Pages: 127 - 130
Authors: Issina G. I., Kondratyeva Y. T.
Abstract: The article investigates cognitive strategies of impact in contemporary press in order to identify the most effective mechanisms of influence on recipient in media discourse. The cognitive approach has received a great popularity in the realm of media discourse study: due to its mediator role mass media do not simply reflect or mirror the events of reality but rather create a new reality through interpretation processes. The research was carried out on the base of material taken from the news broadcasts on Eastern and Western channels
Keywords: discourse, mass media, cognitive mechanisms, strategies of impact.
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