Особливості сучасного медіатексту

Abstract

The essence of media text, which is considered to be a product of mass information activities and mass communication, lies in the expression of specific information aimed to influence public opinion and beliefs. The linguistic identity of the journalist, his cognitive ability, worldview and intelligence quotient form the basis of the media text. In the modern theory of mass communication the problem of the effectiveness of the influence that mass media has on the audience is considered to be one of most important. Under this notion mass media influence on listener’s, reader’s or viewer’s opinion is understood. Mass communication, presented as a process of data communication, takes into account the interaction of different elements: author, recipient, channel, code, text, context, feedback, communication effectiveness. These elements can be regarded as criteria of media text typology. The most important characteristic of modern mass media text, which distinguishes it from other texts, is its multidimensionality, which is the combination of different types of verbal, visual, auditory, audio-visual or other components in the semantic space of a single text. Media text is integrative, multilevel text which unites different semiotic codes (verbal, nonverbal, media) in a single communicative unit and demonstrates openness on semantic, structural and sign levels.