Anthropocentric Model of Corporate Media Discourse

The article deals with a person as an object of anthropocentric research of corporate media discourse. The researchers identify the structure of the discourse with a person in its center on the example of the print edition of a large Russian manufacturer United Metallurgical Company (OMK, Moscow). The representation of a person (an employee of the enterprise) is propounded within the anthropocentric model: thematization of professional achievements, personal qualities and hobbies; types of media images; visualization elements, language tools, etc. The purpose of authors is to reveal distinctive media images presented on the pages of the corporate print edition. The object of the study is the texts published in the issues of the corporate print edition over the years. The relevance of the research is determined by the importance of a complex study of the anthropocentric model of corporate media discourse as part of reality, reflecting the features of the communicative practices of corporate media of commercial enterprises. The study was based on the traditional method of document analysis, continuous sampling and thematic analysis. Headings, topics, photos, visualization elements and language means of publications were used as units of the analysis. The obtained results allow us to actualize the types of media images within the anthropocentric model, contribute to the study of the specific features of internal communications within a commercial enterprise, allocate a wide range of means of constructing the discourse of a edition.