LINGUISTIC FEATURES OF NEW GENRES IN ENGLISH DIGITAL BUSINESS MEDIA

Krylova Kristina Konstantinovna

This article provides a theoretical understanding and practical analysis of speech genres in contemporary online business discourse. Drawing on M.M. Bakhtin's fundamental ideas about the social nature and fluidity of genre boundaries, the author examines the main theoretical approaches to defining genre. The central problem of the study is the volatility and blurring of genre boundaries in the digital environment. Using materials from leading English-language online media (Harvard Business Review, Financial Times, Bloomberg, etc.), new hybrid genres are identified and analyzed: digest instructions, post notes, interactive case studies, expert Live Q&A, and business narrative (longread). For each genre, characteristic structural and linguopragmatic features are identified, demonstrating the transformation of traditional business discourse toward greater dialogicity, interactivity, conciseness, and emotional engagement. It is concluded that the diversification of genres is a response to audience demands and leads to the blurring of boundaries between the formal and the living, the monologue and the dialogic in digital communication.

Keywords:speech genre, genre theory, digital business media, digest instructions, post-note, interactive case study, live Q&A, longread, business narrative.