ЕМОЦІЙНА НАСИЧЕНІСТЬ МЕДІАКОНТЕНТУ: КОМУНІКАЦІЙНА СТРАТЕГІЯ ЧИ МАНІПУЛЯТИВНА ПРАКТИКА?

<p><strong><em>The purpose of the study </em></strong><em>is to comprehensively analyze the theoretical aspects of emotional optimization of media content, including the study of the features and mechanisms of balancing emotional expressivity with the requirements of information integrity.</em><strong><em></em></strong></p><p><strong><em>The research methodology</em></strong><em> is based on an interdisciplinary theoretical analysis that integrates communication studies approaches focused on the study of media content formation processes. The empirical component focuses on the analysis of scientific sources that highlight the specifics of the emotional impact of media texts, as well as the study of language strategies and manipulative headlines aimed at increasing audience engagement.</em></p><p><strong><em>Results.</em></strong><em> The study identified methods for optimizing the emotional saturation of media content to preserve social well-being and foster critical thinking in society. These methods include the use of neutral vocabulary, balanced representation of positive and negative aspects, and responsible, unbiased coverage of information and socially significant issues to minimize manipulative influence and ensure a constructive information environment.</em></p><p><strong><em>The novelty of the study </em></strong><em>lies in a comprehensive theoretical analysis of the emotional saturation of media content, covering both constructive and destructive effects on public consciousness, clarifying the concept of «emotional saturation of media content» and developing recommendations for its balanced use, in particular through the use of methods to optimize the emotional impact of broadcast information.</em></p><p><strong><em>The practical significance lies </em></strong><em>in the formulation of conceptually grounded approaches to optimizing the emotional content of media content aimed at ensuring a balanced emotional impact through lexical neutralization, structural balance and avoidance of emotional polarization, which makes it possible to develop a critical attitude towards media messages, promotes informed consumption of information and the formation of a culture of responsible discussion.</em></p><p><strong><em>Key words:</em></strong><em> communications, manipulation, content, emotional triggers, audiovisualization, media, information.</em></p>