MEDIATEXT IN THE PARADIGM OF INTERTEXTUALITY
Abstract
This article offers a comprehensive analysis of media texts within the paradigm of intertextuality, viewed as one of the core categories of contemporary linguistics, media linguistics, and mass communication theory. Intertextuality is interpreted as a multidimensional phenomenon integrating linguistic, cultural-semiotic, cognitive-communicative, and discourse-oriented approaches to the text analysis. The study outlines the principal theoretical perspectives on intertextuality, distinguishing between broad (cultural and literary) and narrow (linguistic and applied) interpretations, and demonstrates their relevance for the investigation of mass mediatexts. Special attention is given to the classification and modelling of intertextuality, including intertextuality proper, paratextuality, metatextuality, hypertextuality, and architextuality, as applied to media discourse. The article examines the specific role of a quotation in journalistic texts and differentiates between its fact-oriented informational function and its evaluative, image-forming function based on precedent texts and cultural references. The intertextual dimension is shown to contribute significantly to the meaning construction, textual playfulness, and interpretative strategies in media communication. The study also addresses genre hybridity and contamination in modern media, highlighting the interaction between journalism, advertising, and public relations, which raises important professional and ethical concerns. Emphasis is placed on the multimodal, polycode, and creolized nature of contemporary media texts, shaped by the technological development and the diversity of media platforms and communication channels. The paper concludes that intertextuality constitutes an ontological property of media texts and functions as a flexible and productive analytical framework. It enables a systematic understanding of media texts at semantic, structural, and semiotic levels and provides valuable insights into the mechanisms of meaning production in mass communication.
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