The method of subject positioning to identify axiological characteristics of a media text

Abstract

Since the value aspect is taken into account by the media text author to successfully adapt information about objective reality to the needs of a specific audience in order to exert various kinds of influence, linguists develop effective methods for identifying axiological characteristics of a media text. For this purpose, we have proposed the subject positioning method. The subject of assessment ascribes value to a media fact as an object of assessment. The established positions of the subjects of assessment are the author of the media fact and potential repeaters of his interpretations. The positions underlie the preferences and assessments that a person gives to certain objects, qualities and events. The article demonstrates an example of applying the subject positioning method. The list of values identified as a result of the analysis is verified depending on the position of a particular subject. In terms of the author's focus on the audience, news values are the properties of a media fact to be of interest and concern, that is, interesting and significant. From the perspective of the addressee-repeater – the audience interpreting the news fact for subsequent transmission to other recipients, the main qualities of the media fact necessary for the development of the topic are the sufficient potential to provoke a discussion and the rhetorical aspect. These text characteristics can evoke emotions and empathy and affect the personal interest of a large part of the audience. Media discourse pragmatically uses values depending on the tasks set, namely, exploits current ones or generates new ones if necessary, which indicates the mobility of the value system. We see the prospect of work in applying the method of subjective positioning in studying the axiological criteria for the selection of material in the signature projects.