ASSOCIATIVE PROJECTIONS OF THE WORD IN PLAY MEDIA TEXT
The article discusses the features of modern creolized media text using language game codes. Is characterized by transformed the lyrics of a famous song "Everything in life is me...", based on the identification of the realities of the Soviet era with their conventional "equivalents" presented in the new song media version of the relevant modern nominations. Decoding of game implicatures in the structure of media text is achieved by correlating its verbal and nonverbal series. The mechanisms of associative identification and associative provocation as the basis of game effect construction are revealed. The classification of cognitive and evaluative bases of associative identification of nonverbal and verbal components of the game media text is proposed. Keywords : media text, language game, presuppositions, associative context of the sign.