Genre System of English Language Restaurant Online Discourse

The article basing on the case study of English-language websites of British restaurants and taking into account such discursive parameters as the goal of communication, content, addresser and addressee factors, communicative strategies, and linguistic features deals thoroughly with genre organization of restaurant online discourse. The authors establish the stages and the criteria for its hyper-genre and sub-genre levels. They show that genres systems of virtual communication adjusted to achieving the goals of the restaurant business become system-forming for this type of restaurant discourse practice. The authors also establish the factors of a communicative and pragmatic goal, institutionally based typical interactions, and the addresser and addressee factors as the most important ones of its formation. They point out communicative strategies realized by a set of tactics and dominant linguistic means as the most important communicative and pragmatic means of achieving the goal of a restaurant.