Media Technologies in Modern Communicative Space: From Communicative Self-representation to Suggestion

Abstract

AbstractThe comprehensive influence of media technologies and media discourse on public consciousness manifests itself in two antagonistic phenomena: in the formation of an individual's self-identification, demonstrating the value and moral guidelines to a person as well as in a suggestive effect on the target audience, facilitating the recipient's uncritical perception of the attitudes imposed on him/her. The suggestion is most clearly realized in the political media discourse with the participants achieving specific goals through communicative strategies and speech behavior tactics. The article examines the functional features of suggestive strategies and tactics for their implementation in the political media discourse. The analysis of the factual material allowed the authors not only to typologize the suggestive strategies and tactics used by a certain politician, but to characterize the dominant tactics of the modality modeling strategy as a means of implementing suggestive media technology in the English-language political media space. The authors draw the conclusion that suggestive tactics are made explicit in the text structure through a system of multi-level linguistic means, which have no suggestive influence separately, but disclose it in the context via interpretation. In the contemporary media space suggestive technologies have become an essential part of the political communication.KeywordsMedia technologySuggestive technologyCommunicative strategySpeech behavior tacticsPolitical discourse