DOI 10.51955/2312-1327_2021_4_136

Natalya A. Prom

Abstract. The article proposes the problem of taking into account the addressee’s factor by the author in the media discourse from the standpoint of linguistics and media rhetoric in particular. Modern media discourse offers the audience a large amount of material, the task of which is to purposefully influence the consciousness of the audience, and this influence is growing. The success of this impact is ensured by a number of factors. It seems necessary to identify communicative characteristics of a media text that provide understanding and trust of the audience to the author of the facts proposed. This is seen as the purpose of his work the article is devoted to. The research has shown that the impact of the text that takes into account the axiological picture of the audience’s world is effective. There are some examples considered that illustrate this position and demonstrate the manipulative mechanisms used by the media discourse generators to achieve their goals. Of particular interest is an example that reflects a radical change in the values the authors of media messages appeal to, depending on the changing expediency. No less important role in the attractiveness and effectiveness of the media text for the audience is played by rhetorical effects. The author has identified the main of them, i.e. the effect of live communication, the effect of involvement, the effect of curiosity, the effect of surprise and the effect of guesswork. Language ways to achieve these effects are demonstrated in the article.

Keywords: media discourse, media text, addressee, pragmatics, communication, rhetorical effect, adaptation, values.

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