Dmytro Dergach
Taras Shevchenko Kyiv National University (Ukraine)
https://doi.org/10.53656/bel2024-2-7D
Abstract. Research attention is focused on fundamental changes in techniques and methods of informing , which activate the communicative capabilities of language and give rise to new genres, forms and formats of interpersonal communication in various spheres and discourses. It actualizes the research problem of the diffuse stylistic nature of mass media genres, argued by the processes of assimilation of public communication`s spheres.
The author’s argumentation is based on the vectors of the dynamics of the literary language`s evolutionary potential, that is focused on the format and tasks of social communication. Predictably, the architectonic heterogeneity and polyfunctionality of the language of media texts explain the syncretic nature of the genres. And also the tendency to their constant modification and transformation regarding the structure, meanings and communicative valence of language units.
The article interprets models of updating of the functional and stylistic paradigm of modern literary languages in their genre projection and perspective, which do not depend on the time and space of culture. To prove this thesis, the texts of the Ukrainian and Bulgarian media space in the genre of posts in social networks were chosen as the object of analysis. The main research aim is to determine the typicality / atypicality of stylistic diffusion in the genre paradigm of Ukrainian and Bulgarian media. The attention is paid to the bloggers and companies that are well-known in Ukraine and Bulgaria as influencers who make professional activities in the fields of health, beauty, sport, etc., and really model the current mass language consciousness. The research base is formed by texts that were published in the social networks Instagram, Facebook in 2023 – 2024. The functional and stylistic methodology of the mentioned material`s interpretation allows in a comparative discourse to prove the typicality of communicative processes that are resulted in the stylistic diffusion of modern mass media genres.
Keywords: social communication, mass media style, scientific style, genre, inter-style genre, stylistic diffusion, Ukrainian media, Bulgarian media
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