Mechanisms of Discursive Influence in the Communicative Space of Convergent Radio

The focus of the article is on the problem of the media influence of one of the hybrid forms of modern communication - convergent radio broadcasting on the Internet. The article considers the social network version of convergent radio broadcasting through popular Internet accounts. It is in this communicative space that the active and creative nature of the role of the addressee is manifested. The addressee constructs discourse in interactive communication when discussing topics (editorial posts) journalists initiate. The focus of the study is on the materials of three interactive sessions of the radio stations Echo of Moscow and Radio Mayak, which organized a discussion of news and journalistic texts. The methodology of the material analysis takes into account the institutional and personal aspects of the discursive practice of convergent radio. In the terms of the discursive approach, the article reveals the role of the contexts of the analog radio source (its format concept) and social network communication, which structure communication with the idea of the channel's value attitudes, its style and thematic preferences. If the context of the analogue source orients the user to certain conventions of dialogue and adherence to the norms of interpersonal communication, then the context of network communication is characterized by an attitude towards attracting a loyal audience and the mass nature of communication. At the intersection of these contexts, the mechanisms of the discursive effects of convergent radio are manifested in the organization of communication within stereotypical models of communicative behavior - in the actualization of users' typical reactions necessary for discourse for its self-reproduction. The manifestation of these reactions is considered based on the method of qualitative discourse analysis in the version proposed by Z. Yeager. The analysis of the material shows that discursive influence is manifested in the compulsion to mass character realized through the mechanisms of phatic control of communication embedded in the initiating text. Discourse creates strategic communication gaps in which users implement entertaining and socializing intentions. The choice for the analysis of texts of different genres demonstrated the commonality of the mechanism of influence: the phatic plan of texts of different genres implements the mode of infotainment - the entertaining and recreational activity of communicants who construct a spontaneous image of the world and emotionally experience it.

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