scholarly journals Typology of Communication Strategies in the Discourse of Social Advertising

2020 ◽  
pp. 164-175
Author(s):  
M. V. Terskikh
Keyword(s):  
Scientific Literature ◽  
Media Discourse ◽  
Outdoor Advertising ◽  
Social Communications ◽  
Communicative Strategies ◽  
Different Types ◽  
The Media ◽  
Commercial Advertising ◽  
Social Advertising

A typology of strategies, tactics and techniques used in the discourse of social advertising is proposed in the article. The relevance of modeling the tools of communicative impact in social advertising is determined by the persuasive nature of the discourse of social communications, as well as the insufficient development of this issue in the scientific literature. The author of the article relies on the studies of linguists who proposed the classification of communicative strategies used in commercial advertising, as well as in the discourse of socio-political newspapers. The material for analysis was the polycode texts of Russian and foreign social advertising (outdoor advertising, social videos, as well as social photo projects posted on Instagram). The result of the study was a model of communicative strategies and tactics that constitute the discourse of social advertising. Since the effect of persuasiveness is achieved, among other things, by using different types of semiotic codes in the advertising text, special attention is paid to the verbal and visual implementation of the selected strategies, tactics and techniques. The author comes to the conclusion that the frustration strategy based on tactics of escalating negative emotions , shocking with facts and negative forecasting is the basis for the discourse of social advertising. Moreover, the main part of the identified strategies and tactics is invariant for the media discourse as a whole.

Representations of Russia and the Russian national character in the modern advertising discourse: linguistic and cognitive analysis

Neophilology ◽  
2020 ◽  
pp. 819-835
Author(s):  
Marina V. Terskikh
Keyword(s):  
Media Discourse ◽  
Spiritual Values ◽  
Communication Space ◽  
Rich People ◽  
The Media ◽  
Advertising Discourse ◽  
Commercial Advertising ◽  
Social Advertising ◽  
The One ◽  
Government Executives

We refer to the concept of the country’s image, which arose in the practice of politicians, government executives, and marketing specialists and has been actively developed in recent dec-ades in the works of representatives of various branches of scientific knowledge: linguists, political scientists, sociologists, philosophers, etc. Media discourse becomes a communication space within which messages are created, on the one hand, reflecting the stereotypical attitudes of the internal and external audience regarding Russia and the Russian people, on the other, correcting negative and reinforcing positive ethnic stereotypes. In this work, the media image of Russia is modeled on the basis of texts of commercial, social and political advertising, speeches of political figures, in particular, in the framework of the election campaign. As a basic methodology, we use the frame modeling method, reconstructs the “Russia” frame in Russian and foreign advertising discourse. Russian commercial advertising forms a positive image of a great, beautiful country with a strong and spiritually rich people, and the concept of “Russian” is used in texts exclusively with positive connotations. Russian social advertising creates the image of a country with a rich history and a great past, however it represents modern Russia as a country in which spiritual values play an increasingly smaller role. The external image of Russia can be generally assessed as negative. The sphere in which the least attractive image is realized is politics. The political theme is updated in all considered types of media discourse and forms the image of a backward, undemocratic state with high corruption and Soviet heritage.

scholarly journals Communicative Strategies of an Interviewer Yury Dud: A Linguist’s View of the Media Phenomenon in Mass Culture

2021 ◽  
Vol 20 (6) ◽  
pp. 263-277
Author(s):  
O. S. Issers
Keyword(s):  
New Media ◽  
Mass Culture ◽  
Communicative Behavior ◽  
Mass Audience ◽  
Social Communications ◽  
Communicative Strategies ◽  
Wide Range ◽  
Show Business ◽  
The Media ◽  
Modern Mass

Purpose. The article examines the methods of building dialogue in interviews conducted by the popular video blogger and journalist Yury Dud, who is named the main hero of Russian cultural life in 2020 by Forbes Life. To determine his individual style, the author analyzes strategies of communicative behavior. The following parameters are the most significant for the description of interviewing strategies: thematic repertoire and thematic dominants of the conversation; methods of requesting/extracting information; methods of interpreting and evaluating what the interlocutor said; the choice of language code. The empirical basis of the study contains interviews by Yu. Dud with various interlocutors – journalists, TV presenters, cultural and show business figures, politicians, and other public figures, uploaded on the YouTube video hosting service in the period of 2017–2020. The analysis of more than 40 programs allows observing a wide range of techniques of a journalist, depending on the “addressee factor”.Results. The key topics that are regularly discussed in interviews are identified, including those that violate ethical taboos (about sex, bad behavior, and bad habits, judgments and hot takes on colleagues and senior officials, etc.). The thematic repertoire is considered as a deliberate communicative choice of a journalist, conditioned by the dramaturgy of public dialogue addressed to a mass audience and the tasks of portrayal.The author reveals the distinctive methods of requesting information and eliciting facts, which is inherent to the journalistic style of Yu. Dud: illocutionary forcing reasoning (“why-questions”), clarifying questions, reformulating, role modeling of relations with a guest, where the journalist often pretends being dilettante. Interpretation and evaluation of the interlocutor's statements are based on the clearest identification of their position for the mass addressee by an explication of ideas expressed by the guest implicitly, “delegation of opinion”, and the effects of “insight”.The choice of the language code indicates the “discursive adaptation” of the journalist to his interlocutor and allows the journalist to reveal to the mass audience their personality, including their speech characteristics. The dynamism of the dialogue is due to the setting to dramatize the conversation scenario: this is manifested not only in the choice of somewhat unexpected topics of conversation, but also in the expression of one's attitude to the statements of the interlocutor, explicit/implicit assessments, and the choice of the speech code.Conclusion. It is concluded that Dud’s interviews are a vivid example of the trends of modern Internet journalism, and the communicative strategies he implements allow us to see the prospects for the development of the genre. Given the popularity of the genre in traditional and new media, the author notices that the interview not only reflects the features of social communications of the 21st century but is also a powerful factor of shaping modern mass culture.

scholarly journals Features of Discursive Structures in Political Communication

2021 ◽  
pp. 38-50
Author(s):  
Vyacheslav D. Shevchenko ◽  
Nina A. Tribunskaya
Keyword(s):  
Political Communication ◽  
The United States ◽  
Media Discourse ◽  
Donald Trump ◽  
Political Discourses ◽  
Security Discourse ◽  
Different Types ◽  
The Media ◽  
The Subject ◽  
High Degree

This article is devoted to the study of the discursive structures of political texts published on Twitter of the President of the United States. The material of the study was the statements of Donald Trump and Joe Biden during the period from November 1, 2019 to August 31, 2021. Its multimillion audience of subscribers makes Twitter a powerful political tool with the ability to influence public opinion. The purpose of this article is to identify the discursive structures arising in political communication as a result of the actualization of the category of discursive heterogeneity, which includes elements of interdiscursiveness and polydiscursiveness. The authors use various methods: descriptive, contextual analysis, comparative, methods of observation, content analysis and discourse analysis. Using the linguistic concept of the American scientist D. Himes S-P-E-A-K-I-N-G, the analysis of the situation components Setting and scene, Participants, Ends, Act Sequence, Key, Instrumentalities, Norms, Genre is carried out. Being a part of the media discourse and demonstrating the features of the Internet genre, the written messages of politicians are laconic, expressive, and tend to economize on linguistic means. The same communicants, depending on the context of utterances, become participants in different types of discourses. The study analyzes the foreign and domestic political discourses, the security discourse, as well as a number of accompanying special discourses that constitute political communication. The choice of the subject matter of the messages is due to the high degree of importance of issues of foreign and domestic policy, as well as stability and security.

scholarly journals «Communicative Code» and «Cultural Consumerism» in a Media Discourse

2021 ◽  
pp. 25-38
Author(s):  
Bogdana Nosova ◽  
Keyword(s):  
Point Of View ◽  
Media Discourse ◽  
Leading Role ◽  
Learning Platform ◽  
Social Communications ◽  
Online Newspaper ◽  
New Type ◽  
The Media ◽  
Intellectual Potential ◽  
Media And Communication

The article considers the problems of cognitive convergence of communication and media studies within the system of values and moral imperatives of Ukrainian identity. The themes «communicative code» and «cultural consumption», presented in the works of historian N. Yakovenko and philosopher J. Habermas, are intellectual meanings. They served as theoretical markers upon which the further research draws. N. Yakovenko defined the communicative code and its connection with cultural memory. She believes that the media play a leading role in the emergence of communication codes today. Habermas’s living philosophy interprets topical issues of journalism and communication. His philosophical paradigm is close to the tasks solved by media and communication. The study’s aim is to show how the intellectual meanings generated by historians, philosophers, and writers in synergy with journalism and communication studies are further updated, while considering modern media discourse. The tasks arising from the outlined aim have been solved through the interpretation of the synergistic circles of J. Habermas, D. McQuail, N. Yakovenko, V. Kulyk, and G. Pocheptsov. Their theoretical reflections and media handlings and communication constructs of complex cultural projects, restoring the national identity. In this study a method of comparative analysis was used for tracing communicative ideas, their theoretical formation and manifestation in media texts. The method of generalization was used for conclusions. The newspaper «Day», the online newspaper «Ukrayinska Pravda», the magazine «The Ukrainian Week» and its online version among Ukrainian media most often appeal to the philosophers and philosophy. From our point of view J. Habermas warns in his scientific conclusions’ successors from mistakes in the development of civil society, which will be formed in the innovative digital environment. Our conclusion will be following: for a high-quality training of specialists in journalism and communication, it is necessary to deepen their intellectual potential. The creation of a new universal learning platform for students who have chosen journalism and social communications should be based on knowledge of politics and morality, on the ability to form the worldview assessments. This is a response to the challenge of time: to join the formation of a new type of elite, the demand for which dominates in Ukrainian society at the beginning of the 21st century.

scholarly journals MEDIA IMPACT TYPOLOGY IN SCIENTIFIC DISCOURSE

2020 ◽  
Vol 75 (1) ◽  
pp. 398-405
Author(s):  
U. Ospanova ◽  
◽  
M. Shakenova ◽  
Keyword(s):  
Scientific Literature ◽  
Social Groups ◽  
Scientific Discourse ◽  
Media Influence ◽  
Media Impact ◽  
The Media ◽  
Specific Position ◽  
The Individual ◽  
Theoretical Overview

This article provides a theoretical overview of existing research with particular focus on the types and models of media impact on the individual and society. The analysis of scientific literature has revealed that despite popularity and extensity of exploration of the issue in the scientific discourse some major inconsistencies are still observed. It should be noted that in most cases the studies are fragmentary, the influence of the media on various social groups is mostly considered from one specific position, and the lack of clearly developed criteria for the typology of media impact. Summarizing the accumulated knowledge in this area, we tried, despite the complexity of identifying and systematizing the classification of media impact, to present a complex typology of media influence on the individual and society.

scholarly journals DENOTATIVE-NOMINATIVE TYPOLOGY OF ENGLISH IDEONYMS

2018 ◽  
pp. 3-8
Author(s):  
Olga Vasilyeva
Keyword(s):  
Proper Names ◽  
Electronic Media ◽  
Computer Art ◽  
Television Programs ◽  
Frequency Of Use ◽  
The World ◽  
Named Objects ◽  
Different Types ◽  
The Media

The article considers denotative nominative classification of English ideonyms. One thousand English ideonyms selected according to the frequency of use in print and electronic media have provided the material for this research. The topical problems of ideonymics incude establishment of denotative nominative systematization of the relevant proprietary units, which involves their grouping according to the type of the named objects. The denotative nominative classification of ideonyms embraces four divisions: artionyms, i.e. proper names of works of art, which are further divided into imagionyms, sсeneonyms, musiconyms and filmonyms; biblionyms that cover proper names of all written and verbal texts as well as their series and collections; gemeronyms, i.e. proper names of the media, which are divided into pressonyms and electronyms according to the method of transmitting the information and include both radio and television programs of exclusively informational nature rather than those of entertaining or educational character; computeronyms, which absorb all proper names designed to designate different types of computer programs. The poetonymic sphere is understood as a collection of onyms in artistic texts creating a complex and harmonious system existing in any artistic work as a result of their interrelations. This concerns not only literary works but also those in cinematography, computer art, etc., since proper names act in each of them as components of the virtual picture of the world, thus enabling to refer to the existence of not only the poetonymic sphere, but also the virtualonymosphere. Therefore, it can be concluded that ideonyms can be divided into four classes by their correlation with denotate, namely artionyms, biblionyms, gemeronyms and computeronyms, subject to further specification. Separate terms have been created for ideonyms of the first and second specification levels whereas descriptive terminology is applied for further subdivisions. Each of the analyzed divisions has its own specific functioning, both structural and semantic, which makes further intvestigation in this direction relevant.

Approaches for Assessment of Non-Determinism in Different Stages of Engineering Product Design Using Finite Element Analysis

2011 ◽  
Vol 104 ◽  
pp. 23-32 ◽  
Author(s):  
Dirk Vandepitte ◽  
David Moens
Keyword(s):  
Scientific Literature ◽  
Technical Problem ◽  
Probabilistic Methods ◽  
Element Analysis ◽  
Engineering Product ◽  
Data Set ◽  
Development Cycle ◽  
Different Types ◽  
Realistic Data

Development of a complicated technical problem encompasses different successive decisions that are based on techical analysis and engineering judgment. In each of these steps, somedegree of non-determinism is inevitable. The paper discusses different types of non-deterministic parameters that may be relevant in different stages of engineering analysis. The entire cycle of development of a product is considered, and it is shown that the relevance of methods isdifferent in different stages of the development cycle. A classification of different types of non-deterministic properties is presented. Based on the nature of these different classes of model properties, it is discussed to what degree each of these fits in the framework of either a probabilistic or a non-probabilistic concept.The availability of realistic data in an appropriate format is another issue that should be taken into account. A validated probabilistic representation is usually only possible after an extensive campaign of data acquisition has been conducted, or at least after suffcient data have been collected to allow for a reliable estimation of a statistical model. A study of scientific literature shows that validated information is not always available. A general conclusion is that probabilistic methods are applicable in later stages of development, when a suffciently large database of product data has been gathered. Probabilistic approaches are perfectly suited for conditions when the product is already in service. Possibilistic analysis on the other hand is best suited for application in cases when the data set about the product at hand is still incomplete.

scholarly journals Communicative strategies and tactics of speech influence in art journalism genres (review, reportage)

2021 ◽  
Vol 8 (3) ◽  
pp. 287-298
Author(s):  
Nadezhda A. Tochitskaya ◽  
Keyword(s):  
Consumer Society ◽  
Media Discourse ◽  
Aesthetic Appreciation ◽  
Self Presentation ◽  
Modern Culture ◽  
Cultural Event ◽  
Communicative Strategies ◽  
Image Building ◽  
The Media ◽  
Transformation Processes

The article examines the communicative strategies and tactics of speech influence used in the presentation of an artwork and a cultural event in art journalism. The accelerating process of the commercialisation of art with a greater degree of intensity actualises the work as a commodity. In the representation of artistic culture in media discourse, this is manifested in a weakening of the analytical component and aesthetic appreciation. Media texts increasingly use entertainment approaches, and there is a tendency towards performativity and shock value, an ironic style. This is reflected in the stylistics of the media text, which has contributed to the active use of attractive speech means. Transformation processes have also affected such genres as review and reportage. Today it is almost impossible to find a classic review, which would present an analysis of the merits and demerits of the work and a competent assessment. The aim of review in art journalism is to announce, to attract the audience’s attention both to the work and to the author’s search, to promote the values of a consumer society. In reportage, the classic characteristics have also undergone changes. Today, this genre is characterised by authorial subjectivism, which is expressed in vivid self-presentation. As a result of the analysis of the Belarusian online publications, the main communicative strategies of speech impact have been identified: the advertising strategy, which is exemplified in the review, and the image building strategy characteristic to the reportage. In art journalism, the use of these communicative and speech practices led to a downgrading of art and the perception of a cultural event as an entertainment show. The problem addressed is important due to the relevance of the topic of interaction between media language and modern culture.

scholarly journals METHODOLOGICAL PRINCIPLES OF INVESTIGATING UKRAINIAN PHRASEOLOGISMS IN MEDIA DISCOURSE

2020 ◽  
pp. 58-70
Author(s):  
Tetiana Kniaz
Keyword(s):  
Information Dissemination ◽  
Special Role ◽  
Media Discourse ◽  
Semantic Features ◽  
Verbal Representation ◽  
The Social ◽  
Different Types ◽  
The Media ◽  
Functional Features ◽  
Methodological Principles

The article deals with theoretical grounds of lingvo-pragmatic, functional, structural and semantic methods of research, which are used for analyzing phraseological units (PhU) of the Ukrainian language in media discourse. The verbal representation is the most powerful channel for information dissemination. That is why such important issues as the semantic and functional features of lexical, phraseological units of media discourse remain relevant. The clarification of the main methodological principles of studying the peculiarities of functioning the phraseology in the Ukrainian media discourse is the purpose of the proposed work. The object of research is the lingvo-pragmatic, structural and semantic features of phraseologisms’ functioning in the Ukrainian media discourse. Different types of structural and semantic transformations of phraseological units have been analyzed in the article. The transformed phraseologisms in media discourse demonstrate the dynamics of evaluative, ideological and cultural perception of reality. The realization of the pragmatic possibilities of “contracted” phraseological units happens due to the context or situation, the intentions of the speaker, as well as the linguistic and cultural competence of the communicator. Phraseological units play a special role in the process of communication, the pragmatic value of which lies in the ability to influence the addressee in a particular communicative situation. The phraseologisms of the Ukrainian language perform a variety of functions in the media discourse: nominative, evaluative, emotionally expressive, pragmatic, the function of characterizing the social status of social and political figures etc.

scholarly journals NEOLOGISM AS A SIGNIFICANT AND NECESSARY PHENOMENON OF THE MODERN ENGLISH LANGUAGE

2021 ◽  
pp. 136-140
Author(s):  
N.N. Solovyova ◽  
◽  
Zh.V. Lihacheva ◽  
Keyword(s):  
Present Article ◽  
English Language ◽  
Technology Development ◽  
Human Life ◽  
Media Discourse ◽  
New Words ◽  
Modern Period ◽  
The Media ◽  
Intensive Development

The present article focuses on neologisms as a part of modern English vocabulary. The relevance of the study lies in the fact that the modern period is characterized by the intensive development of various spheres of human life. They are accompanied by changes in the English language. The article also discusses the classification of neologisms based on the method of their formation, each type is characterized, and examples are given. The object of the research is the lexical system of the modern English language, presented in the media discourse. The aim of the work is to study neologisms in the lexical system of modern English, to identify trends in the formation of new words. The research resulted in the formation of neologisms in the context of technology development. Changes in the language being a result of the formation of neologisms are considered.

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