КОММУНИКАТИВНАЯ ТОНАЛЬНОСТЬ МЕДИАДИСКУРСА
Media discourse communicative tone

Summary/Abstract: The article deals with media discourse communicative tone understood as an emotional and stylistic format determined by cultural and situational traditions and predispositions of communication participants. Several types of such a format are singled out and discussed including habitual and solemn, serious and comic, neutral and ideologically marked, informative and fascinative (aesthetically infelt), rational and esoteric tones. These are specifically manifested in modern media discourse. The main tendencies of its development which reflect the essence of mass culture may be summarized as communicative distance shortening, ludic carnivalization of culture, ideological self-positioning of an active population part, transformation of information quests into hobbies, and formation of specific communities within communication space which resemble service clubs.

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