Коммуникативные стратегии и тактики речевого воздействия в жанрах арт-журналистики (рецензия, репортаж)

Abstract

The article examines the communicative strategies and tactics of speech influence used in the presentation of an artwork and a cultural event in art journalism. The accelerating process of the commercialisation of art with a greater degree of intensity actualises the work as a commodity. In the representation of artistic culture in media discourse, this is manifested in a weakening of the analytical component and aesthetic appreciation. Media texts increasingly use entertainment approaches, and there is a tendency towards performativity and shock value, an ironic style. This is reflected in the stylistics of the media text, which has contributed to the active use of attractive speech means. Transformation processes have also affected such genres as review and reportage. Today it is almost impossible to find a classic review, which would present an analysis of the merits and demerits of the work and a competent assessment. The aim of review in art journalism is to announce, to attract the audience’s attention both to the work and to the author’s search, to promote the values of a consumer society. In reportage, the classic characteristics have also undergone changes. Today, this genre is characterised by authorial subjectivism, which is expressed in vivid self-presentation. As a result of the analysis of the Belarusian online publications, the main communicative strategies of speech impact have been identified: the advertising strategy, which is exemplified in the review, and the image building strategy characteristic to the reportage. In art journalism, the use of these communicative and speech practices led to a downgrading of art and the perception of a cultural event as an entertainment show. The problem addressed is important due to the relevance of the topic of interaction between media language and modern culture.