The study is devoted to the phenomenon of interdiscursivity within the media space and is conducted on the basis of German-language texts of sports announcements. The aim of the study is to validate the interdiscourse nature of media text integrating the features of journalistic, advertising and PR-discourses. The study is based on methodology of discourse analysis, which assumes typology of discourse and study of the main discursive strategies taking into account the relevant features of the type of discourse. The study observes that massive media communication leads to a blurring of the boundaries between the separate communicative spaces, which leads to the emergence of interdiscursivity phenomenon. Interdiscursivity is broadly understood as interpenetration of discourses, the interaction of different knowledge systems and cultural codes. Interdiscursivity can be seen as the interaction of artistic discourse with different discourses and sign systems. Interdiscursivity in semiotic sense is regarded as a form of interaction of different discourses of various semiotic natures, which leads to the creation of synthetic texts, as well as it is a mechanism for their reception. Journalistic, advertising, PR-types of media discourse are compared by the nature of exposure to the recipient, the nature of the audience, the peculiarities of information presentation, the final aim and the expected effect of information, the means of exposure, the type of authorship, and the type of speech influence. The principle of discourses interpenetration laying in the basis of interdiscursivity theory determines the consideration of integrative nature of certain media genres, in particular one of the types of texts with a strong pragmatic nature, that is a sports announcement. The global strategy determining the specific character of the "sports announcement" text type in all types of considered media discourse is the information strategy. In journalistic discourse it is news, which is aimed to satisfy the curiosity of the reader. In advertising discourse information about event availability as a commodity and its characteristics is offered, and this information is reported to draw attention to the subject of advertising, to ensure the participation of the recipient in the event advertised. In PR-discourse it is information in reception of which by the recipient the PR-text customer is interested in, in order to improve the image of the company organizing the sports tournament. Using of the announcement of the specialized verbal means in the text provides the implementation of strategies of different discourse types, in particular, elatives in contexts mentioning the event organizer embody self-positioning strategy, characteristic of PR-discourse. Using special sports vocabulary restricts the target audience which is pragmatically typical of an advertising discourse. The analysis conducted shows that interdiscursivity can be understood as the integration of communicative-pragmatic features within a single type of media text. The text of the sports announcement is one of interdiscursive media genres embodying features of journalistic, advertising and PR-discourses at the level of verbalization of speech influence strategies: awareness, reasoning, self-positioning, evaluation formation. The main conclusions of the study can be used in theoretical and applied genre studies and in PR and advertising campaigns in practice.
diskurs, interdiskursivnost', strategiya, tipologiya tekstov, sportivnyy anons
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