News Discourse of a Commercial Site and Educational Organizations: On the Problem of Representation of the Image of a Virtual Author

The article examines the features of representing the image of a virtual author using the example of news discourse on the official websites of two organizations – educational (Kemerovo State Medical University) and commercial – the largest medical clinical center in the region “Medica”. Given the commonality of the key units of the text, reflecting the medical direction, and the intentionality of the author’s narrative, the article shows the differences between the presented sites, solves the theoretical problem of considering the representation of the author’s image and the embodiment of his intentions in the text. It is proved that the text that underlies the virtual discourse of sites, although subject to the canons of the genre, cannot but reflect the personality of the author, his modality and intentionality, according to the specifics of the organization – educational and commercial. The author of the educational organization positions itself as a leader in specialized education in the region, a leader in carrying out current scientific research in the medical field. I am a participant in socially significant projects; I am a representative of the student community, etc. The author of a commercial organization positions himself as a professional in providing high-tech medical services. I know how to treat, operate, rehabilitate; I am the best in the region, I am involved in charitable activities, etc. The virtual author in both cases is simultaneously the subject creating the news discourse and its object, which is reported in this discourse.