Language and cultural features of electronic communication through the corporate website: on the material of the Chinese language

Sun Boven

Within the framework of this article, discursive strategies in online texts created by Chinese organizations are considered. It is noted that any large Chinese company, when filling out a corporate website, will certainly come to a choice: whether to focus on the world standards that have developed in business culture when submitting information, or to submit information based on traditional Chinese communication settings. Chinese culture is highly contextual; an important parameter for determining the specifics of corporate discourse is its collectivism. The author of the article comes to the conclusion that the status of a Chinese company is emphasized by an indication of participation in important government events and following government programs. Moreover, the reference to leadership so typical of Western corporate rhetoric is relatively rare on Chinese company websites.

Keywords:corporate discourse, Internet discourse, Chinese language, linguistic culture, website, concept