FEATURES OF PR TEXTS INFORMING ABOUT MODERN ART

ABSTRACT

The article examines the features of PR texts informing about the contemporary art of the Tretyakov Gallery, as well as the characteristic features of this group. The study of these features will increase the effectiveness of approaches for the further development of the Tretyakov Gallery's activities.

Keywords: PR texts, Tretyakov Gallery, features, dates, events, artists, classification.

In the modern world, the role of high-quality information communications aimed at various cultural audiences has increased dramatically. In this regard, there is a scientific interest in intercultural communication and related fields, one of which is PR studies, where PR texts are the most important tool of social activity [3, p.3].

One of the significant cultural aspects of society is the Tretyakov Gallery, famous for its extensive collection of Russian art.

Media communication reaches all layers of society, including art galleries such as the Tretyakov Gallery. To help the Tretyakov Gallery attract more attention and achieve wide popularity through various media communication platforms, the management listens to highly effective marketing promotion methods, one of the tools of which is the PR texts used by the Tretyakov Gallery. This study will serve as a basis for an in-depth analysis of marketing communications and PR texts that help the gallery rapidly gain target audience, coverage and attendance.

This article examines releases related to contemporary art. The study was conducted on the basis of sociomedia releases of the Tretyakov Gallery contained on various social platforms, such as VKontakte (https://vk.com/tretyakovgallery) and Telegram itself (https://t.me/GT_Gallery).

Currently, PR texts are published not only in printed format, but also in virtual format. Electronic versions of press releases are addressed not only to journalists, but also to a wider audience. The online format involves the transformation of the structure of texts and allows for a change in style.

Depending on the platform where the release is posted (on the website or in social networks), it seems possible to us to distinguish such a variety as a sociomedia release among Internet releases.

According to L. V. Balakhonskaya, the peculiarity of a sociomedia release is:

- "viral" distribution through social networks;

- "sociality", i.e. the ability to unite journalists, bloggers, analysts and end consumers around its news;

– the ability to inform narrow target groups, in communication with which the basic subject is interested, to divide these groups into subgroups for more personalized communication;

– the presence of keywords for optimization in social networks;

– hypertextuality – the presence of hyperlinks that provide the reader with the transition to other resources, first of all – to the website of the PR subject;

– the prevalence of the visual component compared to the verbal;

– interactivity – the possibility of two-way communication

– some “advertising” of the message [1, pp. 19-20].

As M. V. Lukanina rightly noted, in the new press release format “the material is prepared in the language of the consumer, without pompous phrases and professional jargon, without unnecessary detail. The ideal is a story told in simple words, preserving the meaning, with the absence of the words “exclusive” and “debt restructuring”, written by a living person for a living person” [1, p. 21].

Researchers claim that syntactic characteristics are also important in a written text, as they form the internal structure of the text and, accordingly, build its logic. D. Willcox also highlights the following features of a PR text at the grammar level:

1. Short and clear sentences of no more than 15-17 words: “A test of the new TNS Gallup Media training seminar for the company's clients was held in Chelyabinsk. The main objective of the project is to provide practical tools to managers of media sales departments. The first experience in the regions took place with the Video International Ural company in Chelyabinsk.”

2. A high percentage of narrative sentences, but also the use of rhetorical questions and exclamatory sentences to increase expressiveness: “Discount up to 25%!”, “We are a team!”, “What should participants in the advertising market expect?” [2, pp. 3-4].

Our object of study is PR texts that include information about contemporary art, show complete information, which the visitor will see regarding new trends in the world of contemporary art.

This type of PR texts includes various types of projects, which include a huge number of participants ("... together with the Laboratoria Art & Science Foundation and Kaspersky Lab", "A major exhibition project presents for the first time in the Tretyakov Gallery the work of the outstanding marine and landscape painter Alexei Petrovich Bogolyubov...", ), as well as information regarding the exhibition dedicated to this project ("... whose extensive legacy includes all types of landscape painting - from sea views and battles to urban and natural landscapes.").

Hashtags (#) turned out to be the most used in such texts. Using hashtags in texts helps to find similar publications, organize a competition, create a section on a social network where the PR text is directly posted.

It is worth noting that hashtags are used in both Latin and Cyrillic in order to attract a wider audience and the attention of different user groups. Examples of using hashtags: in Latin ("#diversityunited#contemporaryart#newelements#art&science#newart#modernitycreation#modernapproach").

The texts of this classification may also contain professionalisms: ("... filled with overlapping images of 3D scans of a forest and computer servers, there is a bioreactor with which viewers can interact through light.", "... and every movement transforms the audiovisual flow", "Surreal images of the chandelier trade...", "Addressing the theme of taxidermy...", "Interactive audiovisual installation "Cave" by Therese Schubert...").

The use of professionalisms means the rejection of jargon and excessively informal vocabulary, as well as the use instead of this terminology and formulations suitable for the target audience. It is important to ensure that professionalism is maintained in PR writing to maintain the integrity and credibility of the message being conveyed. It is worth noting that the word “contemporary” is used, which immediately makes it clear to the reader that the PR text is describing contemporary art, not classical art: “The exhibition of contemporary art “Diversity. Unity. Contemporary Art of Europe. Berlin. Moscow. Paris” has opened in the Western Wing of the New Tretyakov Gallery”, “The exhibition of contemporary art “The Path to Modernism” has opened in the Eastern Wing of the New Tretyakov Gallery”. Another feature of these releases is the listing of organizations of various forms that provide support for the exhibition: (“Project support: PAO Transneft, JSC Gazprombank, PAO Surgutneftegaz, “Project support: PAO Promsvyazbank”). Such a mention is used to emphasize the partnership, demonstrate financial support and joint efforts for a specific event.

The texts of this classification have a feature of using the “@” symbol, which refers to the user who is the organizer of the project to which the exhibition is dedicated: (“Project organizer - @art_science_lab", "Project sponsor - @tretyakov_gallery"). Also, the use of this symbol is to attract attention and establish communication with the specified user.

Thus, we can conclude that PR texts are developing daily and are the leading genre of PR communications. The addressee of a modern PR text is a wide audience, in addition to journalists, the circle of consumers includes potential advertisers, groups of people of different ages and social status.

Our study allows us to come to the following conclusions, consisting in identifying the features of releases that include information about contemporary art, these include factors such as:

1. Contain various types of projects.

2. Use of a hashtag (#) in Latin and Cyrillic.

3. The presence of professionalisms.

4. Use of the @ symbol.

5. Use of the word "modern".

6. Mention of organizations providing support.

These features of the releases help the Tretyakov Gallery effectively reach the target audience interested in contemporary art and interact with it in the digital space.

References:

1. Balakhonskaya L. Internet release as a PR text: genre originality and stylistic and linguistic features // “Style: language, language and text”. Collection of conference papers. 2017. Pp. 331-338. https://www.elibrary.ru/item.asp?id=28425981 (date of access 25.03.2023)
2. Basarygina E.O. Linguistic features of PR texts // Philological sciences. Theoretical and practical issues. 2009. No. 2. Pp. 60-62. https://www.gramota.net/materials/2/2009/2/14.html (date of access 25.032023)
3. Lenkova I.A. Lingvopragmatic features of PR texts (based on German texts in the field of education): author's abstract… dis. can. philological sciences. - St. Petersburg: 2011. - P. 3-13. https://www.elibrary.ru/item.asp?id=30361014 (date of access 25.03.2023)