Современный автор/читатель через призму текста в интернет-издании
Modern Author/Addressee through the Prism of Online Media Text

Summary/Abstract: The study of the “addressee (reader)” problem as a text-forming factor in modern media communication, along with an obvious practical solution, is of great theoretical importance, contributing to the development of linguistic science (for example, to establish the nature of the interaction of communication participants through text, to identify the reasons for its success/failure, etc.). In this mode the anthropocentricity manifests itself in media discourse, which makes it an attractive object of study in the aspect of the “author (addresser)–reader (addressee)” problem. Nowadays, the rapid development of information technology entails changes in the social life. Their introduction and rapid spread has led to the fact that social networks have become significantly inferior to messengers in terms of information support. Among the latter, the Telegram messenger stands out, on the platform of which you can easily create your own channel and attract an audience. Achieving the maximum effect from communication in this area is impossible without identifying the target audience and finding a common language with it, which actualizes the “addressee” (reader) factor in modern media texts. According to the authors’ observations, the news articles of the Mash Telegram channel are popular among readers, and this fact led to the appeal to the texts presented on the platform. The channel position as a “public news” determines the goal setting of the author(s) of the texts to present new, relevant, socially significant information to the reader. The pragmatic component of the category of the addressee is realized through the content of the text and its linguistic content. The topics of news articles are varied, and it often seems that the texts of a certain subject are focused on a specific reader, being linguistically coherent with their thesaurus of personality and picture of the world. The key to successful communication with the audience is that the authors of the texts on the channel are aimed at readers of different age categories and social groups, and use various techniques and language tools that attract their attention. One important technique is using the precedent phenomenon. They are diverse and work for different audiences. Thanks to the structure, precedent units and expressive vocabulary, a text is created that is similar in spirit to an anecdote. The story told may seem comical or sarcastic, sad or tragic; the text often contains subtext which is not clear to all readers. Such a complicated structure of a simple news text creates the effect of text polyphony, and this phenomenon contributes to the fact that it is equally interesting to different groups of readers, the main profiles of which are highlighted in the article.

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