title: Native advertising: speech presentation
metadata.name: dc.contributor.author
metadata.value: Bykova, Elena V.
metadata.lang: -
metadata.name: dc.date.accessioned
metadata.value: 2019-05-29T09:48:04Z
metadata.lang: -
metadata.name: dc.date.available
metadata.value: 2019-05-29T09:48:04Z
metadata.lang: -
metadata.name: dc.date.issued
metadata.value: 2018-12
metadata.lang: -
metadata.name: dc.identifier.citation
metadata.value: Bykova E. V. (2018). Native advertising: speech presentation. Media Linguistics, 5 (4), 534–544.
metadata.lang: en_GB
metadata.name: dc.identifier.other
metadata.value: 10.21638/spbu22.2018.411
metadata.lang: -
metadata.name: dc.identifier.uri
metadata.value: http://hdl.handle.net/11701/15583
metadata.lang: -
metadata.name: dc.description.abstract
metadata.value: This article identifies, describes and analyzes the speech features of the presentation of information
  in the texts of native advertising placed on the personal pages of leaders of professional
  communication communities in social networks Facebook, Instagram, VKontakte. For linguistic
  analysis, in addition to social networks, were involved texts, posted on the official websites
  in the sections “News”, “About us” etc., which are also qualified by the author as a native
  advertising. The article proves that the analysis of communicative success of native advertising
  should be based on such concepts as communicative status, speech behavior, communicative
  intention of the subject of speech. When certain parameters of these concepts coincide, any
  publication in the social network acquires a communicative effect of native advertising. The
  author of the article puts forward the hypothesis that the texts of native advertising have a
  number of specific features: personification of content, mimicry under the genres corresponding to the pragmatic needs of users in both traditional media and social networks (life story,
  biography, review, recommendation, advice, instruction, invitation, guide, etc.). To prove this
  hypothesis, the author analyzed user content on the Internet. As an empirical material for the
  study were used texts posted in the public opinion leaders (users of social networks with high
  professional or social status, communication workers: journalists, publishers, PR-specialists,
  well-known bloggers). The effect of native advertising is explained by the fact that the author
  of the publication of native advertising has a high communicative status, so the incoming information
  a priori has a certain guaranteed quality, because it is supported by the reputation
  of the subject. The author of the article shows by convincing examples that the sender and the
  reader of native content enter into trust communication at the pre-text level. The reader, when
  perceiving native content, realizes that the sender makes his post with a certain strategic goal,
  but accepts it favorably, because he trusts the subject of speech.
metadata.lang: en_GB
metadata.name: dc.language.iso
metadata.value: ru
metadata.lang: en_GB
metadata.name: dc.publisher
metadata.value: St Petersburg State University
metadata.lang: en_GB
metadata.name: dc.relation.ispartofseries
metadata.value: Media Linguistics;Volume 5, no. 4
metadata.lang: -
metadata.name: dc.subject
metadata.value: native advertising
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: banner advertising
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: speech form
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: personification
metadata.lang: en_GB
metadata.name: dc.subject
metadata.value: speech genres
metadata.lang: en_GB
metadata.name: dc.title
metadata.value: Native advertising: speech presentation
metadata.lang: en_GB
metadata.name: dc.type
metadata.value: Article
metadata.lang: en_GB
resources.filename: 11-Bykova.pdf
resources.url: https://dspace.spbu.ru/bitstream/11701/15583/1/11-Bykova.pdf
resources.format: Adobe PDF
resources.size: 633,87 kB