Authors
- Zoidze Ella A. PhD (Philology), Docent
Annotation
The paper analyzes the features of digital reputation on the example of previously understudied social institution. Addressing a website of one of the oldest Russian
publishing houses — «Molodaya Gvardiya» — there are means of creating and maintaining reputation described. The majority of these means is shaping the image of the present through the continuity of traditions and placing achievements and positive results of the past in the foreground. The inseparability of the present and the past is linguistically manifested in the use of the present preterit forms of verbs to describe different stages in the activity of the publishing house as well as in the use of precedent names (names of book series and magazines that are still published). Digital reputation is managed by adherence to the authority principles of popularity and competence (in the choice of figures for biographical series and in the choice of authors). Axiological principles also contribute to the reinforcement of the publishing house reputation as a professional and progressive representative of a social institution. Methods of linguistic, semiotic, and discourse analysis in combination with automatic text analysis (word frequency analysis) helped to get a complex understanding of the fact that in the verbal-visual entity of the website’s discourse space the visual component in the form of secondary digital heritage plays an equally important role as language means used to inform the addressees about the work of the publishing house, to promote it and to create its digital linguistic portrait (reputation). The observations and conclusions obtained in the study can be scaled by analysing other similar examples of websites or by crosslinguistic comparative studies of foreign publishing houses’ sites or the sites of other social institutions that are also using retrospective approach to the creation of their digital reputation.
How to link insert
Zoidze, E. A. (2025). DIGITAL REPUTATION OF A PUBLISHING HOUSE IN THE DISCOURSE SPACE OF ITS OFFICIAL WEBSITE Bulletin of the Moscow City Pedagogical University. Series "Pedagogy and Psychology", 1 (57), 133. https://doi.org/10.24412/2076-913X-2025-157-133-147
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