Provocative discourse as an alternative to social dialogue in the formation of public consent

The article analyses the transformation of the communicative structure of the publications of modern Russian journalists. As a result of structural-functional and semiotic analysis of texts of top journalists, according to Medialogy website, a tendency to minimize the text structure of dialogue interaction with evident or supposed audience is identified. Modern information technologies create new prospects for establishing contact between the journalist and the audience. However, the conditions of dialogue communication caused by information streams redundancy and audience diversity change. These processes give a reason to talk about discursive redundancy of the content of the information space. The research of modality of the address of authors to the assumed or potential audience showed that the audience is put in the subordinate position in advance: these are people who do not correspond to journalists' representation by their moral qualities, people with less intelligence and erudition. Thus, the redundant discourse in its logical and emotional saturation should compensate for the unfavorable disposition of the audience in a proposed dialogue. The authors randomly expand the area of discourses, including historical, political, religious, literary and marginal discourses, besides news, in its structure. On the one hand, it is considered as a demonstration of the actual variety, intellectual breadth of views of the authors. On the other hand, is such plurality of discourses to simplify the problem and to promote the reduction of efforts of the audience to perceive the message? "Discourse redundancy" is reproduced by typical, popular, sometimes plain social and cultural constructs which are focused on mutual understanding with the audience. One of such constructs is the social code, which was introduced by M.K. Petrov for the indication of the method of fixing the programs of social behavior, communication and activity. The communicative function of the social code is determined by the fact that, being a sign of communicants' semantic fields unification, it performs the function of socio-cultural navigation in the system of publicly expressed authors' reflection. However, the immersion of audience in discourse redundancy does not assist in the establishment of a progressive dialogue. The constructions of monologue, which are based on the presentation of subjective assessments and opinions of the author, start to dominate. Quite often personal position comes into conflict with the conventional cultural and moral standards, or provokes their obvious neglect. Such a provocation of public discourse demonstrates the dysfunction of the role of journalism in the achievement of public consent.

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