Realization of pragmatic properties of linguistic units in the media text. Approaches to learning

Abstract

The article attempts to outline approaches to studying the pragmatic properties of linguistic units in the media text, which contributes to both the theory and practice of journalism and the formation of the research apparatus of a new linguistic discipline – media linguistics. In addition, the study of the pragmatic properties of language unit will make it possible to identify mechanisms of its influence on the recipients of media and, therefore, journalists will have am opportunity to consciously direct the media to the audience humanistic ideals, to spirituality. For the frst time the authors identify the difference between the terms “pragmatic charge of the language unit” and “pragmatic capacity of the linguistic unit”, they clarify that the pragmatic charge can be both linguistic and contextual, and note that the pragmatic potential of the linguistic unit is realized in a journalistic text when it is based on the reception, tactics, strategy of speech influence. Emphasizing that the units of different levels of the language system (phonemes, morphemes, words, word combinations, sentences) can be pragmatically charged, the authors of the article focus on methods of studying the pragmatic charge and the pragmatic potential of the word as a unit of vocabulary, as the study of pragmatic properties of the word is the basis for studying pragmatic properties media text. The choice of a word in the implementation of a particular pragmatic goal is closely related to the worldview of the creator of the text and with its value system (i. e. with the “sender factor”, which determines the vector of speech influence of the journalistic text on an audience).