BАSIC CОNCEPTS АND PRINCIPLES ОF LINGUОCULTURОLОGY

This article examines the theoretical foundations and developmental perspectives of English media discourse as one of the significant domains of contemporary linguistic research. Emerging as a dynamic field at the intersection of language, society, and culture, English media discourse reflects the interaction between communicative practices and socio-cultural realities within English-speaking contexts and beyond.The study outlines the historical evolution of media discourse research and highlights major theoretical frameworks, including the anthropocentric paradigm and discourse-analytic approaches. Particular attention is paid to the relationship between language, ideology, and representation in media texts. The paper also addresses key methodological debates, such as synchronic and diachronic approaches to discourse analysis, as well as universal versus culture-specific features of media communication.Furthermore, the article identifies principal research directions within English media discourse studies, including genre analysis, stylistic and rhetorical strategies, comparative media studies, and pedagogical applications. The growing relevance of English media discourse in global and Uzbek linguistic scholarship is emphasized. The study demonstrates that English media discourse serves as a powerful medium for constructing social reality, shaping public opinion, and transmitting cultural values.