КАТЕГОРІЯ ІМІДЖУ В ЛІНГВІСТИЧНОМУ ДИСКУРСІ

Abstract

The article aims to give a comprehensive account of innovative theoretical developments in the field of linguistic imageology. The main objective of the paper is the linguistic analysis of the category of image, its major features and characteristics. Quite recently, considerable attention has been paid to the problem of image-making in Slavic and West European linguistics, which is evidenced in numerous scientific investigations related to this topic. Current research is focused on the analysis of linguistic mechanisms of image making, investigation of the so-called "influential potential" of image, its ability to form new social meanings and tendencies. This study examines the category of image in cognitive-discursive, phonological, lingvocultural and lingvosemiotic facets. The author defines image as a specific means of communication; a kind of "code", a set of meanings, symbols that can be read on verbal and non-verbal levels. In the process of subject-subject interaction, this "code" is read by recipients. Hence, according to author’s beliefs, such an interpretation of the category allows scientists to expand the boundaries of image research and consider the problem of image within new linguistic directions, i.e. communicative linguistics and text linguistics. The author explains that the image phenomenon has an ambiguous nature and stereotypical character. It is stated that an obligatory condition for the formation of an effective image, in particular state image, is taking into account stereotypical characteristics of the image object which have been established in a certain society. In this paper, the author investigates a number of conceptually important for linguistic imageology terms. Particular attention is paid to linguistic comprehension of the concepts of image plot, image text, language image, correct language behavior etc. The proposed study emphasizes a special role of estimation as one of the key characteristics of image media texts, as it is the basis of any image constructed by media. It is proved that estimation creates an evaluative attitude to the reported information. At the same time, attention is focused on the essential role of the prosodic components of speech (i.e. increase and decrease of voice, change the pace of speech, timbre, pause etc.) in the process of shaping a political image. A conclusion is made about a great suggestive potential of image, which determines the prospects of research of this category in neurolinguistic aspect. The author’s view is that a new stage of research in the field of linguistic imageology may be an analysis of the image phenomenon in mass media discourse, as the basic category of an innovative humanitarian discipline – media linguistic imageology. In Ukrainian linguistic science this aspect of research is just beginning to develop and therefore requires detailed study and analysis. To the author’s best knowledge, only one study in Ukraine has come up with this issue. This paper clearly shows that investigating image issues in terms of medialingvoimageology has the greatest scientific perspective, which is justified by the possibility of studying the verbal nature of image with the involvement of alarge arsenal of knowledge from various research areas.