Abstract: The article is a study of the texts of self-presentation on the example of a video essay by students. The subject of consideration is linguistic means and techniques, compositional and stylistic features of mediated self–presentations, the implementation of pragmatic attitudes of speakers in them. The relevance of the work is due to the need to form and evaluate effective methods of teaching the genre of self-presentation as an important component of students' communicative competence in the field of business communication.
In the course of the research, general scientific methods of observation, comparison, description, comparative analysis of linguistic material and the linguistic method of interpretive analysis were used. The methodological basis of the work was made up of current scientific publications in the context of the linguistic approach to the phenomenon of self-presentation, including articles on the methodology of teaching the creation of this type of texts. The material for the analysis and evaluation of lexico-stylistic, organizational and pragmatic characteristics of self-presentations were videos prepared by first-year students as part of a special assignment for the course of lectures "Business Communications". To solve the problems of the study, the parameters of the examination of speech works were determined: the presence of an object of self-presentation, the clarity of the target setting, tactical and strategic planning, intra-textual language regulatory means, the presence and relevance of speech creativity, etc. Special attention is paid to the verbal method of positioning. According to the results of the study, the most frequent shortcomings and speech errors, as well as typical problems and difficulties of students in the process of text generation are grouped and described. The degree of success of the implementation of the communicative plan was significantly influenced by the factor of students having professional communication experience. The pragmatic intentions of first-year students presuppose the presentation of qualities corresponding to the stereotypical images of professionals and conscientious employees formed in society. A positive image is created by students by orienting the formulations of the text being created and the factual and axiological series presented in them to the standard requirements of the business environment. At the end of the article, the author's version of a comprehensive methodological solution to the problem of the formation of self-presentation skills among students is proposed.

Abstract:  
The subject field of this article is the problem of formation and actualization of professional competences of future specialists in the area of advertising and public relations in the context of peculiarities and dynamics of information consumption of modern youth. Articulation of the problem on the one hand is substantiated by the relevant vectors of scientific works – transformation of the practices of media consumption by mass audience, crisis of confidence in broadcast media and the institution of journalism, quality and specificity of modern media texts, professional competence of the representatives of mass media; whole on the other hand – by the need to resolve practical tasks in educational process in terms of formation of philological fundamentals of professional activity. In the course of this research, the author applied sociological methods. The respondents became the firs-year students majoring “Advertising and Public Relations”, who proceeded with discipline “Theory and Practice of Mass Media”. The first part of the questionnaire allowed determining the general attitude to the phenomenon of mass information and the key behavioral patterns of the students as its consumers, as well as the levels of identification and personification of the modern mass media. The second part was focused on the criteria of selection and the desired set of characteristics established by mass media, as well as potential development prospects of mass media. As a result of the conducted survey, the author determined variations of the content-thematic structure of information requests, range of time input, “standard” requirements of young audience to modern media sources, overall picture of consumer preferences of the students by the type of mass media, which altogether defines the relevant model of media consumption. The article reveals the problematic areas within the system of perceptions of modern media, which are substantiated particularly by insufficient level of information culture among the first-year students: difficulties with identification of the representatives of mass media sphere, stereotypical assessments and “desirable” qualities of new mass media. The conclusions and recommendations are formulated on practical implementation of the acquired results with regards to solution of the task of formation professional communication qualities of a specialists of media sphere.
 

Abstract: The subject of the research is pre-action correspondence as an important aspect of relationships between subjects of educational process. Analysis of documented evidence of pre-action claims from students and their legal representatives allows, firstly, to to discover typical features of modern letters of complaint on one of the most nettlesome social issues (personal interests and needs of authors), and secondly, to clarify aspects of the culture of communication, creation and implementation of educational strategies and practices meant to improve business communication. The achieve the research goals, the author has applied description, comparison and stylistic analysis as the main research methods. Compositional analysis carried out by the researcher is based on taking into account the interaction between structural and linguistic peculiarities of studied examples of business communication (pre-action correspondence). As a result of the research, Romanova summarizes the main features of the structure, contents and linguistic framework of letters of complaint, gives recommendations on how to keep to the optimal level of conventionality of pre-action correspondence by electronic means of communication and offers her own model of a balanced response to letter of complaint based on communicative goals and features of the author of such letter. The research results have a wide scope of application, from research of what is appropriate and what is not in business communication with senior school students and first-year university or college students and development of recommendations and principles of organisation of work with complaints and claims focusing on methods and algorithms of response in accordance with applicants' expectations.