Textogenika as a Factor of Transformation of Communication in XXI Century

Section: Advertising and Public Relations

The analysis of the realities of discourse has identified “textogennost” as an es­sential characteristic of it. Thus, the effectiveness of its development is determined by the efficiency of interaction of texts and the communicants, by philological mea­suring the effectiveness of social development. A philological component of textogennost’ is an essential element of the theoreti­cal concepts and practices of professional communication, such as Public Relations, media. Internet plays the key role in those processes.