Štylistický potenciál mediatizácie
Stylistic potential of mediatization

Summary/Abstract: The informatization of the communicative space has caused a significant transformation of the ontological foundations not only of the media discourse but also of social reality. The process of qualitative-quantitative changes in social communication under the influence of media has received its scientific description in the theory of mediatization. In modern scientific works on medialogy mediatization is considered to be one of the components of a paradigmatic shift in the field of communication research. In this article, special attention is paid to the problem of explaining mediatization as a socio-cultural phenomenon. The terminological boundaries of the concept of mediatization and the main approaches to the presentation of its socio-cultural and linguistic significance are described and outlined. The stylistic potential of mediatization is identified, which is associated with a rethinking of the concept of journalistic style in the context of extensive informatization of the communicative space. The heterogeneity of the media environment is also due to the heterogeneity (functional, thematic, and genre-stylistic) of media texts, which leads to the need to find new ways of linguistic understanding of the model of journalistic style. Within the framework of this article, three possible approaches to the interpretation of the journalistic style in the context of mediatization are described: through modification of the functional concept of style; in terms of the theory of media speech; within the context of media stylistics (Internet stylistics, multimedia stylistics). Special attention is paid to the linguistic understanding of the concept of media speech, which includes a wide variety of speech practices of modern media. Its communicative characteristics are identified to determine the outline of the journalistic style of the information age.

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