IMPLEMENTATION OF COMMUNICATIVE IMPACT IN THE ENGLISH-LANGUAGE POPULAR SCIENCE IT-DISCOURSE

Background. The article is devoted to the study of the implementation of communicative impact in the English-language popular science IT-discourse. The study is relevant due to the development of new possibilities of communicative interaction, the increasing social role of information in the global digital environment. Professional communication concentrated on various features of modern information technologies plays an important role in the dissemination of scientific knowledge to the public. Purpose. The purpose of this article is to identify and analyze the language tools of communicative impact in the English-language popular science IT-discourse. Materials and methods. The research material comprises the English-language articles on modern information technologies published in electronic popular science journals Computer World, T3 over the period 2023-2024. The main research methods include the analysis of scientific literature, the continuous sampling methodology, communicative-pragmatic language analysis, the method of linguistic description. Results. The authors have identified that the characteristic features of implementing the strategies of communicative impact in the English-language popular science IT discourse are the use of colloquial style to facilitate the process of interpreting scientific information, the use of emotional-evaluative, expressive lexical units, rhetorical devices to strengthen the communicative impact on the addressee.