LINGUISTIC ASPECTS AS CREATIVITY EXPRESSION IN COMPUTER-MEDIATED BUSINESS COMMUNICATION

Abstract

Business communication online has developed over time due to the constant change of modern communication technologies. Researchers affirm that digital technologies have both positive and negative impact on business communication. Creativity in business communication turns to be crucial in the realization of business opportunities. However, it is linked not only to imagination or original ideas. It also means innovation and innovativeness, the use of innovative digital technologies that help to fuel great ideas, enhance critical thinking, open new ways to business ambitions. The study is devoted to the analysis of linguistic aspects in computer-mediated business communication. Two types of digital business discourse – e-mail and websites of insurance companies – are analyzed with the focus on their linguistic features. From the linguistic point of view computer-mediated business communication differs from conventional business communication and the use of lexicon (e.g. special formal and standard vocabulary) is critical in making this communication successful. Grammatical features of business language are also of great relevance. Stylistic features employed in business communication are also crucial since they help to provide emphasis, achieve clarity and freshness of expression. Linguistic elements of computer-mediated communication in e-mails and analysed websites do not always coincide. The analysis has shown that websites tend to be less formal and compared to e-mails are more exposed to creative linguistic expressions.