Genre PRology and convergence of genres of PR text

In the basis of a special area of genre PRology as a branch of the science of public relations the authors put the criterion of the diversity of PR-information in multi-channel public communication via new media. As a subject of genre PRology, the authors consider convergence of information formats of a PR text in a multi-channel PR. In the genre revision of PR communication in social media, the genre transformations of PR texts are influenced by the following factors: 1) technological, 2) intentional, 3) structural. Technologically, PR texts functioning in the space of social networks are characterized by 1) a polycode structure, which implies the equivalence of verbal and non-verbal levels of meaning; 2) the transgressive nature of the publication, which determines the animation of the message and its transgression (movement) in the digital space. PR texts are multi-intentional in nature. Structurally, PR texts in social networks undergo three types of convergence: 1) structural or presentational, 2) discursive, and 3) genre. Structural, or presentational, convergence of PR texts in social media is associated with the allocation in the post structure of the presentation (the actual text and iconic materials) and the reaction (readers’ comments). Discourse convergence of PR-text is associated with 1) diffusion of institutional and intentional types of discourse, 2) inter-institutional discursive interaction (PR and advertising). Genre convergence of PR-texts is a genre symbiosis of three types – convergence of primary and secondary speech genres, convergence of primary simple genres of PR-text, and intermedial convergence.