STYLISTICS OF PHRASEOLOGY IN MULTIMEDIA COMMUNICATION: A NEW SEARCH

Abstract

The article expands the concept of phraseology in accordance with the reorientation of linguistics to functional. Emphasis is placed on neolinguistic ideas that are dominant in the 21th century. We analyzed the stylistic potential of traditional, semantically modified and new phraseology. The focus is on innovative media and multimedia communication, which are popular in the modern world. Research material – multi-format media genres (screen media and social networks, genres of virtual communication, etc.). The article uses phraseology from tsn.ua; zn.ua; unian.ua sites, their TV analogues and Internet clones (in messengers, social media, citylights). Research methodology – new mediastylistic methods, in particular media screening and media monitoring, which helped to objectify the presented results. It is proved that the emergence of phraseology of new media is influenced by extralinguistic factors, including the process of globalization, information modifications and total digitalization. The concept of Digital Age has been expanded from the stylistic point of view, which objectifies the entry of new phraseology into the information flow, which opens new opportunities for the manipulative possibilities of the language resource in the new media reality. New approaches to mediastylistic interpretation of phraseology in accordance with the syncretism of innovative media have been proposed, in particular in (a) social networks, (b) new information media resources; (c) creolized internet communication; (d) advertising and PR. It is concluded that the new context creates new opportunities for phraseology: the resource of phraseology in the media allows to achieve key functions in mass communication – to inform and persuade the recipient, influence his emotions, entertain and educate.