Media Text as an Object of Active Reading in the Digital Age of Media Development

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The article identifies the problem of the inability of students (schoolchildren and students) to analyse art texts in general and media texts in particular in depth and to interpret them within the framework of the cultural paradigm of society. The reason for this situation is seen in the loss of motivation to read printed publications. The digitalisation of the information space has given rise to the phenomenon of ‘clip’ thinking among young people. Young people are able to find the information they need, but cannot always compare it with other facts, verify it and draw the necessary conclusions on the basis of logical operations of analysis and synthesis. In this connection, it is necessary, within the framework of media education, to educate an active reader capable of interpreting media texts competently and generating his or her own meanings based on culturally appropriate norms. Algorithms for analysing such texts are poorly developed in Russian methodology. One of the ways of forming an active reader can be the use of analysing the conceptosphere of a media text (linguocultural approach). The selection of concepts will help the reader to identify the problem of the media text, relate it to the socio-cultural norm, and create new meanings within the mental field of the nation. The novelty of the study is the proposal to evaluate media text from a linguocultural perspective. Relying on the works of such researchers as Y. V. Kazarin, L. G. Babenko, V. N. Telia and others, the author comes to the conclusion that reading and analysing a media text should be done taking into account its correlation with the culture of the people and social attitudes. Identification of concepts, creation and description of the conceptosphere (the basic concept and the immediate periphery) of the text will make it possible to identify the coincidence or inconsistency of the cultural tradition and the author’s intentions. It is such work that can become one of the elements of active reading in modern conditions, taking into account socio-cultural transformations. Thus, with active, conscious reading the reader becomes a subject of the media field, is able to enrich and even transform it.