The article discusses some specific features of the linguistic organization of Russian universities' websites, as well as the problem of their stylistic and genre diversity in the context of optimizing the mechanisms of linguistic impact on the target audience. The author describes the principles and methods of forming the «semantic kernel» of a website. Particular attention is paid to the problem of using innovative vocabulary, word formation, and grammar phenomena to increase the degree of interactivity of the linguistic impact. The study concludes that the language mechanisms used to create university websites belong to the mainstream general active processes inherent in the Russian language at the present stage. However, they have certain specific features, which stem from the need to expand the potential audience of a university website in terms of marketing strategies in higher education.
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