Socio-psychological features of the texts of media messages

Abstract

Introduction. The importance of the textual component of a media message is based on the possibility of using psychological methods of influencing the audience, adding author’s emotions and the social significance of the message. This became especially important during the war. In the social sphere, media texts have always carried messages designed to reveal the most painful topics for society, but during the war, media messages in the commercial sphere began to associate their texts more often with social issues. Relevance and purpose. The purpose of our study is to determine the socio-psychological characteristics of the texts of media messages. The relevance is due to the need to find out the most important characteristics of modern media messages in social networks and compare media texts in the social and commercial spheres. Methodology. The main method used in the article is content analysis. The descriptive method allowed selecting units of analysis and classifying them for analysis. The systematic approach that allowed us to identify trends concerning the peculiarities of the content texts of media messages. Results. As a result of our study, the features of messages in the social network «Facebook» were clarified based on the content analysis of 157 texts in the social and commercial spheres. This made it possible to find out the most important characteristics of modern media messages, in particular the volume of texts, days of publication and the relationship between messages, the use of the first sentence of the message as a means of attracting the attention of the audience, the use of numbers, hyperlinks, and visual integrations in media texts. It was found that a common way is to use an exclamatory or interrogative sentence as the first phrase, when there is a certain statement with an exclamation point at the end, questions to the target audience, etc. Also, the socio-psychological features of the texts of media messages were clarified the informal style of texts, the use of diminutive words in messages, the use of geographical specification, the use of storytelling technology, saturation of the text with emotions, etc. The study identified the messages that attracted the most attention of the audience and carried out a structural analysis of media texts, which made it possible to identify the components of the AIDMA communication model in the structure of messages in social networks. It should be noted that despite the significant difference in the topics of messages in the commercial and social spheres, the structure of media texts is largely similar. Conclusions. As a result of our study, we have clarified the main socio-psychological features of modern media messages, which made it possible to compare the main characteristics of media texts in the social and commercial fields. Accordingly, the novelty and practical value of the results obtained are important for identifying the factors influencing messages in social networks on the target audience.