THE CONCEPT OF MEDIA TEXT WITHIN COMMUNICATIVE DISCOURSE

Abstract

The article examines the peculiarities of the concept of media text, which is based on the combination of media and verbal units. Within traditional linguistics, a text is defined as a sequence of sign units united by a semantic connection, whose main properties are coherence and integrity. The concept of media text goes beyond the sign system of the verbal level, representing a sequence of signs from various semiotic systems linguistic, graphic, sound, and visual the combination of which is determined by the specific channel of mass communication.
Media text can be interpreted as the collective product of three global subsystems of mass communication: journalism, public relations, and advertising. In mass media, the technological features of each individual channel of distribution whether radio, television, or the Internet have a tremendous impact on the form and content of the message.
The audience of a media text consists of groups of people dispersed in time and space individuals living in different places, having different life priorities, and belonging to various age groups, among others. A clear understanding of the target audience influences decisions regarding the nature and style of the media text.
The concept of the media text allows for a more comprehensive understanding of representation in the field of mass media, as it encompasses not only the message and the channel but also numerous extralinguistic factors related to the peculiarities of media message creation, its addressee, feedback, culturally conditioned ways of encoding and decoding, as well as the socio-historical and political-ideological context.
Thus, the study of media texts may also be associated with addressing the tasks of forming a system of requirements for communicative behavior and speech culture of a person engaged in public speaking. In this regard, media texts can become a kind of «mirror» reflecting the language taste and linguistic personal identity of the modern era.