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.本研究从语言诗学（linguopoetic）与语言语用学（linguopragmatic）视角，将媒体话语作为一种复杂的多模态交际现象展开系统性探究。本研究探讨了媒体文本中如何策略性运用语言与符号资源，以建构社会现实、塑造意识形态立场并影响受众解读。本研究依托批评话语分析（critical discourse analysis）、功能语言学（functional linguistics）与多模态话语理论（multimodal discourse theory）的理论框架，对当代媒体传播中的评价性词汇、隐喻表征、预设、修辞架构与多模态衔接现象展开探析。研究结果显示，媒体话语融合了信息传递、说服引导与审美表达三大功能，进而成为社会认知构建与意识形态框架运作的强力工具。本研究通过揭示语言创造性与语用意图在塑造公众意义生成进程中的互动关系，为话语研究领域贡献了新的研究视角。