Communicative press modelling: genre structure of newspaper as a keyto the structure of its discourse

An important subject of the research is creating modernization methods for regional press. Thedirection where such methods can be found is press modelling as a technology of developing, testingand deployment of stable, multifunctional models of newspapers and magazines for different editors,customers and goals.This toolbox contains communicative modelling - a set of practice-focused methods of pressmodelling associated by considering model elements as communicatively meaningful units. In otherwords, the method operates a language of newspaper modelling, primarily, the news design.An important option of communicative modelling is a potential of using numerous communicativetheories, such as speech genres, speech acts or discourse analysis theories.Communicative modelling calls for understanding a certain edition as a special (local) type ofdiscourse. How is this discourse structured? In what dimensions does it get a form, what units is itmeasured in?Press modelling implies creating of a conceptual construction, free of any kind of filling, varyingfrom issue to issue. In other words, modelling explicates a structure of newspaper, which exists inevery issue and keeps stability organizing the discourse.According to press modelling theory, the print discourse structure is organized by a superpositionof several structures. Primarily they are: the topical and genre structures, composition and graphics.The structures can be considered as a whole of a model or, per contra, as diverse constructions,each demonstrating some characteristic of the publication: 1. a set and typology of consistently usedelements, their frequency of use, format and functions; 2. an established type of elements connectionsand the connections themselves, their principles, hierarchy, specific features of the composite whole.According to communicative modelling goals the genre structure of a newspaper is a subject ofspecial interest. It is the level of structure, which is tightly connected with the speech implementationof the edition, demonstrating both the conditions in which text appears and works, and the features oftext itself.Correlating the genre structure meaning to the conception of discourse cognitive determination, itis possible to suppose that the newspaper discourse structure can be studied as a system of newspapergenres understood as stable cognitively determined communication forms.Genre structure study is necessary to understand the process of communicating with readers; andthis understanding forms press modelling. Genre structure is a concept, which gives a basis for systemviews on newspaper discourse, a key to managing the discourse in communicative modelling.

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