Linguocultural Aspects of the Implementation of Communicative Strategies of Corporate Blogs in Russian and English Languages
Nurbanu Zhilkeldi – Olga Kuratova – Zhanar Akimisheva – Gulzhamal Kortabayeva – Nurzhan Saparbayeva
DOI: 10.18355/XL.2025.18.04.10
Abstract
The aim of the study is to identify the main linguocultural features of language use and communicative strategies in corporate blogs for Russian-speaking and English-speaking audiences. The research utilized methods of analysis, synthesis, questionnaire surveys, and comparison. During the study, the main linguocultural features characterizing the use of language and communicative strategies in corporate blogs for Russian-speaking and English-speaking audiences were identified. The research analyzed communicative strategies used in corporate blogs in Russian and English. Similarities and differences in approaches to content creation, audience interaction, as well as in the structure and formatting of blog posts were identified. A comparative analysis was conducted on the Russian-language blog Travelblog.kz and the English-language blog Helpful Resources, which revealed differences in linguistic and cultural features, highlighting the importance of considering linguocultural factors for effective communication. The survey results showed significant interest among residents of Kazakhstan in corporate blogs, indicating widespread adoption of this format among the audience. The research findings can be used to improve corporate blogging practices in Russian and English.
Key words: interaction with the audience, comments, intercultural interaction, text features, social networks
Pages: 148-161
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