Emotivity in News Discourse with a Component of Native Advertising

Abstract

The article is trying to identify the features of emotivity as a category of news discourse with the component of native advertising. A block of Lipetsk television news program, which contained a TV report and some components of commercial and business native advertising, was used as the material for the studies. Carried out in line with the cognitive and discursive approach, the compositional, contextual, semantic, associative analysis of the material made it possible to draw the following conclusions. The frequent embedding of a native advertising message in a news text is based on the proximity of their genre features. At the same time, native advertising transforms the news genre; as a result, informative strategies embodied in the news genre through an objective presentation are subordinated to a presentation strategy largely based on the embodiment of the category of emotivity. The category of emotivity in TV news discourse with the component of native advertising is mainly realized not through the emotive meanings of language units, but through actualization, association, resonance and contrast of the emotive backgrounds of reality’s fragments, reflected by verbal and non-verbal means. It also intensifies the manifestation of the hidden emotive tone of the journalist's speech, which ensures the implementation of native advertising in the news discourse. The category of emotivity in the TV news discourse with the component of native advertising is implemented not only at the thematic-associative level, but also at the socio-regulatory one. The appeal to the emotional imperatives cultivated in the society forms a perlocutionary emotive plot in the discourse, which inculcates in the addressee’s mind ideas that, on the one hand, the advertised object would provide an individual pleasure experience, and on the other, the demonstration of the emotions experienced would allow the consumer to acquire the image of a happy person corresponding to the most important emotional imperative for modern society. Operating with emotional imperatives in the news discourse leads both to the embodiment of hidden intentions of native advertising, and to the social affirmation of consumer society’s emotional values.

Keywords:

emotivity, emotive background, emotive tonality, emotional imperatives of society, native advertising, news discourse, discursive strategies and tactics