Media consciousness and media discourse of a citizen in modern society in the era of linguocultural digitalization: problems and solutions

Zheltukhina, Marina Rostislavovna
D.Sc. in Philology, Professor of the Russian Academy of Education, Professor of the English Philology Department, Head of the Research Laboratory "Discourse Linguistics" of the VSSPU, Professor of the Department of Germanic Studies and Linguodidactics of the Moscow City University, Professor of the Department of General Humanitarian Sciences and Mass Communications of the Moscow International University, Director of the International Communicative Ethnopsychoanalysis Institute of Marina Zheltukhina, Volgograd/Moscow, Russia
zzmr@mail.ru

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Abstract
Modern media consciousness is characterized by a set of linguocultural markers which allow to realize the effective impact of media discourse on native speakers’ consciousness as representatives of different linguocultures, citizens of different countries in various fields of human activity including political, business, and legal communication. Today, a systematic understanding of the value foundations and semiotics of the citizen's discourse as a language person in the mass media is required. Of particular importance is the identification of the linguocultural specifics of the influence of media discourse on consciousness and subconsciousness of a citizen of the state as a native speaker in the political, business, and legal spheres. It is important to prepare for use an arsenal of the most frequent and effective means and techniques of conducting information wars and protection against information terrorism in a digitalization environment. The complexity of the problem under consideration necessitates the development of recommendations for the implementation of the language, information, and legislative policies of the state. Within the framework of project No. 22-28-01623, supported by the RSF, the following main interdisciplinary tasks are comprehensively solved: the formation of a fund of linguistic and cultural characteristics of a modern information society, its discourse; obtaining new scientific data on linguocultural cognitive-discursive processes in the modern media space within the framework of media influence in political, business and legal communication in the context of digitalization; creation of associative base of identified linguocultural markers of modern Russian, American and British media consciousness.

Keywords: linguistic culture, axiology, semiotics, consciousness, concept, image, media discourse, language personality, influence, digitalization, information wars and terrorism, information security, language policy, citizen