Analysis of media texts: from traditional text to polycode formation

this article explores the concept of text and media text within the framework of media linguistics, emphasizing their significance in the digital age. Media linguistics, as a discipline that examines speech activity in the context of mass media, analyzes how language is applied to achieve various communicative goals, including informing, persuading, and entertaining. A key aspect is the detailed analysis of the structure of media texts, such as news headlines and advertising materials, which allows to deeply understand the mechanisms behind public opinion formation. The article also addresses concepts such as hypermedia text, composite media text, and macro media text, highlighting their interconnections in the contemporary information landscape. Special attention is given to the multimodal nature of media texts, which encompasses both verbal and non-verbal signs, as well as visual elements that contribute to more effective communication. In conclusion, the article offers recommendations for creating effective media texts that take into account their genre-specific characteristics and target audience, underscoring the relevance of media linguistics in the modern media landscape.

media linguistics, mass media, text, media text, communicative goals, polycode formations, information space