This paper explores the reasons for emergence and the features of
ambient media in an urban socio-cultural space. Global socio-cultural changes in
the contemporary world lead to informational oversaturation, trauma-generating
factors and, as a consequence, search for new adaptive mechanisms for an
individual to accept the social reality. Ambient media become an unobtrusive
advertising communication built into the environment and people’s daily practices
in the contemporary society.
To analyze ambient media as a new form of communication, the authors applied
the method of structural and functional analysis and a systemic approach.
The paper argues that ambient media are a breakthrough, new and comparatively
young advertising communication disproving traditional views of advertisement
types, methods and forms. This is a communication offering innovative patterns of
interaction with the consumer and the environment and changing individuals’ notions
of a socio-cultural space where they exist.
The authors identified the main features of ambient media, as well as the human
trauma symptoms that can be caused by communication processes in the
contemporary society:
It is demonstrated that ambient media as a new type of communication are in all
respects integrated into the urban space of European countries and the USA. For
contemporary Russia, however, ambient media as a type of communication are a
new trend in the socio-cultural space of Russian cities.
The article looks at the contribution of cognitive-semantic approach in linguistics into communication science. It is argued that verbal communication is viewed as a creative process that has cognitive background. It performs a reshaping function towards the language in its turn, too.
The article analyses the process of meaning formation of names of warships in the military discourse with the aim of identifying conceptual mechanisms which underlie the naming of seacraft. The research constitutes part of the study in the field of cognitive linguistics and fills in the gap in the studies of metaphoric potential and cultural specificities of secondary names applied to artifacts (as big as warships) in British and American tradition. The results show that of all 1200 seacraft names, 700 units are originally zoomorphic common nouns transformed into proper names of seacraft with which they “share” and sometimes even exchange some of their basic or latent semantic characteristics. It was revealed that underlying mechanisms of meaning formation in seacraft nicknames are cognitive mechanisms of conceptual metaphor, focusing and defocusing. To describe them the methods of frame analysis and cognitive metaphoric modelling are employed. Metaphor in the paper is both the object and the tool of research. To support the analysis, the information about specific features of named objects and creatures is elicited from dictionaries and language corpora.
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