MEDIATEXTOLOGY: A SYSTEMATIC APPROACH TO THE STUDY OF THE MODERN MEDIA LANGUAGE FORMAT AND GENRE DIVERSITY

The purpose of this article is to present the basics of a systematic integrated approach to the study of the format and genre diversity of modern media speech, designed within the framework of a separate direction of media linguistic research - media textology. The relevance of the development of media textology as an independent direction is due to the rapid diversification of the format and genre structure of the modern media language under the influence of constant improvement of information and communication technologies and the emergence of new multimedia opportunities for the creation and distribution of media content. The theoretical and methodological apparatus of media textology is built on the basis of previous experience in typological description of speech media practices, taking into account the dynamics of media speech, the spread of new forms of media content representation and the peculiarities of its structuring, including the tendency to hybridization and convergence. The key principle of mediatextology is the selection of media texts proper from the set of texts functioning on the Internet, i.e. those that are created by professional journalists for online media and form the basic media content. Unlike other types of network texts created and distributed by individual users on various network platforms for personal purposes, network media texts are produced and distributed on media platforms that have the status of an official mass media.