COMMUNICATION STRATEGIES ON SITES OF BRITISH NATIONAL PARKS AND MUSEUMS

Abstract

The article deals with optimizing communication strategies used in texts on sites of British national parks and museums. The strategies of positive informing, evaluation and creating a favourable communicative space are described. The strategy of positive informing provides the addressee with favourable information about the organization, predominantly in an unobtrusive, neutral and non-emotional form. The strategy of detailing is actualized in a neutral as well as an emotionally-expressive form. Both variants are often found in one text fragment. As to the optimizing strategy of evaluation, its intensification variation, which is more characteristic of the advertising type of texts, is quite actively used in the texts analyzed. To actualize it, lexical units comprising the connotative component "intensity" or adjectives and adverbs in superlative or comparative degrees of comparison are used. At the same time, unlike the advertising type of texts, expressive syntactic units such as exclamatory, interrogative and elliptical sentences are not often found. Among the tools which actualize the strategy of constructing a favorable communicative space are the tactics of establishing positive reference marks and the tactics of activating the addressee. The former is based on the use of quasi-evaluation units like ‘co-operation’, ‘communication’, and ‘understanding’. The latter actively uses dialogization tools of direct appeal. To conclude, the analyzed travel media texts are shown to combine features of PR- and advertising texts.