Rhyme as discourse strategy in Russian digital media in representing concept «MONEY»

The article explores rhyme as a discourse strategy in Russian digital media, with a focus on representing concept 'money'. The relevance of the study is accounted for by the increasing role of rhyme in Internet communication, where it functions not only as an expressive means, but also as a tool for influencing and disseminating information in social networks and online communities (mainly on the platforms liveinternet.ru and vk.com). The crux of the article's argument pertains to the manner in which media discourse, characterized by the utilization of rhymed statements, contributes to the rethinking and popularization of economic concepts. This phenomenon has the effect of reducing the barriers to critical perception and emotionally charging the audience. The paper objective is to identify the mechanisms and functions of rhyme in digital media and its application to the subject of money in order to analyze the way rhyming texts influence the mass audience’s economic thinking. The research is grounded on the analysis of posts from Russian-language social networks. The methodology includes lexical and stylistic analysis, elements of discourse analysis. It also takes into account the rhyme-as-reason effect. The findings demonstrate the pivotal role of rhyme in media discourse, facilitating the concise and expressive translation of economic meanings and slogans, in addition to enhancing their emotional impact.