(Media)linguistic dilemmas
The development of the media has come to determine the birth of another sub-discipline of linguistics - media linguistics. Its status is defined by both the dimensions of the very media themselves (technological, mental, socio-cultural and semiotic) and the intellectual aura in humanities and social sciences, which is characterized by, among others, such tendencies as: epistemological pluralism, contextualism, interdisciplinary character, integralism. In this cognitive situation, media linguistics cannot stay in the narrow frames of linguistics of philological of structuralist traditions, but has to make an effort to co-create open linguistics, getting involved in its current displaying integralistic ambitions.