Volkova O.S. Pragmatics in Linguistic Mediatization of Modern Accommodation Profile
DOI: https://doi.org/10.15688/jvolsu2.2025.6.7
Olga S. Volkova
Candidate of Sciences (Philology), Associate Professor, Department of Translation Studies and Linguistics, Volgograd State University, Volgograd, Russia
This email address is being protected from spambots. You need JavaScript enabled to view it.
https://orcid.org/0000-0002-2163-7129
Abstract. The research into Russian-language mediatization practices is relevant due to the scientific interest in studying the linguistic mediatization techniques that shape and direct the perception of socially recognized value markers by today's mass reader. The article focuses on discursive techniques for mediatizing of value signs characteristic of modern way of life, which are implemented in Russian-language advertising texts. They introduce the information about residential buildings under construction or for sale on special online platforms of Russian developers. The achievement of pragmatic effect whilst mediatizing modern accommodation profile is noted to employ the texts of three types: the developer's official text enumerating the structural characteristics of the building; information from the developer about the benefits of the advertised residential complex that are significant for the prospective buyer; and the use of expert comments, the authors of which evaluate both the advantages and disadvantages of the construction project as a whole. The analysis of lexical contents of the texts considered resulted in construing a thematic field that consists of basic thematic groups, which comprise construction vocabulary proper, and associatively linked thematic groups of general vocabulary on building design and site planning that implement the tactics of realistic accommodation profile representation. The pragmatic peculiarities of mediatization tactics include the reference to realistic characteristics of the accommodation being sold, combined with an indication of new utilitarian requirements and socially recognized values broadcast by developers; using an expert comment that complements the text content with a subjective and personal assessment of accommodation quality, which contributes to the implementation of targeting tactics as an intention of personalization.
Key words: Russian-language advertising text, accommodation profile, socially recognized values, modelling, mediatization, lingua-pragmatic tactics, thematic field.
Citation. Volkova O.S. Pragmatics in Linguistic Mediatization of Modern Accommodation Profile. Vestnik Volgogradskogo gosudarstvennogo universiteta. Seriya 2. Yazykoznanie [Science Journal of Volgograd State University. Linguistics], 2025, vol. 24, no. 6, pp. 78-92. (in Russian). DOI: https://doi.org/10.15688/jvolsu2.2025.6.7
 2_Volkova.pdfURL: https://l.jvolsu.com/index.php/en/component/attachments/download/3220 | 1 Download |