Media text of the posts of radio and television channels in the social network Facebook

Abstract

The article considers compositional and stylistic features of the Belarusian language media texts that make up the verbal content of the posts of audio-visual channels of the Belarusian State Television and Radio Company (the First National Channel of the Belarusian Radio, the Belarusian Radio Channel «Kultura», Radio «Stolitsa», TV-channel «Belarus 3»). The posts under consideration are characterized by the use of mainly news content. Specificity of the Belarusian State Television and Radio Company’s Facebook community messages is the dominance of the preview as a genre, the implementation of its main discursive functions – informational and influential, the text of the preview is focused on the immediate perception. The biggest concern for the community’s creators is to provoke a reaction, to encourage the audience to action, and it is easiest to achieve this by using the emotional component, which is most often expressed in the text by the use of elements of spoken language. The expressiveness in the verbal array of posts is significant. This can be explained by the desire of the creators not to break away from their competitors in radio and television broadcasting, but to get closer, or even surpass them. The expressiveness is identified in the use of exclamation points that express different emotions, graphic highlights and sound repetitions, colored emoticons. Colloquialization in the posts of the communities under consideration does not have a significant reduction/coarsening of speech, because the media position themselves as solid information brands. Multimedia posts with links and visual components become hybrid texts, which the user deciphers only in the case of complex perception, when he or she uses a variety of senses. In order to create a conditional dialogue with the audience we-sentence are used. It reflect the teamwork of community creators and, more broadly, the entire channels, bring them closer to the information consumers, organize a media group with similar intentions, in which they can talk as friends. The forms of imperative (verbs of the 2nd person of imperative) bring the post closer to the text of advertising discourse, allow channels to receive financial dividends from the presence in the Facebook community, invite users to go to the main Internet sites and the waves of their radio and television stations. Hyperlinks allow users to expand their opportunities for more detailed acquaintance with the guest, get additional income through the advertising element, invite them to join audio, video or Internet broadcasting. The verbal component of the posts also includes hashtags, which have recently become widely used in Internet communications, as they facilitate the search for messages on the topic or content. Research findings allow comparing the means of attracting users and offer moderators to strengthen the effectiveness of radio and TV channels’ presence in the social network Facebook.