Constructing a Brand’s Language Profile in the Digital Media Environment: A Study of Discursive Practices
DOI:
https://doi.org/10.47475/2070-0695-2025-58-4-6-24Keywords:
media ecosystem, brand linguistic identity, Tone of Voice (ToV), communication strategies, discourse analysis, content adaptation, digital communication, discursive brand strategiesAbstract
In the context of modern digital transformation, communication strategies are evolving from omnichannel approaches to the construction of integrated media ecosystems. Each component of such an ecosystem fulfills a specific function while adhering to a unified brand strategy. This study presents a philological analysis of a brand’s linguistic identity within its media ecosystem, focusing on the variability of tone and communication style (Tone of Voice) across target audiences and distribution channels. The research examines the media ecosystem of Yandex.Praktikum (including its website, social networks, and branded media platforms –Kod and Kinzhal). Methodologically, it employs a tripartite approach: (1) comprehensive discourse analysis (incorporating para-, meta-, and intratextual elements), (2) content analysis of a 2037-unit sample (2025), and (3) stylistic analysis of textual materials. Findings reveal systematic adaptation of linguistic devices: сontent targeting professional audiences (Kod) features terminological lexicon (e.g., frameworks, A/B testing) and formal register; мaterials for general audiences (Kinzhal) employ colloquialisms («banish imposter syndrome«) and emotionally charged language.
A strategic fusion of expert terminology and informal elements is identified as central to crafting an authoritative yet approachable brand persona. The study outlines core principles of effective digital communication, including: 1) platform-specific content adaptation; 2) balancing expertise and accessibility; 3) leveraging multimodal and interactive formats. The practical significance lies in developing a methodology for analyzing and optimizing a brand’s linguistic portrait within multilayered media ecosystems, applicable to digital marketing and corporate communications.
References
Aaker, D. (2003). Sozdanie sil'nykh brendov [Creating strong brands]. Moscow, Izdatel'skii Dom Grebennikova, 340 p. (In Russ).
Alekseev, A. V., Lenets, A. V. (2024). Konnotativno-pragmaticheskoe opisanie tsifrovoi leksiki v virtual'nom prostranstve: metod semanticheskogo differentsiala (na primere sotsial'no-politicheskoi kampanii Black Lives Matter) [Connotative-pragmatic description of digital vocabulary in virtual space: semantic differential method (case study of Black Lives Matter socio-political campaign)]. Iazyk i kul'tura, 67, 8–31. https://doi.org/10.17223/19996195/67/1. (In Russ).
Arias, A.-M. (2015). Polikodovyi tekst: teoreticheskie i prikladnye aspekty [Polycode text: theoretical and applied aspects]. Saint Petersburg, Izd-vo SPbUTUiE, 126 p. (In Russ).
Arkhangel'skaia, K. V. (2016). Simvolicheskaia vlast' brendov v sovremennoi sotsiokul'turnoi situatsii [Symbolic power of brands in the contemporary sociocultural situation]. Nauka i sovremennost', 48, 25–29. (In Russ).
Babenko, L. G. (2021). Alfavit emotsii: slovar'-tezaurus emotivnoi leksiki [Alphabet of emotions: dictionary-thesaurus of emotive vocabulary]. Ekaterinburg; Moscow, Kabinetnyi uchenyi, 432 p. (In Russ).
Vodak, R., Meier, M., Vetter, E., Tikher, S. (2017). Metody analiza teksta i diskursa [Methods of text and discourse analysis]. Kharkov, Gumanitarnyi tsentr, 356 p. (In Russ).
Voroshilova, M. B. (2006). Kreolizovannyi tekst: aspekty izucheniia [Creolized text: aspects of study]. Politicheskaia lingvistika, 20, 180–189. (In Russ).
Deik, T. A. van. (1989). Iazyk. Poznanie. Kommunikatsiia: sbornik rabot [Language. Cognition. Communication: collection of works]. Moscow, Progress, 310 p. (In Russ).
Dzhenkins, G. (2019). Konvergentnaia kul'tura: stolknovenie starykh i novykh media [Convergence Culture: Where Old and New Media Collide]. Moscow, RIPOL klassik, 384 p. (In Russ).
Dobrosklonskaia, T. G. (2006). Mediadiskurs kak ob"ekt lingvistiki i mezhkul'turnoi kommunikatsii [Media discourse as an object of linguistics and intercultural communication]. Vestnik Moskovskogo universiteta. Seriia 10. Zhurnalistika, 2, 20–33. (In Russ).
Dunas, D. V. (2024). Mediapotreblenie kak oblast' mezhdistsiplinarnogo analiza [Media consumption as a field of interdisciplinary analysis]. Vestnik Moskovskogo universiteta. Seriia 10. Zhurnalistika, 6, 115–135. https://doi.org/10.55959/msu.vestnik.journ.6.2024.115135. (In Russ).
Duskaeva, L. R. (2023). Rechevaia organizatsiia metateksta telegram-posta [Speech organization of Telegram post metatext]. Vestnik Moskovskogo universiteta. Seriia 10: Zhurnalistika, 1, 30–65. https://doi.org/10.30547/vestnik.journ.1.2023.3065. (In Russ).
Duskaeva, L. R. (2019). Stilisticheskii analiz v medialingvistike [Stylistic analysis in media linguistics]. Moscow, Flinta, 340 p. (In Russ).
Iorgensen, M., Fillips, L. V. (2008). Diskurs-analiz. Teoriia i metod [Discourse analysis: theory and method]. Kharkov, Gumanitarnyi tsentr, 352 p. (In Russ).
Kazantsev, K. Yu., Yagol'nitser, M. A. (2018). Brend kak sostavnaia chast' intellektual'nogo kapitala kompanii: otsenka i upravlenie stoimost'iu [Brand as a component of a company's intellectual capital: valuation and value management]. Novosibirsk, IEOPP SO RAN, 108 p. (In Russ).
Karasik, V. I. (2004). Iazykovoi krug: lichnost', kontsepty, diskurs [Language circle: personality, concepts, discourse]. Moscow, Gnozis, 389 p. (In Russ).
Kastel's, M. (2016). Vlast' kommunikatsii [Communication Power]. Moscow, Izd. dom Vysshei shkoly ekonomiki, 564 p. (In Russ).
Kokren, U. (1976). Metody vyborochnogo issledovaniia [Sampling techniques]. Moscow, Statistika, 440 p. (In Russ).
Manovich, L. (2018). Iazyk novykh media [The Language of New Media]. Moscow, Ad Marginem Press, 399 p. (In Russ).
Matison, D. (2013). Media-diskurs. Analiz mediatekstov [Media discourse: analysing media texts]. Kharkov, Gumanitarnyi tsentr, 264 p. (In Russ).
Makhortova, T. Yu. (2017). PR-funktsiia teksta turisticheskogo brendinga: lingvisticheskie sredstva kak sposob realizatsii [PR function of tourism branding text: linguistic means as an implementation method]. Brending kak kommunikativnaia tekhnologiia XXI veka: materiały III Vserossiiskoi nauchno-prakticheskoi konferentsii. Saint Petersburg, 141–144. (In Russ).
Medvedeva, M. S., Khrabrov, G. S. (2021). Mediaekosistema kak integral'nyi instrument razvitiia brenda v usloviiakh neopredelennosti [Media ecosystem as an integral tool for brand development under uncertainty]. Marketingovye kommunikatsii, 3, 214–223. https://doi.org/10.36627/2619-1407-2021-3-3-214-223. (In Russ).
Rakhilina, E. V. (2010). Lingvistika konstruktsii [Construction linguistics]. Moscow, Azbukovnik, 584 p. (In Russ).
Fuks, K. (2025). Osnovy kritiki sotsial'nykh media [Foundations of Critical Social Media Studies]. Moscow, Vysshaia shkola ekonomiki, 544 p. https://doi.org/10.17323/978-5-7598-2753-5. (In Russ).
Chernatoni, L., MakDonal'd, M. (2006). Brending. Kak sozdat' moshchnyi brend [Creating Powerful Brands]. Moscow, Iuniti-Dana, 559 p. (In Russ).
Andrejevic, M. (2004). Reality TV: The Work of Being Watched. Lanham, Rowman & Littlefield, 240 p.
Brynjolfsson, E., McAfee, A. (2014). The Second Machine Age: Work, Progress, and Prosperity in a Time of Brilliant Technologies. New York, W. W. Norton & Company, 320 p.
Cohen, J. (1960). A Coefficient of Agreement for Nominal Scales. Educational and Psychological Measurement, 20 (1), 37–46. https://doi.org/10.1177/001316446002000104.
Divakaran, A. (2009). Multimedia Content Analysis: Theory and Applications. New York, Springer, 411 p.
Davenport, T. H. (2017). Competing on Analytics: The New Science of Winning. Harvard Business Review Press, 240 p.
Dignan, A. (2019). Brave New Work: Are You Ready to Reinvent Your Organization? London, Penguin Business, 304 p.
Fairclough, N. (2003). Analysing Discourse: Textual Analysis for Social Research. New York, Routledge, 266 p.
Gawer, A., Cusumano, M. A. (2014). Industry Platforms and Ecosystem Innovation. Journal of Product Innovation Management, 31 (3), 417–433.
Gee, J. P. (1999). An introduction to discourse analysis: theory and method. London, Routledge, 400 p.
Gottschalk, L. A., Lolas, F., Viney, L. L. (1986). Content Analysis of Verbal Behavior. New York, Springer, 273 p.
Hellmann, K.-U. (2003). Soziologie der Marke. Frankfurt am Main, Suhrkamp Verlag, 531 p.
Jacobides, M. G., Cennamo, C., Gawer, A. (2018). Towards a theory of ecosystems. Strategic Management Journal, 39 (8), 2255–2276. https://doi.org/10.1002/smj.2904.
Jenkins, H. (2009). Confronting the challenges of participatory culture: media education for the 21st century. London, The MIT Press, 129 p.
Johnson, M. W. (2018). Reinvent Your Business Model: How to Seize the White Space for Transformative Growth. Harvard Business Review Press, 256 p.
Kotler, P., Kartajaya, H., Setiawan, I. (2021). Marketing 5.0: Technology for Humanity. Wiley, 272 p.
Krippendorff, K. (2018). Content analysis: An Introduction to Its Methodology. California, Sage Publications, 422 p.
Landis, J. R., Koch, G. G. (1977). The Measurement of Observer Agreement for Categorical Data. Biometrics, 33 (1), 159–174. https://doi.org/10.2307/2529310.
Moore, J. F. (1993). Predators and prey: A new ecology of competition. Harvard Business Review, 71 (3), 75–83.
Muniz Jr., A. M., O'Guinn, T. C. (2001). Brand Community. Journal of Consumer Research, 27 (4), 412–432.
Neuendorf, K. A. (2002). The content analysis guidebook. California, Sage Publications, 318 p.
Parker, G. G., Van Alstyne, M. W., Choudary, S. P. (2016). Platform Revolution: How Networked Markets Are Transforming the Economy – and How to Make Them Work for You. New York, W. W. Norton & Company, 320 p.
Page, R. (2021). Researching Language and Social Media: A Student Guide (3rd ed.). London, Routledge, 201 p.
Perrier, R. (1997). Brand valuation. London, Premier Books, 248 p.
Ries, E. (2011). The Lean Startup: How Today's Entrepreneurs Use Continuous Innovation to Create Radically Successful Businesses. Crown Business, 336 p.
Srnicek, N. (2017). Platform Capitalism. Cambridge, Polity Press, 200 p.
Tansley, A. G. (1935). The Use and Abuse of Vegetational Concepts and Terms. Ecology, 16 (3), 284–307. https://doi.org/10.2307/1930070.
Teece, D. J. (2010). Business Models, Business Strategy and Innovation. Long Range Planning, 43 (2-3), 172–194. https://doi.org/10.1016/j.lrp.2009.07.003.
Tirole, J. (2021). Economics for the Common Good. Oxford, Princeton University Press, 592 p.
Vargo, S., Lusch, R. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68 (1), 1–17. https://doi.org/10.1509/jmkg.68.1.1.24036.
Westerman, G., Bonnet, D., McAfee, A. (2014). Leading Digital: Turning Technology into Business Transformation. Harvard Business Press, 292 p.
Zappavigna, M. (2022). Discourse of Twitter and Social Media: How We Use Language to Create Affiliation on the Web. London, Bloomsbury, 210 p. https://doi.org/10.5040/9781472541642.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Ирина Анатольевна Ильина, Мария Евгеньевна Кудрявцева, Иван Константинович Струлев, Ксения Александровна Уварова
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
