FUNCTIONING OF PRECEDENT PHENOMENA IN REGIONAL MASS MEDIA ECOLOGICAL DISCOURSE

Abstract

The article focuses on the use of precedent phenomena in regional mass media ecological discourse based on the material of linguistic representation in the social media of Chelyabinsk local ecological project “Razdelyaika” devoted to separate waste collection and recycling. Mass media ecological discourse is defined in the article as a set of oral and written texts on ecological topics presented in the mass media. It is highlighted that one of the linguistic features of such texts is their intertextuality, which is rendered by different types of precedent phenomena – easily recognizable verbal and nonverbal units having certain value and frequently reproduced in the linguocultural community. The analysis shows that over half of all cases of precedent phenomena are represented by precedent phrases, the other types include precedent names, precedent situations and precedent texts. Precedent phenomena in regional mass media ecological discourse are related to such sphere-sources as the sphere of art and culture (music, film, fine art, mythology), the social sphere (politics, sport, public holidays) and the sphere of science (geography, economics). The article reveals different functions performed by precedent phenomena used in regional mass media ecological discourse. Appellative function is associated with motivating the readers to actively participate in the project and is linked to the use of imperative mood in precedent phrases and texts. Informative function of precedent phenomena is supported by the reference to exact calendar dates in the texts of popular songs as well as to the names of holidays. Illustrative function is fulfilled primarily by precedent proper names related to the spheres of art and science, which adds expressivity to the whole utterance. Precedent phenomena fulfilling evaluative function provide certain assessment of the project participants and of the notion of time.