Current issues of marketplace communication with sellers: goals, objectives, and functions

The article discusses the communication subsystem between marketplaces and sellers as part of the multi-level communication system used by these electronic trading platforms. Communication with sellers is becoming a critically important element in the functioning of marketplaces as media environments, since sellers account for the bulk of the trading turnover on these platforms. The study describes the communication system between the marketplace and registered sellers, defining its goals, objectives, and functions in the context of digital platforms based on a philological analysis of local acts of online platforms. The subsystem is viewed as a stable set of texts, channels, and regulatory practices that form the specific communication discourse of the marketplace. The role of linguistic means in constructing the status of the seller and normative models of their behaviour is analysed. It is also proven that this subsystem has the characteristics of media production. In preparing the study, a descriptive method was used, which included the collection of textual material for analysis and the interpretation of this material. Using a comparative-stylistic method, similarities were established in the formulation of the mission, goals, and objectives of communication between the Ozon, Wildberries, and Yandex Market marketplaces and sellers. The study implemented a systematic approach, which was expressed in the consideration of the marketplace as a media. Based on the results of the study, the goals, objectives and functions of communication between marketplaces and sellers were formulated. The classification of marketplaces as ‘media’ was justified through an analysis of their communication and management functions. The subsystem of marketplace communication with sellers was considered as an independent object of philological analysis within the media system of the digital platform. It is shown that communication with sellers functions as a mechanism of media mediation and managerial influence, within which the platform forms interpretative frameworks and acceptable scenarios for seller behaviour in the digital environment. It has been revealed that communication with sellers is regulatory, informational, and media-productive in nature. The results of the study can be used in the development of communication strategies for marketplaces, the improvement of the linguistic characteristics of local platform acts, as well as in training courses on media linguistics, internet communication, and digital media.