A COMMUNICATIVE EVENT IN THE FORM OF PAREMIAS OF THE RUSSIAN MEDIA DISCOURSE

Aim. The purpose of this work is to deepen the understanding of media discourse, expand the knowledge about the paremiological possibilities of modern linguistic culture, and describe the communicative abilities of images and language means.
Methodology. The paper considers some paremias, which are visualized as a verbal component and receive specific images in the media space. The paremias are studied using a spectrum of general and particular scientific methods, such as inductive-deductive techniques, observation, systematization, modeling, distributive and component analyzis, descriptive and psycholinguistic methods, and analytical and synthetic forms of working with media discourse and a communicative event in the form of paremiologically oriented demotivators, united by common semantics.
Results. On the example of demotivators freely available on the Internet, the perception of environmental problems by society and the objectification of realities in an ironic and poetic form are illustrated. The active processes taking place in various types of stable constructions are analyzed, and the potential possibilities of modern metaphorical-figurative structures are demonstrated. The leading concepts are identified in accordance with the thematic focus, ecological demotivators with explicitly or implicitly expressed paremiological images are extracted from the information bases of the Internet, the communicative situation that develops in the Internet discourse during the formation of paremiological images is analyzed, and the empirical material is systematized. The conceptual scaling of the Internet discourse is part of a cognitive program aimed at comprehensive knowledge of a communicative event in the regime of linguocultural synchrony.
Research implications. The continuous replenishment of the language with new communicative elements, the active development of media discourse as an environment for the existence of a modern communicative situation, and the permanent emergence of original images of Russian paremiology explain the theoretical and applied relevance of the undertaken research, which complements a series of works of linguoculturological orientation. The value pragmatics of the epoch is fixed in thought codes, proverbs, and unique forms of language functioning, and, therefore, the description of various linguocultural transactions is scientifically significant.

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