On deconventionalization of modern English business communication [Book review: A. Yu. Bagiyan, O. I. Natkho, T. A. Shiryaeva «Wisdom of the ages in the language of business. Paremiae in the English-speaking popular scientific business discourse : cognitive-discourse aspect»]

Abstract

The authors presented a comprehensive study of English paremiae used in modern popular scientific business discourse. Two approaches were applied in this multi-vector study: cognitive-discursive and pragma-communicative. The book aimed to identify the main regularities in paremiae functional range. The authors were the pioneers to argue for the need to study the popular science business discourse as a separate sub-discourse of business discourse and to prove its framing status. They also offer a new view on the status of paremia as a precedent cultural sign as a recurrent fragment of the English-language popular scientific business discourse. Another novelty was a complex of specific cognitive-discursive features of paremiae functioning in the English-language popular scientific business discourse. The authors managed to reveal paremiae main functions within the framework of their discursive usage. They also proposed the main methods of paremiological modification. Paremia was used as the main functioning element in the stratification of complex article headings in popular science business discourse. A comprehensive approach including structural principle enabled the authors to divide the paremia repertoir into two sizable groups – original paremiae and modified paremiae – and to determine the percentage for each of the two. The authors brought forward three functional types of headings with paremic elements and identified five new functions characteristic for English paremiae in the examined type of discourse: mimicry, deregulation, remodeling, catalyzing and anticipation. A number of challenging issue were addressed in the book including, first of all, paremia functions discursive convergence, their “functional synergy” which is a very significant phenomenon and an effecient tool to manage information abundace and functional density of all units of the studied discourse. The reasons for the frequent use of paremiae by communicants in various professional contexts were also discussed.