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Relevance. The relevance of this study is motivated by a broad public interest in modern media communications, including the use of linguistic means to implement speech strategies and communicative tactics, maximising the impact on the selected audience, and the limited understanding of the functionality of hyperbole-based phraseological expressions in media discourse. Purpose. The purpose of the presented investigation is to comprehend the leading mechanisms of constructing a language paradigm in cognitive terms, linguistic analysis of stable units of speech as means of emotive-evaluation in text, the definition of the main lexical and semantic means, author's intentions and narrativity in media texts. Methodology. The main method employed is a theoretical approach to the study of media literacy in contemporary society, constructing linguistic templates for the perception of reality and its representation in a cognitive manner. Results. This investigation reveals the basic mechanisms of realization of communicative strategies in the media sphere by means of attracting a wide arsenal of linguistic resources, focusing on the functioning of phraseological units built on hyperbole by the example of the national language code (English and Kazakh). Conclusions. The materials presented in this study will contribute to further in-depth study of the frequency of use of such idioms, the functionality of texts using them and the ethical implementation of communication between author and recipient, to analyse the linguistic resources that can and cannot be used in media contexts, to structure the media field depending on the style and targeting, to establish basic rules and criteria to determine the media literacy of speakers of the national speech code. Keywords: phraseological unit; media communication; critical thinking; information space; phraseme; media field
Shalkarbek et al. (Tue,) studied this question.