THE MOST PRODUCTIVE WAYS TO NEUTRALIZE DISCRIMINATORY MARKED LEXICAL UNITS IN ENGLISH LANGUAGE MEDIA DISCOURSE

Abstract

The purpose of the study is the search of the most productive tool for neutralizing discriminatively marked lexical means in English language media discourse. The linguopragmatics of neutralized discriminative marked lexical means allows the eliminating the discriminative effect and significantly increases the chances of successful communication. The research material is represented by the Internet foreign media texts. We analyzed them through critical discourse analysis. According to the results of the analysis of 250 media texts containing discriminative lexical means of nominative spheres "Ethnical identity" and "Gender identity" we define the main tools of neutralization. They are euphemization, reduction of stigmatic terms, and exclusion of invectives. According to the research results, the authors conclude that euphemization is the most productive tool of neutralization of the discriminative lexical means in nominative spheres of "Ethnical identity" and "Gender identity". Neutralization by euphemization enables communicants not only to avoid the use of discriminative lexical means, but also can make communication more effective.

Keywords

• нейтрализация
• эвфемизация
• дискриминация
• лексические средства
• коммуникация
• медиатекст
• медиадискурс
• neutralization
• euphemization
• discriminative
• lexical means
• communication
• mediatext
• media discourse