LINGUOPOETIC AND LINGUOPRAGMATIC FEATURES OF MEDIA DISCOURSE IN MULTIMODAL COMMUNICATION

This study investigates media discourse as a complex multimodal communicative phenomenon from linguopoetic and linguopragmatic perspectives. The article examines how linguistic and semiotic resources are strategically employed in media texts to construct social reality, shape ideological positions, and influence audience interpretation. Drawing upon the theoretical frameworks of critical discourse analysis, functional linguistics, and multimodal discourse theory, the research explores evaluative lexis, metaphorical representation, presupposition, rhetorical structuring, and multimodal cohesion in contemporary media communication. The findings demonstrate that media discourse integrates informational, persuasive, and aesthetic functions, thereby functioning as a powerful instrument of social cognition and ideological framing. The study contributes to discourse studies by highlighting the interaction between linguistic creativity and pragmatic intention in shaping public meaning-making processes.