APPEAL TO THE GENERAL APPERCEPTION BASE OF THE TARGET AUDIENCE IN THE GENRE OF SPORTS COMMENTARY (USING THE EXAMPLE OF THE MATCH TV CHANNEL)

Abstract

Sports media are characterized by active interaction with the target audience – fans and spectators. Trusting relationships are created by introducing references to a common apperception base into the speech of sports journalists – a fund of proverbs, sayings, catchphrases, quotes from films and works of art that the audience identifies. This scientific study analyzes a case of a high concentration of such references in the broadcast of a football match: in connection with the match being held on the day when the famous director David Lynch died, a commentator on the MATCH TV channel decided to introduce the names of the director’s films and quotes from them into the comments, without mentioning the director’s name on the air. The reaction of the target audience, traced through the comments on the commentator’s Telegram channel, was positive: fans considered the allusions and expressed their admiration. The trend towards integrating sports media with Telegram channels and social media accounts thus allows for building close interaction with the target audience and uniting viewers based on the principle of “those who understand” and “their own.”