GENRE AND STYLISTIC PARAMETERS OF IMAGE COMMUNICATION IN MEDIA
DOI:
https://doi.org/10.17721/folia.philologica/2025/10/6Keywords:
image, image discourse, image communication, media discourse, genre, media genre, linguistic imageologyAbstract
The article touches upon the problem of genre and stylistic models of image communication in the modern Ukrainian media. Extralinguistic factors that have transformed the media sphere into an important component of state policy and a verbal expression of social identity and values are analyzed. The author’s commentary is projected on the trend when media resources functionally not only relay informational meanings, but also actively construct images that influence the perceptions of the mass audience, shape its moods and attitudes towards various spheres of social life. The author represents multiple approaches to interpreting the concept of image in various branches of scientific knowledge. The actualization of linguistic imageology as a research episteme that analyzes the effectiveness, verbal and non-verbal specificity of the implementation of technologies, strategies and tactics of forming and adjusting the image of a person, phenomenon, country, etc. in the dynamics of social communication is determined. The purpose of the article is to provide a reasoned commentary on the processes of genre dynamics of the media in the context of the influence of image-forming factors on changes in the information and analytical nature of media genres, immanently fixed in their functional paradigm. The specified subjectivity is correlated with the novelty of the study of image construction as an effective implementation of communicative strategies for coordinating verbal and non-verbal codes aimed at creating a variant image in the mass linguistic consciousness. Multi-genre texts that systematically represent such processes in traditional and new media are commented on using methods of functional and stylistic analysis, content analysis, etc. The perspective of the study is to conceptualize the nuances of the influences of other communicative spheres on the media, their genre system in the aspect of multiple imaging of real-life objects and nonlinear decoding of its results through the dynamics of linguocultural markers of the evolution of social communication in the national and global dimensions.
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