DIGITAL DIPLOMACY AND MULTIMODAL DISCOURSE: SOCIOLINGUISTIC AND PRAGMATIC STRATEGIES IN ONLINE NEGOTIATIONS IN ENGLISH AND UZBEK
Gulnoz Nematovna MurotovaAssociate Professor Jizzakh State Pedagogical University, Faculty of Philology
Zenodo (CERN European Organization for Nuclear Research)repository2026
ABI
Abstract
This study examines multimodal discourse in digital diplomacy with practical illustrations, focusing on sociolinguistic and pragmatic strategies in online negotiations conducted in English and Uzbek. Real-life negotiation transcripts, video recordings, and chat logs are analyzed to show how verbal and visual cues shape outcomes. Findings indicate that English negotiations prioritize directness, logical argumentation, and text-based evidence (e.g., shared slides with statistics), while Uzbek negotiations emphasize relational strategies, collective orientation, and culturally mediated politeness (e.g., honorifics, greetings, and expressive gestures). The study provides practical evidence for cultural adaptation in digital diplomacy.
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