой международной коммуникации, факультет мировой политики

liudmila.minaeva@gmail.comLomonosov Moscow State UniversityМосковский государственный университет имени М.В. Ломоносова30062023142VOL 14, NO2 (2023)ТОМ 14, №2 (2023)52453806072023Copyright ©; 2023, Minaeva L.V.Copyright ©; 2023, Минаева Л.В.2023Minaeva L.V.Минаева Л.В.https://creativecommons.org/licenses/by-nc/4.0https://journals.rudn.ru/semiotics-semantics/article/view/35258

Research argues that the rhetorical dialogue theory (Yu.V. Rozhdestvensky) is a sound approach to the analysis of corporate media. The first part of the research briefly outlines the evolution of corporate media and dwells on communication technologies used in magazines for employees today. Digital technologies have reinforced the emotional impact produced by the multimodality of media texts and made the narration which embodies various corporate values more explicit. Then the discussion addresses the rhetorical dialogue theory underscoring three main types of dialogue which manifest themselves in management: dialogue-difference, dialogue-unison and dialogue-theatre. In the third part the focus moves to some features of magazines for employees, refracted through the lens of the dialogue-unison perspective. It is shown that in-house magazines do not communicate any new knowledge and demonstrate no opposition between personnel and management. Thus, due to a new media environment, a full accord of the board and employees results in a dialogue-unison.

Утверждается, что риторическая теория диалога (Ю.В. Рождественский) является надежным подходом к анализу корпоративной прессы. Первая часть исследования кратко описывает эволюцию корпоративных медиа и останавливается на коммуникативных технологиях, которые используются сегодня в журналах для персонала. Цифровые технологии усилили эмоциональное воздействие, оказываемое мультимодальностью медиатекста, и сделали нарратив, который включает в себя различные корпоративные ценности, более выразительным. Затем следует рассмотрение риторической теории диалога, в которой выделяются диалог-различие, диалог-унисон и диалог-театр, реализуемые в менеджменте. В третьей части в центре внимания оказываются характеристики журналов для сотрудников, рассматриваемые через призму диалога-унисона. Показано, что внутренние журналы не передают какой-либо новой информации и демонстрируют отсутствие противоречий между руководством и персоналом. Таким образом, благодаря новой медиасреде абсолютное согласие между руководством и персоналом реализуется в форме диалога-унисона.

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