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THE WORK GENERAL CHARACTERISTIC

The reviewed dissertation is devoted studying of features of language of a youth media discourse and its functioning in mass media space; to revealing of typology of the borrowed lexicon in texts of youth mass-media as the main source of formation of Russian youth slenga; to the detailed description and the characteristic youth slenga in a modern media discourse; to the analysis and features of change of a media lexicon regarding occurrence and use angloyoamerikanskih loans.

The research urgency is defined by use of the complex approach to studying of language features of a modern youth mass media discourse (youth magazines) which in many respects defines modern representations of youth about quality of speech. Transformation of representations about norm, change of system of the functional styles, new conditions of existence of the youth press lead to change of standard samples and mention both bases of a standard of speech, and all system of language.

Also the urgency of the given research is defined sotsiokulturnym by the status and a role of young generation in a society. Being a source of various innovations in the modern world, the youth is the certain engine in development of culture which is presented by various youth subcultures and represents constantly changing phenomenon. In this quality the youth culture draws to itself attention of various scientists more and more.

As object of research acts reprezentatsija language of youth culture in structure modern youth massyomedijnogo a discourse.

As research material the text file including media texts of various subjects (a star, councils, beauty, love, a mode, music, cinema, computers) which are most actual and popular among young generation has served. For the analysis of media texts periodic modern youth editions «OOPS have been chosen!», «Joy», «YES!», «All stars», «the City young», «Metalizer», "Spike" for 2012-2014 gg, as is object of research.

The given choice is caused by following factors:

- The presented printing editions reflect all processes occurring in the youth environment, including the language;

- Basically the preference was given to the magazines having high circulation addressed to the young reader;

- The texts of similar editions containing a rich research material: youth slenga various subjects and raznoplanovost the presented elements from the point of view of their origin - features of functioning youth slenga in printing mass media have allowed to describe an abundance of lexical units, to define its influence on colloquial and written speech.

The following hypothesis is put in a basis of dissertational research: global changes in a modern information society have led to considerable transformations of variants of language norm that finds first of all reflexion in language of youth mass-media where are extended slengizmy, jargons, anglicisms which, in turn, influence process of pollution of the native language.

Studying of specificity of language modern youth massyomedijnogo a discourse is now one of the important problems, as with development of means, in particular computer technologies, with unknown growth of volume of the information consumed by mankind, with expansion of international contacts, with
Perfection of receptions and methods of distribution of the mass information various kinds of a mass communication get the increasing value in a society life.

The purpose of dissertational work consists in revealing and the analysis of youth language as forms reprezentatsii youth culture, a substantiation of the status of a youth discourse as is functional-speech phenomenon and definition of its ratio with youth slengom in massyomedijnom space.

According to a research objective the serial decision of some below-mentioned problems is necessary:

- To specify initial base and a terms framework, the maintenance of terms: youth, youth mass-media, youth mediayodiskurs, youth culture, subculture, youth sleng, massyomedijnyj an advertising discourse as operational means of research;

- To investigate language features of modern youth editions;

- To analyse the use of anglicisms in structure of the language validity of a mass media discourse;

- To consider modern understanding of a discourse from the point of view of a base paradigm «the text - a discourse» and features of language of advertising in a context diskursivnogo the analysis;

- To analyse the advertising text from the point of view of style specificity and to show it is most frequency used examples of anglicisms in language of advertising of youth printing mass-media.

Scientific novelty of research consists in the following:

- Features of youth language as the form reprezentatsii modern youth subculture in the mass media space as which substantial basis act are shown and analysed
Synonymic numbers of the most used words in youth language (slengizmy, jargons, anglicisms);

- Advertising texts within the limits of the theory diskursivnogo the analysis in functional and lingvo-cultural urological aspects in structure of modern youth mass media are characterised; at qualitatively new level the word-formation analysis of advertising texts for the purpose of definition of the most productive methods of formation of neologisms in youth sphere of speech activity is undertaken; objective features of the use of various parts of speech and their realisation in texts of the given functional directivity are investigated; the phonetics role in the advertising text in the complex socially-linguistic approach and a stylistic variety of offers is analysed.

Theoretical and methodological base of research: specificity of an object of research has predetermined necessity of application of the teoretiko-methodological approach at various levels: disciplinary and interdisciplinary; general scientific and konkretnoyonauchnom. In the dissertation results of researches in area have been used: the intercultural communications, stated in E.N.white, L.A.Verbitsky, E.M.Vereschagin, I.M.Dzjaloshinsky, V.G.Kostomarov, V.V. Krasnyh, A.P.Sadohina, G.J.Solganika's works, Of this year Rubbed-minasovoj, L.Edmunda, etc.; the discourse analysis - in works as O.V.Aleksandrovoj, N.D.Arutjunovoj, V.G.Borbotko, J.N.Karaulova, A.A.Kibrika, I.M.Kobozevoj, E.A.Kozhemjakina, B.J.Misonzhnikova, I.P.Susova,

A. A.Tertychnogo, E.Bjuissanasa, T.A. van Dejka, G.Kressa, M.Pesho, P.Serio, etc.; kognitivnoj linguistics - in works as N.N.Boldyreva,

B. Z.Demjankova, V.I.Karasika, E.S.Kubrjakovoj, E.M.pozdnjakovoj, J.S.Stepanova, D.V.Ushakov, R.M.Frumkinoj, etc.

The understanding of the difficult social and semiotics nature of journalistic creativity is present at a number of domestic researches
Etc. Principles of a cultural determinism are formulated by O.N.Bezrukovoj, JA.N.Zasursky, A.D.Krivonosova, E.P.Prokhorov, J.M.Reznika, I.A.Sternina, I.D.Fomichevoj in M.M.Bakhtin, JU.M.Lotman's works, etc.

Language features of mass-media were analyzed on the basis of I.V.Annenkovoj, E.V.Akhmadullina's researches, H.H. Bogomolovoj, G.A.Voevodinoj, T.G.Dobrosklonsky, K.N.Dubrovinoj, V.S.Elistratova, M.J.Kazak, L.J.Kasjanovoj, A.P.Korochensky, V.G.Kostomarov, I.P.Lysakovoj, S.I.Smetaninoj, G.J.Solganika, Z.Tresterovoj, N.I.Formanovsky, etc. Functioning of loans in language of mass-media are widely investigated in V.M.Aristovoj, E.G.Borisovoj-Lukashenets, L.I.Bogdanovoj, M.A.Brejtera, L.P.Krysina, G.N.Skljarevskoj, G.G.Timofeevoj's works, etc.

Research methods: a method of the contextual analysis; methods of empirical research - supervision, comparison, the description; methods of theoretical research - modelling, formalisation, idealisation, an ascension from abstract to concrete, etc.; a method of the analysis of the dictionary definitions, giving the chance full and exact revealing of semantic signs; a method of classification of lexicon on lexical sets; a method of the statistical analysis advertising dikursa (definition of rate and degree of a saturation of the advertising media text loans).

As methodological basis of research serves:

- Principle sistemnosti, shown in consideration of all forms of existence of language as single whole, as unities of formal and substantial units which are connected by origin and to various use in a society;

- The principle of a historicism providing consideration of the phenomena and categories of language from the point of view of their origin, historical development and modern functioning;

- The principle of a determinism defining interconditionality of all phenomena of the validity, and also functioning principles in language of categories of interaction and variability.

On protection the following positions reflecting the basic results of dissertational research are taken out:

1. The problem of language of youth or feature of the language code used in a modern media discourse, is a component of the general problem of global decrease and "ekspressivatsii" public speech. At the heart of strategy of speech behaviour of the youth press orientation to familiarity, ease, informal speech dialogue with the reader lays. In practice of youth editions the speech underground, the special speech subculture aimed at language game, with the genre system, the special ratio to the fact, orientation to specific subjects is formed;

2. One of the most widespread forms reprezentatsii language of youth culture in structure of the language validity massyomedijnogo a discourse is youth sleng which is characterised by the changeable set of lexical units and exists in quality temporalno the changing phenomenon. Mass-media, from its part, intelligently use slengovye expressions in a media discourse on purpose to be closer to the reader, but frequently the addressee perceives the given texts as the sample of speech etiquette and further reproduces in the speech. Thereby the young generation becomes the main carrier youth slenga;

3. Process of intrusion into a modern youth media discourse of the lowered speech, the jargons traditional vulgarizmov, and also the newest loans speaking another language became mass and vsepronikajushchim. In language mass media szhatost and raised informativnost the text is of great importance, therefore anglicisms have taken a strong place in
Modern youth mass-media. Scale distribution of anglicisms confirms the fact of their active functioning in speech of young generation;

4. Advertising as a difficult and original kind of communications is under construction and develops under laws and rules of mass media. The advertising discourse possesses specific language, operating behaviour of the person, offering those views and that style of a life which are appreciated now and are reflexion of development of culture. In structure of the language validity a mass media advertising discourse take the form of one of three genres: announcements, advertising article, the board. Each of which possesses the principles of construction of the text, is focused on certain type of perception by the reader and characterised by specific conditions of interaction both with advertising, and with journalistic materials;

5. The analysis of lexical units of English-speaking society has allowed to reveal, that in an advertising discourse English-speaking loan represents one of four most frequency concepts: a subject, service, quality, procedure, i.e. that is advertised and is a dominant in the text. Anglicisms serve in modern advertising for economy of language means and accuracy of expression, represent itself as various stylistic means, are fashionable words, give to the advertising text local colour, and also deliver in Russian synonyms, giving to the advertising text semantic variability. The basic function of advertising consists in attraction of attention of people to the goods or service, therefore use in it of anglicisms is an integral part of success of any company.

The theoretical significance of work consists that the data obtained in research define features of realisation of language of youth magazines and its value for a literary language as a whole, define
Potentially possible problems and complexities, give recommendations about optimisation of language of mass media.

The practical significance of research is connected with possibility of use of its outputs and materials on a practical training, special courses and spetsseminarah on journalism, sociology, sociolinguistics, psycholinguistics, intercultural communications. Work can become the initial basis for development of practical recommendations about increase of the general culture and a standard of speech in mass-media. The given research can undoubtedly appear useful in the field of the theory and journalism practice. Studying of wide and noncontrollable penetration of slangy lexical elements in modern gazetnoyopublitsistichesky style, consideration of their social differentiation and is functional-stylistic changes in this sphere of dialogue allows to see their inseparable dependence on the concrete social and political processes occurring in a modern Russian society. Also the practical significance is defined by possibility of use of its results for studying of specificity of the use of English-speaking loans in advertising youth mass media space and their influences on the cores pragmarechevye characteristics of the advertising text or a slogan.

Results of scientific researches have found the application in carrying out theoretical and a practical training and special courses on journalism «Language of mass-media","Modern mass media","Modern domestic journalism» for bachelors of 3-4 courses trained at philological faculty FGBOU IN «the Tver state university» on a speciality - advertising and public relations and for magistrantov 1 course on a speciality - journalism during 2014­2015; in practical activities of edition of the newspaper «Local time.

Tver »for the purpose of increase of efficiency of journalistic activity in working out of materials of youth subjects.

Work approbation: Substantive provisions and results of research have been discussed on faculty meeting of journalism, advertising and public relations FGBOU IN «the Tver state university». On dissertation materials reports at the international conferences have been read:

- II International scientifically-practical conference «mass-media in ontologic and cultural space of the slavic world». - Tver, the Tver state university. On May, 19-20th 2013;

- I International scientifically-practical conference «the Discourse of modern mass media in the long term theories, social practice and formation». - Belgorod, NIU "BelGU". On April, 1-4st 2014;

- LIII International conference «mass-media in the modern world. The Petersburg readings-2014». Institute «the Higher school of journalism and mass communications». - SPb. On April, 23rd 2014;

- III International scientific conference «Advertising and the modern world». - Tver, the Tver state university. On April, 25-26th 2014;

- III International scientific conference «mass-media in ontologic and cultural space of the slavic world» - Tver, the Tver state university. On May, 19-20th 2015.

Dissertation structure: the dissertation consists of the introduction, three heads, the conclusion and the list of the used literature including 175 names.

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A source: Velim Elena Sergeevna. LANGUAGE FEATURES In STRUCTURE of the MODERN YOUTH MASS MEDIA DISCOURSE. The dissertation AUTHOR'S ABSTRACT on competition of a scientific degree of a Cand.Phil.Sci. Tver - 2015. 2015

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