SPATIAL CODE AND CULTURAL GESTALT IN THE MEDIA FRAMING OF BUSINESS DISCOURSE: A COMPARATIVE STUDY
Abstract
The article examines the specifics of spatial code representation in business communication, drawing on English, Russian, and Uzbek linguistic materials. The relevance of the research is determined by the need for a deeper understanding of linguistic and cultural differences in communication strategies, particularly in the context of globalization, the development of intercultural relations, and the digitalization of business discourse. Spatial configurations expressed in language reflect not only linguistic but also cultural, behavioral, and cognitive characteristics of national consciousness. The research problem lies in the lack of a systematic comparative analysis of linguistic means used to convey the spatial code in different linguocultures, which often becomes a source of misunderstanding in the business sphere. The aim of the study is to identify similarities and differences in the verbal implementation of the spatial code and the interpretation of spatial gestalts in the official-business discourse of the three languages, as well as to describe typical models thatinfluence the nature of interaction. The methodology of the research is based on cognitivediscursive and cultural-semiotic approaches with the application of descriptive, comparative, and pragma-linguistic methods. The analysis revealed stable frames and speech strategies characteristic of each language, as well as typical features of verbal behavior reflecting the national-cultural specificity of spatial perception. The findings can be applied in teaching intercultural communication, training specialists in international business, and providing linguistic support for negotiations.
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