DIALOGICITY OF TEXTS REPRESENTING BOOK PUBLISHING INTERNET DISCOURSE (ON THE EXAMPLE OF A RUSSIAN PUBLISHING GROUP “AZBUKA-ATTIKUS”)

The article is devoted to the description and analysis of the peculiarities of book publishing internet-discourse from the perspective of its dialogicity. The problem touched upon in the article is relevant due to the significant role of the book in social and cultural life. The study is integrated into the sphere of internet-linguistics and analysis of institutional discourses in the framework of modern anthropocentric paradigm. The complexity of the book publishing discourse, that lies in the fact that it interacts with different subjects in its communicative activity, proves the necessity of understanding not only the essence of institutional communication but also the linguistic manifestations of the participants' interaction, whose roles may have impact on the form of the utterance. The work is aimed at analyzing linguistic means that serve as dialogicity markers in book publishing discourse on the example of an internet-site of a Russian publishing group “Azbuka-Attikus”. The result of target language means selection analysis is presented in an overview on the realization of dialogic features in the discursive space of one of the major Russian publishing groups' internet site. The data analysis is divided into three parts. The first part gives a general view on the main sections of the site and studies some recurrent means of establishing dialogue. The second part gives a detailed analysis of 16 book collection descriptions, The third part is devoted to the study of dialogue means used in three texts that represent the genre of publisher's paratext known as “blurb” or “synopsis”. The research identified the most conspicuous markers of dialogicity. Among them there are pronouns of 1 and 2 person, several types of interrogative sentences, qualitative adjectives in positive and superlative degree forms, imperative constructions. Above all, we created a scheme that shows the process of communication between the participants of book spreading process in which their implicit dialogue is realized.