Culinary media text in the context the problems of media linguistics: Statement and substantiation of the main tasks

Abstract

The article poses and substantiates several important problems related to media linguistics and culinary media text. It is proven that media linguistics at the present stage of development of media communications should certainly turn to the study of culinary media text. As the study illustrated, this is due to a complex of reasons. Firstly, it is the rapid and multidirectional development of culinary media text in the media space. Secondly, it is the dominance of the Anglo-Saxon scientific tradition in the formation of the conceptual-categorical apparatus, approaches and methodology for the study of culinary media text. Thirdly, by the fact that a culinary media text imperceptibly, but powerfully manages social and everyday desires, goals, dreams, actions and orientations of a person immersed in the plexus of economic, ideological, social, everyday, media communication. Both man and society are addressed in their specific cultural language, appealing to the help of rhetorical figures, codes, signs, techniques to the system of backgrounds, knowledge funds, emotional-sensory sensations and audience memory. In connection with this state of affairs, the proposed article is staged. The goals and objectives are due to the fact that culinary media text is a kind of iceberg of modern media communications; it is what a researcher should be guided by. It must be taken into consideration that only at first encounter does it appear to be one of the varieties of a relatively simple, genre, stylistically, discursive, rhetorically uncomplicated text from the point of view of a communicative situation. However, the understanding and research of culinary media text should initially involve an encounter with a complex, multidimensional, and provocative, referentially voluminous media statement. Inherent in it is a long, stable, strong social, collective, national, historical, cultural, everyday memory and diverse opportunities for influencing a person and society, which, at first glance, are hidden behind a simple, pretty, unpretentious everyday phenomenon. In this regard, one more problematic field is clearly revealed: the formation and justification of a single conceptual-categorical apparatus of media linguistics for determining the phenomena associated with culinary media text.