Nadiia V. Davydovska
PhD student
Research and Educational Center of Foreign Languages of the National Academy of Sciences of Ukraine
DOI: https://doi.org/10.17721/StudLing2021.19.63-74
ABSTRACT
Building and maintaining a strong personal brand is nowadays one of the main means of achieving career success and recognition. Numerous scientific publications are devoted to the study of the concept of personal brand and strategies for its construction. However, the vast majority of studies consider personal branding as an economic and social phenomenon, neglecting its communicative and linguistic components. This article aims to expand the scope of personal brand research and consider its discursive component. On the basis of the analysis of Paulo Coelho’s publications on his personal Twitter page during April 2020 – May 2021, we identify the main communicative and linguistic tools of branding. According to the results of the study, the first group includes the following categories: appeal to authority, self-promotion, building close contact with the audience, references to cultural heritage, quantitative/statistical data, appeal to personal feelings, social responsibility, multiculturalism and multimodality. The second group includes the use of various languages and graphic systems, toponyms, the widespread use of aphorisms, allusions, quotations, slogans. The study shows the possibilities of using communication tools and linguistic devices of writer’s personal branding on Twitter.
Kee words: personal brand, personal branding, social media, discourse analysis, communication tools, linguistic devices.
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