The Media Text vs Media Context: Semantics of Tropes

The article is devoted to the study of the semantics of tropes used in modern media discourse, taking into consideration their elocutionary and illocutionary features. Traditional forms of social interaction have moved into the information space, where all the types of conflicts manifest themselves. These are the conflict of ideological and value attitudes, the conflict of moral values of the information society, etc. The addressee/author of the media text uses all possible stylistic means of representation to enhance the appeal. Tropes and toposes are used to express, among other things, the conflicting intention of the addressee/author of the media text, which is the purpose of the study of this article. The article scientific novelty is to extrapolate the study of tropes and toposes in the implementation of conflict intentions for the development of media literacy, identification conflict text and conflict context marks were analyzed. The study is based on traditional media linguistic methods linguistics as well as methods of content analysis and intent analysis, which can be considered to be effective in the field of media rhetoric and media stylistics. The empirical material is current media texts presented in different traditional and Internet-mediated forms. Media literacy education is essential for a wide readership and should be a part of school education. Teaching such subjects is very important for potential addressees/collective addressees of a media discourse/text. These disciplines should be based on the classical and modern texts. It will ensure developing not only language sense and preventing and avoiding conflicts, but it will ensure developing media literacy. Media education is extremely useful for those who write in their blogs as well as in social networks.