language in the media; cultural globalization; glocalization in the language
Wydawnictwo Uniwersytetu Śląskiego
M. Kita, M. Ślawska (red.), "Transdyscyplinarność badań nad komunikacją medialną. T. 1, Stan wiedzy i postulaty badawcze" (S. 142-153). Katowice : Wydawnictwo Uniwersytetu Śląskiego
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.