СПОСОБЫ РЕАЛИЗАЦИИ КОММУНИКАТИВНОГО ВОЗДЕЙСТВИЯ В МЕДИАДИСКУРСЕ

Abstract

Modern life is impossible to imagine without the means of communication and human interaction. Technical means of communication (radio, television, and especially the Internet) has had a great impact on the social, political, economic, cultural and historical characteristics of society, on the mass consciousness of people (participants in communication) and, in turn, on discourse. In other words, the development of telecommunications and information technology has led to the emergence of a special kind of discourse interaction: media discourse. The purpose of this study is to investigate the origin of the concept of «media discourse,» as well as to identify its main specific features. An attempt has also been made to classify media discourse from the perspective of channels of communicative influence on the media-discourse recipient and define them according to the way of communicative influence on the recipient. In the course of the work the authors proposed their own definition of this complex communicative phenomenon and revealed that media discourse is a dialogic and public type of discourse by its structure. Today, this type of discourse is not only the most widespread in terms of the audience that is involved in the media-discursive communicative process, but also perhaps the most influential type of discourse, as it is the media discourse that is directly involved in shaping public opinion. Since media-discursive content is a product of human cognitive and evaluative activity, the recipient should analyze this content using critical discourse-analysis in order to avoid transforming his or her own opinion under the influence of the media. Thus, the study of media discourse is an urgent task for contemporary linguistics and media discourse can be considered as a form of rational human behaviour maintaining optimal order both for micro-collectives and society as a whole.