Authors

In this article the question of representation of the global scholastically common concept COVID-19 is described. The author gives reasons for considering the medical term COVID-19 as the conceptual sphere. The predominant role of the buzzwords is highlighted, as they reflect the changes in socio-economic and political areas. The author resorts to the methods of cognitive linguistics, ligvo-pragmatics and semantics analyzing the research material, which help to establish connections between cognition and perception, understanding of the existing socio-economic and political realities to trace the implementation of new meanings in the language. Applying the above mentioned methods to the material under analysis enabled the author to single out dominant color characteristics of the studied concepts, its verbal and non-verbal (“quarantine etiquette”, creolized text etc.) means of describing the conceptual sphere, the key buzzwords and lexico-semantic fields they comprise, and lingvo-stylistic means and devices, such as parody, pun etc.

The article is devoted to the description of peculiarities of the structure of news text (media-text) in Internet discourse, which from the structural point of view is a complex communicative unity of text, hypertext, dynamic (static) image and sound, providing non-linear, multi-channel, multi-layered and multi-dimensional perception of the conceptual meaning of the text. A distinctive structural feature of a media text, the main function of which in today’s media space is to manipulate and shape the recipient’s opinion, is its shaping in accordance with the model of an advertising text, based on the key strategies of an advertising message construction. The purpose of this article is to analyze the structural characteristics of news text (media-text) as the main form of information and psychological impact realization. The authors conclude that a modern news text resorts to the use of rhetorical and organizational techniques to influence the target audience, using appropriate advertising techniques. Creating it, the addresser is guided by different linguopragmatic principles. A model of a media-text similar to an advertising text seems to be justified as it is a part of a unified consumer society, where advertising and online discourse have defined the main patterns of interaction between the addresser and the addressee.