The article examines the interconnection and interdependence of mass culture, mass consciousness and mass communication. The realization of media influence on the recipient is investigated due to a combination of the three worlds: real, information (individual memory) and symbolic (social memory). The significance of any linguacultural event is noted in the media. Information sources include education systems (knowledge, myths), religions (myths, faith), propaganda, advertising, culture, mass culture (myths, messages). The media dialogue of cultures enlivens social communication, organizes the flow of knowledge, myths, emotional experiences, volitional influences in social time and space. The mass communication environment of any linguistic culture, prone to personifying social institutions and the mythologization of personalities, constructs its own reality, the source of which is the sender's mythologeme. Products of mass culture are expressed in the number and quality of artistic myths embodied in books, films, music, theatre and concert performances, and media messages. Mass culture is an industry for the production of myths. Social order and artistic method in combination with mythological units and the general mythological concept are the tools for creating myths in any society in the coordinates of the system "culture -person". The article ascertains that the modern media reality reflects myths, stereotypes and metaphors in the media dialogue of cultures.
This article presents linguistic and communicative transformations in socially significant areas of modern communication in Russia. The authors apply a historical-comparative method as well as diachronic description and interpretation to analyze the processes taking place under the influence of intra- and extra-linguistic factors in various Internet and media genres, such as advertising, business and professional communication. It was found that the fusion of the features of communication and publication, the combination of dialogue and polylogue determine the “clickbait” nature of blogs and make blogging the most influential genre of Internet communication. The growing influence of oral speech and corporate rules in the field of business communication underlies the trend toward agrammatism of phrases. Innovations in the field of advertising manifest themselves on the verbal level of the slogan and its implicit influence on the recipient.
There are cognitive, communicative, and pragmatic scientific methods in the modern anthropocentric linguistic paradigm. We have created the intentional method as a new integrative linguistic method for studying modern Russian discourse. The main scientific categories of the intentional method include: intention, intentionality, intentional categories, author, and addressee. The intention of the addressee consists of cognitive, communicative, and pragmatic constituents. We can divide intention into cognitive intention, which helps to understand the world, and communicative intention, which organizes communication between addressee and addresser. The intentional method can help to search out creative and subjective factors of human communication. This method can help to understand the nonlinearity and creativity of the communicative processes. The different types of effects of modern communication are analysed in this article. The effect holds not only a perlocutive quality in integral communication; therefore we announce that there are both positive and negative intentional effects in modern communication. Communicative failures are situations when an addressee refuses to carry on a dialogue or experiences indifference to the interlocutor.
El estilo comercial oficial se formó en la lengua literaria rusa antes que otros estilos, y sigue siendo relevante actualmente. También tiene un fuerte impacto en el discurso de los medios de comunicación modernos, especialmente en el discurso de las noticias de Internet. Para implementar la categoría de credibilidad, en el discurso de Internet de los medios modernos se utilizan características del estilo comercial oficial, como la objetividad, la formalidad, la oficialidad, la neutralidad y la ausencia de juicio del autor. La composición estandarizada de los documentos se correlaciona con la estructura compositiva cliché de las noticias. Esta es una forma impersonal de narración, construcciones pasivas, numerales, cronotopo, abreviaturas, sustantivos verbales y otras características del estilo comercial oficial. El estudio del estilo comercial oficial nos permite establecer paralelismos con las peculiaridades del discurso periodístico moderno en el entorno de Internet. La investigación sobre la influencia del estilo comercial oficial en el estilo del discurso informativo de Internet demuestra una tendencia importante en el periodismo informativo contemporáneo: presentación oficial de información, que la audiencia percibe como socialmente significativa, confiable y de alta calidad.
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