Contractions Use as the New Trend in PR Professional Language: Linguistic and Linguodidactic

The article deals with the analysis of PR professional language variety as referred to teaching English to university undergraduates. PR terminology encompasses various contracted forms, which contain structurally and semantically encoded information that refers to language economy in terms of heuristic approach to language. The analysis of the vocabulary in question brings the subject matter into the focus of interdisciplinary research in the field of humanitarian studies, with reference to its linguistic and linguodidactic aspects. Certain spheres dealing with PR communication are subject to the analysis and synthesis in terms of linguistics, political science, economic theory, philosophy, psychology, sociology, rhetoric, and cognitive science. To elaborate the methods of teaching L2 to PR undergraduates, it is necessary to carry out consistent analysis of all language levels representatives in their interaction. The analysis of PR terminology, especially abbreviations and acronyms, is carried out to facilitate the process of professionally oriented L2 teaching. The results application deal with practical issues of linguodidactics and language teaching methodology as referred to PR studies with respect to the content and structure of teaching process, material choice and exercise samples with abbreviated forms in different types of activities. The article provides examples of possible tasks aimed at developing students' communicative and general cultural competencies based on the work with the language material under consideration. The shift of PR procedures implementation into Web 3.0 is discussed in terms of LSP teaching, which concerns with appropriate Internet materials use and processes of adequate interpretation as well as contracted realizations creation, determined by students’ abilities and their proficiency level.