Cognitive-pragmatic aspects of discursive hybridity in English-language online consumer reviews of perfumes

the object of the presented research is an English-language online consumer review of perfumery products, and the subject of the study is discursive hybridity as a cognitive-pragmatic category presented in this review. The aim of the work is to identify and analyze cases of discursive hybridity based on the existing classification of types of discourse. At the first stage, a sample analysis of representative examples is presented. At the second stage, a targeted selection is presented based on the material of two fragrances (Dior Sauvage and Chanel No. 5 EDP). The selection criteria for the fragrances were their popularity and cultural significance. Primary and secondary representations of discursive types within the review texts are identified. The phenomena of homogeneous and heterogeneous discursive hybridity, as well as the hybridization of pragmatic genres, are described, forming a basis for classifying English-language online reviews of perfumes. Representative examples of discursive types are considered. An analysis of specific cases based on online reviews of two fragrances is presented. For the first time, the classification of discourses was applied to the microgenre of online reviews, which demonstrates its universality. The results of the study indicate that heterogeneous hybridity serves as a powerful pragmatic tool for creating the effect of persuasiveness. The presented analysis model can be used to further study the online review as a microgenre.

cognitive pragmatics, discursive knowledge representation, discourse typology classification, review interpretation, discursive hybridity, English-language consumer online review, perfumery products