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Styl internetowych ofert pracy w ujęciu kontrastywnym polsko-niemieckim

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Szwed I.

tom 24

403-421

A starting point for this dissertation is an assumption that the cultural load should be considered a constitutive feature for differentiating between certain kinds of text (cf. Bilut-Homplewicz 2013: 145).Within the framework of contrastive research, covering the realization of various text models in different languages and cultural circles, the author of this article analyses online job advertisements, published on the Internet in German and Polish in 2014.These texts shall be considered autonomous in terms both the language used and cultural load, as created originally in the target language. Translated advertisements have been omitted, as potentially “contaminated” with the features of the source language.The author addresses the question of globalization (job market being highly globalized) and its possible influence on potential cross-linguistic and cross-cultural standardization within the notion of text genre. Contrastive analysis of job offers originating in different, yet relatively close cultural circles, allows for tracking current tendencies. These tendencies may be clearly visible in cases of international corporations, spreading its operations into various countries, which inevitably entails diffusing their corporate culture and standards, including their human resource know-how, in particular recruitment practices.The author also shares her reflections on the role of online job advertisements in the process of broadly understood corporate image building.

Style perswazji w polskim i niemieckim komentarzu ekonomicznym w prasie publikowanej online

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Szwed I.

tom 23

435-459

In t h e a r t i c l e t h e q u e s t i o n o f a c u l t u r e -c o n d i t i o n e d s t y l e is e x a m i n e d in t e r m s o f a comp a r a t i v e a n a l y s i s o f P o li sh a n d G e r m a n e c o n o m i c p r e s s c o m m e n t a r i e s . T h e cho ice o f th e a r e a t o b e a n a l y z e d is d e t e r m i n e d b y t h e f a c t t h a t c o m m u n i c a t i v e a c ts in hum an s are d o s e l y c o n n e c t e d to t h e e n v i r o n m e n t d o m i n a t e d b y e c o n o m i c , s o c i á l a n d po litical processes. In recent years, the economic situation in particular has been a factor influencing life of the societies, arousing public attention. Additionally, press commentaries on those issues are relatively easy to access for an average reader. In an era of increasing supremacy of electronic media in communication, the comments published online are becoming dominant, so the currenl tendencies in the language may be traced in them. That is the reason behind choosing online publication as a research corpus for this article. In the examined texts, linguistic means of persuasion háve been analyzed. Those means, despile the ongoing process of globalization are still determined culturally. A tool that permits to comprehend the similarities and discrepancies is, among oth- ers, examining illocutionary structures in the texts. A method relatively popular in 1980s and 1990s, especially in German linguistics, later subject to severe criticism. The article shows the potential of the above-mentioned method in press commentaries ex- amination, al the same limę however, an analysis of argumentative structures was car- ried out. The latter permitted to capture the quantitalive dominance o f certain arguments (deontological and ethical-aesthetic), while employing the analysis of illocutionary structures allowed for determining their role in the structural hierarchy, therefore to con- clude which of the arguments play the superior, and which the supportive role.Moreover, the corpus comprising the Polish and German online press publications constitutes interesting research materiał in terms of changes in the presentation of the text, that is to formulate questions about the boundaries of individual genres, about the freedom of the reader in choosing the „modules” on the Internet or, consequently, about the reader’s responsibility for the text crealed this way.

Zofia Bilut-Homplewicz, PRINZIP PERSPEKTIVIERUNG. GERMANISTISCHE UND POLONISTISCHE TEXTLINGUISTIK - ENTWICKLUNGEN, PROBLEME, DES1DERATA. TEIL E GERMANISTISCHE TEXTLINGUISTIK1, Frankfurt/Main: Wydawnictwo Peter Lang, 2013, 227 s.

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Szwed I.

tom 23

523-535