Қазақстан республикасының Ғылым және жоғары білім министрлігі
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CONCLUSIONCross-cultural business communication and communicative behavior of its participants deserve close scientific attention of linguists that is in many respects connected with globalization of world economy, strengthening of international communications, deleting of political, economic and cultural distinctions. An integrated approach to studying of business correspondence on material of the Kazakh, Russian and English languages from positions the socio-cognitive and communicative and pragmatic paradigms of a research allowed to reveal inexhaustible discursive (socio-cultural, socio-cognitive, communicative and pragmatic, structural and language) the potential of the analysis of various business texts. In situations of the international business communication possession of the corresponding discursive competences consisting not only of skillful operating by drawing up texts of business correspondence of language skills, but also in assimilation of professional and cross-cultural knowledge in the course of generation and perception of a business discourse is of great importance for participants of business societies. While the business discourse represents the difficult communicative phenomenon which includes, on the one hand, set of all speech acts representing purposeful mental and speech activity of business communicants, and with another – all sum of knowledge of surrounding reality necessary for understanding of the specified speech acts taking into account a socio-cultural context of business communication. For implementation of the complex linguistic analysis of texts of business correspondence in the real dissertation work the model of the descriptive analysis of business texts considering a socio-cultural context of the Kazakhstan business discourse was developed. This generalized model considers the text of business correspondence in composite and structural, communicative and pragmatic and socio-cognitive parameters, allowing to describe consistently both certain similar signs, and essential distinctions of the considered business cultures. In the communicative and pragmatic parameter of the analysis of texts of business correspondence on material of the studied languages the most widespread discursive strategy and tactics providing designing of steady impact of the addressee on the business partner were revealed: 1) strategy of forming of the relations with the business partner (depersonalization tactics, personalisation tactics, tactics of expression of solidarity and respect); 2) the strategy of creation of a positive image of the company and the advanced products (tactics of institutional accessory, tactics of demonstration of knowledge, tactics of representation of products/goods/services); 3) the strategy of motivation to action (pressure tactics, tactics of the offer of bonuses and favorable sentences). At this level of the analysis the brightest differences in implementation of business correspondence of a communicative pragmatic plan by authors are found in special use of tactics of expression of solidarity and politeness, pressure tactics and the offer of bonuses. So, if in business correspondence the emphasis on receiving instant profit is generally placed on English, then in the course of the analysis of business correspondence of Russian-speaking originators and, more, the letters in Kazakh is found the additional communicative purpose directed to creation of the long-term collaborative relations. This distinctive feature of the Kazakh business correspondence is represented to us extremely important as its existence demonstrates to specifics of the Kazakh business letter that, in turn, is caused by specifics of the Kazakh national and communicative culture in which the short-term business contacts focused on obtaining only unilateral, instant benefit are inappropriate, hasty and, therefore, not suitable for business relations. On the basis of such standard orientation during language practice of Kazakhs various ways of expression of the benevolence, hospitality and also interest on long-term partnership are developed. As a rule, in texts of business correspondence in Kazakh various forms of politeness and respect are applied («Аса құрметті Асқар Асанұлы мырза!»; «Аса қадірлі Әсия Серікқызы ханым!»; «Ардақты тұтынушылар» и др.), etiquette words and phrases («шын ықыласпен»; «..өзіне мәртебе санайды»; «шынайы көңілден өтінемін»; «ізгі ниетпен»; «Сізді құрметтеуші» и др.), speech acts («Сізге және Сіздің компанияңызға өзіміздің құрметімізді білдіреміз...»; «Сіздерге шексіз құрметімізді білдіреміз...»; «Сізде өз компанияңызды көтеру және тауарларыңызды нарыққа шығару идеяңыз барына біз кәміл сенеміз»; «Ең алдымен, есіктен енген Жаңа Жыл – Жылқы жылы құтты болсын! Өзіңізге деңсаулық, амандық, отбасыңызға бақыт тілеймін!..») and etc. As appears from results of the carried-out analysis, in the texts of business correspondence made in Russian, the prevailing mechanism of realization of impact on the addressee is the primary use of direct strategy ("baldly on record strategy") consisting in explicit language execution of business messages, laconic objective ascertaining of the facts. This distinctive feature of the Russian business correspondence is shown more in realization of pressure tactics at request of necessary information or response of the addressee («В связи с изложенным прошу направить...», «...прошу сообщить по форме»; «...просим Вас выслать нам образцы...»; «Просим Вас сообщить о доставке товаров...» and etc.), what is also manifestation of national specifics of the text and is caused by traditions of the Russian official communication. The specified ways of implementation of impact on the addressee are connected, in our opinion, with priority of the principle of authoritative pressure, existence of the strong hierarchical dependence of communicants occurring throughout many generations of people. Confirmation to it are researches of many scientists (K.A. Loginova, A. Maurois, S.P. Myasoyedov, Y.L. Kotlyarovsky, A.P. Prokhorov, P.N. Shikhirev, etc.) dealing with issues of the Russian business culture, history, philosophy, etc. The Russian culture of business communication, especially during its Soviet period, differed in authoritativeness, indisputability of instructions, orders and was a consequence of strict status position of communicants. Therefore, in business correspondence made as in the Kazakh, and Russian languages influence of the recent historical past which defined characteristic relevant for today and national and cultural specifics is shown now. The emotionality and expressivity is not welcomed in texts of the Kazakh and Russian business correspondence. The national cultural specifics of texts of business correspondence in the Russian and Kazakh languages exclude use, except for exceptional cases, language means with emotional and expressional semantics. While the specifics of culture of English-language business correspondence consist in wide use of emotional and expressional lexicon by means of which the sender makes an impression of the subjective relation to information stated to them or to own speech actions. This national and cultural feature of business correspondence in English can be explained with desire to sustain the relations on a positive wave, adhering to already noted principle of politeness emphasized with the aspiration to show respect for the addressee. Therefore, national and cultural distinctions of the people, their mentality, traditions, undoubtedly, find reflection in texts of business correspondence and define its national and cultural specifics, to reveal and describe which – a task rather difficult, however necessary not only because it is possible to see a specific originality of the business text – the carrier of traditions of culture, but also to investigate factors of emergence of communicative and pragmatic failures and possible communicative failures. Business correspondence samples made by the Kazakhstan business specialists in English clearly demonstrate all these manifestations and also the general results of this influence enough that gave us the chance to carry out the analysis of the most often found communicative and pragmatic failures in the letters of the Kazakhstan experts directed to their foreign partners. The Socio-cognitive aspect of a research of the revealed differences in texts of business correspondence of the considered languages and process of designing of business texts are interpreted in the real work from the point of view of unique cognitive base of authors of business messages and its interrelation with the specific social factors, valuable aspects defining specifics of generation of the business text. It is proved that at perception and producing the business text each business communicant has the sum concrete (communicative pragmatic, encyclopedic and linguistic) the presuppozitive of knowledge characteristic of this or that social and professional and socio-cultural context. In other words, the business specialist owns a set of the professional and business qualities taken in a certain business context which do this professional and business community of communicants in own way unique. A lack of knowledge corresponding the presuppozitive , in this case – in the field of writing of business correspondence, the discursive of competences of business experts demonstrates to not formation and represents one more source of communicative discomfort. These problems can be overcome in case of complex formation the discursive of competences, as one of components of which presuppozitive knowledge acts. The factors of the general socio-cultural context noted above – the existence of the Soviet economic system, collectivist qualities of the Kazakh and Russian cultures, the general historical, geopolitical interrelations, etc. influencing designing of the Kazakh and Russian business texts allow to explain to a certain extent some differences not only in specifics of linguistic execution of business correspondence, but also in the social and professional and situational and role statuses of the addressee and the sender of business correspondence in the Kazakh, Russian and English languages. For example, in the Kazakhstan and Russian business context the business organizations, than personal faces most often act as communicants of business communication. In other words, the relations "reading – writing", displayed in the Kazakh and Russian business correspondence, more are "interorganizational", than personalized as, for example, in the English business correspondence. The diachronic researches of English-language business correspondence (J.H. Fisher, J. Hoppit, M. Richardson) confirming, in particular, the Anglo-Saxon principle of politeness with underlined respect of identity and the right of the personal choice, decrease in a distance and categoriality in business speech behavior of business experts also demonstrate to it. At the level of a research of valuable aspect of realization of social cognition in texts of business correspondence on material of the Kazakh, Russian and English languages special attention to ideological, material and emotional values, constant verbal representation of the studied phenomena as values, the instruction on their importance, importance for business development in general, inclusion of these values in a circle of the purposes and problems of the professional and business activity is noted. At the same time certain differences in definition of the leading valuable orientations in different business cultures are found. So, results of the analysis of group of ideological values which is carried out by us by drawing up business correspondence showed that kazakhoyazychny business communicants emphasize most often value "cooperation" and slightly less often note such value as "collectivism". In business correspondence of Russian-speaking business experts the value mention "professionalism" dominates, "cooperation" and "collectivism" is a little less often noted. In texts of business correspondence of English-speaking business communicants the emphasis is placed on "individualism" and "competition". The English business communicants in texts of business correspondence it is considerable more often than their Kazakhstan and Russian colleagues, address material values among which leading place is taken "material stimulation", "material income", "quality of goods, works and services". It demonstrates that within this type of business culture performance of tasks of the enterprise – effective achievement of economic growth, receiving profit is considered priority. The conducted research of contents of business correspondence in Kazakhstan revealed complexity and variety of forms of manifestation and representation in language of a business discourse as culture phenomenon. Now under the influence of various political, legal, economic, social, cultural, technology factors business correspondence acts as one of the most demanded genres of the Kazakhstan business discourse. The undertaken analysis socio-cognitive and communicative pragmatic aspects of modern business correspondence reveals, in our opinion, the deep parties of this phenomenon, those problems and calls which business specialists in terms of cognitive and social factors face. It is possible to assume in this regard that the model of the descriptive analysis of business correspondence developed by us considering the Kazakhstan socio-cultural, economic and interpersonal contextual factors sentences prospects for further studying of this phenomenon in various contexts of the business sphere (for example, finance, economy, production, etc.) and communications with other phenomena of culture and language. жүктеу/скачать 379 Kb. Достарыңызбен бөлісу:
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