Linguopragmatic Aspect of Media Discourse on Healthy Lifestyle (A Case Study of German Magazines “Women’s Health” and “Stern. Gesundleben”)

Abstract

This article reviews linguo-pragmatic aspect of media discourse on healthy lifestyle (a case study of “Women’s Health” and “Stern. Gesundleben” magazines). Media discourse on healthy lifestyle is a complex of media texts whose subject matter is health and means and ways of its maintenance. Linguo-pragmatic aspect of this discourse is characterized by its addresant/addressee, intention, subject area, functions, verbal and non-verbal means. The intention of this discourse is to inform its addressee on health problems, make popular healthy lifestyle and advertise means and ways of health maintenance. Its main functions are to inform, influence, popularize, motivate, instruct and advertise. The media discourse on healthy lifestyle is of hybrid nature because of its many functions. It means the discourse on healthy lifestyle contains characteristics of many other discourses, namely: of publicistic, popular-scientific and motivational-instructive ones. Like publicistic discourse, it is evaluative, expressive, original and novel. Like the popular-scientific discourse, the media discourse of healthy lifestyle is objective, precise, logical, well-founded but simple, and scientific but nonetheless comprehensive. Like the instructive discourse, it motivates and recommends. The article also describes verbal and nonverbal means of this discourse and it shows how magazines “Women’s Health” and “Stern. Gesundleben” use these means to influence their target audience.

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