Attractive strategies in digital media discourse: a linguopragmatic analysis of Russian online publications 2020

this study analyzes attractive strategies in the linguopragmatic spectrum of the media space based on the Russian online publications Meduza and RBC in 2020. The paper uses an integrated approach, including content analysis, semantic and qualitative analysis of publications, which helps identify key methods for attracting and retaining audience attention. The main attractive strategies are systematized: emotional analogy, visualization, interactivity, personalization, use of brand language, storytelling and creating attractive headlines. A comparison of the publications' approaches is made: Meduza focuses on provocative headlines and personalized content, while RBC is distinguished by the authority of its sources and a clear structure of its materials. The scientific significance of the work lies in an in-depth study of media discourse through the prism of linguopragmatics. The results of the study are valuable for philological research and the development of a high-quality media space in the context of digital transformation. The study also highlights the importance of understanding the context and socio-cultural factors in shaping media discourse. The analysis shows that successful attractiveness requires not only creativity, but also a deep understanding of the audience and context. The research prospects open up new horizons for the analysis of media content and its impact on the audience, including the study of new media formats and psychological aspects of interaction with the audience.

media space, media discourse, attractive strategies, linguopragmatic analysis, Russian media, media resources