Actual communicative situation in Russia is characterized not only by known social realities specific to the Russian reality but also by a common informative, communicative or social and informative climate of postmodern societies. One of the main features of the modern communicative situation is a new role of the Mass Media in forming norms for the standard language. Literature loses its standards forming functions and these functions are transferred to the Mass Media. Not only the volume of norms, but also the nature of the norms set by the media is rather specific. Mass Media support the norms of some specific information koiné. One of the characteristics of modern societies actively forming some attitude to the norm is the pluralism of elites. Multiplicity of elites, their principal non-hierarchical pattern, as well as the lack of that elite, which can be called the language elite, leads to the fact that the art of speaking and writing correctly is no longer perceived as something valuable. An effectiveness (the ability to achieve an instant, though short communicative success) and creativity become a linguistic value. The ability to express or take the subtle nuances of intention ceases being a value. The modern communicative situation sees the linguistic and rhetorical norms coming closer together. This is shown in both mixing the norms, substitution language norms with the rhetorical ones, and the identification of two fundamentally different types of norms. The purpose of this article is to comprehend the modern communicative situation, starting from the mentioned features of modernity, to consider language and rhetorical norms in a single communicative system and perhaps offer some technologies, techniques and methods of civilizing linguistic space in modern Russia.
Normative mechanisms in modern Russian society have been intensively changed, and this creates a real problem for the normalization process. The study of this problem refers to the current problems of the norm theory. The article is devoted to the investigation of normativity in the light of ecological linguistics, the origins of normativity and the principles of normativity valuation. Destabilizing factors in the development of the modern Russian language, according to the authors of the article are manipulation, verbal aggression as well as excessive foreign borrowings, slang, which displace native words of the literary language, which have a huge linguistic and cultural potential and convey important ethical concepts. Regulatory processes are being considered from the point of view of language-homeostasis that gives an opportunity to value some phenomenon as constructive or destructive one in terms of ability to survive.
Демократизация и свобода в речевом поведении не только расширили возможности способов языкового выражения, проявлений языковой индивидуальности, но и повлекли за собой многие негативные явления. Причем это характерно не только для маргинального общения или для специфической речи тинэйджеров, но отчасти и для политического дискурса, в значительной степени-для медиа, оказывающих огромное влияние на речевое поведение общества в целом. В последние десятилетия актуализировалось понятие этико-речевой нормы, активно разрабатываемое в рамках не только экологической лингвистики, но и такого нового синкретичного направления, как юридическая лингвистика. Этико-лингвистические нормы подвижны и динамичны. Соответствие или несоответствие этико-речевой норме редко заключено в отдельной лексеме (фактически-только в предельных случаях инвектив и обсценизмов); оно формируется с учетом многих «материй», относящихся в том числе к области этики, психологии, культурологии и отчасти социологии. В контексте этико-речевой нормы важно не только собственно лингвистическое понимание, поскольку использование слов неотделимо от категорий этики. В современной коммуникации немало «болевых» точек: некорректная реклама, немотивированные использование англицизмов в качестве эргонимов и урбанонимов, манипулятивные стратегии и тактики в политическом дискурсе. Однако есть и противоположная-«встречная»-тенденция к «смягчению» речевых оборотов. Эти новые явления обусловлены совокупностью всех обстоятельств социально-политической и культурной жизни, без учета и тщательного изучения которых невозможно дать никаких рекомендаций в сфере нормативности вообще и этико-лингвистических норм в частности. Ключевые слова и фразы: экология языка; юридическая лингвистика; лингвоэкологическое право; медийная коммуникация; этико-речевая норма. Публикация подготовлена в рамках поддержанного РФФИ (отделение гуманитарных и общественных наук) научного проекта № 17-04-00109
The author analyzes a handbook for students in the directions of “Journalism”, “Linguistics” and related humanities. The text of the handbook consists of three chapters, provided with representative illustrative material, as well as media texts from modern English-language media analyzed with a set of adequate techniques proposed by the authors. The linguo-didactic potential of the textbook resides in the possibility of using its materials in different courses connected with the problems of the language ecology, including extrapolation of linguo-ecological principles to the structural and semantic organization of media texts represented in various communicative spheres, conditions, situations.
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