Бакалавриат 2026/2027

Лингвопрагматика социальных медиа

Статус: Курс обязательный (Иностранные языки и межкультурная коммуникация)

Когда читается: 3-й курс, 1 модуль

Охват аудитории: для своего кампуса

Преподаватели: Осипов Даниил Владимирович

Язык: английский

Кредиты: 3

Контактные часы: 14

Course Syllabus

Abstract

Linguopragmatics in Social Media is designed to cultivate theoretical knowledge and applied skills in the design, content curation, and management of accounts across Russian and international social media platforms, treating them as essential instruments for digital communication. A distinguishing feature of the course is its focus on the linguistic dimensions of social media. Particular emphasis is placed on the selection of appropriate discourse formats, content stylistics, and the narrative organization of messages, alongside the linguistic analysis of texts, user comments, online discussions, and audience inquiries within social media environments. Rather than viewing social networks merely as marketing channels, this course approaches them as dynamic spaces for language, textual expression, and intercultural interaction. Students learn to adapt and localize content for international markets, carefully considering national and cultural nuances, digital etiquette, and the use of humor across diverse segments of the internet. A pivotal component of the curriculum is the integration of cutting-edge technologies into the linguist’s workflow, notably prompt engineering and the application of language models. The instruction is highly practical in nature; student performance is assessed through the development and defense of a group project focused on promoting a real-world brand.

Learning Objectives

• To introduce social media as a distinct object of linguistic inquiry, situating it within the broader tradition of computer-mediated communication (CMC) and digital discourse studies.
• To equip students with the pragmatic toolkit needed to analyse and design socially and contextually appropriate messages for online audiences.
• To develop applied skills in selecting discourse formats and stylistic registers, and in structuring social media messages as coherent narratives.
• To train students in the linguistic analysis and management of audience-generated text, including comments, discussions, and inbound queries.
• To build competence in adapting and localizing content for international audiences, integrating intercultural communication theory with practical transcreation skills.
• To develop applied competence in using language models and prompt engineering as professional tools within social media content production, while maintaining critical and ethical judgment.

Expected Learning Outcomes

• Select discourse formats, registers, and content structures appropriate to a given platform, audience, and communicative goal.
• Design and maintain a coherent stylistic identity (tone of voice) for a social media account.
• Analyse and respond to user-generated discourse (comments, discussions, inquiries) in a linguistically and pragmatically appropriate manner.
• Analyse social media texts and platforms using the categorial apparatus of discourse analysis and pragmatics
• Adapt and localize content for international audiences, accounting for cultural, pragmatic, and etiquette-related variation.
• Apply AI tools to support (not replace) localization and cross-cultural adaptation, verifying pragmatic and cultural nuance that automated output may miss.
• Critically evaluate AI-generated linguistic output for accuracy, cultural appropriateness, hallucination, and stylistic fit before publication.
• Use language models to support ideation, drafting, tone-of-voice replication, and comment-response drafting, while retaining editorial control over the final text.
• Plan, produce, and defend a content strategy for a real-world brand as part of a collaborative team. Apply research ethics when analysing authentic user-generated and organizational content
• Disclose the role of AI assistance in a professional content workflow in line with academic and industry integrity norms.

Course Contents

• Social Media as a Linguistic Environment
• Pragmatics of Social Media Communication
• Stylistics, Content Design, and Narrative Organization of Social Media Texts
• User-Generated Discourse
• Intercultural Adaptation and Localization of Social Media Content
• AI and Prompt Engineering in the Linguist's Workflow
• Development and Defense of the Brand Promotion Project

Assessment Elements

• Continuous assessment
• Localization case study
  Individual written adaptation with rationale
• Prompt library
  Group task
• Final project

Interim Assessment

• 2026/2027 1st module
  0.25 * Continuous assessment + 0.25 * Final project + 0.25 * Prompt library + 0.25 * Localization case study

Bibliography

Recommended Core Bibliography

• Brand experiences : building connections in a digitally cluttered world, Randazzo, S., 2019
• Daniel Rowles. (2022). Digital Branding : A Complete Step-by-Step Guide to Strategy, Tactics, Tools and Measurement. Kogan Page.
• Horn, L. R., & Ward, G. L. (2004). The Handbook of Pragmatics. Malden, MA: Wiley-Blackwell. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=108714
• Intercultural pragmatics, kecskes, I., 2014
• Leech, G. N. (2014). The Pragmatics of Politeness. Oxford University Press: Oxford University Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=779509
• Media and society : production, content and participation, Carah, N., 2015
• Pragmatics of social media, , 2017
• The pragmatics of discourse coherence : theories and applications, , 2014
• The pragmatics of politeness, Leech, G., 2014
• Wierzbicka, A. (2003). Cross-Cultural Pragmatics : The Semantics of Human Interaction (Vol. 2nd ed). Berlin: De Gruyter Mouton. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=390986
• Zygmunt Bauman. (2013). Glocalization and hybridity. Glocalism: Journal of Culture, Politics and Innovation, (1). https://doi.org/10.12893/gjcpi.2013.1.9

Recommended Additional Bibliography

• ChatGPT toolkit for HR recruiters : ready-to-use prompts for the modern recruiter, Hussaini, S., 2023
• Cognitive pragmatics : mindreading, inferences, consciousness, Mazzone, M., 2018
• Constructing research questions: doing interesting research, Alvesson, Mats, 2024
• Digital information strategies : from applications and content to libraries and people, Baker, D., 2016
• Herman Parret. (2019). Language and Discourse (Vol. Reprint 2019). Berlin/Boston: De Gruyter Mouton. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=2039980
• Historical corpus stylistics : media, technology and change, Studer, P., 2013
• Hu, Y., Xu, A., Hong, Y., Gal, D., Sinha, V., & Akkiraju, R. (2019). Generating Business Intelligence Through Social Media Analytics: Measuring Brand Personality with Consumer-, Employee-, and Firm-Generated Content. Journal of Management Information Systems, 36(3), 893–930. https://doi.org/10.1080/07421222.2019.1628908
• Populist discourse : recasting populism research, Stavrakakis, Y., 2024
• Pragmatics at its interfaces, , 2017
• Research design in the social sciences : declaration, diagnosis, and redesign, Blair, G., 2023
• Semiotics and pragmatics of stage improvisation, Pietropaolo, D., 2016
• Stylistics of the modern Russian language: practical сourse : учебное пособие / составители T. P. Penina, F. R. Odekova. — Ставрополь : СКФУ, 2023. — 95 с. — Текст : электронный // Лань : электронно-библиотечная система. — URL: https://e.lanbook.com/book/386540 (дата обращения: 00.00.0000). — Режим доступа: для авториз. пользователей.
• The geography of competition : firms, prices, and localization, Miron, J. R., 2010
• Tomascikova, S. Semiotics of Food: Postmillennial Media – Discourses Where Global and International Meet National, Regional and Local : учебное пособие / S. Tomascikova. — Самара : Самарский университет, 2021. — 80 с. — ISBN 978-5-7883-1589-8. — Текст : электронный // Лань : электронно-библиотечная система. — URL: https://e.lanbook.com/book/256838 (дата обращения: 00.00.0000). — Режим доступа: для авториз. пользователей.
• Truth-conditional pragmatics, Recanati, F., 2010
• Visualizing digital discourse : interactional, institutional and ideological perspectives, , 2021
• Vo, D. G. (2021). Industry Influencer: Growing Your Brand Through Meaningful Connections and Engagement Online. Morgan James Publishing.
• Уткина, О. Л. Стилистика и стилистика декодирования английского языка: от теории к практике = ENGLISH STYLISTICS AND DECODING STRYLISTICS: FROM THEORY TO PRACTICE : учебное пособие / О. Л. Уткина. — 2-е изд., стер. — Москва : ФЛИНТА, 2025. — 145 с. — ISBN 978-5-9765-5744-4. — Текст : электронный // Лань : электронно-библиотечная система. — URL: https://e.lanbook.com/book/491702 (дата обращения: 00.00.0000). — Режим доступа: для авториз. пользователей.

Authors

• Varkan Anna Petrovna
• Osipov Daniil Vladimirovich