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| Sincerely, Ralph L. Anderson (J.L. Seglin. The AMA Handbook of Business Letters)
Writing of e-mails is regulated by the norms, rules and etiquette of an English business discourse. However, in terms of following the language rules communicants may use some deviant linguistic forms. For example, while exchanging messages by e-mail communicants may use reductions, abbreviations professional jargonisms, the questions assuming short terse answers. The main requirement to correspondence of this kind is the observance of the principles of accuracy, clarity, unambiguity and completeness of a statement, suspension and politeness in relation to a partner [64], [65]. As for the degree of formality, the electronic business letters usually fall into two categories: semi-official (1), stylistically close to traditional business correspondence and characteristic for the interaction with unfamiliar people, and close to informal friendly style of communication (2), peculiar to the correspondence between colleagues within one organization. (1) Subject: Meeting in Berlin Dear James You may remember we met at the Learntech fair in Kuala Lumpur last fall. You were interested in our company‘s automation equipment. I am visiting Berlin at the end of next month and would like to visit you, if you are around. I will be there from 27-31 March. Let me know if you have any time. Best wishes Alison Alison McDermott Product Manager Has Bro Equipment Inc Box 28 Chicago (D. Cotton, D. Falvey, S. Kent. Market Leader) (2) Subject: Meeting in Berlin Hi James I‘m over in Berlin from 6-8 November. Could we meet up some time? It would be great to see you! Let me know when you‘re free. Regards Jenny (D. Cotton, D. Falvey, S. Kent. Market Leader). Any genre of an English business discourse (both written, and oral) possesses the individual genre conventions – the typical settled ideas of norms, rules and forms of interaction between communicants. The higher degree of formality of the business text presupposes the higher degree of its regulation and standardization. Such types of business documents as contracts, powers of attorney, and the invoices seldom deviate from traditional rules and models. Less official genres of a business discourse, for example, the articles and publications on business subject in the Business Media gives the author considerably a big freedom of choice of language expressions and constructions as the ways of achieving the communicative purpose and producing pragmatic impact on the recipient. However, conventions of business communication still dominate. Thus, the written form of an English business discourse represents a strictly regulated type of communication. The key role in this type of communication belongs to the observance of the norms, rules, principles and standards which impose considerable restrictions on the use of verbal means. Oral business communication is also regulated by its own characteristics. So, it is possible to refer the rituality, clear definition of the sequence of the communicative actions corresponding to the format of particular type of business communication to the behavioral signs of an English business discourse. Other peculiar feature of the business discourse is a strict observance of status and role relations. The speech behavior of communicants entirely depends not only on a communication situation, but also on the role which they assume depending on the circumstances. It allows to order and stabilize the working process, having provided its efficiency. Linguists divide business communication into horizontal, having partnership character (for example, communication with the colleagues, people standing on the same step in a scale of ranks), and vertical based on subordinated relations. According to some experts, efficiency of vertical communication is, as a rule, significantly lower than horizontal communication [63], [64]. Nevertheless, analyzing an English business discourse, it is worth noting the partnership style of relationship in vertical business communication as the manifestation of respect for the interlocutor regardless of his/her position [66]. T.B. Nazarovа points out such main oral registers of Business English as Business meetings, Presentations, Negotiating and Socializing (business conversations, talks); [60]. Interaction of communicants within each of register is determined by their individual set of rules, requirements and etiquette norms. Some standard situations in the oral business communication presupposes the use of clichéd phrases and formulas of politeness. For example, business conversations are characterized by the use of expressions of I'm delighted to meet you, would you like a drink (?), I have enjoyed meeting you is characteristic, in telephone negotiations expressions of could you hold on (?), can I leave a message (?), I did not catch that, sorry to keep you, etc. Effective business cooperation and interaction may be achieved on the basis of cooperative principle proposed of G. P. Grice [67]- [71]. According to P. Grice, the cooperative principle is a norm governing all cooperative interactions among humans. This principle is realized by maxims (quantity, quality, relation, manner): tact, relevance and completeness of information, generosity, sympathy, consent and modesty. The participants in a conversation always assume each other to behave according to the maxims (mutual respect, a clear and consecutive statement of truthful and exact data within the limits of topic of conversation, clear, available, and unambiguous form of narration). The extent of influence of this principle on the communication process may vary depending on the features of a concrete communicative situation. The English business discourse belongs to the institutional type which is understood as "a specialized clichéd kind of communication between people who cannot know each other, but have to communicate according to norms of this society" [33, p. 234]. Institutional character of the English business discourse is shown by the fact that "situational and role parameters are set initially and cannot be changed. The exception is made by the difficult discursive forms assuming full change of the register of communication, for example, transition from official communication to interpersonal, and then return to the settled norms of communication" [72, p. 77]. Participants of business communication traditionally act as the representatives of particular legal entities and/or the carriers of clearly identified social and professional status, they take their own place in the hierarchy. The semi-official business communication which is usually carried out in not strictly official situation is characterized by a smaller regularity and rituality, the use of smaller quantity of professional lexicon and clichéd expressions, frequent application of the colloquial, stylistically marked words and expressions, humor, irony, owing to the personal relations between participants of communication. Above-mentioned specific features of English-speaking business communication impose essential restrictions on the use of verbal funds allocated for modification of a communicative situation and producing pragmatic impact on a partner. Planning of functional prospect of an English business discourse (with consideration of the existing norms, traditions, rules and requirements) is in close connection with the strategy and tactics of communication. Business discourse is that’s how people communicate using oral or written speech in business sphere. Narrowly business discourse can be understood as communication between companies engaged in joint business. Broadly, on the other hand, business discourse involves communication within colleagues of private sector interacting with workers of public sector. Business discourse is often viewed as intercultural communication, cross-cultural negotiations, business meetings (e-mails, reports, letters etc.). Communication using ready-made “blocks”, clichéd formations is the dominant feature of business communication. Goal of communication, its participants, chronology, values, strategies are the common features of business discourse. Negotiations, telephone conversations between various companies, letters, faxes, bills, receipts, sales, marketing, stock exchange, insurance, payment, adoption, employment, advertisements, etc. are the functional areas in which business discourse is mostly found. Business linguistics is a field that expresses the specific function of language in business context, investigates the use of language sources in business action and studies verbal and para-verbal aspects of business communication. Business linguistics interacts with Media Linguistics, Political Linguistics, and Judicial Linguistics. The emergence of Business linguistics has been predetermined by socio-historical preconditions and by new demands of business in the society of consumption of the 21st century. Business has required applied discipline to serve its verbal and communicative needs. Business requires linguists and communication theorists to suggest methods of improving its efficiency through optimizing communication. The model for effective communicative behavior of leader has been designed. Business discourse is the object and the center of the study of Business Linguistics. Business discourse is a multi-dimensional and polysemantic. Conventionality is a system of pragmatic conventions regulating interactions of communicants at various special levels. Preparation for a business communication, its realization, speech etiquette, and formulas of politeness are the most important distinctive features of Business discourse. Fast development of internet technologies in all spheres of public life has led to significant increase in role of digital document flow in business. жүктеу/скачать 379 Kb. Достарыңызбен бөлісу:
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