RHETORICAL CODE OF TEXTS ABOUT ‘SMO’ IN THE REGIONAL MASS MEDIA DISCOURSE

The priority tasks in the article are 1) substantiation of the concept of a rhetorical code and a set of rhetorical strategies as a tool for axiological, semantic and linguistic analysis of the text, 2) consideration of the specifics of the rhetorical representation of texts thematically and semantically related to the topic of ‘SMO’ in regional mass media discourse. The media text is considered as a social and communicative phenomenon in its textual representation, “reacting” to current information occasions and social requests and broadcasting certain attitudes. To solve the second problem, publications in the newspaper Yuzhnouralskaya Panorama from March to May 2024 were considered as empirical material, the key aspect of the sample was the thematic feature. The methodological basis for identifying and describing the rhetorical strategies of the media text is a combination of a structural-semiotic approach to the text, revealing significantly relevant levels of representation of meaning in the media text, and linguistic-discursive analysis aimed at detecting relevant meanings generated by common practice and embodied in the text. The study is based on the experience of previous research, where, based on the integration of modern theoretical and methodological approaches, a comprehensive, systematic (conceptual, narrative, communicative and pragmatic) study of fears and phobias was conducted on the material of the media operating in a multicultural environment of the region, which allowed us to identify the specifics of constructing an anxiety-phobic field in the discourse of regional mass media of different typological accessories. It is revealed that fears and phobias are closely related to value attitudes, the complexity of their presence in the media text allows us to talk about a special traumatic-phobic discourse in the media, correlating with destructive processes in the social life of the region. Rhetorical strategies for neutralizing and escalating conflicting meanings and moods are not present in equal proportions, which allows us to speak about the dominance of the etiquette-ritual rhetorical strategy.