Localization as a Tactic of Self-presentation Speech Strategy

https://doi.org/10.26907/2658-3321.2023.6.4.470-480

Abstract

The article considers localization as a tool of the company's self-presentation process adaptation to a foreign audience within the framework of English-language Internet communication. The purpose of the study is to define the pragmatic role of localization in the process of creating a localized version of a corporate website. The study determines the self-presentation as a speech strategy, focused on achieving the communicative aim to create a positive image of the company, to promote its brand and products. It is established that localization implements the strategy of self-presentation as one of its tactics. Localization tactic correlates with communicative intention, which is to ensure an equivalent communicative impact on a foreign addressee. The study describes “change of a main navigation menu and transformation of a website structure” speech move, which embodies the tactic. It lies in simplification of a website navigation and in concentration of the most relevant and informative sections and subsections for the addressee in a main navigation menu. This move facilitates the search for information of interest about the company and its products, which contributes to a comprehensive impact on a foreign client and the achievement of the communicative aim. The results obtained prove the effectiveness of pragmatic means of localization in the context of monolingual presentational Internet communication.