Abstract
The paper aims at studying and analyzing the language implementation of the development of peoples ecological consciousness in the present-day Russian and English-speaking media discourse environment. The modern media discourse has become an important source of various environmental lexical units which can affect peoples consciousness and change their behavior in a more eco-friendly way. The research is based on two parallel and opposite scientific approaches integrated in the media discourse which are ecologisation and anthropocentrism. The study is built on the analysis of the language models of ecological issues in different popular national and international media editions of Russia and English-speaking countries; in TV documentaries; on YouTube channels; in eco-friendly bloggers speeches and texts. The findings of the research showed that the media discourse environment is actively inculcating green ideas into peoples consciousness today both in Russia and abroad. More people are trying to follow the conscious consumption lifestyle. The media language is also becoming an important tool in introducing new environmental lexical units - neologisms - which are easily disseminated in the media discourse space and are actively being adopted by society. Overall, this research has confirmed the idea that the present-day language of the media discourse space is a powerful mediator of a new life sustainable development philosophy which helps human consciousness evolve in an eco-friendly way and try to make our planet a safer, healthier and more comfortable place for living.
Highlights
In the present-day world ecology has become one of the most essential issues for discussion
We analyzed 100 different ecological documentaries and videos posted on a YouTube channel and released by the above mentioned media editions; Russian and English-speaking TV channels as well as eco-bloggers and influencers
Nowadays one of the most relevant and actively discussed topics in the media discourse environment is the problem of ecology, nature conservation and sustainable development on the planet
Summary
In the present-day world ecology has become one of the most essential issues for discussion. In recent years global public concern over ecological problems and technological risks has grown considerably. These concerns for the environment have become more or less institutionalized in different fields of action: research and politics, economic management, product advertisement, education and, last but not least, private life. The ecological discourse has generated new perspectives on problems, new institutional forms of problem resolution and new standards of an “ecological correctness” [2] These environmental standards are actively represented by the contemporary media discourse environment. We may assume that the media discourse is becoming an instrument to promote environmental awareness among the population and making impact on people’s ecological consciousness. We hypothesize that the present-day media discourse has special triggers – lexical units related to the environmental issues, the perception of which produces changes in human comprehension of nature and ecological challenges in the 21st century
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