| Summary: | The authors analyzed the news texts of the public “Lentach”, dedicated to the socially significant subjects with a certain emotional tone (negative and neutral), to understand what forms of content representation are common for such linguistic creative Internet mass media. The methodological achievements of speech genre study helped to reveal the norms of usage of informative, phatic elements of communication, taking into account the character of news topic, news emotional tone.
Almost complete absence of solely phatic genres in the analyzed posts of “Lentach” against the tendency of gradually increasing phatic communication, including mass media, allows speaking about following the existing, traditional, institutionally conventional rules of creating the journalistic text in spite of the fact that they are published on news media platforms like the analyzed Internet media.
On the contrary, the analysis showed that the “mixed” – informative-emotional – news publication (both on the level of content and the form) have become the news tendency in the net journalism because the personally relevant genres turned out the most popular ones in the public “Lentach” discourse. Emotionality, evaluativity of news texts is revealed on both the verbal level and the visual one (video, photo, collage etc). Quite frequently the evaluativity is expressed in visual broadcasting of certain types of laughter culture – humor, irony, sarcasm
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