Russian, Kazakh, and English Linguistic Cultures: Pragmatic Means on School Websites

Abstract

Official school websites use diverse linguistic means to express pragmatic attitudes, which are likely shaped by national linguistic cultures. This article describes the linguistic resources of verbal influence, expressiveness, politeness, and manipulation on Russian, Kazakh, and British official school websites and social media accounts. The study investigates the nature and structure of communication, verbal and non-verbal means, topical range, and national cultural codes that shape school branding strategies. While the comparative analysis reveals cultural peculiarities, the content and interaction analyses help identify the national specificities of virtual communication. The findings can improve school marketing by increasing the intercultural competence of educators and managers, thereby facilitating the development of an effective school brand in a dynamic media environment.