International Journal of English Linguistics; Vol. 10, No. 1; 2020

social media
audit fits 
in” (URL: https://www.marketingteacher.com). SMM, or Social media marketing, refers to the process of gaining 
traffic or attention through social media sites. Social media itself is a catch-all term for sites that may provide 
radically different social actions. For instance, Twitter is a social site designed to let people share short messages or 
“updates” with others. Facebook, in contrast is a full-blown social networking site that allows for sharing updates, 

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ijel.ccsenet.org 
International Journal of English Linguistics 
Vol. 10, No. 1; 2020 
34 
photos, joining events and a variety of other activities (URL: https://thirddoormedia.com/news).
Generally speaking, for the discursive variety of public relations
 
the extensive use of contracted word forms 
allows to speed up communication, economize linguistic effort and screen space. The use of contracted lexical 
forms, such as marcomm, ATL, BTL, PLC, FMCG. PEST factors, SMM, and others viewed in this paper, testify 
to the general trend to save on the characters used in oral and written speech within professional communication. 
In other words, the discursive approach based on the linguistic and extralinguistic factors interaction, allows not 
only to detect and describe the main characteristics of abbreviation process in this type of discourse, but also to 
identify the potential of abbreviated forms usage in order to optimize the process of information transfer and 
correct decoding in order to further understand and interpret abbreviations adequately. It should be mentioned 
within these lines that the problem of interdiscursivity (Courtine, 1981) inevitably arises in this connection as 
there exist a great number of abbreviated forms used within the scope of different discursive varieties to express 
certain meanings.