Institutional hypertext and creation of complicity

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Marina G. Shilina

PhD in Philology, Researcher at the Chair of Advertising and Public Relations, Faculty of Journalism, Lomonosov Moscow State University, Moscow, Russia

e-mail: marina.shilina@gmail.com

Section: Advertising and Public Relations

In the article the specificity of the hypertext as a format of fixing of information on the Internet is considered. The author enters definition of hypertext, its classification for Public Relations. An advantage of the Internet hypertext is the attraction of the addressee of the text to the co-authorship and co-participation formation.

Keywords: Internet, the hypertext, multimedia, Public Relations, complicity