Communicative Tactics of the Doctor's Informational and Educational Strategy in the Media Text of the Social Network Instagram

The aim of the study is to identify and analyze the communication tactics that ensure the successful implementation of the doctor's informational and educational strategy in the media text of the social network Instagram. The research material was media texts created by doctors on the pages of their own professional accounts. The reason for choosing the material is the popularity of Instagram for personal and professional communication, as well as the polycode nature of the social network's texts, in which verbal and non-verbal components complement each other and collectively affect the mass audience. The methodological basis of the research is the discursive and communicative-pragmatic approaches to the study of media communication. The creation of a media text in Instagram is a communicative event and has three levels of analysis: social practice, discursive practice, and text. Research on the level of social practice allows attributing medical communication in Instagram both to the practice of social interaction on the Internet and to the institutional relationship between a doctor and a patient. Medical blogging as a discursive practice reveals features of mass media, marketing and personality-oriented discourses. At the stage of text analysis, a communicative-pragmatic approach is used, which involves identifying the author's target attitude and studying the verbal and non-verbal means the author chooses for the implementation of certain communicative goals. During the communicative-pragmatic analysis of the means of representation of the doctor's informational and educational strategy in the media text of Instagram revealed the communicative tactics of definitions, brief reference, instructions, references to authoritative sources, recommendations, discrediting of medical myths, formation of thinking. The linguistic analysis demonstrated the use of language means peculiar to Internet communication for the implementation of communicative tactics: rhetorical figures; language games; expressive, figurative lexical and stylistic means (colloquial phraseology and stable expressions, metaphors, metonymy, comparisons, borrowings, substandard vocabulary). As an effective method of suggestive influence on the recipient, doctors use non-verbal means (images, photos and video materials, creolization of text) that complement verbal communication tactics. The results of this study demonstrate the high potential of the informational and educational polycode media text created by the doctor in a professional blog on the social network Instagram when promoting specialized knowledge and improving health literacy.

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