From Text to Communication Product: Transformation of Genres and Text Forms in Digital Age

Abstract

The changes in media environment always lead to changes in media system, which reflects a different quality of communications. Researchers of mass communications start focusing on the nature of actors, channels and effects. This article aims to analyze how the genre structure of texts that function in public communications changes, and to show how the traditional instrument of influencing public opinion – a text – has undergone fundamental changes in the past decade. A new concept of “communication product” is being considered. It refers to the result of professional activity in the field of public and mass communications which results in creation of a media product, an event product, an advertising or public relations product.