Iakoba, I. A. OUTER AND INNER PARAMETRES OF MEDIA DISCOURSE SMART TUNING // Proceedings of Petrozavodsk State University. 2019. No 3 (180). P. 94–100. DOI: 10.15393/uchz.art.2019.315


Linguistics

OUTER AND INNER PARAMETRES OF MEDIA DISCOURSE SMART TUNING

Iakoba
I. A. 		Irkutsk National Research Technical University
Keywords:
media discourse
discourse power
outer and inner parameter
“Smart Tuning”		 Summary: The increase in the influence of media discourse on public consciousness determines the relevance of studying phenomenology and the functioning of media space as a translator of values and evaluative information for constructing social reality given by the sponsor. The emerging problem of technological control and manipulation of the consciousness of the mass addressee can be solved by detecting cognitive-discursive means that promote these processes. The purpose of the article is to identify the inner and outer parameters of the media discourse technology “Smart Tuning”. The leading method of research is interpretive analysis based on the principles of synergetics. As a result of the study, the selection of parameters behind the discourse and manifested in the process of discourse is proved. Among the outerl parameters of discourse, the following stand out: the attractiveness of the situation, the strength of the addresser’s position, the recipient’s horizon of expectations, the mode of communication. Among the inner parameters of discourse there are: attractiveness of the message, harmonization, patterning, sense-rhythmic modulations, modalization, multimodality, tension. It is shown how discourse attraction is used in advertising for the persuasive impact on the target addressee. An example of the action of attractors in advertising media discourse is given. The phenomenology of the action of hard, soft, and smart powers in discourse is demonstrated according to the Smart Tuning technology developed by the author. The “Smart Tuning” technology shows how the discourse is constructed in optimal proximity to the effective impact by adjusting its power potential. The nature of the “smart” tuning is achieved by a flexible combination of powers on a value-acceptable basis, both on the rationalpragmatic,controlled by the consciousness and on the subconscious in a person.



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