The transformed variants of the usual expressions, being expressive linguistic signs, have a dual nature, which is determined by the simultaneous ambiguity and elementary nature of their occurrence, as well as by the functioning in the process of the individual's speech-thinking activity. These constructions are manifested as a kind of interchangeable language complex, which promotes the transposition of complex, multidimensional phenomena of reality (informational, cognitive, cognitive, etc.) implementation plans) in the category of simplified, accessible, sometimes primitive, allowing the transformation of characters. In this situation, the question arises about such a concept as" archetype", which represents a specific focus of symbols, while being able to be interpreted ambiguously, since it is due to the dependence on a number of cultural, humanistic and other positions of the author, his intentions, etc. Archetype that generates the formation of a significant number of symbols, of course, regulates the principles of their Association, primarily on the basis of a common theme. The emergence of different degrees of expression is the result of the creative activity of the producer as an individual, correlating personal view of the world with the generally accepted. Actualization of such processes is carried out in the modern journalistic discourse, which is determined by the specifics of the media themselves: their efficiency in the reflection of events, large-scale distribution, multidirectional periodicals, language democracy, accessible presentation of the material, the constant search for expression, expression, evaluation, novelty of information and ways of its transmission. Priority use of certain phraseological transformations, their focus, paradigm of associative links are mostly determined by the author's goals and objectives in interaction with the General orientation of the periodical (ideological, information, age, etc.), but to a lesser extent - from the content of the described material. The author's formation of phraseological transformations, as well as the regulation of their semantic framework is characterized by the breadth and depth of associative links arising in his consciousness in the process of perception of expressive units and included in the discourse. For the modern reader, the role of the content of newspaper material is more important than for the publicist, who refers to newspaper material and the use of passionary signs in it as a means of attracting the attention of the most expanded readership not only to his newspaper in General, but also to this issue in particular, which ultimately actualizes the newspaper's iconic and borderline texts, performative in nature.
People and Myths in Mediaspace: On the Question of Cultural Ecology
