Shiryaeva Tatyana, Arakelova Amaliya, Golubovskaya Elena, Mekeko Nataliya
Pyatigorsk State University, Russia.
Peoples Friendship University of Russia (RUDN University), Russia.
Heliyon. 2019 Dec 6;5(12):e02988. doi: 10.1016/j.heliyon.2019.e02988. eCollection 2019 Dec.
Drawing on the studies of linguistics, axiology and discourse analysis, this paper contributes to the linguistic framework of value-based communication studies by establishing the algorithm of shaping values in popular science IT discourse via the set of linguo-axiological methods. The authors' aims include establishing dominating communicative strategies employed by the authors of the texts; identifying language structures and lexical means responsible for the both explicit and implicit formation and verbalization of certain values represented in the texts about YouTube; organizing the identified values into a system as presented by the authors of the texts. The paper uncovers dominant YouTube text characteristics, focusing on the instrumental role of values this type of discourse represents, and implements a complex methodological set (CDA and linguo-axiological analysis) in order to outline three basic communicative strategies that the authors of the texts employ: the information strategy; the instruction strategy; the evaluation strategy. The conducted research reveals that the texts of mass media about YouTube contain the following values, classified by the authors into three axiological groups: relevance (approval, authenticity, entertainment, fame, influence, popularity); relationship (accessibility, connection, feedback, relatability); profession (career, competitiveness, money, promotion, time). The results of the study include theoretical conclusions about how the modern-day discourse of information technology (IT-discourse) reflects both fundamental and profession-specific human values, thus shaping the way addressees perceive the industry through language. These findings make it possible to form a new type of IT-discourse text architecture, which would take into account the pragmatic-axiological charge necessary to shape and divert the set of addressees' values.
本文借鉴语言学、价值论和话语分析的研究成果，通过一套语言价值论方法建立科普信息技术话语中塑造价值观的算法，为基于价值的传播研究的语言框架做出贡献。作者的目标包括确定文本作者采用的主导交际策略；识别负责文本中某些价值观的明确和隐含形成及表达的语言结构和词汇手段；将文本作者所呈现的已识别价值观组织成一个系统。本文揭示了YouTube文本的主导特征，重点关注这类话语所代表的价值观的工具性作用，并采用一套复杂的方法（批判性话语分析和语言价值论分析）来勾勒文本作者采用的三种基本交际策略：信息策略、指导策略、评价策略。所进行的研究表明，大众媒体关于YouTube的文本包含以下价值观，作者将其分为三个价值论类别：相关性（认可、真实性、娱乐性、知名度、影响力、受欢迎程度）；关系（可及性、联系、反馈、相关性）；职业（职业、竞争力、金钱、晋升、时间）。研究结果包括关于现代信息技术话语（IT话语）如何反映基本的和特定职业的人类价值观，从而通过语言塑造受众对该行业的认知方式的理论结论。这些发现使得有可能形成一种新型的IT话语文本架构，该架构将考虑到塑造和引导受众价值观集所需的语用价值论负荷。
