The article is dedicated to studying the prerequisites and grounds for identifying optative potential in the poster content of the Russian-speaking media space. The author undertakes a comprehensive analytical review of scientific publications and works dedicated to the study of the concept of optativity in the Russian language. The author examines a large body of scientific literature, analyzes the results and conclusions of research publications to determine the essential characteristics of optativity in terms of their significance for expanding approaches to researching the optative potential of the verbal part of poster statements. In the conducted research of examples, the author succeeds in demonstrating that optativity is a stable characteristic of the poster, which contributes to the realization of certain communicative strategies. The author's particular contribution to resolving the issue of understanding optativity as a category in mass communication theory and media linguistics allows for identifying the degree of the poster's impact on the audience within the paradigm of the category of optativity in terms of media communicative possibilities and optative potential. The research methodology is based on an interdisciplinary approach that required the application of a complex of methods for analyzing the meanings of words, statements, and text. Methods of linguistic stylistic, textual, lexical-semantic, and semantic-syntactic analysis of the Russian-language text in the context of statements and super-phrasal unity, as well as grammatical and lexical transformation, are combined with a descriptive method of qualitative analysis of linguistic facts and their systematization. The novelty lies in substantiating the optatively conditioned impacting characteristics of posters, related to a multi-level system of meaningful values. The author believes that in the content of poster meanings, an optative belief is formed, and the poster, as a carrier of a persuasive strategy, becomes a tool for soft optative influence, shaping the intention to fulfill the wish contained within the meaningful fabric of the verbal part of the poster's creolized text. According to the author, the poster content reveals a communicative strategy of soft urging towards a desirable variant of positive behavior, through the subtle presentation of which an optatively expressed modal wish manifests. The main conclusions of the conducted research assert that in situations of heightened aggressiveness existing in society, straightforward appeals to the mass audience can provoke either irritation or rejection, while more effective methods may be "soft" persuasion through a wish, which is an optative form of urging, inviting agreement with the polycode multimedia statement.
Qi Duanmu (Sun,) studied this question.