mediasfera; dyskurs hipertekstowy; dyskurs publiczny; kierowanie społeczną uwagą; mediasphere; hypertext discourse; public discourse; directing social attention
"Forum Lingwistyczne" Nr 1. (2014), s. 9-16
The article is a review of eight studies in which, with varying intensity and different purpose,
the expression media discourse has been used. Furthermore, the article includes two important postulates.
The first one being to exclude fiction texts, which are of a dominant autotelic function, from
the media discourse analysis. The second one – to revise the opinion that the Internet discourse is
a homogeneous structure. Hypertext discourse seems to be a crucial and instrumental category which
overlaps with the media discourse, being, however, more precise in nature. The author concludes that
media discourse is a type of a one-way communication through the mass media, where the sender
is institutionalized, and the audience is the recipient. The message requires transceiver devices and is
characterized by progressing iconisation. The objective of the sender is to direct social attention and
model the views of his/her audience. The press discourse, the radio discourse, the television discourse
and the hypertext discourse can be distinguished within the media discourse framework, in accordance
with the type of data transmission. Semiotically, this type of communication is located in the
mediasphere and displays a combination of three areas of signs: iconography, “sonophere” (sphere
of sound) and logosphere, while eliminating the fourth area, the “galenosphere” (sphere of silence).