Abstract
The article analyzes ways of inclusion artistic terminology and professional vocabulary into media text, peculiarities of their use. The artistic subject covers the field of literature, music, fine arts, theater and cinema, it provides the use of elements of professional vocabulary and terminology, which may prevent the recipient from adequately understanding the text. The possibility of using of artistic terminology and professional vocabulary is different in specialized and general political media. Specialized media have a well-prepared audience that is mainly familiar with professional artistic vocabulary, the recipients of general political media may have different levels of cultural awareness. The journalist of the general political media should take care of «readability», but for this purpose it is not necessary to simplify speech as much as possible, avoid professional vocabulary and terminology. Potentially incomprehensible to the recipient terms require an explanation, which can be presented immediately after the unknown word as a definition or description. Such an interpretation is essentially a necessary element of the text, because terminology and professional vocabulary are used in publications on artistic subjects primarily for informative purpose, naming the genre and describing the features of an artistic work; unclear elements of the text impede effective communication. Professional vocabulary and terminology in some texts become emotional and appraised; more often, emotionality and appreciation appear is a result of the combination of professional vocabulary and terminology with commonly used words that contain an estimate. If the media text is emotionally rich or its fragment contains several terms given as homogeneous members of a sentence, then the interpretation should be presented at the end as a note or a reference. The use of artistic terminology and vocabulary in general political media gives readers the opportunity to acquire new knowledge in the field of culture. Key words: media text, general political media, artistic subjects, artistic terminology, professional vocabulary.
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