Genre Parameters of Online Marketing Fraud Text

Abstract

The article raises the problem of identifying the online marketing fraud text as a virtual genre. This type of Internet communication remains linguistically understudied. The research objective was to determine the specifics of the genre of online marketing fraud texts in line with modern genre studies. The research relied on the method developed by T. V. Shmeleva, who identified the following genre parameters: dictum-modus content, purpose, author, and addressee. The study featured 30 accounts of popular bloggers known in Russia as infogypsy or online marketing fraudsters. Online marketing fraud, or infogypsyism, is a special type of manipulative Internet communication aimed at obtaining commercial benefits by selling an information product, which, as a rule, possesses neither intellectual nor practical value for the consumer. The speech genre model projected onto the obtained material showed a high epistemological significance. The article introduces the definition and genre-forming features of the online marketing fraud text. Further research is needed to identify the dominant strategies and tactics for promoting information products by bloggers in social networks.

Keywords

• speech genre
• genre studies
• internet discourse
• online marketing fraud
• dictum
• author
• addressee