On the text of modern media: the modus aspect

The article is devoted to the research of the text building modus possibilities in the media text (journalistic text). Modus is understood on the basis of the teachings of Charles Bally, but his ideas are applied to the text. The tools of description are modus categories in the concept of modus by T.V. Shmeleva. The article shows that modus can exceed the text by example of the journalistic text and reveals the mechanisms of this process. It demonstrates all factors of modus explication in the journalistic style of the text. Since modus is closely related to the category of the author's ego there is a small "article in the article" in the final devoted to the author's ego in the journalistic text in terms of its modus structure. In addition, the article contains the author's views on the structure of the modern journalistic text, media text. The author comes to the following main conclusions. There are five factors that shape the modus structure of the journalistic text: 1) a kind of secondary nature of the media text, which Yu. Rozhdestvenskiy noted (Introduction to General Philology); 2) "loud" or "quiet" manifestation of the author's position (its weak or strong verbal expression); 3) the impact on the recipient of the journalistic text; and 4) the genre instability of the media (journalistic) text; 5) high demand of evaluation by the object of the statement in this type of the text. In the journalistic text all three categories of modus as allocated by T.V. Shmeleva are represented -metacategories, actualisation and qualification categories. Depending on the genre and even on the position in the genre, one of the modus categories becomes regular and basic. In contrast to the modus of the literary text, the most complex and unpredictable type of creativity, in the media text modus is more rigidly predetermined. The leading is the meaning of persuasiveness as a high reliability of the reported, with a reference to an authoritative source (which may the edition itself) - an expert, a newsmaker, a respected figure in the community, etc. The feature here is that in journalism there is a genre with its numerous varieties when media correspondents explore one of the problems themselves, not as observers of events, but their participants. On television, it is the so-called genre of down-the-line live broadcast, in newspapers and magazines such materials in the block of headers and sub-headers generally give a special genre definition indicating that the correspondent is the participant of the event. Operators of the modal modus meanings in the journalistic text, along with operators of authorization and persuasiveness are also leaders of the journalistic text modus themselves, with their own meanings, and as forms of other meanings, imperative and evaluative. The third leader of the journalistic text modus is evaluation, which is often combined with the modus of persuasiveness, authorization, and modality. The author of this article agrees with the researchers (A.A. Volkov, G.V. Kolosov, L.G. Kayda, and others) who recognise the phenomenon of the author's position as the center of the problem of the explicated author's ego in journalism. The main features of the author's personality of the media text are competence, responsibility and personal involvement.

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