Speech Model of a Media Brand as a Subject of Communication: Problem Statement

Section: Media Text in a New Technological Environment: Digital Transformation of Communication

For the first time, an attempt has been made to create a model of a media brand: typological techniques for positioning mass media (editions, corporations, holdings) in the public space have been identified and structured. Typological and discursive-linguistic methods made it possible to develop principles for the structuring of a media brand, based on the analysis of repeated and intentionally replicated linguistic means that are fixed in the mind of the recipient, including through suggestive and manipulative means of linguistic influence. On the basis of well-developed concepts of the brand, speech model, linguistic personality, and linguistic and cultural types (V.I. Karasik, Yu.V. Karaulov, etc.), a speech model of the media brand has been developed, which will allow not only to determine its structural components, but also to determine the effectiveness and typological conditionality of each of them, thus helping to reflect on communicative successes and failures in the creation and promotion of a media brand. The research hypothesis is that, by analogy with the construct of a linguistic/communicative personality, it is possible to develop a model of a media brand as a subject/actor of the modern media space that forms its own community. The peculiarities of the functioning of the media brand formation tools allow us to consider it as an important and well-structured subject (an actor comparable to a personality) of mass communication.

DOI: 10.30547/vestnik.journ.3.2024.1435

References:

Aaker D. A., Joahimsthaler E. (2009) Brand Leadership. The Free Press.

Akbarov O. A., Gafurova U. A. (2022) Teoreticheskie ponyatiya rechevogo portreta i yazykovoy lichnosti [Theoretical concepts of speech portrait and lingual personality]. Science and innovation 8(1): 913–918. (In Russian)

Amirov V. M., Ivanova P. G. (2022) Brend-zhurnalistika i praktika prodvizheniya obrazovatel'nykh uslug vuza [Brand journalism and practice of promoting educational services of the university]. Znak: problemnoe pole mediaobrazovaniya 3(45): 64–72. DOI: 10.47475/2070-0695-2022-10307 (In Russian)

Antropova V. V. (2017) Kommunikativnye strategii pechatnykh izdaniy v sotsial'nykh setyakh: sravnitel'nyy analiz elitarnoy, kachestvennoy i massovoy zhurnal'no-gazetnoy periodiki [Communicative strategies of printed editions in social networks: comparative analysis of elite, qualitative and mass journal-newspaper periodic]. Znak: problemnoe pole mediaobrazovaniya 2(24): 202–209. (In Russian)

Arrese Á., Pérez-Latre F. J. (2017) The rise of brand journalism. In G. Siegert, B. Von Rimscha, S. Grubenmann (eds.) Commercial communication in the digital age: information or disinformation? Berlín: De Gruyter Mouton. Pp. 121–140. DOI: 10.1515/9783110416794-008.

Asmus A. V. (2009) Mediabrend: tipologicheskie kharakteristiki [The media brand: typological characteristics]. Mediaskop 2. Available at: http://www.mediascope.ru/?q=node/ (aссessed: 25.05.2023). (In Russian)

Babushkina E. A. (2012) Rechevoy portret lichnosti: foneticheskie kharakteristiki [Speech portrait: phonetic characteristics]. Vestnik Buryatskogo gosudarstvennogo universiteta 11: 7–11. (In Russian)

Blokhin I. N. (2020) Koordinaty media: osnovnye ponyatiya i kharakteristiki [Media coordinates: basic concepts and characteristics]. In E. V. Vyrovtsevoy, L. R. Duskaevoy (eds.) Lichnost' v koordinatakh media: Monografiya [Personality in Media Coordinates: Monograph].  St. Peterburg: Aleteyya. Pp. 9–46. (In Russian)

Bocharova T. A. (2017) Virtual'naya kommunikatsiya: statusy i roli [Virtual communication: statuses and roles]. Istoricheskie, filosofskie, politicheskie i yuridicheskie nauki, kul'turologiya i iskusstvovedenie. Voprosy teorii i praktiki12(86): 45–58. (In Russian).

Bull A. (2013) Brand Journalism. New York: Routledge.

Chernukha L. A., Tomil'tseva L. V. (2021) Golos brenda: kak ego nayti [Brand Voice: How to Find It]. Brend-menedzhment 4: 254–263. DOI 10.36627/2618-8902-2021-4-4-254-263. (In Russian)

Duskaeva L. R. (2019) Stilisticheskiy analiz v medialingvistike [Stylistic analysis in media linguistics]. Moscow: Flinta. (In Russian)

Duskaeva L. R. (2023) Rechevaya organizatsiya metateksta telegram-posta [Speech organization of the metatext in telegram posts]. Vestnik Mosk. un-ta. Seriya 10. Zhurnalistika 1: 30–65. DOI: 10.30547/vestnik.journ.1.2023.3065. (In Russian)

Duskaeva L. R., Salimovskiy V. A. (2020) Tekst i stil': v poiskakh reproduktivnykh modeley zhurnalistskoy professional'noy rechevoy deyatel'nosti [Text and style: in search of reproductive models of journalistic professional speech activity]. Vestn. Mosk. un-ta. Ser. 10. Zhurnalistika 6: 41–76. DOI: 10.30547/vestnik.journ.6.2020.4176. (In Russian)

Gavra D. P. (2019) Ponyatie i kharakteristiki kommunikatsionnoy strategii [Concept and characteristics of communication strategy]. Rossiyskaya shkola svyazey s obshchestvennost'yu 15: 65–78. (In Russian)

Issers O. S. (1999) Kommunikativnye strategii i taktiki russkoy rechi: dis. … dokt. filol. nauk [Communicative strategies and tactics of Russian speech. Dr. philol. sci. diss.]. Omsk. (In Russian)

Karasik V. I. (2007) Diskursivnaya personologiya [Discursive personology]. Yazyk, kommunikatsiya i sotsial'naya sreda: sb. nauch. tr. Voronezh 5: 78–86. (In Russian)

Karasik V. I., Dmitrieva O. A. (2005) Lingvokul'turnyy tipazh: k opredeleniyu ponyatiya [Linguocultural type: to the definition of the concept]. Aksiologicheskaya lingvistika: lingvokul'turnye tipazhi: sb. nauch. tr. / pod red. V. I. Karasika. Volgograd: Paradigma. (In Russian)

Karaulov Yu. N. (1987) Russkiy yazyk i yazykovaya lichnost' [Russian language and language personality]. Moscow: Nauka. (In Russian)

Khatiashvili G. A. (2012) Mediabrend: problemy izucheniya [Media brand: problems of study]. Mediaal'manakh5: 43–46. (In Russian)

Khatiashvili G. A. (2014) Parametry otsenki redaktsionnoy sostavlyayushchey mediabrenda (na primere zhurnalov «Russkiy reporter» i «Snob»)) [Parameters for evaluating the editorial component of the media brand (using the example of the magazines "Russian Reporter" and "Snob")]. Vestnik Mosk. un-ta. Ser. 10. Zhurnalistika 4: 162–178. (In Russian)

Kirillova N. B. (2006) Mediakul'tura: ot moderna k postmodernu. [Media Culture: from Modern to Postmodern]. Moscow: Akademicheskiy proekt. (In Russian)

Kitaygorodskaya M. V., Rozanova N. N. (1995) Russkiy rechevoy portret. [Russian speech portrait]. Moscow: Nauka. (In Russian)

Krysin L. P. (2003) Rechevoy portret predstavitelya intelligentsii [Speech portrait of a representative of the intelligentsia]. Sovremennyy russkiy yazyk: Sotsial'naya i funktsional'naya differentsiatsiya [Modern Russian Language: Social and Functional Differentiation]. Moscow: Yazyki slavyanskoy kul'tury. (In Russian)

Lazutina G. V. (2016) Zhurnalistika v zhizni obshchestva – perom teoretika i praktika. [Journalism in the life of society – the pen of a theorist and practice]. Moscow: Faculty of Journalism, Moscow State University. (In Russian)

Leyderman N. L. (2010) Teoriya zhanra [Theory of the genre]. Ekaterinburg: Slovesnik. (In Russian)

Light L. (2014) Brand journalism is a modern market imperative. How brand journalism is impacting brand management. AdAge, 21 July. Available at: http://adage.com/article/guest-columnists/brand-journalism-a-modern-marketing-imperative/294206 (aссessed: 23.06.2023).

Lomykina N. Yu. (2018) Prosodiya mediarechi v usloviyakh konvergentsii [Prosody of media speech in terms of convergence]. Medialingvistika 5(1): 34–47. DOI: 10.21638/11701/spbu22.2018.103 Available at: https://medialing.ru/prosodiya-mediarechi-v-usloviyah-konvergencii/ (aссessed: 16.07.2023). (In Russian)

Lutovinova O. V. (2009) «Lingvokul'turnyy tipazh» v ryadu smezhnykh ponyatiy, ispol'zuemykh dlya issledovaniya yazykovoy lichnosti ["Linguocultural type" in a number of related concepts used for the study of linguistic personality]. Uchenye zapiski ZabGU. Seriya: Filologiya, istoriya, vostokovedenie 3: 323–327. (In Russian)

Metlyaeva T. V. (2018) Osobennosti formirovaniya rechevogo imidzha lichnosti [Peculiar characteristics of speech image formation]. Territoriya novykh vozmozhnostey. Vestnik Vladivostokskogo gosudarstvennogo universiteta ekonomiki i servisa 10(1): 156–164. DOI: 10.24866/VVSU/2073-3984/2018-1/156-164. (In Russian)

Petushkova T. A. (2022) Modnyy brend kak semioticheskaya model' kommunikativnogo dizayna [Fashion brand as a semiotic model of communicative design]. In E. A. Rudnev (ed.) Aktual'nye problemy razvitiya ekonomiki i upravleniya v sovremennykh usloviyakh. Sb. materialov [Actual problems of development of economy and management in modern conditions. Collection of materials]. Moscow: Moskovskiy ekonomicheskiy institute. Pp. 353–364. (In Russian).

Pil'gun M. A. (2015) Osnovnye kommunikativnye patterny v russkoyazychnoy setevoy srede [Basic communication patterns in the Russian-speaking network environment]. Voprosy psikholingvistiki 2(24): 166–176. (In Russian)

Pocheptsov G. G. (2009) Imidzhelogiya. [Imagelogy]. Moscow: SmartBuk. (In Russian).

Shesterkina L. P., Lobodenko L. K. (2014) Ot mediateksta k mediabrendu: k voprosu o vzaimodeystvii zhurnalistiki, reklamy i PR v konvergentnykh SMI [From media text to media brand: on the interaction of journalism, advertising and PR in convergent Media]. Vestnik UYurGU 3: 50–55. (In Russian)

Sidorov V. A. (2021) Aksiologiya massmedia: problemnye polya i strategii izucheniya [Axiology of mass media: problem fields and study strategies] Gumanitarnyy vektor 16(4): 117–125. DOI: 10.21209/1996-7853-2021-16-4-117-125. (In Russian)

Sinclair R., Keller K. L. (2014) A Case for Brands as Assets: Acquired and Internally Developed. Journal of Brand Management. 21 (June). Pp. 286–302.

Solov'eva D. V., Bulygina A. N., Semenova P. A., Shevtsova A. S. (2020) Strategicheskiy podkhod k razrabotke mediakontenta brenda [Strategic approach to brand media content development]. Prakticheskiy marketing 6(280): 10–20. DOI: 10.24411/2071-3762-2020-10029. (In Russian)

Vasil'chenko M. A. (2019) Stil' i «lichnost' brenda» (na primere rossiyskoy versii zhurnala «FORBS») [Style and Brand Personality (Case-Study of Forbes Russia)]. Filologiya i chelovek 3: 179–188. DOI: 10.14258/filichel(2019)3-14. (In Russian)

Vasil'chenko M. A. (2021) Stil' v strukture mediabrenda (na primere cover-stories amerikanskogo i rossiyskogo izdaniya zhurnala «Forbs»): dis. … kand. filol. nauk [Style and Brand Personality (Case-Study of Forbes Russia. Tver'). PhD thesis]. Tver’ (In Russian)

Vyrkovsky A. V. (2015) Rossiyskie mediamenedzhery v usloviyakh konvergentsii: rabochie protsessy, kompetentsii i lichnye kachestva [Russian media managers in the context of convergence: work processes, competencies and personal qualities]. Mediaal'manakh 5: 24–33. (In Russian)

Vyrkovsky A. V., Sharoyan S. V. (2015) Kriterii vosprinimaemogo kachestva zhurnalistskikh materialov (na primere delovykh SMI) [Criteria for the perceived quality of journalistic materials (using business media as an example)]. Vestnik Mosk. un-ta. Ser. 10, Zhurnalistika 1: 22–46. (In Russian)

Zagidullina M. V. (2016) Klyuchevye cherty mediaestetiki: mental'no-yazykovye transformatsii [Key features of media aesthetics: mental-linguistic transformations]. Chelyabinskiy gumanitariy 2(35): 46–52. (In Russian)

Zagidullina M. V., Kiklevich A. K. (2020) Mediaesteticheskiy komponent sovremennoy kommunikatsii [Mediasthetic component of modern communication]. Chelyabinsk: Chelyab. filial RANKhiGS. (In Russian)

To cite this article: Barashkina E. A., Vyrovtseva E. V., Gorshkova A. G., Maslenkova N. A. (2024) Rechevaya model’ mediabrenda kak sub”ekta kommunikatsii: postanovka problemy [Speech model of a media brand as a subject of communication: problem statement]. Vestnik Moskovskogo Universiteta. Seriya 10. Zhurnalistika 3: 14–35. DOI: 10.30547/vestnik.journ.3.2024.1435