FUNCTIONAL POTENTIAL OF FILM REVIEW AS EPITEXT: LINGUOPRAGMATIC, AXIOLOGICAL, LINGUOCULTURAL ASPECTS

Abstract

Problem Statement. The article regards specific features of film reviews being a relevant subject of research. Seen as an epitext a review serves as a cinema text constituent. The latter includes the film itself, trailers, posters, advertisements, critical comments. Such an approach proves of principal importance and novelty. Results. Epitext is considered as a paratext constituent together with peritext and aims at commenting the main text meaning the film. It is the epitext that contributes to the cinema text designed functioning as a holistic system. Linguocultural potential of review is reflected in the latter belonging to certain culture, which determines the information presented in the form of cultural codes for the audience as representatives of the same cultural group to decode. The code that proves impossible to decode or triggers misunderstandings adds to inability to reach the pragmatic aim of a review which is not only to inform the reader about the film release but also to impact them, forming their opinion about the film. It is how the advertising and promotional functions are realized – the author tends to «lure» the audience, persuading to watch the film or, on the contrary, not to waste time on it. Conclusion. The functions enlisted to be realized along with an attempt to prove the information presented is relevant call for the reviewer to be clear and scrupulous in selecting self-identification options. The author’s identity takes the form of evaluative structures. The latter reflecting and relying on the author’s cultural background contribute to the pragmatic potential of the review structuring the cultural context taking into account the audience’s cultural background. Moreover, the review designs and demonstrates the author’s view of the film plot in concordance with the value system communicated by the reviewer as an individual as well as social addresser. The latter function is also realized due to evaluation markers.