PUBLICATION OF THE RUSSIAN-GERMAN CHAMBER OF COMMERCE ON INSTAGRAM AS AN OPPORTUNITY FOR CROSS-LANGUAGE INTERACTION IN THE RUSSIAN-GERMAN BUSINESS ENVIRONMENT

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Abstract. Despite changes in political relations between Russia and Germany, trade relations between the two countries continue to develop. On the one hand, access to the Russian economic market for representatives of Germany in Russia provides, among other things, knowledge of the Russian language. On the other hand, representatives of Russian business are actively using both English and German to communicate with German partners; employees of Russian-German companies also, as a rule, speak German and English. As a result, in and between companies a certain multicultural environment is created, which contributes to a certain extent to the development of languages. Internet resources contain great potential for the development of such a multicultural environment, one of the leading ones, Instagram (Instagram). Instagram is one of the best platforms for companies to communicate with partners and colleagues. In Russia, the interests of the German business community are represented by the Russian-German Chamber of Commerce (Deutsch-Russische Auslandshandelskammer (AHK), which includes 900 companies. In its active work aimed at developing cooperation between German and Russian companies, AHK uses Instagram, publishing messages on events in the Russian-German business environment in German and Russian. Instagram tools, for example, hashtags, help to disseminate the publication, expand the target audience. The aim of the work was to consider the features of interlanguage interaction based on the use of the most popular hashtags in the publications of the AHK and the identification of the most typical structural lexical models. The report attempts to consider the following aspects: – hashtag as a marker of interest in publishing – the most productive ways of forming lexical units of a given vocabulary layer – Features of interlanguage interaction in the formation of this vocabulary layer As a result of the semantic and statistical analysis of AHK publications, the following conclusions were drawn: – the most popular hashtags include #PartnerInMoscow, #PartnerInRussland, #Германия #Deutschland, #Russland, #Россия – the most typical model – abbreviation + noun (AHKVeranstaltung) – Partnerships in the Russian-German business environment are closely related to intercultural linguistic interaction, mutual enrichment of languages. For example, use in Russian and German “АНК встреча – AHK-Treff”

Keywords: multicultural communication, development of languages, productive ways of forming lexical units

Tatiana V. Chernukha

National University of Science and Technology MISIS Moscow, Russia
e-mail: tchernuha@mail.ru

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