Tambov
All-Russian academic journal
“Issues of Cognitive Linguistics”

EVOCATIVE MODELING IN THE MEDIA DISCOURSE

EVOCATIVE MODELING IN THE MEDIA DISCOURSE


Author:  Konovalova М.V.

Affiliation:  Chelyabinsk State University

Abstract:  The article presents the results of the theoretical research of evocative approach. The research is aimed at the possibility of the evocative modeling in the media discourse. 
The research is conducted in the field of cognitive linguistics, communicative linguistics and communication studies. Purpose of research is to determine the possibility of evocative modeling correlated to the traditional communication model in the media discourse. We also deal with the evocative characteristics research of each of the aspects as well as the evocative components description from the perspective of communicative process in the virtual discourse.
The evocative modeling in the media discourse is carried out in the following way: there are same speech or casual topic-comment relation of semas which are determined by the evocation. In the evocative process it is divided into contextual and peripheral semas, and common and distinctive features of it are defined.
Ending of evocation means the product of evocation is synthesized. The product further becomes coherent and is changed according to certain features of the conceptual, genre and other systems of discourse. Primary producers of speech products (professional authors, news agencies and online publications) create them in certain patterns, policy-based publications and the author's style, according to a certain social order and social needs. Redistribution of these speech products in virtuality is realized by the “unprofessional” users, who represent the civic journalism which is carried out by means of virtual communication tools. Writing texts with the primary news posts and distribution of them in media discourse articulate the themes and rhemes. These products are quickly carried throughout the virtual space, where there are opportunities for word processing and presentation of information to users.

Keywords:  evocation, evocative modeling, communication, media discourse

References
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Pages:  71-75

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