POPULAR SCIENCE BUSINESS DISCOURSE: ITS MODEL AND FUNCTIONS

The article deals with the model of the popular science business discourse and its functions of expanding and deepening professional knowledge and skills among unprepared audience. The work examines the linguistic component of the popularization of scientific knowledge, its pragmatic conditioning and multistage, that involve not only psycholinguistic, but also cognitive mechanisms of perception and cognition of reality by the individual. The article focuses on the functional and pragmatic deregulation of business discourse which means targeted violation of traditional rules and conventional business communication standards by communicants and deliberate destabilization of the functional space and, as a consequence of all this, increased pragmatic effects on the recipient. The main goal of the article is to consider the popular science business discourse in the form of a tool representing the professional business picture of the world, expressed in the speech publicistic works, aimed at presenting the knowledge typical for commercial and business spheres, in text forms which are understandable for the untrained but motivated addressee to perceive new knowledge. The article describes such functions of the popular science business discourse as information and acting (manipulative) functions, popularizing function, as well as the function of constructing social actions. The article also argues that failure to follow business discourse-specific formulas is compulsory for the popular science business discourse, since the pragmatic dominant of the popular science business discourse is aimed specifically at the simplicity of information and the interest increase of the potential recipient to it. The results obtained allow us to conclude that the message focus on an unprepared, but motivated to perceive new knowledge recipient is one of the fundamental functions of the popular science business discourse and the basic component of communication