DISCOURSE OF THE BRAND ALAIN DUCASSE IN MODERN MEDIA SPHERE

The paper is devoted to analyzing of the media brand routine’s socio discourse characteristics, where a brand embodied in the complex of strategic ideas. It is pointed that the use of the virtual media sphere is an essential tool for business strategies implementation. Social interaction as a discourse activity, taking place regarding to the brand in media space, is considered as an integral and discursive formation made up of the discursive practices’ system. Using concepts of discursive practices, discursive actors, and discourse communities allows rendering discursive brand communication in terms of Le Groupe Ducasse project. Discourse communities are identified according to discursive roles. Taking into consideration activity identifiers, all discursive practices can be divided into two major groups: brand-efferent and brend-afferent. Two types of discursive roles are specified: socio-categorical and situational. Socio-categorical roles, characterized by communicative behavioural stereotypes, are constant, developed according to socio-professional communities, and have afferent background. The brand’s leader, community of people involved with it, community of food experts, connoisseurs, and journalists are among them. Situational character of discursive roles is common for the representatives of the wide Internet community: consumers, potential customers, situational communicators. Brand discourse has interdiscursive character, and considered to be an activity directed discourse, while discursive practices help to implement the main strategic goal of image formation.