Linguistic Reflection of the Slovak Media-Discourse Intentionality

Abstract

On the basis of critical discourse analysis results of Slovak sociopolitical media, we study some its aspects: conversationalization, colloquialization, trivialization, vulgarization, fact uncertainty, infotainment and other manifestations of the prevailing “qualitative” reference points of the today media text intentionality. An intentionality problem as the main force of creation and decoding of any media text or media reality, as a peculiar construct on crossing of social and discursive realities, is quite difficult, therefore our research was limited to partial description, interpretation and explanation only of some aspects, mainly its language realization (on lexicon and syntax). The special attention is given over to the axiological deficiency of ideal maxims, which in the case of media institutional discourse are in ethical codes defined as communicative behavior. We consider axiological deficiency of media discourse at two levels — in the attitude towards “objective” reality and in relation to the text (a process of its creation). Maxims of journalistic professionalism in a certain measure were always an incomprehensible ideal: because of a human factor, there can’t be an absolutely non-ideological choice of the facts, and the role of the text “creator” needs intention judgment of his activity. It is considered necessary to put an accent on creativity as impartiality, a balance of facts, materials and views, no manipulation, high professional and language competence, accurate language feeling. The repeating of the defective phenomena, especially today very frequent axiological pathological persuasion, has negative consequences for traditional journalism: evoke with audience deny of standard, “classic” newsmakers in favor of alternative sources. We present a few examples from the Slovak periodical press illustrating our conclusions, and also a quite detailed critical analysis of the one media text on which we illustrate some identification moments of defective intentionality.