Varieties of the discourse about collection and processing of recyclable materials: between pursuit of gain and saving the world

The article is devoted to the analysis of the textual representation of environmental practices in the thematic communities of the VK social network using the methodology of discourse analysis. The subject of the study was the linguistic and extralinguistic features of the construction of discursive practices related to the collection and processing of recyclable materials in the Tyumen region. Three types of social actors were considered: volunteer, entrepreneurial and official communities. Data were obtained on the genre identity of communities; existing roles, regulations and algorithm of actions and interactions; actors and recipients of messages; logistics and other specifics of the activities of environmental communities reflected in their publications. The differences of social waste management practices implemented by different social actors (government, business, volunteers) are revealed, which are represented in the difference of discursive practices: semantic, grammatical, genre, style difference, as well as in the globality/locality of environmental problematization (chronotope) and the way of perceiving the world. Three types of discursive registers are identified, reflecting the specifics of discursive practices characteristic of the considered ecological communities. The "political and educational" discourse expresses the official position of the authorities and is characterized by a high degree of institutionality and a clear asymmetry of social relations. The "specifically training" discourse is distinguished by building partnerships, non-profit activities and its training goals. In the "advertising and educational" discourse the proposed ecological lifestyle is associated with receiving financial bonuses.