Presentation of university discourse (on the material of the website of the university)

Abstract

Due to the marketization of higher education, university discourse, in particular the discourse of university website, acquires new parameters for creating a positive image of the university. The article is devoted to the problem of using verbal and non-verbal units of influence in the discourse of a modern university website. The basic concepts of university discourse, presenteme are considered. The purpose of this study is to analyze the presentation of the website as a linguo-semiotic means of influencing the recipient. The study is based on A.V. Olyanich’s presentation theory. The material for the study is the website of the Charles University (Czech Republic). It is shown that non-verbal presentemes (coloremes, graphemes), semantic presentemes (descriptives, personal introductives, demonstratives), compounds and syntagmatic means (inverted word order, introductory sentences) are used to implement the influencing function on the website. It is noted that in the aggregate the presentemes of the university website create a positive image of the university.