Kovalenko O. Linguopragmatics and linguosemiotics of English corporate discourse online.

The thesis is devoted to the analysis of the particularities of virtual corporate discourse. With the rise of importance of a clearly defined corporate culture, values and set rules of corporate discourse, these rules integrate into the virtual world of communication. The set standards contribute to more effective communication within the company and have a positive impact on communication with clients and partners. While the communication styles inside the company may remain outside of reach for bystanders, the communication of the company online is open to uncontrollable evaluation and discussion, especially in social media, which motivates companies to create clearly defined online corporate discourse rules and standards. The main features of brand communication in social media, its multimodality and hybridization, are analyzed. Company communication in social media is public yet personal, virtual and so escalates quickly, complicated and full of competition, and while it may have a predominate positive vibe, these trends require companies to set standards of their online corporate discourse. While the available functionality of different social networks creates limits and rules, corporate posts in all analyzed social networks are characterized by multimodality, combination of text, image, video, hyperlink, emoji and other elements, because monocode messages do not reach the desired amount of audience. The focus of attention on separate elements of a multi-code post, allows clarifying the main meaning through the hybridization of messages.