Epatazhnost’ kak stilevaya dominanta setevykh SMI
EPATAGEABILITY AS THE STYLE DOMINANT IN NETWORK MASS MEDIA

Summary/Abstract: The article describes that network mass media which appeared as a new type of discourse in the Russian-speaking sector of the internet – runet – more than ten years ago are actively forming in the socio-cultural space of Russia. It mentions both general features for the network and traditional mass media and specific ones characteristic only for network editions, conditioned at first by technical possibilities of the internet (hypertextuality, interactivity, multimediability, etc). The major content of the publication is connected with the display of speech epatage as the style dominant of the texts in network mass media. It is shown, for example, that the first phrase of the text (its peculiar headline-“hook”) is devoted arousing maximum interest of the reader, to “hook” him and thus it is epatageous by its nature, destination. Such a phrase turns out often to be units having both linguistic and cultural meaning, called logoepisystems or logoepisystemoids (transformed logoepisystems). The main idea of the article is that the traditional publicistic pathos of mass media has changed on the internet to the tonality of total irony and language game, resulting in the fact that the text is perceived as an enigma to be not only read, but rather unriddled.

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