ВНЕШНИЕ И ВНУТРЕННИЕ ПАРАМЕТРЫ МЕДИЙНОГО ДИСКУРСА
OUTER AND INNER PARAMETRES OF MEDIA DISCOURSE SMART TUNING

Summary/Abstract: The increase in the influence of media discourse on public consciousness determines the relevance of studying phenomenology and the functioning of media space as a translator of values and evaluative information for constructing social reality given by the sponsor. The emerging problem of technological control and manipulation of the consciousness of the mass addressee can be solved by detecting cognitive-discursive means that promote these processes. The purpose of the article is to identify the inner and outer parameters of the media discourse “Smart Tuning” technology. The leading research method is interpretive analysis based on the principles of synergetics. The study results substantiated the selection of the parameters behind the discourse and manifested in the process of discourse. Among the outer parameters of discourse, the following ones stand out: the attractiveness of the situation,the strength of the addresser’s position, the recipient’s horizon of expectations, and the mode of communication. Among the inner parameters of discourse, there are: the attractiveness of the message, harmonization, patterning, sense-rhythmic modulations, modalization,multimodality, and tension. It is shown how discourse attraction is used in advertising for the persuasive impact on the target addressee. An example of the action of attractors in advertising media discourse is given. The phenomenology of the actionof hard, soft, and smart powers in discourse is demonstrated according to the “Smart Tuning” technology developed by the author.The “Smart Tuning” technology shows how the discourse is constructed in optimal proximity to the effective impact by adjusting its power potential. The nature of the “smart” tuning is achieved by a flexible combination of powers on a value-acceptable basis, bothon the rational-pragmatic, controlled by the consciousness, and on the subconscious in a person.

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