ФРАЗЕОЛОГІЗМИ З МІМІЧНИМИ ТА ВІЗУАЛЬНИМИ КОМПОНЕНТАМИ В МЕДІАТЕКСТІ ЯК ЗАСОБИ ЕМОЦІЙНОГО ВПЛИВУ НА ЧИТАЧА

The anthropocentric approach to the study of linguistic phenomena, the peculiarities of human life, its preferences, habits, behaviour, emotional state requires a focus on the characteristics of nominative processes that contribute to the identification of the general, the common and the unique in the ethnocultural linguistic space. Priority areas of knowledge related to the linguistic and linguistic specificity of the communicative behaviour of speakers are not left out. The study of the latter aspect is impossible without a comprehensive analysis of non-verbal communication, which is an important component of interaction between representatives of the same linguistic collective. The article is dedicated to studying the emotional impact of facial and visual phraseological units in modern media texts. Such phraseological units, due to their imagery and emotional saturation, increase the impact of the text and contribute to the formation of a certain emotional state in the reader. The aim of the study is to identify the specifics of the functioning of stable expressions containing facial and visual components and their impact on the emotional perception of the audience. Special attention will be paid to the analysis of phraseological units with somatic units representing the emotional state of the speaker (joy, happiness, sadness, anger, surprise, etc.). An important aspect of the study is the impact of mimicry on interaction with the audience in the media space, where phraseology with mimetic components makes texts emotionally expressive and helps to better convey the author's attitude to events. The article shows how the active use of phraseological units with mimetic components creates an emotional context, increases the impact of the perception of a media text and facilitates the understanding of the author's intentions. The study focuses on the importance of non-verbal communication in modern media and the importance of metaphorical constructions in reflecting social stereotypes of behaviour through facial expressions. The article also analyses phraseological units with visual components that reflect a person's internal state, emotions, thoughts and desires through a look. Separately, the article presents phraseological units that characterise eye movements, gaze intensity and emotional colouring, highlighting the importance of these phraseological units for communicative behaviour and the speaker's ability to convey not only information but also emotional reactions.