LINGUOCULTUROLOGY AND MEDIA TEXT: THEIR INTERRELATION
Keywords:
linguistics, media text, cultural codes, globalization, intercultural communication, discourse analysis, cultural identity, cultural mediation, digital communication, glocalization.Abstract
The article explores the interrelation between linguoculturology and media texts in the context of the 21st century’s rapidly evolving communication landscape. It highlights how media platforms—from traditional to digital—have become powerful spaces for constructing and transmitting cultural values, identities, and ideologies. The study emphasizes that analyzing media discourse requires not only linguistic but also cultural and semiotic perspectives. Drawing on the theoretical foundations of Russian linguoculturology (Vereshchagin & Kostomarov, 1990; Krasnykh, 2002), the paper examines media texts as cultural artifacts where language serves as a vehicle of both explicit and implicit cultural meanings. The research underscores the significance of linguoculturological analysis for understanding how modern media shape and reflect cultural consciousness.
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