Discursive integration in communicative space of convergent radio

The focus of the article is on the specifics of the discursive realization of technological and sociocultural phenomenon - convergent radio. The process of combining different media platforms has provoked the interest of linguists in the way of implementing of linguistic and communicative structures within the boundaries of discursive media practice. In the aspect of critical discourse analysis, we can say that the communicative space of convergent radio is formed as a result of discursive interaction - at the intersection of the strategies of Internet communication, advertising and Public Relation. Each of these donor discourse determines a special structure of communication and the choice of linguistic means in an environment mediated by the Internet. The paper makes the assumption that the interaction of discourses can be considered as the implementation of discursive monitoring and way of organizing recipient's interactive behavior. When the user chooses this resource, he becomes an active participant in communication, constructing the semantic space of discourse. In the process creating content, the user performs actions that reflect the goals of the donor discourses within the boundaries of their values paradigms. The basic setting of advertising discourse is the formation of the audience's need to choose their communicative implementation in the radio environment as a commercial product or service. Internet-mediated communication demonstrates the values of freedom of personal actualization. The discourse of Public Relation forms the role identity of the active subject in the space of radio communication, influencing the quality of the media product (in the feedback genre). The complex of these discursive attitudes actualizes the mechanisms of discursive monitoring of the actions of the addressee, who chooses the convergent space as a comfortable psycho-emotional environment. At the same time the addressee is forced to take actions prescribed by the discourse - to identify himself with a certain role (a consumer of an information product focused on entertainment, manifestation of personal freedom and self-actualization. In this process the subject of communication becomes an object of discursive influence, receiving compensation in the form of his ideal “I” - an image that corresponds to discursive world view. Thus, the discourse of convergent radio offers a great degree of freedom in resource management and communication, and determines the nature of these actions, realizing its own goals and strategies. The results of discursive interaction in the space of convergent radio is manifested in models of communicative interaction of subjects of discourse, whose positions explicate communicative attitudes, goals and strategies of interaction discourses. The analysis of radio texts of entertainment genres has shown the following regularities: Advertising and radio contexts form an asymmetrical model of active actions of authors and passive perception of addressees; In discourses of social network communication and PR implement models of mutually directional / symmetric interaction; If within the boundaries of the first model the mechanisms of explicit monitoring are implemented, then within the framework of the symmetric model the actions of the addressee go beyond the text and are performed at the pragmatic level of discourse (in the process of assimilating his system of values).

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