Sunday, August 14Институт «Высшая школа журналистики и массовых коммуникаций» СПбГУ
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2022. Volume 9, No. 2

2022
№ 2
(Vol. 9)

The article provides an overview of Russian articles on media linguistics. In the articles, PRspeech is described in terms of media linguistics. The purpose of the article is to present a spheral approach to the study of PR activities. PR-speech is described as an applied communication technology that serves the administrative, economic, socio-cultural, commercial and political activities of subjects in a highly competitive media environment. In the article, the types of PR-discourses are identified by induction, their typological and genre forms are defined. The review showed that the PR media style is determined by extralinguistic factors of political, commercial or cultural and educational activities, the content and subject of publications, the goals of communication, and the forms of communication with the addressee. PR-discourse can be divided into four types: administrative-economic, political, commercial and cultural-educational. Each discourse has a specific genre-typological system, which helps to optimize communication between the customer and the performer in the implementation of the contract and is an indicator of the effectiveness of communication in a professional environment. The author comes to the conclusion that the metalanguage of PR-speech in the categories of media linguistics demonstrates stability and proves that the institutionalization of this direction in the field of education and professional activity has taken place and is included in the register of scientific specialties “Media Communications and Journalism”.

2022
№ 2
(Vol. 9)

The article studies the financial and content participation of the addressee in the implementation of media projects through special digital platforms. Successful experience of media crowdfunding is associated with such digital platforms as Planeta.ru, BoomStarter, “The Power of the Word”, and active crowdsourcing is carried out on the digital Service of journalistic queries (https://pressfeed.ru/). Crowdfunding and crowdsourcing in Russia as a collective cooperation of people and civic activity are most effective today in the sphere of media. Through such civil complicity, a media community is formed. As a result, the following factors of the success of media crowdfunding and crowdsourcing were identified: 1. Addressing the focus audience of media projects; 2. Rewards for participation, including virtual participation, that meet the needs of the audience; 3. Types of motivations of the audience to cooperate with media: the desire to express a civic position, to be involved in something socially significant, to increase their expertise and make their personal story public. The article describes all these factors with their illustration by examples of media projects and the individual expert practice of one of the authors of the article. A decline in the role of the state in a digital society inevitably leads to a change in the functioning of media, as well as to a growing importance of communities that arise around media projects. Digital involvement of the audience in financing and content participation gives the effect of a media community which is necessary for independent and highly specialized media. It is noted that sometimes exotic projects with a narrow target audience demonstrate success in fundraising due to the skillful use of specific vocabulary and personal authority of the creators. Digital platforms, boosted during the pandemic, are transforming media-audience relationships.

2022
№ 2
(Vol. 9)

Methods of realizing the adaptive role of contemporary journalism are considered on the example of urban-oriented network media that emerged as an independent segment of the Russian media in the 2010s. An accommodative role is one of the main institutional functions of journalism and is to provide “useful news”. The implementation of this role is closely related to the formation of service, or consumer, journalism (M. Eide, G. Knight), and such spheres as lifestyle journalism, entertainment journalism, and brand journalism. The relevance of the subject is confirmed by the findings of the international study “Worlds of Journalism: Journalism Cultures Around the Globe” (T. Hanitzsch, F. Hanusch, J. Ramaprasad, A. S. de Beer, 2019), which recorded the increased activity of this role in Russia. The information agenda of urban-oriented network media, which focuses on urban everyday life and creative urban practices, organically includes extensive service content. The study has shown that the strengthening of the accommodation function in contemporary journalism is closely related to the phenomenon of participation. Convenience, including compactness and reading speed, interactivity and narrativization, which manifests itself both in the orientation towards personal stories and in a special personalized manner of communication between the author of the material and the reader, become the guiding principles in the design of “useful news”. The genres of informational instructions or advice characteristic of traditional consumer journalism in the spirit of lifestyle publications are transformed under the influence of the new communicative attitude into interactive (cards, games, tests, a cartographic application) and narrative (self-narrative, annotated announcement) formats. Combining the principles of service and participatory journalism, urban-oriented network media represent a completely successful experience in implementing an adaptive role aimed not only at shaping a culture of consumption, but also creating actual urban identity and a socially active community.

2022
№ 2
(Vol. 9)

The purpose of this article is to present the main persuasive function of various types of narratives based on the analysis of messages designed to influence and impel to make a decision. An additional purpose is to show that different narrative forms were used thoughtfully based on the research into intended recipient groups. The used methodology of narrative analysis in relation to media messages, the function of which is persuasion, was created on the basis of the methodology of content analysis in mediametric studies of the discipline of social communication and media, as well as related sciences, for example, visual, linguistic or semiological analysis. The relevance of the study is confirmed by the use of fresh material taken from current ratings conducted by network analysts regarding the most popular advertising messages in the Internet space and modern tools in the field of neuroscience. This made it possible to single out such types of narratives as cathectic, storytelling, celebrity, gaming and amplified narratives. Among the analyzed messages, including commercials and social campaigns, the authors highlight their distinctive features and ways of using them in the field of language and images, which makes it possible to categorize any multimodal persuasive messages, and facilitates the interpretation of this type of messages. Demonstrating the persuasiveness of the narrative as an integral feature of all messages in advertising communication leads to the conclusion that the purpose of using the narrative is to create tension and dynamics that strongly affect the viewer. Ultimately, the reason for its use is not only a reference, but also a description of the world. The narrative also has significant axiological and philosophical goals.

2022
№ 2
(Vol. 9)

The authors discuss the cultural and psychological aspects of media reality within the framework of constructivism, and trace the nature of the information flow about Russia in Brazil over time. The article examines the form and content of the Brazilian press narration about the Russian Federation for the period of 53 years, from 1968 to 2021, on the example of one of the main and widely distributed periodicals: “Veja” magazine. The authors analyze its cover content as a polycode text, and subsequent articles. The study used the methods of narrative analysis, and methods of linguacultural interpretation of linguistic features. The study carried out a comparative analysis of the covers of “Veja” magazine with the covers and articles of the leading American magazine “Time”, corresponding in terms of time and subject matter of the articles. This comparison demonstrated a direct correlation between the way Russia was described in the Brazilian press and the Western media in terms of style and form of presenting information. It allowed the authors to speak about the influence of American hegemonic press on the Brazilian media narration. The correlation of the polycode texts has proved the use of the cognitive functions of the visual media language in politically dependent media spaces. The 53-year period taken for the analysis showed that over such a long timeline with multiple events both in Russia and Brazil, as well as in the whole world, including the emergence of the BRICS, the Brazilian media narration has not changed and continued to follow the American mainstream.