Milovanova M.V., Svinkina M.Yu. Representation of Russia’s Image in German Media Discourse in the Context of the 2018 FIFA World Cup

DOI: https://doi.org/10.15688/jvolsu2.2018.3.15

Marina V. Milovanova

Doctor of Sciences (Philology), Professor, Department of Russian Philology and Journalism, Volgograd State University

Prosp. Universitetsky, 100, 400062 Volgograd, Russia

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https://orcid.org/0000-0002-6198-6972

Marina Yu. Svinkina

Candidate of Sciences (Philology), Associate Professor of Department of Translation Studies, Volgograd State University

Prosp. Universitetsky, 100, 400062 Volgograd, Russia

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https://orcid.org/0000-0001-5378-8848

Abstract. The paper reveals the specifics of constructing the image of Russia in the German media discourse in current media texts covering preparation for the FIFA World Cup, which has been held for the first time on the territory of the Russian Federation. International events of this magnitude put the host country in the center of attention of the world community not only during the event, but long before it, and after the implementation of the project. At the same time, the contact of most members of society with the surrounding reality is mediated by mass communication. In the process of describing the events taking place in Russia, the German media tend to implement the opposition 'own vs. alien'. With the use of lexicographic data, the semantic content of the concept 'own vs. alien' is analyzed, which allows to identify the key aspects of the values underlying this opposition: 'own' and 'alien' denote belongingness, indicate the type and mode of action. The linguistic mechanisms of constructing the image of Russia are characterized. Having analyzed the empiric material, we conclude that the most dominating strategies are alienation and exotization. The main language means for constructing the image of Russia are lexemes with pejorative connotation, culture-specific words, illocutive verbs, comparison.

Key words: media discourse, opposition 'own vs. alien', communicative strategy, foreignization strategy, communicative tactics, reputational capital of the country.

Citation. Milovanova M.V., Svinkina M.Yu. Representation of Russia's Image in German Media Discourse in the Context of the 2018 FIFA World Cup. Vestnik Volgogradskogo gosudarstvennogo universiteta. Seriya 2, Yazykoznanie [Science Journal of Volgograd State University. Linguistics], 2018, vol. 17, no. 3, pp. 148-157. (in Russian). DOI: https://doi.org/10.15688/jvolsu2.2018.3.15

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