The article examines how professional values acquire linguistic form and spread via the modern discourse of Information Technology. As an extremely dynamic sphere of human activity, the industry of information technology reflects the processes that take place in the society and influence the way people interact, share information, process data and implement knowledge. As a result, the language that is employed for describing, informing, reporting and promoting IT products and ideas inevitably reflects the most important concepts that are typical of this sphere, i.e., values. The article explores the way the discourse of IT is shaped and linguistically conditioned by a certain professional value system and its features. This is the area that has not been thoroughly explored from the standpoint of linguistics, but which, however, requires substantial research due to apparent societal and scientific relevance. The study of popular science discourse as presented in the biggest technology magazines revealed that values determine the language means, modality of the texts, communication aims, all of which are set by the addresser. Moreover, when viewed from the perspective of linguistics, values are found to depend on the language both for the cognitive and pragmatic purposes. Identification and interpretation of the most prominent values of the popular science discourse of IT is aimed to bridge socio-cognitive, linguistic and pragmatic aspects of these entities: an interdisciplinary study that has not been conducted before.

A conceptual framework examines how language influences the way businessmen interact in their professional setting. The linguistic aspects of socio-cognitive modeling as the methodological basis for the contemporary business discourse analysis are in the center of the paper. The authors point out the main approaches to establishing the correlation between the cognitive activity of businessmen and the knowledge representation which is concentrated in the language of this social institute; the authors develop an original complex linguistic model of the business discourse that makes it possible to single out and explain cognitive and discursive mechanisms of how business knowledge acquires a linguistic form and to clarify the role of the language in the process of categorization and conceptualization of the business world. Moreover, taking into account the maturity of the linguistic assessment models, this paper puts forth a new linguo-cognitive model which solves the problem of the narrow-subject directives when studying the linguistic aspects of business communication thus helping to shift from the particular case of language research to a broader study of linguistic and cognitive mechanisms of an institutional discourse.

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