Abstract. Modern language diplomacy depends for its efficiency on an expert use of all interactive formats offered by mass media platforms and beyond. The presentation focuses on the results of linguistic analysis to which mass media communication samples were subjected on a multicode basis. The terminological packaging of the matter reflects its IT strategy management features and addresses issues of cultural preference, language encoding, synergetic public appeal and digital format mastery. The competitive spirit of modern mass media is being constantly challenged by the growing demand of the audience and is ushered forth by the rocketing competence of the latter. The presentation makes full use of representative sample materials in Russian and English. Each item meets expectations of the audience keen on critically following the data, the progress and the aftermath of a political scandal event masterfully served in the format of an emotionally touched up communicative act. The multicode linguistic profile characteristics of the video episodes dealt with reveals a synergetic interaction of word, non-verbal signal, gesture, body language, video format features and digital effects. The logic of the presentation would lead to synergetic interpretation of mass media format features which would allow for a view of synergetic interdisciplinary direction of research as a method of study applicable to processes of different nature liable to selforganization. The potential of cognitive modeling synchronized with speech modeling can hardly be overestimated. The material presented is a proof of happy industry strategy multiplied by effective communicative skills and digital technological aptitude. Human language potential leads the way in contemporary synergetic studies offering new knowledge of meaning and sense formation in communicative acts and processes as part of modern methods of language study. The materials selected for analysis and presentation come from the popular political, analytical program «60 minutes» (Russia 1 TV Channel) and representative episodes of «CNN News» Channel. The results of the research conducted could be tested and verified in the practical course of English classes, they can also serve a valuable contribution to a course in effective communication. The presentation may pave the way for a full-scale academic research.
Keywords: Communicative act, language diplomacy, synergetic method, mass media format, digital technology, non-verbal characteristics of a speech act
Elena V. Yakovleva¹, Ruben Agadzhanyan²
¹Peoples’ Friendship University of Russia
²School No. 166
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