LINGUISCTIC SPECIFICS OF PLAY INTERACTION IN TV DISCOURSE

Entertainment TV discourse is constructed on the grounds of linguo-semiotic phenomenon of carnivalization. Specialists working in this field play certain roles, put on masks and overall participate in the game they create. In the media space the game and the role-masks as its component, in particular, have an impact on construction of the media text. Thus, the aim of the article is to study the set of play role masks and their communicative strategies in entertainment TV discourse. The core of these strategies is transformation into a different linguistic personality involving a game, entertainment and carnivalization. The communicative strategies are based on humor with a focus on entertainment, game and aesthetic value as well as outrageous pleasure. The study reveals the following play communicative strategies: role masks of Humorist and Mocker. They comprise various genres: talk-show, culinary show, intellectual show, entertaining news. The dominant characteristics of Humorist communicative behavior are high proportion of the spontaneity, reduced degree of interest in the interlocutor’s reaction. The article describes the key tactics, verbal and non-verbal means reflecting this strategy. The dominant markers are: parody phraseological units, combination of incongruous. The role mask Mocker is in high demand in intellectual and entertainment shows. This communicative behavior is characterized by moderately high share of buffoonery in the total volume of communication, feigned conflict, a high degree of spontaneity and a low degree of consideration for the reaction of the communicative partner. The study reveals two tactical varieties of the strategy: tactic of feigned cynicism and derogatory attitude towards a communication partner and their key semiotic codes. The dominant markers of the tactic are: negative constructions; violation of contextual correspondence, negative-colored estimation words

Keywords: TV discourse, entertainment, speech mask, communicative strategy, tactics