Our website uses cookies. By continuing to use this site, you agree to our use of cookies in accordance with this notice and the Terms of Use.
Journals KemSU
Scientific journal "Bulletin of KemSU. Series: Humanities and Social Sciences Scientific journal "Bulletin of KemSU. Series: Political, Sociological and Economic sciences Scientific journal "Bulletin of KemSU. Series: Biological, Engineering and Earth Sciences SibScript (until February 17, 2023 – Bulletin of KemSU Strategizing: Theory and Practice Foods and Raw Materials Virtual Communication and Social Networks Food Processing: Techniques and Technology Dairy industry Cheese- and buttermaking Science Evolution
Submit manuscript
Virtual Communication and Social Networks
VAK Russia 5.9.9

RUSSIAN, KAZAKH, AND ENGLISH LINGUISTIC CULTURES: PRAGMATIC MEANS ON SCHOOL WEBSITES Russian, Kazakh, and English Linguistic Cultures: Pragmatic Means on School Websites

Published in Virtual Communication and Social Networks · Volume 5, Issue 3 · Pages 315–325 · Rubric: Media Communications and Journalism
DOI: https://doi.org/10.21603/vcsn-2026-5-3-315-325 · EDN: MPFKSN
Received: 23.12.2025 Accepted: 05.03.2026 Published: 18.08.2026
Authors
AY
Aysha Titobaeva
ORCID
ABSTRACT
Official school websites use diverse linguistic means to express pragmatic attitudes, which are likely shaped by national linguistic cultures. This article describes the linguistic resources of verbal influence, expressiveness, politeness, and manipulation on Russian, Kazakh, and British official school websites and social media accounts. The study investigates the nature and structure of communication, verbal and non-verbal means, topical range, and national cultural codes that shape school branding strategies. While the comparative analysis reveals cultural peculiarities, the content and interaction analyses help identify the national specificities of virtual communication. The findings can improve school marketing by increasing the intercultural competence of educators and managers, thereby facilitating the development of an effective school brand in a dynamic media environment.
KEYWORDS
pragmatic attitudes, digital communications, school websites, social media, Russian linguistic culture, Kazakh linguistic culture, English linguistic culture
Text References
Text
Text (RU) (PDF)
Read Download

1. Abramovskikh T. A. Formation and development of the image of an educational organization in a digital educational environment. Modern Pedagogical Education, 2020, (5): 4–8. (In Russ.) https://elibrary.ru/loooio

2. Belousov D. Yu., Ganaeva E. A. Media image of the school as a key direction of the educational organization's development strategy. Vestnik of Kostroma State University. Series: Pedagogy. Psychology. Sociokinetics, 2025, 31(1): 52–59. (In Russ.) https://doi.org/10.34216/2073-1426-2025-31-1-52-59

3. Ivanova Yu. O. Mechanisms of formation and development of the image of higher education institutions. Cand. Econ. Sci. Diss. Moscow, 2019, 207. (In Russ.) https://elibrary.ru/czobfw

4. Kopanitsa O. A. The school’s website as a digital projection of the educational environment of the institution. Sovremennoe obrazovanie: Nauka i praktika, 2023, (2): 74–76. (In Russ.) https://elibrary.ru/rrmeqj

5. Kornatskaya E. Yu. The relevance of the website for a modern school. Aktualnye issledovaniya, 2024, (8-2): 48–51. (In Russ.) https://elibrary.ru/dtpall

6. Kryukova G. M. Anthroponym in educational discourse structure. Proceedings of Irkutsk State Technical University, 2014, (8): 235–240. (In Russ.) https://elibrary.ru/syrcif

7. Maslova V. A. Cultural linguistics. Moscow: Akademiya, 2001, 208. (In Russ.)

8. Maslova N. V. The sails of noospheric education: Developmental potential of the subjectivity of Russian education. Ustoichivoe innovatsionnoe razvitie: Proektirovanie i upravlenie, 2013, 9(2): 61–76. (In Russ.) https://elibrary.ru/pgyzus

9. Mogilevich B. R. The sociological aspects of crosscultural communication. Saratov State Agrarian University in honor of N. I. Vavilov, 2008, (2): 96–98. (In Russ.) https://elibrary.ru/iladyd

10. Motovilova A. D., Merker A. A., Nizhelskaya Yu. A. Intercultural communication: Theory and practice. Vestnik nauki, 2023, (5). (In Russ.) URL: https://cyberleninka.ru/article/n/mezhkulturnye-kommunikatsii-teoriya-i-praktika (accessed 20 Nov 2025).

11. Nikolaeva M. A., Orlova Yu. V., Shramko N. V. Analysis of the image of general educational organizations of Ekaterinburg. Pedagogical Education in Russia, 2024, (4): 101–111. (In Russ.) https://elibrary.ru/oweotg

12. Persikova T. N. Intercultural communication and corporate culture. Moscow: Logos, 2011, 224. (In Russ.) https://elibrary.ru/zrnwbl

13. Popova Z. D., Sternin I. A. Cognitive linguistics. Moscow: AST; Vostok-Zapad, 2007, 314. (In Russ.) https://elibrary.ru/rufsvd

14. Popova Z. D., Sternin I. A. Concept in linguistic research. Voronezh: VSU, 1999, 30. (In Russ.) https://elibrary.ru/udaycz

15. Pronko N. N. A website of an educational organization as a basic element in the marketing communication system. Paradigmy upravleniya, ekonomiki i prava, 2022, (2): 107–113. (In Russ.) https://elibrary.ru/ayfcmt

16. Reformatskii A. A. Introduction to linguistics. Moscow: Aspekt Press, 1996, 536. (In Russ.)

17. Stepanov V. N. Media strategies of promotion of an educational organization in title and non-title communities in social networks. Language. Communication. Society, 2023, (1): 67–85. (In Russ.) https://elibrary.ru/ukjvyq

18. Sternin I. A. Towards the theory of native speaker speech cultures. Journal of Psycholinguistics, 2009, (9): 22–29. (In Russ.) https://elibrary.ru/laulgv

19. Titova V. A., Tsoi M. E., Mamonova E. V. Marketing management. 2nd ed. Novosibirsk: NSTU, 2013, 468. (In Russ.)

20. Titova S. V., Staroverova M. V. The stages of digitalization of language education in the XX–XXI cc. Lomonosov Linguistics and Intercultural Communication Journal, 2023, (3): 25–45. (In Russ.) https://doi.org/10.55959/MSU-2074-1588-19-26-3-2

21. Tokareva P. V. Communicative strategies and tactics in modern academic discourse in school textbooks. Cand. Philol. Sci. Diss. Omsk, 2005, 171. (In Russ.) https://elibrary.ru/nnpffn

22. Ustinova M. V. How websites of educational institutions create the virtual author: News headlines on university website. Virtual Communication and Social Networks, 2024, 3(1): 31–39. (In Russ.) https://doi.org/10.21603/2782-4799-2024-3-1-31-39

23. Hall E. T. Beyond Culture. New York: Knopf Doubleday Publishing Group, 1976, 320.

This work is licensed under Creative Commons Attribution 4.0 International
PDF Text JATS XML
The contact persons
Nikolay D. Golev
Editor-in-Chief
Nikolay D. Golev
ngolevd@mail.ru
Lidiya G. Kim
Vice Editor-in-Chief
Lidiya G. Kim
kimli09@mail.ru
204
downloads
VAK RINC Science Index Directory of Open Access Journals Crossref RINC Dimensions Scilit The Lens
CC
This work is licensed under Creative Commons Attribution 4.0 International Creative Commons
© КемГУ, 1997–2025
Agreement Personal data protection and processing policy Support Powered by Editorum, 2026 Instructions
Login or Create
* Forgot your password?