Modern Ukrainian Publicist Text: Systemic-Terminological and Functional-Stylish Dimensions

The article analyzes genre-style processes in modern journalistic texts in the conditions of digitalization. The causes and consequences of changes in the terminological paradigm of traditionally established and new concepts within the journalistic style as one of the functional varieties of the modern Ukrainian literary language are clarified. Based on the developments of Ukrainian and Pan-Slavic linguostylistics, the systematicity of the term journalistic style and the incorrectness of the concept of media style are substantiated, the terminological conditionality of the concepts of media discourseology, media text is determined. The communicative and pragmatic features of new multimedia genres in the context of interstyle interaction are determined. The mechanisms of the media in the present conditions are determined not only by the communicative-pragmatic intentions of the authors of the projects, the social demands of the time, but also by the technical capabilities of the digital environment. Integrating into them, the journalistic text retains its differential features against the background of other functional varieties of the literary language. This is the main reason for the linguistic expediency of using the traditional term of linguostylistics journalistic style, which has long been assimilated by the Ukrainian terminological system and in many Western European languages functions as internationalism. The concept of media style is incorrect, since modern media disseminate texts of all styles of the literary language. The introduction into scientific circulation of the concepts of media space, media discourse, media text indicates a change not in the nature of the journalistic text, but indicates its new communicative capabilities in the conditions of digitalization. New multimedia genres are also a product of modern technological means, which on the one hand make their hypertextuality and dialogicity possible, and on the other hand make the journalistic text particularly open to interaction with other stylistic varieties of literary language, in the conditions of democratization they adapt its vocabulary to the moods of society and the era, enhance expressiveness, provoking the phenomenon of stylistic polymorphism. The linguistic means of influencing the journalistic style on the mass consciousness are not new, but only deepened by the communicative intentions of the authors of the projects and reflect the change in the value orientations of the global world.