Globalizacja kulturowa a język w mediach

Abstract

The author presents the notion of globalization with reference to the space of communication, especially communication in the media. She calls the very phenomenon a cultural globalization, and strongly accentuates the functionality of the notion of glocalization that includes the notion of globality of sending processes and, at the same time, locality of reception. The author sees the opportunity of analyzing language in the media by using the tools from the field of linguistics. She proposes the methods of discourse, genre and text analysis. She treats common topics and strategies of autothematicity in the media as global manifestations on the level of discourse; and on the level of geures, she considers as global the common speech genres of a given medium (talk show, news on TV, radio hit charts, teasers of TV shows in the press), whereas at the textual level what is global includes internationalisms, expansive Latin prefixes, a consolidation of new meanings of known words, adverbs such as już, teraz, wkrótce, za chwilę, więcej. The author puts forward a hypothesis that discourses and genres constitute an integral element in the medium development. They are diversified by means of text, that is, stylistic practices.