Linguistic means of realization of function of persuasion in English educational media discourse
DOI:
https://doi.org/10.33910/2686-830X-2026-8-1-24-30Schlagwörter:
educational discourse, media discourse, the function of persuasion, tropes, hybrid discourseAbstract
The paper focuses on the problem of educational media discourse, its features, aims and functions, as well as types of texts that belong to it. The hybrid nature of educational mediadiscourse is studied, its connection with publicist, scientific and advertising discourse. The relevance of the study is determined by the growing interest to university site as a means of communication between university and public, which determines the domineering function of persuasion in the texts, and as a means of presentation of scientific and educational achievements of universities. The aim of the paper is to identify and systematize the linguistic means that implement the persuasive function in English-language texts published on official university websites. The material includes texts from the websites of the University of Auckland, the University of Melbourne, the University of Cambridge, and the Massachusetts Institute of Technology. The findings reveal several key groups of linguistic means: addressivity and authorization markers, positively charged evaluative lexis, euphemisms, stylistic devices (metaphor, simile, epithet), and elements of advertising discourse (slogans, imperative constructions, the verb “offer”). It is concluded that the integrated use of these means aims at creating a positive institutional image, establishing trustful contact with the audience, and encouraging cooperation.
Literaturhinweise
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