Potential of dialogization discourse markers of the media text in mass media

The article studies the potential of dialogization discourse markers, which are used as means of speech influence aimed at shifting the public opinion and evaluation of certain facts and events, in journalistic discourse. Based on contextual and discursive-modus analysis of microcontexts containing discourse markers of dialo-gization, the authors determine the potential of the media text in terms of modifying the vectors and dominant evaluation of information guides. The term “dialogization of speech” is defined, and its difference from the term “dialogical character of speech” is discussed. The authors relate the degree of impact of dialogization markers in the institutional journalistic discourse to the level of actual, modal or interpretative significance of particular pertinences in the general blended space of the relevance of the utterance in the target social group. The cognitive load of dialogization discourse markers is associated with the impact on the cognitive background of the recipient in order to change the nature of the interpretation of the information message, involving the recipient in a single cognitive-communicative space with the author of the media text. Interactive discursive markers not only realize the functions of dis-cursivization of individual text fragments, but also create a single topically, emotionally and interpretatively unified narrative. Contextually emerging discursivization contributes to accentuation of the initial vector of evaluation of the described event in a hybrid form of discursive practice, which ultimately leads to an increase in the suggestive potential of an utterance and the generalized sense of a publicistic text. Cognitive and functional parameters (discursive function, illocutive potential, cognitive potential) are established for the following discursive means of dialogization of a journalistic text: (1) the use of colloquial lexical units; (2) the use of lexical repetition; 3) the use of citation; 4) the use of “we”-forms; 5) the introduction of questions into the narration. Cases of intentional use of lexical and syntactical repetition, citation, non-usual lexemes are inevitably associated by a potential recipient with socioculturally determined precedent phenomena, which leads to the appearance of additional overtones of persuasion of the information-perceiving social group in the form of an appeal to collective opinion, if a statement by one of the leaders of public opinion is given, or a precedent statement with an allusive verbalizer ipse dixit. The scientific novelty of the research is seen in the theoretical and methodological justification of the potential of the linguopragmatic means of speech influence in modern news media that can be used to form the public opinion. The authors declare no conflicts of interests.

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