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3. 2. 2. The real reader in a context of perception of senses

Pragmatical interest of founders of modern media texts to a category of the real reader is fixed in system of attraction of the reader to various monitorings: to interrogations, participations in media actions etc.

It is obvious, that, declaring such headings, whether as «Forget you news» (Kommersant »),« That will be with rouble in ("Kommersant") further follows, online editions use them as mechanisms of recognition of the real reader.

Besides, reader's comments declare coincidence or a divergence between categories «an image of the reader» and «the real reader».

On purpose to reveal interest of the real reader to the oppositional moods declared in economic media texts, in the given research comments of readers to the media texts containing signals oppozitsionnosti are analysed.

These signals are concluded in uneasiness lexemes, the set phrases reflecting a crisis condition not only economy, but also systems as a whole: «zero growth of the Russian economy»; «anti-recessionary measures» (Compare: the media publication name in "Businessman": «Anti-recessionary rather»); «the crisis price»; «to study to save»; «oil falls»; «expensive dollar»; «cheap rouble»; «cheap oil»; «to update minima»; «economy rescue»: «sanktsionnye measures»; «devolvatsionnye expectations»; «to leave from the Russian market»; "importozameshchenie" ("Kommersant", January - July, 2015); «struggle against crisis»; «economy against inflation»; «a rouble collapse»; «black Tuesday»; «black Friday»; "volatilnost"; «the oil prices»; «long crisis»; «default expectation»; «the Greek default»; «default consequences»; «world crisis» (RBC, May - July, 2015).

Undoubtedly, strong emotional loading is born in themselves by the lexemes connected with expectations, presentiments of an economic and political collapse.

This emotional background is created in analytical media texts so, has concrete substantiations that should cause in a response audience. The business media discourse assumes complex research of a problem of crisis, hence, cannot exclude a political problematics.

We have put the problem to fix, how the audience reacts to such signals: does not make comments; expresses solidarity; declares the opposite point of view; shows discontent with insufficient degree oppozitsionnosti; declares high degree of uneasiness and the aggression, not connected with communicative intentions of the sender.

For the comparative analysis in a context of revealing of degree of realisation of a communicative plan we take two online editions: "Kommersant" and "Expert". Both (unlike "RBC" or "News", RBC in general has closed commenting, and offer "News" to the recipient unfairly difficult scheme to leave the comment) give to the recipients commenting possibility. However differently concern realisation of strategy of construction of dialogue with the reader.

For "Expert" essentially important to keep dialogue between recipients in which course different positions come to light, validity estimations, including more categorical in relation to what are stated by the edition.

The media text name The formulations reflecting

Oppositional moods


1.
«At growth does not remain allies»

("Kommersant")

Proceeding easing of rouble against decrease in the oil prices calls into question possibility of an exit of the Russian economy expected by the authorities from recession by 2016, is more detailed:

http://www.kommersant.ru/doc/2782845

2. «Rates are lowered on bad presentiments»

("Kommersant"

To the government, probably, it is necessary not to expect any more regenerative growth, and to unpack a new packet of anti-recessionary actions.

More in detail: http://www.kommersant.ru/doc/2781191

3. All illusive

(Kommersant »)

In the Russian reality the philosophy of mutual relations of the state and the person consists that the state receives money for the export goods (it varied throughout millenia: honey, furs, vodka, energy carriers) also distributes them between citizens. It is distributive system where the father gives out to children a certain grant and they do not have any moral right to ask, how many he has dissipated in a casino ".

More in detail: http://www.kommersant.ru/doc/2777075

4. Whether «the middle class» «Kommersant can disappear in Russia. Money» The middle class is still live, but in its ratio promises which have been given by the president in circulation to Federal meeting are not fulfilled.

More in detail: http://www.kommersant.ru/doc/2767909

5. «What for to destroy

Products »« Kommersant. Money »

I do not know, after all what we did, additional corruption begins.

More in detail: http://www.kommersant.ru/doc/2767910

6. «Egoism well, but the state has the right» ("Expert") «The anti-recessionary governmental program is reasonable, but, probably, is not especially effective. To the state are necessary structural реформы1, and first of all, in the field of a tax policy, and also in sphere of support of small and average business».

[http://expert.ru/2015/07/31/egoizm-horosh-no-gosudarstvo-imeet-pravo/]

7. «The dollar has passed for sixty and it not a limit» ("Expert") «The expected decision on restraint of rates of social payments on which the Ministry of Finance» [http://expert.ru/2015/07/28/dollar/] insists can become a positive for rouble.
8. «Fiasco of the capital»

("Expert")

«Responsibility for an output of the country from crisis lays on the power. In its bowels there should be a will to the present, serious development»

[http://expert.ru/expert/2015/30/fiasko-kapitala/].

1. Discontent with experts: «Not those INTERROGATE! It is necessary simply" to read out "teleunitaznye performances state" analysts ", a receiving lemon on-one and a half in a month, for example, yesterday's lavrova in ASEANE and then the ENTHUSIASM in estimations will read off scale» (http://www.kommersant.ru/doc/2782845).

2. Discontent as quality of a life: «Businessmen of Russia such intellectual and moral pettiness that do not understand that overpay for credits in tens times. The Central Bank rate should be 0 %. But the god has blinded idiots because desjatinu do not separate church» (http://www.kommersant.ru/doc/2781191).

3. Discontent with logic and the argument of authors of the media text: «For some reason sotsioluham does not come to mind: people do not do savings because they do not have free money for this purpose, and svetlejshy prince Aleksashka Menshikov or cesarevitch Alexander Pavlovich with sharfikom here is perfect at anything. Orthodoxy? Oh, yes well! It at all does not stir Gundjaevu and company to seize so what to stop, poor, cannot» (http://www.kommersant.ru/doc/2777075). «The roughest juggling... The Minus of 40 percent of transactions under the inhabited real estate for a half-year-it the fact! The author or the paid provoker or embitsil... Forgive for roughness...» (http://expert.ru/2015/07/23/ryinok-zhilya-gorodov-rossii-v-2014-2015-godu-turbulentnost-perehodyaschaya-v-retsessiyu/).

4. Discontent with logic of the author and existing system, sensation of isolation of the author from life realities: «To me my classmate is remembered as me during reorganisation told about the impressions about training in Rome (yes-yes! During Soviet times young senior lecturers under a certain condition could get on year foreign training to decent foreign high school). Telling about the house of the typical Italian peasant, my acquaintance suddenly has stopped and has declared:" Vadim, you do not understand, what you poor! ”. When I have told, that I understand, that he means, has heard:” Is not present-is not present! You cannot understand ”. I am afraid, that misters from Direct speech, far not all readers correctly understand. By the way, using services of paid medicine, in their opinion, is riches sign?» (http://www.kommersant.ru/doc/2767909).

5. Disbelief in positive changes: «If there was a distribution system konfiskata the needy...» Is it would be healthy. But here how much really to create such system, transparent system? »(http://www.kommersant.ru/doc/2767910).

6. Solidarity with authors in a context of creation of ironical senses: «Our laws are not cancelled and not challenged, because all of them good and« correct ». So from Stalin it was led. Privacy and zakulisnost decision-making really lead to prostitution edinorosov. Such global game at politicians: who most convincingly represents democracy and care of the state» (http://expert.ru/2015/07/31/-egoizm-horosh-no-gosudarstvo-imeet-pravo/).

Karina Cmexowa 29.07 16:32: «the Russian economists once again reflect economic attack which was directed by the West on our country. Experts say, that very soon the rouble will become stronger even more and in further its jumps will stop» (http://expert.ru/2015/07/31/egoizm-horosh-no-gosudarstvo-imeet-pravo/).

7. 1) own opinion in a context of not declared senses:

«Only let to Putin about it do not speak. The person stays in happy confidence that it is possible to sit on an ass and to do nothing, because oil will return to the price 100$ for a flank, well and let stays.

What for the good person to afflict? »

2) Aggression concerning the opinions stated in comments: «In general, who it writes such"pisjulki"in so-called"expert"? Why anonimka? Why I - with a name, a surname, a photo, page in sotsseti, me monitorit any parhatyj natsmen, and who such"expert"? It is type the astrological forecast? They always the anonymous. Is not present at me to anonimkam trust - I do not honour and I do not read... The expert” on "iks" has gone ’! »

8. Detection of deeper political senses in the course of interpretation of the economic media text: 1. «While the power will not learn
To think strategically, no national capital in the country will arise. Clear and long-term prospects are necessary to the capital. Without prospects the capital is only the heap of money suitable only for the decision of momentary problems »(http://expert.ru/expert/2015/30/fiasko-kapitala). 2.« When at the power of the government which to care of well-being zakordonnyh corporations, instead of the economy, and the president does not wish to interfere, probably not understanding, that such the economy to wait for another it is not necessary »(http://expert.ru/expert/2015/30/fiasko-kapitala).

Thus, it is impossible to assert, in our opinion, that the real reader corresponds to expectations of online editions in comprehension of political senses of analytical media texts. At once it is necessary to notice, that commenting shows the general apathy of an audience which rather poorly declares the point of view.

The real reader expresses high degree of mistrust to journalists, experts, including their opinions prejudiced, mismatching realities of a life of the average person. Moreover, the real reader does not trust not only to a course of analytical reasonings of the author, but also statistical data, the argument as a whole.

The real reader recognises uneasiness of the information, but not always can adequately interpret economic and political senses of the media text. It explains such characteristic of the real reader, as «the disturbing and aggressive conformist» (Gnatyuk, 2006:15).

Most adequately the audience reacts to receptions of author's irony which cause in it desire to declare own estimation of an event in the ironic form. The irony in reader's comments testifies not only to adequate perception of author's irony, but also about crisis consciousness of recipients which do not see positive prospects of development of society.

As a whole it is possible to assert, that the real reader mismatches expectations of online editions because it expresses high degree of political apathy, disbelief in democratic and legal values, in social justice rules.

At the same time it is possible to say with the big share of confidence that the high degree of uneasiness encouraged including meditekstami, involved in a business discourse, becomes soil for realisation manipuljativnyh strategy from the sender.

Receptions of construction of the argument aimed at reliability (personification of a discourse, opinion of experts, granting of the information by means of cardinal numbers etc.) demand more detailed analysis in a context of a problem of formation of an image of the reader.

Declare high degree of reliability the author can following methods: to involve in the analysis of a problem or media event of independent experts, to address to materials of independent rating agencies, to use statistical data from different sources.

We have allocated group of the authors specialising on creation of analytical media texts on economic problems and have tracked, in what degree the argument of authors answers pragmatical installation of a genre reliability, and also corresponds with representations of authors about

Image of the reader also corresponds to expectations of the real reader.

Authors; the edition Article name Experts Sources of statistical data
Olga Volkova, Artem Filipenok (RBC) «Electronic field production on revision»

[http://www.rbcdaily.ru/economy/562949996468808]

VSHE; Among

Interrogated-----

Experts the Boston Consulting Group,

HSBC, JPMorgan,

Morgan Stanley,

LUKOIL, UniCredit Bank, «VTB

The capital », Raiffeisen Bank, the Center

Macroeconomic researches of the Savings Bank of the Russian Federation,

Institute of the economic

The centre of the macroeconomic analysis of Alpha bank; VSHE; the Ministry of economic development.

Politicians of Gaydar and other companies and institutes. In total in interrogation have accepted

Participation 23 analysts.

O.Volkova,

A.Levinskaja

RBC

«Economy against inflation»

[http://www.rbcdaily.ru/economy/562949996420647].

Analysts "infom" and the Savings Bank;

The general director of company "Tape"; the owner of a network

"Magnet"; the director for the external

To communications «Ashan. Rosija»

Sberbank CIB in

The regular report

«Ivanov's consumer index»; Rosstat; "Romir";

VTSIOM;

O.Volkova

RBC

«Again in a minus»

[http://www.rbcdaily.ru/economy/562949996437827]

The minister of economic development Alexey

Uljukaev; the senior

Economist Markit;

Experts of the centre

Tactical researches NIU - VSHE.

Markit; Rosstat; VSHE.
T.Edovina "Kommersant" «At growth does not remain allies»

[http://www.kommersant.ru/doc/2782845]

Experts of the centre

Tactical researches NIU - VSHE

Interrogations Rosstata and IEP Egor Gaydar's name; Reuters; Ceic Data; Bank of Russia.
T.Edovina "Kommersant" «To a small-scale business progarantirujut credits»

[http://www.kommersant.ru/doc/2782320]

The director of Institute of actual economy; directors ekspertnoyoanaliticheskogo centre RaNhiGs Agency of credit guarantees; MSP-BANK.
A.Manuylov,

A.Pushkarev "Kommersant"

«State purchases without the most interesting»

[http://www.kommersant.ru/doc/2781642].

The general director of "the Uniform electronic trading platform» (EETP) Ministry of Economics

Russia

N.Mereshko "Expert" «The capital real estate black Friday» [http://expert.ru/2015/07/14/stolichnuyu-nedvizhimost-rasprodayut/] waits. The operating partner «M9

development »; a member of board of directors

Developer company "СтройИнвестТопаз"

Association of professionals of the market of real estate REPA and

Communication agency of Media - the Storm

The examples systematised in the table testify to high degree of a saturation of media texts the expert given and statistical materials. The analysis of principles apellirovanija various media to expert opinion and statistics for the purpose of creation of effect of reliability has shown, that these principles are closely connected with edition representations about an image of the reader.

High degree of concentration of an expert and numerical material (it is characteristic for RBC editions) declares edition orientation on
The formed part of an audience. At the same time redundant presence of the information such gives the bases to assume, that the edition does not see the reader of the representative of intellectual elite whom in a condition to define the veiled bias in selection of experts, manipulation with a numerical material.

Authors of "Businessman" use more transparent strategy of the appeal to expert opinion and statistics. In particular, the big percent of materials shows strategy of collision of the opposite points of view. The given strategy are obvious to the formed reader who is capable to declare ability to dialogue on a problem, critically to estimate quality of expert opinion or a statistical material.

Authors of "Expert" avoid saturation of the analytical media text by various data, but actively use receptions infografiki. For the given edition the aspiration to include in structure of the media text dialogue between recipients is characteristic. At this level there is a discussion of those aspects of a problem from which the edition separates. It is possible to say that "Expert" considers that its reader declares high degree of "crisis thinking» which provokes it on emotsionalnoyoekspressivnye estimations of economic media event and the political with it political and social actions of the authorities.

The important criterion defining representation of the author about the reader, selection kontseptov both in the concrete media text, and in online - the edition as a whole is.

makrokontseptom media texts of a modern business media discourse as it has already been declared in the given work, is kontsept "money". The semantic significance of it kontsepta consists that it defines corresponding kontseptosferu, including such important concepts, as "business", "success", "career", «self-realisation of the person».

makrokontsept "money" is zhanroobrazujushchim, since. It defines the maintenance and pragmatical component of the forecast, a rating and other analytical media genres.

This makrokontsept defines the ratio of recipients to the validity which demands from it ability to earn money, to save, dispose of money etc. Kontsept "money" forces recipients to make concrete cogitative operations, for example, to make calculations, to compare numerical data, to be guided in elementary and more difficult marketing operations.

At last, kontsept "money" the is included in system of the oppositions constructed by a principle «- the stranger»: «rouble - dollar»; «rouble - euro».

Into a problem of our research enters to find out, to what degree the real reader realises semantic nagruzhennost data kontsepta, accepts it or denies, what kontsepty opposes it.

Let's address to magazine "Expert" materials, since. It is the edition shows the highest degree of an inclusiveness in interactive ratios with recipients who have an easy approach to participation in

Commenting.

The media text name Reaction of recipients to oppositional components

makrokontsepta "money"-kontsepty «dollar —"rouble"

«The Central Bank has kept rouble from the further falling» [http://expert.ru/2015/07/29/rubl/] So as soon as volatilnost will roll off, the Central Bank will continue to fill up a reserve))))
«Fedrezerv it is happy with the American

Economy

[http://expert.ru/2015/07/30/obnadezhivayuschij-vvp/].

1) when FRS the USA will raise a discount rate, here to rouble and will come kapets

2) FRS the USA yet has not raised the reserve rate, and to grivna kapets HAS already come.

«The IMF does not trust neither to Ukraine, nor China» [http://expert.ru/2015/08/5/mvf-ne-verit-v-ukrainskuyu-ekonomiku-i-yuan/] 1) Pridacha the official status to yuan becomes the end for the American dollar as China and all JUgoYOVostochnaja Asia will cease to require a considerable quantity of dollars for trade with each other. Demand for the green will fall, and poor FRS cannot print former quantity of a paper.

nedopushchenie yuan to the status of reliable world currency - a component of the American policy of restraint.

2) the Dollar has become obsolete the - the world does not wish to contain the USA more. Sooner or later IMF it is necessary to enter other currencies into a basket. And on IMF "light a wedge has not converged".

«China falls, but real danger from the USA» (http://expert.ru/2015/08/3/amerikanskij-puzyir/) 1) Crises of overproduction of the goods were replaced by crises of overproduction of money.

2) Uncontrollable growth of the offer

Exchequer papers will suspend

Emission that can lead to a chain of non-payments to state employees and

To the subsequent default of the federal government

«WP: Euro - accident even for those countries which do all correctly»

(http://expert.ru/2015/07/18/evro/)

1) the Problem of euro that she does not allow to solve other problems

2) Rouble - the most reliable and stable currency.

3) Rouble live currency

4) Generally the euro falls, and after

The conclusions transatlantic

The trading contract will fall even faster. Means to take credits in euro-Yovygodno. At members of an eurozone of a condition of reception of credits - preferential. Means favourably doubly.

«The dollar average rate on ETS has decreased to 63, 84 roubles»

(http://expert.ru/2015/08/7/srednevzveshennyij-kurs-dollara-na-ets-snizilsya-do-63_84-rublya)

As it seems to me, considering that the dollar already shows the tendency to small decrease, recent growth of the American currency was the phenomenon short-term, arisen against falling of the prices for oil and soon the rouble will continue to become stronger.
«The euro official rate on Wednesday has grown to 69 roubles» (http://expert.ru/2015/08/4/ofitsialnyij-kurs-evro-na-sredu-vyiros-do-69-rublej). To all there is a logic explanation! A situation in the world for today restless enough,

Hence all currencies skip. But also to despair it is not necessary, as it is all not stably. Here will see, the rouble shortly again will continue the growth and will return all lost positions for this period!


The analysis of reaction of an audience of the online edition "Expert" has shown, that the most attractive to the real reader are making makrokontsepta "money" - "dollar", "euro", "rouble".

Recipients have commented on 100 % of media publications in which in this or that context oppositional pair «rouble - dollar» was involved in the analysis. Thus the real reader in 90 % ignores pragmatical component of the economic media text (the forecast, a rating, information-analytical article) and joins in a political discourse. For 90 % of readers the rouble is not monetary unit, and a symbol of national pride, reliability of domestic economy.

In 40 of 60 media texts the author's position constructed on the rational argument, causes irritation and aversion if it is interfaced to reflexion of negative prospects of national currency.

Thus recipients show an involvement into a business media discourse, possession of terminology, knowledge of tendencies of development of the world markets etc.

At the same time it is obvious to accept unwillingness of an audience the real facts connected with components makrokontsepta "money" - "dollar", "euro", "rouble". It is obvious, that these concepts are deeply symbolical for bolshej audience parts, are fixed in consciousness of recipients as archetypes.

Thus, there is a conflict of representations about a problem, based on the emotional unwillingness of an audience not confirmed with arguments to share an author's position if it mismatches arhitepicheskim to audience representations.

Thus recipients are convinced, that they express own position, instead of imposed by it from the outside, show independence of thinking, do not allow to manipulate itself.

Let's track, what semantic reactions connected with kontseptom "rouble", the audience of the newspaper of "Sheet" which expresses high degree expresses
Solidarity with the edition concept (readers should subscribe for reception of materials of "Sheets" to leave comments).

The media text name Audience reaction
«Russia will reduce the price of attraction of money in Asia»

(http://www.vedomosti.ru/comments/economics/a

Have found a safe point for an output babla and at once about about dabltaksejshn
rticles/2015/08/07/603905-rossiya-udeshevit-

privlechenie-deneg-v-azii)

To sign.
«The Central Bank rises on rouble protection» (http://www.vedomosti.ru/economics/articles/201 5/08/03/603170-tsentrobank-vstaet-na-zaschitu-rublya) Russia is threatened with the weak power (in sense of the competence), and the weak rouble and a low standard of living of the population is only consequences of the weak power.
«Oil Brent bargains on a minimum of this year»

(http://www.vedomosti.ru/comments/newspaper/a

And Cand.Econ.Sci. Putin considers that at 80 dollars for a flank the economy will fail
rticles/2015/08/03/603325-neftyanoi-obval)
«Schyotnaja the chamber has scarified"Society for the Promotion of Motoring and Road Improvement"for TSKAD

(http://www.vedomosti.ru/comments/economics/a rticles/2015/08/06/603685-palata)

"Society for the Promotion of Motoring and Road Improvement" Earns??? For 2 months "Society for the Promotion of Motoring and Road Improvement" has earned 262 million rbl., having placed on the deposit 39 mlrd rub..... That

Is has received 4 % annual, thus, that during same time under deposits it was possible to receive 12 % in the most reliable banks, thus, that inflation was at this time about 16 %....

Here such here "earnings", it and is final, money not the, and state...

«The euro is again more expensive than 70 roubles»

(http://www.vedomosti.ru/comments/finance/artic les/2015/08/07/603900-evro-snova-dorozhe-70-rublei).

1) And after all almost has already learnt the gipsy a horse not is, and it the silly woman has died.

2) Saudity on a pointer of the USA press the prices for oil and own budget, refusing to reduce extraction (as they always did). While IGIL will be strong - all Arabs in fear will do everything, that will tell the USA.

Devaluation 2. 0 1) every year I earn more, but
(http://www.vedomosti.ru/comments/opinion/artic

les/2015/08/20/605489-devalvatsiya)

Behind inflation obviously I am not in time. It is sad since to work I did not become less.
It is really a pity to me of money.
2) In what you see advantage of Russia over Europe and the USA in respect of production of small electronics,

startapov and IT? I of those do not see. Legally to make out any business in Russia is adov hemorrhoids. Possibilities of attraction of investments in startapy - scanty. Knowledge of foreign languages - zero. Formation - especially

Theoretical, lagging lines knows on


How many years and are enough poor quality. On a labour market it is few qualified personnel.

3) Perfectly argue! A pier of anything terrible - pay from pension in 12 000 in a month - 2000 in a year it is easy! ((And now it is argued. There are 12 000, housing and communal services - the minimum - 1000 roubles, so? Is-drink it is necessary? How many give to the grandmother-grandfather on meal in a month? Simply interestingly? Medicines? The price of medicines know?

Journey by an electric train on a summer residence, have added? Clothes which sometimes wear out... Small repair in

To apartment which always - bulb there new, refrigerator, iron to repair! ((And suddenly to all these cares and expenditure still the new have added, a pier - practically nothing...!

The dollar was fixed above 68 roubles

(http://www.vedomosti.ru/finance/articles/2015/0 8/21/605739-dollar-zakrepilsya-vishe-68-rublei)

1) it is obscene to argue On such levels in vain. At occurrence of similar thought it is necessary to pray submissively simply presvjatoj Uglevodoroditse and it is mild to be put to any oberegu, for example to an icon of Crimea on the globe of Russia.

2) it is possible to fill the Budget to print

Roubles, problem only as in sssr we do not make the goods, after all that the militiaman, shojgu or the Ministry of Emergency Measures having received the salary has bought to the wife import boots the currency is necessary in the country....

Apparently from the resulted examples, it is impossible to speak about uniformity of a real audience in a context of a business media discourse. The real reader of "News" kontsept "Rouble" directly connects with kontseptom "power" and with its characteristics: incompetence, corruption, isolation from vital realities.

For this audience additional signals to decoding of political component of the economic media text are not required. Kontsept "Rouble" receives in comments of this segment of an audience of the business
Media a pejorative estimation: "bablo" (the big sums of money received illegal by), weak rouble, «state, instead of the money», the given money.

The real reader in this case expresses readiness to search for answers to economic questions in world politics, is capable to declare not only irritation, but also irony.

With the big share of confidence it is possible to say that commenting In «News has given more reason and rational character owing to that access to comments is resolved to only registered readers.

Signs of use of highly specialised lexicon allow to judge that, how much wide the audience is thought to the sender. With reference to the economic media text it is possible to say that the more economically named lexicon, the the big share of experts in a problem will be involved in perusal, the analysis and the subsequent discussion. At the same time in the media texts involved in business medidiskurs, there should not be a congestion terminology, since. It will complicate dialogue with wider audience.

For a considerable part of a real audience possession of special lexicon is not represented inconvenient, that speaks not only sufficient degree of erudition of an audience, but also «crisis thinking».

Let's result examples of comments in which economically named lexicon is used: «Failure in a chain of deliveries of accessories from this area can break a work cycle. That will demand the prompt decision of a problem and will demand additional resources. For which decision it will be necessary to throw out exchequer bonds of the USA on the market. Uncontrollable growth of the offer of exchequer papers will suspend emission that can lead to a chain
Non-payments to state employees and the subsequent default of the federal government »(http://expert.ru/2015/08/3/amerikanskij-puzyir/).

«The existing system of the international dollar calculations is inert and despite all defects while satisfies all its participants. But amery use what they possess the right of emission of dollars solving the problems at the expense of the others and by that testing their patience more and more...» (http://expert.ru/2015/07/27/chernyij-ponedelnik/); «At habitation purchase the tax deduction is made. That is compensation before the paid tax dfl.» (http://expert.ru/2015/07/18/nalog/).

The real reader, thus, actively uses economically named lexicon that testifies to its inclusiveness in a business media discourse in comments.

At the same time it is necessary to notice, that stylistic heterogeneity of comments of readers puts pressure upon the media text. On the one hand, recipients demand from founders of media texts of high degree of conformity to norms of literary Russian: «the Comma put in heading. You should be an example of literacy for all of us, and at you infinite mistakes at level of the careless third-grader» (http://expert.ru/2015/08/5/mvf-ne-verit-v-ukrainskuyu-ekonomiku-i-yuan/). With another - provoke authors to the reference to the diverse lexicon, capable to reflect emotionally-expressional component of the media text.

So, being guided by classical position that creation and functioning of modern media texts assume active participation in the addressee, we have come to conclusion that it is impossible to name a business media discourse absolutely opened for participation of recipients.

Among business online editions we have allocated three groups according to those possibilities which are given by them for commenting:

1) online editions which do not give possibility of commenting (RBC);

2) online editions, which demand registration, that the reader the comment (could leave "News"; "Businessman");

3) online editions which allow to leave comments only to subscribers ("Sheet").

Commenting mechanisms allow online editions to identify the representations about the real reader. In turn, the real reader cannot be characterised as homogeneous group of recipients.

Depending on switching-on mechanisms in commenting processes, it is possible to speak about existence of three groups real (declared about itself) readers: casual (not the subscriber and not registered);

The representative of target audience (registered); the reader - the adherent (subscriber).

Readers of the first category show such qualities which mismatch edition representations about an image of the reader: aggression in perception of senses, mistrust to logic of authors and the argument presented in the media text. Characteristic of this category of readers is conviction that manipulate them, use as object for suggestion of antinational values.

For this category of readers the is naive-optimistic perception of difficult economic processes, conviction that the existing system is capable to compensate or minimise all consequences of crisis is characteristic.

This version of recipients expresses the opinion in the form of ekspressivno-emotional exclamations, is inclined to expression of aggressive intentions, including to officials. The political
Figures, economists, experts. At the same time she declares political inertness, inability critically to approach to the analysis of actions of the authorities.

As the indicator of revealing of valuable reference points for different groups of readers by us has been chosen kontsept "money" and its components: "rouble", "dollar", "euro". Readers of the first group expressed unreasonable trust to rouble as to currency, perceived kontsept "rouble" as a subject of national pride, i.e. Showed not rational, but emotional perception of the economic media events which have appeared in the centre of attention of media texts. Kontsepty "dollar" and "euro" were perceived by this category of readers of the economic media text as hostile to the Russian mentality and statehood.

Representatives of the second group and especially the third, divided the point of view of authors and experts concerning instability of national currency, in any way did not connect kontsept "rouble" with patriotic values. Simultaneously with it kontsepty "dollar" and "euro" were perceived as symbols of stability of economy of other countries, a guarantee of economic well-being and communicated also with values of democracy.

Readers of the second and third groups expressed solidarity with a position of authors of the media texts declaring certain degree

politizirovannosti the economic media text. For these groups of readers participation in logic reasonings of authors, forecasting of the further development of a situation, attempts to formulate concrete recommendations is characteristic.

Undoubtedly, it is possible to say and that the real reader, according to the maintenance of comments, has the general lines: crisis character of attitude, sensation of instability, aspiration to self-expression by means of comments.

Thus, as a result of carried out in the given part of research of analytical work, we have come to following outputs:

1. In the modern it is information-analitichskih the media texts included in a business media discourse, it is weakened publitsistichnost soundings for the convergence account to a pragmatical minimum of the fixed formulas of author's presence.

2. The figure of the author in the modern information-analytical media text has not lost the significance. In this fact specify comments of readers, for which important point of personification of a discourse, and also affirmed as practice of modern business web editions the approach to registration of the personal page devoted to collective of authors.

3. The author (individual and collective) declares itself in a heading complex (ironical headings, signatures under media texts), selection of arguments, the logician of a statement, character of involved experts, degree of objectivity of the media text, selection kontseptov, means of figurative influence for the addressee (verbal and nonverbal), in receptions of formation of system of hyperlinks.

4. The real author possesses a set of the professional, intellectual and world outlook characteristics which are meeting the requirements business medidiskursa. For example, «the journalism academy"Kommersant", under the guidance of O.Korovinoj, forms in listeners steady belief in necessity to have wide sights, to be able to appreciate professional opinion and ability is critical to it concerns etc.

5. The image of the reader in a business media discourse has the following lines reflecting expectations of online editions: intellectuality (it is expressed in ability to perceive the text and the implied sense, the declared senses and prisoners in implied sense); ability critically to perceive the validity, to divide an ironical tonality of the media text, ability to decoding of opinions of experts, perception of great volume of numerical data.

6. Representation about the real reader of the online edition receive thanks to participation of an audience in commenting of media texts and joint projects with readers. Attraction of attention of an audience to joint creation of media texts is shown that recipients take part in interrogations, monitorings, drawing up of various forecasts;

7. Online editions undertake attempts to differentiate an audience, having limited possibilities of commenting for not registered or not signed readers. Thus audience segments are formed: casual, target, but thus too wide to declare full solidarity with the edition, and the audience of adherents;

8. In media practice of separate online editions (magazine "Expert") is observed the tendency of attraction active audiences to formation of those senses and moods which on a number of the objective reasons cannot be declared in system of economic media texts. First of all it is a question of display of political nihilism, aversion of actions of the authorities and the state financial and economic structures.

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A source: Shevelevsky Ivan Mihajlovich. information-ANALYTICAL TEXTS In the BUSINESS MEDIA DISCOURSE (ON the MATERIAL of ONLINE VERSIONS of the RUSSIAN mass-media). The dissertation on competition of a scientific degree of a Cand.Phil.Sci. Tver - 2015. 2015

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  2. Chapter 2. MADE comments WORDS And COMMENTS THROUGH the PRISM of READER'S PERCEPTION
  3. Subject factors of perception of the political leader Influence of the subject factor on process of political perception
  4. 1.2.3 Communicative and temporalnye perception factors Communicative factors of perception of the political leader
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  7. 1.3.2. Difficulties of the reader as object of forecasting of the translator
  8. 1.3.1. A role of the translator in model «the author - the text - the reader»
  9. 3.2. The Germenevtichesky technicians applied at designing of senses in the novel «Portrait Doriana Heating»
  10. 1.2. Senses, maintenances and values as making substances of understanding
  11. 2. 1. An image of the reader in system an edition media expert
  12. 1.1. The essence of the real estate and hierarchy of concepts of the market of the real estate
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  14. 1. Numerical data as a method of the argument and attraction of reader's attention
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  17. G.Printsip of a combination kreativnosti and senses of duty.
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