Communicative invariants of edutainment: linguostylistics of lifehack genre

The article argues a thesis about the state, potential, nature of functions and resources of the mass media space, that dynamizes the style and genre paradigm of communication in this area. The crossing of cultural fields, marked by individual linguostylistic, semantic dominants, which, combining in a new context, actualizes the appearance of new phenomena, genres or their communicative invariants. It is such extralinguistic realities that motivate the syncretic nature of edutainment in the permanent dynamics of social verbal interaction. The author's attention is focused on the analysis of edutainment, that increases the genre representation of its tasks, which are based on a system of strategies and tactics of entertainment with the ultimate educational goal. So, the genres of lifehack, intellectual, educational, language, culinary, travel, etc. shows, specialized didactic media projects for the study of various educational disciplines, etc. are updated today. The linguistic and stylistics features confirm their syncretic functional nature, commensurate with the resource potential of mass media and scientific styles. The communicative dynamics of edutainment is argued in the context of the modern educational process' nature, which takes place in conditions of a rapid increase in the amount of new information. Technical progress motivates the attraction of the mass audience to new forms of obtaining such information. And therefore digitalization and personalization of it is becoming more important. Obviously, it actualizes the emergence of "entertaining" learning technology, synchronized with the functional nature of edutainment. This, in turn, actualizes the cognitive paradigm of the mass media, developing their communicative potential in the discursive context of the syncretism of the functional and stylistic resource. Contextual material allows to illustrate the optimization of the entertainment media segment, which increasingly functions as an effective component of the information paradigm. And as a result – as a didactic resource for learning the world in a media format. In the context of its dynamics, this tendency is represented in the actualization of the lifehack. Linguostylistics of this genre is characterized by a contrasting combination of educational and entertainment functions of the language, which is synchronized with the communicative requests of the modern mass audience.