TY - JOUR T1 - Genre Styles of Phatics: PR Communication in Media Discourse AU - Vasileva, V.V. AU - Prokofeva, N.A. JO - The Social Sciences VL - 11 IS - 7 SP - 1151 EP - 1156 PY - 2016 DA - 2001/08/19 SN - 1818-5800 DO - sscience.2016.1151.1156 UR - https://makhillpublications.co/view-article.php?doi=sscience.2016.1151.1156 KW - letter KW -genre style KW -PR communication KW -speech genre KW -Phatic KW -by-liner KW -invitation KW -congratulation AB - The study is devoted to the analysis of phatic genre styles in mass media. This phenomenon allows giving complex description of different discourses. The speech genre is defined by such characteristics as intention, the usage of text patterns existing in national culture, the influence potential of the text realizing. The intention complex researching and main (dominating) intention determining allows singling out original speech genres and specific genre styles in different discourses. In particular, PR communication is represented by informing, persuading and phatic genres. Phatic genre style of PR communication includes some strictly phatic genres such as congratulation and genres combining informative content and phatic form; the latter include by-liner, invitation and letter. ER -